I’m a huge fan of Facebook advertising, especially when my goal is driving fans. I currently have three Facebook Fan Pages: my PPC Ian Fan Page (please like me, I would truly appreciate it) and two others for my top two authority sites. The main goal of my Facebook Fan Page strategy? Drive repeat visitors to my sites, communicate with my top visitors (people who can be evangelists for my brands), and of course create SEO value (social media is driving SEO and will only continue to do so more, in my opinion). I’ve had a lot of success with my newest Facebook Fan Page. I basically went from 0 fans to 1,242 in less than a week for only $347.70. That’s only $0.28 per fan! (Make sure to check out the screenshot from my Facebook account at the bottom of this post.) These are real fans, fans who are interacting with my page, fans who are helping me build my business. I feel that this point is absolutely critical because I can get 1,242 fans for cheap on Fiverr but those wouldn’t be real, quality fans the way you can drive with a paid campaign. Today I’m excited to share my strategy!
Step 1: Leverage The $50 Coupon
First and foremost, it always pays to have a coupon. My wife found one for me in the recent issue of Entrepreneur Magazine. I put it to good use immediately and this lowered the cost basis of my campaign. If you don’t have a Facebook advertising account yet, make sure to leverage this coupon or another one when you open your new account. Even if you don’t have money to spend on your Facebook Fan Page, at least the coupon will give you $50 in free spend.
Step 2: Write Great Creative
I’m sure you’ve heard this hundreds of times, but I truly can’t underscore the importance of testing creative (both text and images). Just check out the screenshot below. The second ad is the clear winner with a CTR of 0.217%. The other ads have CTRs of 0.126% and 0.080%. What’s really crazy here is I didn’t vary my text too much. I already have a winning model that starts with "Poll" and then asks a simple question. If the answer is "yes", I ask the user to click "Like". This copy has worked really well and I encourage you to try it out. Amongst the three ads, I really did vary the images. The winning image actually surprised me, it’s hard to predict the winner so I always recommend testing!
Step 3: Give Your Facebook Campaign Time
I put a budget of $250/day on this campaign from the start. It made perfect sense, I was targeting a huge audience of around 300,000 reach. However, Facebook really surprised me this time! It seems that they throttled my campaign. Despite having a good CTR and low CPC, I didn’t hit my daily budget. The frequency is lower than I’ve seen in the past and it took many days (almost a week) to hit just half of my target audience.
I almost prefer it this way. I was able to run my campaign for about a week and I’m seeing no signs of burnout yet! I’m still running it now and perhaps the Facebook Ads team is working on the burnout problem. The moral here: We don’t appear to be in a churn and burn environment right now. I used to run Facebook campaigns that would experience ad fatigue within 24-48 hours. I’m not seeing that with my most recent campaign and recommend stretching your time horizon out a bit.
My Typical Experience With Paid Facebook Like Campaigns
Over the last year or so, I’ve run a multitude of Facebook "Like" campaigns (paid campaigns with the goal of driving likes). I’ve seen truly varied results. Some verticals, despite my best efforts, come in at a lofty $5/like. In a more typical situation, I have seen likes between $1 and $2 each. For the reasons outlined in the introduction, I can’t imagine running an authority site without at least a few hundred real, dedicated likes so I’m happy to pay the price even if it is in the $1-$2/like range.
I’m truly thrilled with this campaign, however, because I’m coming in at $0.28 per like. I spent $397.70 so far, but I got that great $50 coupon so I actually only spent $347.70. $347.70 divided by 1,242 fans is a sweet $0.28 per fan. Knowing how well my website converts and the value of these fans, I will keep running this campaign until it experiences fatigue. I expect that to happen after I hit 2,000 fans since at that point I will have hit the majority of my target audience and the ad frequency should get up to the 10+ range.
I truly hope this helps you out not only with the strategy but also with some numbers so you know what to expect. Want to learn more about driving fans on Facebook? I highly recommend my post about Three Ways To Drive More Facebook Fans. Also, Acquisio’s free Facebook Webinar is truly awesome. What has been your experience? Anyone driven fans via paid Facebook campaigns for less than $0.28/fan?
Image in this post © PPCIan.com