I Spent $3 Per Day on Facebook Ads Over 2 Months: Here's Exactly What Happened

I Spent $3 Per Day on Facebook Ads Over 2 Months: The Results May Surprise You

I Spent $3 Per Day on Facebook Ads Over 2 Months: The Results May Surprise You

Do you advertise on Facebook, or are you considering it? In this blog post, I'll show you what I managed to achieve over a two month period between July and August 2015, limiting myself to a budget of just $3.00 per day. 

The aim of the ad

Plain and simple, I wanted to advertise the Summer 2015 Edition of my book, 500 Social Media Marketing Tips. When clicked, the ad would lead viewers to the product page for the book on Amazon.com. 

Note: The one considerable downside to linking the ad direct to Amazon is that it left me unable to track conversions with a Conversion Pixel, i.e. of whose who clicked, who actually went on to purchase the book? However, I was happy enough to spend $2.00 to give the ad simple exposure and, if clicks ended up costing little, all the better.

The ad design

People see hundreds of ads on Facebook every day (and ignore most of them), so the aim of my ad design was to keep it nice and simple. The main ad image - what people will normally notice first - tells people that the Summer 2015 edition of 500 Social Media Marketing Tips is out, and every other element is used to support this information, and drive clicks: get 10% off for a limited time, essential strategy, over 60,000 copies sold, etc. In the past, I have used the "Buy Now" call to action button. This time, I decided to experiment with the slightly less pushy "Learn More." 

Ad targeting options and placement

Using information about my audience gained from the 500 Social Media Marketing Tips Facebook Page, I narrowed my targeting down to the following.

  • People based in the US (since the ad linked through to the US Amazon website, this one was a given).
  • Men and women aged between 25 and 55
  • Interested in social media marketing and Social Media Examiner (one of the most popular social media for business websites)
  • This gave me a potential reach of 1.1 million people, and an estimated daily reach of 91 - 240 people.
  • The ad was placed in all available positions: Mobile News Feed, Desktop News Feed, Desktop Right Column, and Audience Network.

Ad budget and schedule

Here's my daily ad budget of £2.00 ($3.12) per day, set to run continuously and optimised for Clicks to Website (my Amazon product page). I allowed Facebook to optimise my cost per click. If there was one thing I would have changed, I would schedule the ad to run at the times when my US audience were most online to see it, rather than having the ad run all day. This could have saved me wasting a portion of my budget.

The results

This image shows the performance of my ad between June 15th 2015 and August 15th 2015. Here's a quick breakdown of the results:

  • My ad reached 19,376 people
  • It was clicked 308 times
  • I spent £56.20 ($87.50), which worked out at an average of £0.18 ($0.28) per click.
  • The average click rate was 1.03%.

I'm well aware that some marketers boast CPC results of as low as 1 cent per click, but considering I was targeting a specific group from the US - a more expensive market to reach in the first place compared, say, to somewhere like India - I was pretty pleased with the results. On several days, my CPC was less than $0.20.

Here's an interesting observation from the Placement results of the ad. The majority of my reach and clicks - a whopping 81% and 59% respectively - came via the Audience Network. The Audience Network automatically delivers my ad into relevant non-Facebook apps. Does this prove the increasing importance and effectiveness of mobile advertising or did Facebook just target those people more heavily on my behalf? Hard to tell, especially without conversion analytics.

Closing Thoughts and Plans for the Future

Many businesses are reluctant to advertise on Facebook, but for a couple of dollars a day - the same amount that many of us wouldn't hesitate to spend on a takeaway coffee or a quick bite to eat - it can prove a cheap and effective segment of your marketing spend. I'm fairly pleased with this summertime Facebook ads experiment, but I'm excited to tinker with the setup to see if I can improve its performance. For starters, I'd like to:

  • Find a way to track Amazon conversions from Facebook.
  • Schedule ads to appear when audience is online to spend budget more efficently
  • Experiment with ad images, copy, and call to action button
  • Experiment with manual bidding to see how it affects performance.

Over to You

What do you think about my Facebook ads strategy? How have Facebook ads worked (or not) for your business? What kinds of Facebook ads experiments would you like to see me perform in future? Let me know in the comments below!


5 Surprising Statistics About Customer Service Statistics on Twitter [INFOGRAPHIC]

Do you handle customer service issues on Twitter? According to new statistics lifted from Twitter's customer service playbook, handling customer queries and forging relationships on the site is marking the future...

5 Surprising Statistics About Customer Service Statistics on Twitter

5 Surprising Statistics About Customer Service Statistics on Twitter

5 Surprising Statistics About Customer Service Statistics on Twitter

  • 95% of consumers say they are influenced by what other people say  about companies on 
  • social media.
  • 83% of customers with a personalized interaction were satisfied by their customer service experience on Twitter.
  • 77% of customers satisfied with twitter customer service said they were likely to recommend  the brand to others.
  • 250%: the amount that tweets to leading brands have increased over the past two years.
  • 80%: the potential save per interaction using Twitter for customer service vs telephone.

My new book, Successful Social Media Customer Service is out soon.


How to Shoot Shareable Instagram Photos: Real Life Good vs Bad Examples

How to Shoot Shareable Instagram Photos: Real Life Good vs Bad Examples

How to Shoot Shareable Instagram Photos: Real Life Good vs Bad Examples

Do you use Instagram for business? Do you want to shoot photos that receive more likes and shares? The most popular Instagram photos evoke a strong emotion in viewers, are inspirational, aspirational, and eye-catching. With just a few simple tweaks, you can improve the quality of the photos you take, and drive more engagement with your content. Let's take a look, using real life examples to demonstrate. In each case, ask yourself which

1.  Context is important

Let's say you're in the business of selling accessories for the home. Customers will most likely be drawn to photos that show how your items fit into their own spaces. shop_juliecouch's photo is rather uninspiring (the lamp even still has its plastic packaging!), while hkliving's shot is carefully staged, colour co-ordinated, and eye-catching.

