Facebook Campaign Followup

Posted by David Whitehouse

Last week I started my first real Facebook campaign for The Old Deanery, the campaign was only meant to run for a week, sadly it didn’t quite have the effect I had hoped for, but still it gave us some useful data to work with, here come the stats!

220,352 impressions
60 clicks (0.027% CTR)
$26.20 spent ($0.44 CPC)
11 Fans signed up (18.33% Signup rate)
$2.38 CPA (£1.54 CPA)

So the real weakness in this campaign was the click through rate, it was shockingly bad – I’m not sure about what the averages are for Facebook, but I still think this is below average. The reason behind this bad CTR is the photo I used, it is just the photo of the building, I should have used a photo of a nice plate of food instead – I think this would have got a much higher CTR.

I am very pleased with the conversion rate as 18.33% is quite high, unfortunately I don’t know if all those new fans were as a direct result of the campaign, but since I didn’t see any other communication about the Old Deanery I think the increase was due to an indirect result of the campaign (people see someone else become a fan of the Deanery, so they do too).

On the whole the CPA was £1.54, which I think was about three times what I wanted to pay, but in the grand scheme of things, if the Facebook Fans perform as well as the email subscribers do, then I think over the period of a year, if we do one offer per week, then these fans are likely to be worth around £36 each.

Overall an interesting and useful experience, next we will be testing the % of fans that actually respond to an offer.

My First “Proper” Facebook Ad Campaign

Posted by David Whitehouse

Recently I’ve been helping out my mum with email marketing for her restaurant, we’ve had a lot of success and she has around 600 opt-in emails now, which is great.

Typically it works out that if she sends out an offer to these 600 emails she gets 200 opens and 20 bookings of at least 2 people, each person averaging around 7 or 8 pounds profit. All in all it works out at around £400 profit per email shot – which is ace.

So I started talking about what would happen if we had that on Facebook – where the disadvantage is decreased attention, but the advantage being that people are more likely to “like it” or comment on the special offer, making it go viral.

So using the stats, we worked out that each email was worth £0.70 per email shot, and that we thought we could send at least 10 emails per unsubscribe, meaning that each email was worth around £7. We used this same figure to work out how much we would be willing to pay per Facebook fan.

So I decided to create a campaign targeting the local area, it happens to target quarter of a million people in the Ripon, Harrogate, Northallerton area – and it only costs me $0.44 per click! About 1 in 13 seem to be subscribing so far, so it could be a little bit on the expensive side, only time will tell. I’ve got around $95 budget left, and our initial aim was to get 300 more subscribers, this seems a little optimistic now, but hopefully it should still be a profitable campaign.

I will let you all know how it goes :)

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