- Published on : Mar 4 2011
It seems like everyone has been talking about Facebook Ads for the past several years now, yet so many people are still on the sidelines or got scared away. Yes, Facebook Ads can be extremely tough to master and very frustrating with the ad approval process. Not to mention you can actually blow through a lot of money fast if you don’t know what you are doing. However, how can you turn your back on a ad platform that allows you to target over 600 million people all over the world based on their demographics and interests.
I always find myself coming back to Facebook and running new ad campaigns. Most lose money, but when you get something that works, it’s really great. Sometimes I even surprise myself with new ad creatives and targeting groups that I come up with, and also seeing what makes people click. I wanted to share some numbers that I’ve seen in the past month while playing around with a new campaign. The greatest part about this latest campaign, was the ability to create some really phenomenal ad copy that people loved, but more importantly… almost getting clicks for free, and the majority in the .01-.o2 range.
Facebook Ads Clicks for Pennies
Below are the stats from one of my top ad campaigns based on US only traffic. Demographics range from 13-27 years old, male/female and covered various combinations of demographics and interests. You will also see that many of these ads were pulling in click through rates of .40%-.62%, which is extremely well for Facebook advertising. Some creatives were even pulling 1% click through rates at times.
A final summary of the US ad campaign stats are shown below. With nearly 10 million impressions shown, the campaign ended with 29,836 clicks and only spent $213.63 on ad costs. That comes out to less than one cent per click!
Targeting the US is one of the most expensive markets you can go after on Facebook, but in the end it all comes down to click through rates. I copied the same success I had with my US campaign and played around with the demographic and interest targeting a bit more, then had the same type of success in CANADA and the UK. You can see the full stats below.
Facebook Ads Tips for Success
I’m sure all of you are wondering what creatives, ad copy and actual web site or cpa I was promoting. Unfortunately that would just be shooting myself in the foot and killing the campaign if I was to release that type of information. Instead, I will provide the exact tips and monetization I used to create ad copy with these numbers.
- Target your Facebook Ads in very small groups. Yes, this is a pain, but it’s how you will achieve the greatest click through rates. If you don’t want to do break down a campaign by every age individually, break it out within three to five years, then that the first set of stats to see if it’s worth breaking down again. (ie: males 18-21, males 22-25, males 26-29 etc…)
- Target by interest. This one is a no brainer, but it’s important to keep stressing your targeted interest in the ad copy. For instance, if you are going to target “The Simpsons“, try and use something relating to The Simpsons as your image, in your title and description.
- Use Great Pictures. Facebook ads are all about the headline and the image, but which of the two really grabs your eye first… the picture of course! Try to use only the highest quality pictures that are sized correctly for Facebook ads placement, which is 110×80. If you can crop or design images, there are a ton of places that will do this for a few dollars. It really makes a big difference to have a great “call to action” image on your ads. (Dating = Hot Girls, Email Submits = Exciting Products, Travel = Landmarks)
- CPC vs. CPM bidding. Using the statistics from the campaign above, I was mainly using CPM as my bidding model… however I did first test with CPC. Facebook Ads runs all of their inventory based on ad spend and user click through rate. If I initially setup these ad campaigns at a CPC model and put in .01 or .02 per click, Facebook would likely have never even given me any impressions. By bidding on the CPM model, Facebook knows they are going to make money no matter what. First test with CPC, get an idea on what people are clicking on, then back it out to CPM bidding.
- Limit Your Losses and Ad Spending. When I first start a new campaign through Facebook Ads, I’m always anxious to get the first set of results. Sometimes the traffic comes in slow, and some times it’s an avalanche. Fortunately Facebook allows you to set a budget for how much you want to spend on your campaign per day. If you are adding a lot of new campaigns, be sure to set a low daily limit for each. As you learn which campaigns are making you money, make sure to increase your daily limits as this will determine the amount of traffic you will receive from Facebook.
- Use Social / “Likes” to your advantage. Want to create a campaign or creative that people really like? Come up with something that people are truly interested in and will want to share with your friends. How many times did you “Like” a product, fan page or ad on Facebook because you saw one of your friends listed as liking it? I’m sure it had a big influence on your decision, as it has been proven to work time and time again. Create a killer product or service that people really like, and they will share it with their friends, while being seen as a “fan” of your product/service. You can also stop your ads from being seen by people who are already “fans” of your product, which you can’t do with generic Facebook ads.
Recommended Facebook Ads Posts & Case Studies
- Facebook Ads versus Google Adwords – An excellent post which goes into detail on the differences between Facebook Ads and Google Adwords.
- Split Testing with Facebook Ads – In this post I show off my results from a real Facebook Ads campaign, and how much of a difference a slight increase in click through rate can make.
- Facebook Ads and Banner Blindness – Your ad campaign will lose money if you keep showing the same ad to the same audience.
- Combine Several User Interests to Create the Perfect Facebook Ad – It’s not enough to choose one topic or demographic. You need to make the right mix to create a winning ad.
- Juice Up Your Facebook Ads Campaigns by Targeting Top TV Shows – A breakdown of the top television shows and interests which can be found on Facebook, along with how to market to each.
- Facebook Advertising for Lead Acquisition Case Study – An awesome case study from my friend DK. This post covers all elements of ad design… from color to pictures to wording. Great stuff here.
- How to Get Cheap Clicks on Facebook Ads – A great post my Mr.Green, which also includes country figures and costs to target different ages by country.
- How I Made $7818.80 in 1 Week and $60k Case Study – StackThatMoney breaks down one of his many profitable Facebook Ads campaigns.
- How to Quickly Make 100s of Images for Facebook Ads – A useful post from Justin Dupre on how to create images that are the right size for Facebook Ads.
- Facebook Ads Dating Case Study – Does the Picture Type Affect CTR? – Great breakdown of how different images (dating) and how they can affect the performance of your campaign.
Making Facebook Ads Work for You
No matter what type of Facebook ads campaign you create, if you follow these rules, you will have more success than just throwing up as many different ads as you can, and hoping for one of them to work. While it is tough to continually make money with Facebook ads, you need to put in the necessary work on adding new campaigns, targeting new niches and demographics. Follow these tips to improve your chances of success with Facebook Ads.