dirt cheap facebook clicks - facebook fans for pennies
DESCRIPTION
Dirt Cheap Facebook Clicks - Facebook Fans For Pennies - an analysis of an ad campaign to launch a Facebook Page for very liTRANSCRIPT
Reagan Fan Page Exampleby Walker Lewis
@walkerglewis
Dirt Cheap Facebook Clicks
FB Fans For Pennies
Split Testing Ad Copy
Split Testing Ad Copy
Split Testing Ad Copy
Split Testing Ad Copy
Split Testing Ad Copy
Clear Ad Copy winner when used with all images! “Freedom” beats “Reverse growth of government” across the board with every image set.
Split testing Facebook Ad images
Clear image winner, images perform in descending order from left to right
Psychological cues matter! Is the “like” thumb a coincidence? I don’t think so.
Landing page corresponds to winning ad image. Dramatically improves CPA
Campaign initially set for broad targeting – intended to receive performance feedback
Campaign evolves to testing narrow demographic categories – sub campaigns for sub groups
After initial demographic optimization CTR more than doubles with better targeting
Once click through rate spikes above 0.30%... CPC drops well under $0.10
Daily spend clusters around .35% - 0.55% CTR and increases with performance
Cost per acquisition, in this case, FB fan acquisition, drops like a rock
Once the CPA drops to pennies, spending increases, fan acquisition skyrockets
Accumulating 1,600+
Facebook fans a day at
$0.04-$0.06 per Fan
With the lower CPA, total campaign spending increases 3-5 X each day
Campaign spending increases to 3-5X
a day during $0.04-$0.05 CPA
period
Campaign begins with testing budget
Targeting evolves from demographic/psychographic, to friend of fan ads
Once FB page receives enough traction, “Friend of Fan” social targeting
helps improve CTR deterioration over time
Campaign concludes: 33,565 Facebook Fans at an average CPA of $0.07 per Fan