Last month I decided to try Facebook advertising to promote the webinar I was running.
One of my main objectives in running the webinar was to grow my email marketing database and I particularly wanted to reach new contacts who hadn’t heard of me.
Traditional Pay per Click advertising with Google Adwords was likely to be either:
(i) too expensive – if I ran a broad advert based on people interested in small business blogging or
(ii) ineffective – with the number of people actively searching for blogging webinars likely to be tiny.
Many of my target market – UK small business owners with ecommerce and/or lifestyle type businesses – are on Facebook because they promote their businesses there, so it could be a good place to try advertising.
So did it work?
In a very small way – yes.
The adverts were easy to set up and did bring me 2 or 3 new contacts at a total cost of under £5. This was in line with my expectations.
What I Did
I ran 4 different adverts over a period of a week. Not really enough time to test properly and optimise my ads, but sufficient to give me some pointers for next time. Facebook ads have a notoriously low click through rate so you do need to reach a lot of people to get much response. I targeted my ads at UK based small business owners which gave me a target audience of about 1 million Facebook users.
I started with right sidebar adverts but later added a news feed advert. The latter performed significantly better so next time, I’d concentrate on those.
I found that using a graphic worked better than a picture of me (no surprise there!).
Each advert variation had about a 24 hour life span – after this time impressions dropped.
The targeting options I found a little confusing. There are certainly plenty of them, but I found it hard to specify the right combinations and ended up going for some fairly broad targeting. If I choose to advertise again, I’d spend more time learning about the different types of options and working out how best to reach my target market.
I don’t think I’d use Facebook advertising for a general, ongoing campaign. But for a short burst, advertising a particular event I will certainly try it again.
From talking to others, they too have found Facebook advertising can work for short term campaigns with specific objectives. Have you tried it? I’d love to hear your thoughts and feedback.