Advertising With Flyers On Facebook - Do The Ads Bring Traffic ?
As an experiment, I recently ran two advertising campaigns on Facebook - one used Flyers Basic (CPC) and the second used Flyers Pro (CPM). If you are wondering how effective are Facebook ads in terms of clicks, here are the results:
1. Facebook Flyers Basic - They cost $5 to display your ad 2,500 times on various Facebook pages. I bought 5,000 ad impressions on Facebook and here’s what Google Analytics has to say about the number of clicks received from Facebook - Total Visits = 5
[Facebook won't share the click-through-rate for Flyers Basic version]
2. Facebook Flyers Pro - This is a CPC ad program of Facebook where you pay only for the clicks. Flyers Pro The ads made around 800 impressions on Facebook and the number of visitor clicks received was five (CTR = 0.6%).
Though the above advertising campaigns on Facebook were run for a very short period, they do indicate that the click through rates for ads appearing on Facebook can be extremely low.
Sidenote: If you are located outside US, you can make the payment for Facebook Flyers via International Credit Cards but not PayPal. The Payment page for Flyers looks as if it won’t accept non-US credit cards but just type your full address and it will work just fine.
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“click through rates for ads appearing on Facebook can be extremely low.”, this can hardly be justified over 5,000 ad impressions. A campaign over 100k+ imps would paint a better picture. Also, talking clicks, not ad imps, starts becoming an issue of relevancy, creative and a number of other factors that may influence the likelihood of a click. Bit unfair on the ol’ Facebook.
I have been doing this campaign for my company in fb yes i do agree cpc is at bit misleading. Good post Amit. C u soon at PROTO.
That’s really bad.
Advertising on the 2nd today social networking site like Facebook doesn’t impress.
Sure ,that’s going to effect the advertising campaigns.
Rogers makes a valid point, both on sample size and on the use of CTR as an effective measure of the platform. 5k impressions is not enough to gauge anything. You won’t need 100k+, though, I reckon around half that should give you a good start. Then there’s the question of relevance. Facebook is really a catch-all, which means any context-tracking system is screwed, and your Flyer may only show up where it should around 25% of the time (maybe 50% if you’re the really optimistic kind). No wonder your CTR is a little low.
That said, 0.6% CTR on a publisher site is not too shabby, especially if your ad isn’t exactly the header banner.