Here is a page post engagement ad targeting an email custom audience for the recent L2E Conference.
Within minutes, it reached 5 people and generated 5 clicks.
So being relevant and timely is critical on Facebook.
The frequency is 1.2, meaning that we had 6 impressions total.
So someone in this audience saw the page post twice– perhaps clicking on it only the second time.
The potential campaign audience (top right) is 80 people, which is not a bad match rate for the 125 students that signed up for the social analytics training.
In other words, we had a 2/3rds match rate on the emails we uploaded to Facebook.
We did spend only 13 cents here, as the audience was small.
But with combos of custom audiences (retargeting, friend-of-fan connections, and folks who attend the LDS Business College), we’re generating thousands of clicks.
Note that the average CPM here is $21.67.
That means we’re paying 2 cents per impression, which is “high” for social inventory.
However, if you are super targeted, it doesn’t matter how much you pay per thousand impressions. The high CTR and relevancy offset any price differential.
We are bidding via Optimized CPM, which is now the default bid option.
And we chose the goal of page post engagement.
Were we looking for drive conversions (course sign-ups, event RSVPs, e-commerce), we’d still use Optimized CPM, but optimizing against that conversion pixel.
What has been your experience with highly targeted, high CTR Facebook ads?
About the Author
He is the host of the CoachYu show, a digital marketing certification program that partners together with industry professionals just like doctors, engineers, and teachers where people can get trained and have a job at the same time.
He has been building brands and teaching marketing for over 13 years.
Specializes in helping young adults to grow into the leaders of tomorrow, by confidently developing their marketing skills through training programs and seminars with enterprise clients like The Golden State Warriors, Nike, and Rosetta Stone.
He developed the Technology Partner for Digital Marketing Agencies and Personal Brands. A RevShare Partnership Program that enables growing companies to stay competitive.
None of this would be possible without the generous support of partners such as DigitalMarketer, Social Media Examiner, Fiverr, GoDaddy, Keap, OmniConvert, Onlinejobs.ph, Tom Ferry, Barry Habib, and others who believe in training up millions of digital marketing professionals.
Dennis has been featured in The Wall Street Journal, New York Times, LA Times, National Public Radio, TechCrunch, Fox News, CNN, CBS Evening News and co-authored “Facebook Nation” – a textbook taught in over 700 colleges and universities.
Dennis is an internationally acclaimed speaker in Facebook Marketing who has spoken countless times in 17 countries, spanning five continents including keynote events at L2E, PubCon, Digital Agency Expo, Marketo Summit, and B2C Growth & Innovation Virtual Summit.
Besides being a data and ad connoisseur, Dennis enjoys eating spicy buffalo wings or might just spot him playing Ultimate Frisbee under the sun.
You can contact him at email@example.com or on one of his social accounts below.