Facebook Advertising Update
It’s now been about a month since we started running our ad on Facebook.
In the first campaign we had approximately 1.3 million impressions and 261 clicks. The vast majority of those clicks came from Facebook users in the 13-24 demographic. Our second campaign which is targeting the over 25 demographic (same ad) has now run for about 2 weeks and has generated 875,000 impressions and 139 clicks. The total cost for the two has been around $120.00.
While the second campaign has generated fewer impressions and clicks, those who are clicking through to the website are staying longer and going deeper into the site. Since we are paying only by the click our cost per thousand impressions remains at a very low 7 cents.
I was reading Seth Godin’s blog on Sunday and he made the following comment that reflects our philosophy with the ads on Facebook. Speaking specifically about banner ads here is what he had to say.
"It turns out that this is an overlooked benefit of banner ads. Banner ads are fairly worthless in terms of generating clickthroughs… you have to trick too much and manipulate too much to get clicks worth much of anything. But, if you build ads with no intent of clicks, no hope for clicks… then you can focus on ads that drill your name or picture or phrase into my head. 100 impressions and you’re almost famous."
So far nobody has walked through the church doors as a result of the ad - but, if it gives the church exposure in the area it is worth it and still remains far cheaper than running an ad in the local newspaper.
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