So the Facebook microtargeting campaign has been going on for a couple of weeks now and I have to say that it is a resounding success. The CTRs are hovering around .25% (I know, right?) and my client is paying an average of $.50 per click.
So let me give you a little more background: The user is presented with a Facebook ad that directs them to a landing page within the site. It is not a dedicated landing page per se, it is a page within the site that is germane to the ask in the ad. The user is instructed to read an excerpt from the author’s latest book. When a user clicks on the excerpt link, then we consider that a conversion goal achieved.
This is a landing page screenshot for Cal’s Facebook ad campaign. In an effort to boost conversion rates, I added the badge on the first read. So far the numbers have gotten a small boost, running at about
11 15% since implementation. Actual landing page.
Conversion rates have been running from 0% on some days to over 20% on others, coming in at around
11 15% on most days. The research that I have done has indicated that I might be in the right range, although this is not quite a sales pitch nor is it an opt in. What I have noticed is that users are exploring the rest of the site which is good for brand engagement.
Email marketing opt-ins are coming in steadily at 1 per day, so a nice little audience is building which will make future marketing efforts that much easier.
More to come!