When you’re unknown and trying to make a name for yourself, your confidence can get a bit low.
But that was never the case with direct mail supremo Richard Armstrong.
But it wasn’t until Armstrong got to the top of his game that he got noticed by the king of direct mail, Richard V Benson.
Benson asked Armstrong where he had been hiding all this time.
And Armstrong’s response was: “I guess you’re out of the loop”.
Despite Benson’s massive fame, he had lost touch with what was going on out there in the real world.
Anyway, here’s the thing. Whether you’re in the loop with your peers or not is irrelevant.
The only ‘loop’ that matters is you and your audience.
So ask yourself the question: “Are you in the loop?”
In the first part of this series I jumped straight in with what I would a medium dive.
That is, not too broad and not too narrow. Just to get a flavour on whether my initial hunches were on the right track.
Oh, and I should just explain if you are here for the first time, that there are two goals for this exercise:
If you haven’t seen the first part, you can view it here: Facebook Advertising Case Study #1
So back to business.
This time I went very broad.
Four adverts over two days.
The fact they ran over Christmas was probably not a good idea, but, well, it adds another level to it (and may explain the lousy results!)
Anyway, I may run the same experiment on some ‘ordinary’ days, just to make sure.
The four advertisements covered the following demographics:
Ad 1: Women 35+ in the USA interested in Advertising.
Ad 2: Women 35+ in the USA interested in Marketing.
Ad 3: Men 35+ in the USA interested in Advertising.
Ad 4: Men 35+ in the USA interested in Marketing.
All the adverts targeted desktop computers only (i.e. not mobile devices like smart phones and tablets).
When clicked, the adverts took people to this post:
I should also point out that before this went up, the page had 3,644 likes and afterwards it had increased by 1 to 3,645.
(if you want likes you need to put up something outstanding or ask people to like the page – the latter works very well by the way – just don’t overdo it).
Facebook has an audience ‘meter’ on their advertising interface and my target demographics were bang in the middle of. That is, neither fully broad nor fully specific.
The maximum reach of each ad was as follows (all USA, aged 35+, using Facebook Newsfeed only):
That’s an interesting statistic in itself. Twice as many women as men say they are interested in advertising and marketing in the USA.
According to Facebook, 80% of their active users are outside the US and Canada. So as these case studies continue it will be interesting to see how the rest of the world pans out.
The total number of people who saw the ad was 3,487.
The total number of actions taken was 26.
The total campaign cost was £20 ($33)
So the cost per action was £0.77 ($1.27)
Interestingly the cheapest cost per click (CPC) came from USA Men interested in Marketing.
This was £0.25 ($0.41). However, whilst this ad got the most clicks, it did not get the most ‘action’ (as Facebook calls it – and it’s actions that count), so the Action cost was £0.58 ($0.95).
An Action can be a click, like, share or comment.
That came from the smallest demographic group: USA Men interested in Advertising with a CPC of £0.56 (around $0.92) and an Action cost of £0.67 ($1.10)
Women interested in Advertising had a CPC of £0.50 ($0.82) and an Action cost of £1 ($1.65) – considerably more than men for both our target interests.
The adverts graphic was a blue background Christmas tree, so my next test (had Christmas not ended!) would have been to test it in pink (in hindsight I should have gone ‘safe’ and used a green background – although that is still just an assumption, and assumptions are dangerous things!).
Don’t go broad when advertising on Facebook!
I know that is blindingly obvious, but unless you try these things for yourself, who are you going to listen to and trust?
Next time we will niche right down and see if we can get some real action going here.
If you are not a member of the Facebook Group, please click on the ‘Request to Join’ button on the top right of this page: Legendary Business Owners Facebook Group.
The campaign was carried out over 9 days in December 2013 and consisted of three campaigns.
All of them were based on what Facebook calls a ‘Promoted Page Post’, which means a click on the advert will take the visitor to a post on your Facebook page.
This keeps the visitor within the Facebook environment and so according to the Facebook experts I have talked with will cost less than sending them to an external page (eg. your website).
I will cover that aspect in another case study (watch for announcements in the Facebook group – and please do join us if you haven’t already).
The Facebook page I will be sending people to if they click the ad is here: https://www.facebook.com/marketingbible
The cost was £25 and the campaign ran for 3 days.
Change: seasonal image of Christmas tree
The cost was £10 and the campaign ran for 2 days.
Change: Seasonal image of smiling woman
The cost was £5 and the campaign ran for 1 day.
The best CTR came from campaign number 3, which ironically also had by far the worst conversion rate (visitors were obviously far more interested in the image than the message)
Campaign 2 produced the best result for our purpose even though the CTR was 40% lower. The audience was more receptive to the message attracting new members for 25% less.