Using Facebook to Promote WA - A Case Study With Potential

bygkarakey

147 followers

9 years ago

INTRODUCTION

I tested FB ads promoting Wealthy Affiliate. The ads ran for 24 hours only. I tested a right side ad (once) and a Newsfeed ad connected to a FB page (three times). I also tested out different audiences.

Here are the results.

Campaign 1 - Audience = Work from Home - Make Money Online

1. Landing page - http://link.digitooly.com/website-to-business (This is my WA Custom Home Page using a custom sub-domain with link tracking)
2. Ad Spend - $6.82
3. Reach - 12,290
4. Visits to WA Custom Home Page - 4

Ad - Right side feed only

OBSERVATIONS

1. Should have shortened the description since it didn't all fit below ad
2. Should have changed the URL that was showing to my own (I didn't know how to do that with this ad).
3. Some folks swear by these right side ads - I guess I need to go back to the drawing board since conversions were terrible

REMAINING CAMPAIGNS USED A NEWSFEED AD CONNECTED TO A FACEBOOK PAGE

Campaign 2 Audience - Enthusiasts & Work From Home

1. Landing page - http://link.digitooly.com/website-to-business (This is my WA Custom Home Page using a custom sub-domain with link tracking)
2. Ad Spend - $5.01
3. Reach - 8,161
4. Visits to WA Custom Home Page - 238
5. Referrals - 1

OBSERVATIONS

1. There was clearly more interest in this campaign
2. Poor sign-up rate
3. Perhaps next time I should send this group to an opt-in landing page so I could build a list of people interested in building a website
4. There is also an option to retarget since the FB pixel has been installed on my site

Campaign 3 Audience - Digital Marketing (Males)

1. Landing page - http://link.digitooly.com/website-to-business (This is my WA Custom Home Page using a custom sub-domain with link tracking)
2. Ad Spend - $2.05
3. Reach - 1,606
4. Visits to WA Custom Home Page - 28
5. Referrals - 0

OBSERVATIONS

1. I turned this campaign off early when I saw that it wasn't delivering as many hits as the previous one
2. No sign-ups

Campaign 4 Audience - Photography

1. Landing page - http://digitooly.com (This is the home page of my website. The article talks about turning your passion into a website.)
2. Ad Spend so far - $1.90
3. Reach - 4,732
4. Visits to my home page so far - 87 (This ad has been running for 12 hours)
5. Referrals - 0

OBSERVATIONS

1. Too early to tell how this campaign will fare. So far, there is a good hit rate on my home page. It's about $0.02 per visitor.
2. My thought is to perhaps craft a review more geared toward each type of person that is coming to the home page. This ad was for photographers, so maybe showing a page of what their site could look like would generate better results.
3. I like the fact that people are visiting my site and clicking around different pages

OVERALL OBSERVATIONS

Here are my overall observations for a few days work.

1. Running campaigns for a day is probably too short. FB will start optimizing each campaign based on the conversion you have chosen. Over time, FB gets smarter and starts sending you more people like the ones who converted.
2. There's definitely a disconnect between the ad and the landing page. People are intrigued by building a business, especially those passionate about something. But perhaps the landing pages were too wordy, too complicated or not what they were looking for.
3. The idea going forward is to split test a few landing pages and also to try to build a list. Over 350 people took action and came to one of my pages, but I didn't capture one e-mail. :(
4. There is an opportunity to retarget everyone who took action
5. Overall, this was a great educational experience for less than $20.00