In my last post, I discussed ways advertisers can immediately get more out of their current Facebook campaigns. In summary, I encouraged advertisers to leverage all FBX inventory sources, most notably News Feed, and to measure FBX as part of their existing display budget. To help underscore some of these ideas, I wanted to share campaign results for a leading UK telecom provider.
Since January, this client has been running a multi-faceted ad campaign, aimed at upselling existing customers and acquiring new ones. To meet these goals, this client strategically decided to leverage FBX and used a combination of both News Feed and standard RHS ad placements to hit an aggressive CPA target in the mid-nineties. Here is what has happened so far….
|
|
Target CPA |
Blended eCPA |
CTR |
|
Newsfeed PagePost Ads |
Mid $90s |
$17.34 |
0.13% |
|
Standard RHS |
Mid $90s |
$18.35 |
0.01% |
Key points to focus on:
• Advertiser beat CPA goals by more than 3x on blended CPA basis
• News Feed CTR 13x higher than standard RHS
• Highly engaged customers on News Feed; more than 7x post click conversion rate than standard RHS units
• RHS complimented News Feed nicely driving post view conversions
Important to note that while this data highlights the value of News Feed that does not mean that advertisers should turn to News Feed at the expense of RHS. In fact, as supported by the data above, the best performing campaigns on FBX leverage both inventory types as this mix often leads to an increase in clicks at a lower CPC. This is just one success story (of many) where advertisers are having incredible success on News Feed & RHS inventory.