We've found that 66% of our current Facebook fan base are women between the ages of 18-54. As such, the ad is targeted only to women in that age range.
The selected keywords: #Paranormal, #Ghosts, Reading books
This ad was intended to gain page likes based on this interest. Here are the images created for the ad:
Edit #1:
After one day, there were only 3 new "Likes". I thought it might be too thin of a budget since I had set the "Lifetime" cost at only $10.00. I changed the date range from Oct. 22 to Oct. 26 around 9:30 a.m. HST. Over the next 30 minutes we got 32 new "Likes" on the page and spent about $5.75 of the budget.
Edit #2:
After another day, we're up by another 75 page "Likes". I wanted to start a contest, so I upped the budget by $5.00 and created a new ad:
I disabled two of the original ads because one of them wasn't performing well at all ("Did you see something?") and the other had a lower click-through rate compared to the others ("What have you seen?") and replaced it with the "Win it FREE" image above.
As I mentioned, I increased the ad budget by $5.00 because I wanted to see how well this new ad would perform with the same amount available (by that time I was nearly through the original $10.00). So far, its over two times as effective as the first three with a click-through rate of over 41%. I'm not sure if that's good or not, but it seems okay.
Edit #3:
The ad is finished and ended up getting 155 page "Likes". We've gained 1 extra sale, and we had only two people sign up for the contest promotion so far. However, I'm thinking most of these people blindly clicked to like the page but didn't even visit it and certainly didn't follow the links to the sign up page as our website traffic didn't increase more than the usual trickle of people.
The click through on the "FREE" ad/banner ended up dropping down to around 2% click-through while the original version was back up to 11%. I guess it's more important that people see their interest (Ghosts, Aliens, Demons) than the word "FREE" no matter how powerful the books say it is in marketing.
Edit #4:
The final results for both ads ($15.00 total spent) was a gain of 175 page "Likes" according to the stats given by Facebook. We sold perhaps two copies of the book and had one borrowed. I was excited about our results as far as the people liking the page were concerned, but the overall effectiveness seems a bit lacking. We had only 20 people total sign up to win a free copy of the paperback. There are 3 more days until the contest ends and we do our drawing - so hopefully we can round up some more folks by then.
While I'm sure using ads to build up a general population and help your content spread and start gaining more organic traction, I'm not sure how well that works for a page about a product. Since the page doesn't have daily updates and much new information, there is only limited interaction...but I'm trying to come up with some ideas that are (a) cheap and (b) feasible to do daily or weekly to keep people coming back to the page and more importantly, get them to start interacting, sharing, commenting, etc.
I'll continue to post updates as we move along!
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