Facebook Advertising Case Study
Facebook advertising can bring actionable results if you dig deeper than meets the eye. Massaging report data provides gems of powerful information.
I recently ran a Facebook advertising campaign for our Facebook page Need a Website Now. This page provides a free report on how to get lightning-fast hosting, personal websites up in seconds or powerful business websites up in minutes. It also shows you how to pick a profitable domain, how to get free traffic to your new website and provides free use of a powerful graphics tool. All you need to get the report and use of the graphics tool is click the Like button.
The Facebook advertising campaign targeted US people 18 or older who are interested in hosting, domains, web design and Internet business. I placed 7 ads into the campaign targeting various parts of the free report to see which parts were of interest. In short, only one of the 7 ads got any clicks – 251 in all. Of course, that told me a lot, but not all that there was to learn.
Facebook Advertising Analytics/Reports
I ran some reports on the results and at face value they didn’t tell me much. The demographics report, however, looked interesting. With column names like Bucket 1 and Bucket 2 this report was a classic case of presenting data and not information. I exported the data into a spreadsheet and imported it into a database. I then ran some queries on that data and voila – the information I was mining for. See the results of these queries:
The next version of our Facebook advertising campaign will target these specific demographics thus reducing costs and bringing in more clicks for the same cost. BTW, these 251 clicks cost $85, about $0.33/click. This means that Facebook advertising can and should be a tool in your Internet marketing arsenal.