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
You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel.
You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.