Objective: Run Facebook ads to get targeted traffic and get membership to the STG Community site.
Facebook ads that were run:
FacebookCool Infographic on the birth of Social Networking. Read more ... » ad #1 was started on Monday, June 21st and stopped on Friday, June 25th. This Facebook ad depicted the STG logo and asked for “help” and then pointed them to the community website.
Facebook ad #2 was started on Thursday, June 24th and stopped on Monday, July 5th. This ad depicted an oil covered bird and asked for “support” and also pointed out “Ideas only – no $”
Facebook ad#2 outperformed Facebook ad#1 by over 100% of CTR’s to Impressions but became more ineffective over time (after approximately a 1 week run time). Which is typical in Facebook apparently. One of their tips is to keep your ad fresh. Also, a certain number of folks have seen it after a period of time especially if the targeting is tightly focused such as our campaign was.
Facebook ad#2 was a success overall due to the eye-drawing photo and the fact that it was indicated that there was no cost to be at the site and we were not looking for donations – just ideas.
The STG community site had 127 signups in this time frame. The signups trailed off to zero when the Facebook ads stopped. My estimate is that 110 signed up via the Facebook ads campaign.
That means it came at a cost of almost $7.00 per signup, which is expensive overall in the onlineConversations, Interactions and Authenticity in Social Media. Read more ... » marketingForget the Benefits and Features - Know your "Why". Read more ... » world. Our goal was to drive to $1.00 for CPA (cost per acquisition).
1,516 CTR/127 = 8.4% signup rate based on those who clicked through the ad. Pretty good rate considering there is a barrier to entry on participation.
Considerations for Future Facebook Campaigns:
- Remove barriers to entry for public sites. Allow anyone to come and comment without registering.
- For SocialIf Social Media were a High School – from Flowtown. Read more ... » Network users – Remove the barrier to entry for signup by allowing Facebook sign-in versus having to add your email and name.
- Refresh Facebook ads & targeted groups on a more regular basis to keep them fresh. Test content, message and targeted groups more often (every 3 days max).
- A final note is to use content marketing to drive traffic back to your site – facebook ads are a great starting point for a content marketingWhy Use Article Content Marketing. Read more ... » campaign.