2.  Get the lighting right

Taking the time to light a photo properly (or improve the lighting in post production) can make a huge difference to the quality of your content. Both photos above serve to show off a printer, but Canon France's shot - lit well - is much more appealing to the eye.

3. Play with lines and shapes

Some of the most popular Instagram posts include arrangements, patterns, and shapes that are pleasing to the eye. In the above examples, jampaper's photo is colourful and neat, but there's something about the angles and composition of juliamanchik's composition that people find innately appealing.

4. Think about composition

office-dog-2.PNG

When you publish a photo, it should be obvious to viewers what the main focus of the image should be. In kellygerland's photo, the black dog is lost against the dark sofa and dominated by the banner on the wall. Meanwhile, kaianatural's photo has the office dog as centre of attention (even looking at the camera lens!), with very little dead space in the rest of the shot.

5. Have fun and be creative

Above all, the most successful Instagram images from brands are those that connect with  your customers in a way that only you as a business owner know best. Fun, creative, and inspirational, or aspirational content - well planned and shot - is nearly always a winner.

Over to you

Have these pointers inspired you to look again at your Instagram strategy? Or do you already but these ideas into practice? Let me know in the comments below!


5 One-Minute Strategies to Boost Your Facebook Ad Conversions And Increase Sales

5 One-Minute Strategies to Boost Your Facebook Ad Conversions And Increase Sales

5 One-Minute Strategies to Boost Your Facebook Ad Conversions And Increase Sales

Do you advertise on Facebook? Are you looking for ways to optimise your ad campaigns and boost conversion rates? 

In this blog post, I'll show you five simple strategies that you can use to improve your Facebook ads, hopefully saving you money and increasing your returns!

1. Use Custom Audiences to re-target existing customers

With Facebook ads, sometimes the temptation can be to shoot for a brand new audience of people, but for many brands,  targeting their existing customers will provide the most fruitful returns. After all, if they've bought from you in the past, chances are higher that they will do again. In addition, you will already be familiar with the make-up of these group, so in a better position to shape your marketing message and product offering. You can do this is through custom audience targeting. Facebook will allow you to target users by email (upload or import your own list), app user IDs, or phone number - and your ads will be fed to them if they are on Facebook. 

2. Use a CTA button to drive click-through rates 

When creating your ad, Facebook will ask you if you want to add a call-to-action button to it. These buttons - including Shop Now, Sign Up, Call Now, and Download - give customers a stronger indication of what the purpose of your ad is, and a precise course of action for them to act upon what they see. Make sure that you match the correct CTA button to your campaign. Doing so will help to drive click-through and decrease bounce rates from your website.

After a one-month review of AdRoll advertisers’ running campaigns with CTA buttons, the Facebook found that those ads experienced a 2.85x higher click-through rate compared to ads that didn’t have a CTA button. They're free to use, so definitely worth considering!

3. Experiment with video ads

Currently, video ads only make up small proportion of brand marketing efforts on Facebook, but with estimates suggesting that that digital video advertising will make up 15% of the total digital advertising market by 2017, there's never been a better time to get in ahead of the curve. And according to an analysis by Kinetic Social, a Facebook marketing partner, paid video placements maintained a higher clickthrough rate (CTR) than all other types of US Facebook ads served to desktop and mobile via its platform throughout 2014. 

Why are Facebook video ads performing so well? Putting aside their relative novelty, research shows that the auto-play ads in News Feeds - even if watched only for a few seconds - helps to drive value and purchase intent.

"...data shows that people who watched under three seconds of the video ad created up to 47 percent of the total campaign value, and people who watched for fewer than 10 seconds created up to 74 percent, depending on the metric. That means that while lift continued to increase the longer people watched, people didn’t have to watch a whole video to be affected by the ad."

Facebook recommends that brands experiment with short video ads, remembering that value increases the longer people watch. I would add that it is not always necessary to focus on product; use video to educate, inspire, bolster your existing content strategy, and overall brand awareness.

4. Run ads at the optimum time of day

image via adstage

image via adstage

It might sound obvious, but if your ads mostly run at a time when your target audience isn't usually online (or at least not actively in the mood to purchase), then you're pretty much throwing money down the train. Use the knowledge of your audience to decide when they will be most active, and willing to buy!  If you've set a lifetime budget for your ad, you can schedule specific times of the day or days of the week to run your ad by going to Ad Scheduling, clicking More Options and then selecting Run ads on a schedule. (you may need to click Show Advanced Options first.

5. Make your ad offering simple and specific

No one really wants to see ads in their News Feeds, but if yours are to be engaging and successful, they need to influence users after just a glance; keep headline, link, and main copy jargon-free. It helps to narrow the focus of your ad campaign to one specific offering. In addition, where your ad takes viewers once clicked, should be right where the customer expects. For example, if your ad promotes a 50% discount on one of your products, the landing page should be the product page for said item, not your website's home page. 

Over to you

Have these strategies given you some ideas about how to optimise your Facebook ad strategy? Do you already use them, or do you have any more ideas? Let me know in the comments below!


How to Use Facebook Saved Replies to Answer Customer Messages in Record Time

Do you use Facebook to answer customer service queries? Do you receive lots of the same questions frequently? Facebook Saved Replied could save you lots of time and effort!

Launched on the quiet fairly recently, Facebook Saved replies lets you create and save a reply for later use , search through older replies to re-purpose it, and the ability to personalise replies instantly with your name, the customer name, your address, website, and more. Let's take a look!

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