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
Dennis Yu is the Chief Executive Officer of BlitzMetrics, a digital marketing company that partners with schools to train young adults. Dennis’s program centers around mentorship, helping students grow their expertise to manage social campaigns for enterprise clients like the Golden State Warriors, Nike, and Rosetta Stone.
He’s an internationally recognized lecturer in Facebook Marketing and has spoken in 17 countries, spanning 5 continents, including keynotes at L2E, Gultaggen, and Marketo Summit. Dennis has been featured in The Wall Street Journal, New York Times, LA Times, National Public Radio, TechCrunch, CNN, Fox News, and CBS Evening News.
He’s a regular contributor for Adweek’s SocialTimes column and has published in Social Media Examiner, Social Media Club, Tweak Your Biz, B2C, Social Fresh, and Heyo. He held leadership positions at Yahoo! and American Airlines and studied Finance and Economics at Southern Methodist University as well as the London School of Economics. He ran collegiate cross-country at SMU and has competed in over 20 marathons including a 70-mile ultramarathon.
Besides being a Facebook data and ad geek, you can find him eating chicken wings or playing Ultimate Frisbee in a city near you.
You can contact him at email@example.com