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Results From My Facebook Ad Campaign
On November 20th I setup an advertising campaign on Facebook for my startup, CloudContacts. The ad setup program crashed a few times but eventually I was able to get the ad running. I selected men and women from 25 to 53 with a college degree as my initial test audience. Facebook told me that there were somewhere about 33 million users for the demographics I selected. Clearly this 33 million number is just profiles they have, not actual activity.
Here are the campaign results:
- 81k impressions (majority of them in the first 7 days, nearly none since)
- 6 clicks total for a .01 ctr
- $3.23 total spent
I setup the campaign at $10/day and a $0.61/click cap. This click cap came from Facebook’s suggestion, I didn’t cange it. So I offered Facebook $300 and they took $3.23. Worth $15 billion?
Perhaps I’d see a better response rate if my ads were similar to these:
When I see these type of ads over and over, it really drives the point home that no "legit" ad will work on that right panel. The more acai berry diet ads one sees, the more they tune out (i.e. ad blindness) that entire section of the page. When I created my ad, it took some time to be approved. Yet many of these diet ads use celebrities names but the pages they point to don’t mention the celebs at all and most seem to be affiliate sites.
While I get that people updating their Facebook status or posting a photo from the bar last night might not be in the proper mindset for my service, it’s really a bit shocking just how poorly the ad has performed.
I would have assumed by now that Facebook would have contacted me with tips on adjusting my ad to work towards better performance. They have left $300 on the table — while not much in the small picture, what happens when you start to multiply it out with all of their advertisers. Facebook has such a great opportunity to create a rock-solid social advertising program but instead they would rather slap run-of-network bottom of the barrel display ads and local diet ads on the service. Perhaps the tough economic times we are facing (and will face) will get Facebook to start really investing time into creating an ad platform that works.
Next week I will share the results of my test Google AdWords campaign.
Update: Drama 2.0 has a good post about Facebook employees selling their shares.