When it comes to Facebook ads, most marketers I speak to are skeptical about how effective they are. In my experience, those who don’t believe in Facebook Ads simply haven’t experimented enough.
Over the past five weeks I’ve been running a Facebook Ad Campaign that has a ~400% ROI for a client in the music industry. Every £200 we spend, we drive £1000 worth of signups.
What I find particularly interesting about this campaign is that there is no way it would have been a success if I had created it via any of Facebook’s recommended approaches. To cut a long story short, Facebook do not make it easy for you to run a really effective campaign. You have to experiment and learn what works for you.
Here’s an example to put this into perspective. This month I ran two identical Page Like Ads as an experiment. The only variable was the bid type. One had the bid type set to oCPM (optimised cost per thousand impressions) for reach, the other was set to oCPM for clicks. (more…)