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?
Dennis Yu
Dennis Yu is the CEO of Local Service Spotlight, a platform that amplifies the reputations of contractors and local service businesses using the Content Factory process. He is a former search engine engineer who has spent a billion dollars on Google and Facebook ads for Nike, Quiznos, Ashley Furniture, Red Bull, State Farm, and other brands.
Dennis has achieved 25% of his goal of creating a million digital marketing jobs by partnering with universities, professional organizations, and agencies. Through Local Service Spotlight, he teaches the Dollar a Day strategy and Content Factory training to help local service businesses enhance their existing local reputation and make the phone ring.
Dennis coaches young adult agency owners serving plumbers, AC technicians, landscapers, roofers, electricians, and believes there should be a standard in measuring local marketing efforts, much like doctors and plumbers must be certified.