Facebook recently rolled out a new “Ad Flow” which included some minor design upgrades and some new additions about which you can read here
What caught my attention was the new OBJECTIVE feature. As Facebook says
“Objectives are the goals that you have for your ad or sponsored story. You can set this in the “Objectives” section at the bottom of the ad create flow. The objectives you can choose from are: getting people to click on your ad or sponsored story, like your Page (if you are advertising a Page), or install your app (if you are advertising an app). Our system will optimize your ad or sponsored story’s delivery by showing it to the people who are most likely to take the action you select as your objective.”
Sounds interesting, isn’t it? In a way Facebook is telling me “do not worry, I will take good care of your money”. So I thought of trying it out and see if Facebook is really upto help me and ‘take good care of my money’.
I set aside a very small budget of Rs.150 (approx $3) per day for this campaign, and chose LIKE as my desired “Objective”.
As it was for Sovedo’s fan page so I kept it very niche, i.e. people interested in Social Media
City: Mumbai, Banglore, Delhi
Age: 18-30 (no exact match)
Precise Interest: Facebook, Social Media, Social Media Marketing
Connections: Only people not connected to Sovedo
Objective: Show this to people who are most likely to LIKE my page
The ad was run for 24 hours
And total no. of ads created was ONE. Yes, another surprise, isn’t it? No multiple ads, no split tests. I thought of creating 2 more but when I saw this ad doing better I decided to wait and watch how this goes.
Let’s calculate …
Cost per fan= Amt spend/Likes
Cost per fan comes to Rs.1.27 , i.e. $ 0.024
Now, that’s something really cool. And I feel it cango down even further (remember I created only 1 ad).
As you can see the total impressions I got were very less. So, as Facebook promised it might have shown the ad to people who are most likely to LIKE. And who knows this better than Facebook?
Only 1 ad was enough to do this wonder. Multiple ads, slipt test might yield even more amazing results
I trusted Facebook, and it delivered.
What benefit is Facebook deriving by making me spend less to get fans?
Wouldn’t people end up spending much less than what they used to to get same no. of Fans?
May be this amazing low cost way of advertising has got something to GM pulling back. What say? GM’s roll back came at the wrong time (IPO). It said Facebook doesn’t deliver well.
CNBC poll showed that 50 percent of all Facebook users never click on any ads, and only 12 percent of those polled feel comfortable purchasing anything through Facebook.
Is Facebook trying to create some positive reactions about its Ads effectiveness? Advertisers are surely going to enjoy this new feature and appreciate Facebook’s ability to get clicks and likes, that too at a low cost.
Have you tried this new feature yet? How was the result?
Please share your thoughts below.