Thanks to my newly assigned responsibilities in Eniro , I think it was appropriate to increase my knowledge of Facebook's advertising opportunities . With a limited number of competitors and a great opportunity to target ads to Facebook reportedly deliver good performance at low cost. In the following I give an insight into my first attempt at advertising on Facebook. You are very welcome to leave a message in the comment box.
Opportunities with Facebook's advertising system
Facebook is easy to get started. You create an ad by uploading an image (110 × 80 pixels) and writes a text and places a URL.
The targeting can be done geographically, demographically and interests. Interests must be currently selected by the English word for interest, but seem to hit the Danish language when it is intended. Have you as an advertiser a Facebook page, group or application that you are able to target advertising at people who are either connected or not connected to that page, group or application.
Pricing is straightforward and I can both choose a maximum bid for CPM or CPC, and when I put my daily budget is also the maximum per day. I will be on the basis of my selection above provided an estimated number of users I can reach the prospect and the number of impressions / clicks on my ad.
By week's end I settled for Facebook to my ad exposure or performance via my debit card.
Note that Facebook approves all ads and every time you correct in after it is approved it must be approved again.
My first experiment with Facebook advertising
I write poems regularly and publishes them in Re: quote . I usually have 30 readers a day when I publish a new text. The product may not be typical marketing material, but immediately I consider it not as a barrier to using it as a test.
What I wanted with the announcement:
1) I would at least fire my name and Re: quote through thousands of views.
2) I wanted new readers interested in literature in a broad sense to click onto Re: quote.
3) Finally, I made a "sticky post" on Re: Quote, calling to sign up as a subscriber to measure possible. action after clicking from Facebook.
Facebook was estimated that there was approx. 50,000 users with an interest in literature in Denmark. I set a daily budget of 50 dollars and period of advertising was 8 days (from 14 april to 21 april). My choice fell on CPM, but it could so far also have been a CPC since I had no idea about my product would be the subject of many clicks. Facebook proposes each day a framework for the maximum price I should wish to pay. Day 1, I put the CPM to 2.01, which was about. 20 cents higher than the proposed framework. The following week Facebook's draft CPM approx. 50 cent higher than my maximum bid.
What I got for money:
Throughout the period around 45,000 impressions of your ad per day. Average CPM was 0.97 to 1.27. It's a very, very low CPM. I'm thinking about Facebook wonder that Google, in their advertising system has a rank ring of the ads on relevance and not just price. Without targeting suggests Facebook much higher CPM or CPC bids of the advertiser.
The number of clicks ranged from 3 to 10, which was slightly disappointing considering that the ads were targeted to a specific user group. The text was "Have you read Erik Scherz Andersen's newest offshore wind Text - Read with the recitat.dk and become a subscription for free today." It was accompanied by a picture that was a sample of my Twitter background to create familiarity in color and style, and the quote "Throw your shit in the sea / the paper is only the ink" to have some linguistic humor in the ad.
There were between 3 new subscribers, but I know they were already returning visitors Re: quote me why I do not consider the few clicks from Facebook to have made a difference here.
Summary
I got about 350,000 impressions, 44 clicks and no new subscriptions for 356 DKK. It is a low CPM for branding within the "paid media". But with a CTR of less than 0.02, so it is uncertain whether I have got something out of the market.
My assumption is that Facebook advertising is well suited to support "earned media" if your brand or product is interesting for users. In my case was the announcement alone and the right output, all I can possibly assess, after several attempts advertising on Facebook and similar experiments on Google.
Although the amount of views is great, then click rate is disappointing. Although Re: quote is not a known brand, so should appropriate segmentation yield higher click-through rates. Maybe I'm just used to the click-through rates on Danish search sites from Eniro and not international social network?
