A recent report revealed that Facebook Ads are now competing Google Adwords. This report gives the impression that your advertising dollars would produce favorable results with Facebook. But an analysis using www.SaveMeCoupons.Com may offer an insight that bigger isn’t always better.
Facebook prides itself in offering advertisers the ability to target market ads. This feature would allow a business to zoom in on potential clients, making the most of their advertising budget. Choices for target marketing include age, gender, particular groups and location. Based on the targets, it should produce significantly better results than most ads, especially since Facebook has well over 400 million users according to WebProNews.
A friend of mine, who started www.SaveMeCoupons.Com and is also a Facebook user, decided to test this with creating an ad campaign. The creation of the campaign was relatively easy and took her all of about 30 minutes. Her website offers discounts, promo codes and printable grocery coupons. So her target market was coupon users,shoppers and several other groups. She decided that if the campaign was successful she would open it up to other target markets.
Her next choice was to choose CPC, cost per click, or CPM, which was cost was per thousand impressions. The difference is that CPC charges your account for every click that is done from the ad to connect to your website. Impressions according to www.Wikipedi.Com, is when the advertiser pays for the exposure of their ads per thousand loads of of the ad. Based on further research, she felt it was cost effective to choose CPM.
To be at the top of her target market, the amount was set at 56 cent per CPM, which seemed reasonable. The ad ran for two weeks and the results were less than enthusiastic.
After almost 200,000 ad impressions only 16 clicks were done to her website. Of the 16 people who clicked through from Facebook, none resulted in any revenue to her site. She was able to isolated the visitors data from Facebook, from her stat account report on www.StatCounter.Com.
“I was rather surprised by the results. My expectation was that having control over which markets received the information on my website would have produced better results,” she said. I asked her if she would consider continuing her ad campaign on Facebook. “I will still continue the campaign for at least 30 days. I might try playing around with different target groups to see if that makes any kind of difference. If it doesn’t then I will try something else to drive traffic to my site.”
The reality of Facebook Ads not being cost effective has been discussed on the Internet. Many feel that Facebook users don’t have a real interest in the ads placed on the sides. Instead, they are basically ignored. Facebook users go to Facebook to interact in a social setting or to gather information. They are not there to shop. This analysis may prove that Facebook is no Google when it comes to producing results for small business owners who want to make the most of their advertising budget.