The results of several Facebook ads are now in.
There were two ads, did two versions of the first ad. Ads
ran for 7 -
10 days each.
Ad One
The first ad looked for Beyond Blood in the music interests
of
Edmontonians. That was about140 people.
The first version of the ad had a headline of Trustkill
Streamed
(Trustkill being the record label of the thrash/heavy metal
bands we had
streaming content for via Naxos).
The second version had Beyond Blood Streamed as the headline
of the ad.
We wondered how many people actually knew the record label.
Version One - Trustkill
2,285 impressions, 1 click, cost 56 cents
Click-through rate of 0.04%
Version Two - Bleeding Through
983 impressions, 1 click, cost 32 cents
Click-through rate of 0.10%
Comment: In both cases the clicks came relatively early in
the
"campaign". In either case having 1 or 2 people
out of 140 click is
actually not bad. Relative value is hard to determine, but
for a total
cost of 88 cents we got 2 clicks and more than 3,000
impressions.
Ad Two
Promoted our Personalized Book List service. Targeted
Edmontonians
who had the words reading, fiction, novels or books in their
interests.
This was a target of 23,000.
20,855 impressions, 2 clicks, cost 66 cents
Click through rate of 0.01%
Comment: A much larger audience, the click came relatively
early in the
campaign.
Overall comments:
The cost per impression is extremely low. 24,000
impressions for $1.54
How many of those impressions resulted in the ad being read
and perhaps
Edmonton Public Library being noticed in a tiny way is
unknown. There
was no noticeable increase in requests for personalized book
lists.
The impressions seem to spike after a click and then
gradually taper
off. Guessing Facebook is doing some weighting of ads that
get clicks
versus ads that don't.
We did not use an image for any of our ads. That would
be something
I would like to try next time.
There is some thought that Facebook is notable for its
extremely low
click-through rates. We saw a range of rates in this tiny
experiment.
If you want any details, contact me this week.
Peter
__________________________________________________
Peter Schoenberg (780) 496 1855
Director - eServices - Edmonton Public Library
www.epl.ca
_______________________________________________
Web4lib mailing list
Web4lib webjunction.org
http://lists.we
bjunction.org/web4lib/
|
