Typically Facebook ads that we run get anywhere between 0.05% and 0.3% click rates, with a high water mark of about 0.5%. So you can imagine my surprise when I logged onto our account yesterday afternoon to see that the ads we started running a few days ago to recruit currents students to our call center were getting 1% click rates and were maxxing out the ad budget daily!
The key to this success? I believe it's threefold:
- The ads feature pictures of real Dartmouth students and are targeted to the same population. In other words, they are seeing people like them.
- The ad has the salary for the job in it up front, and as I understand it the position is one of the higher-paid student positions on campus.
- But of course the main reason these ads are working is that the kids in them are hot:
I rest my case. The best 150-character marketing copy in the word doesn't have nearly the impact of a pretty, smiling girl that might sit next to you in class :-)
7 comments:
Oooh, great idea, Karlyn! I think I just hatched a new Facebook campaign for our exchange programs in the time that it took to read this post.
There's a thread on WickedFire with over 3000 posts about getting the most out of your facebook ads - http://www.wickedfire.com/affiliate-marketing/19369-facebook-social-ads.html Might take a while to read it all though.
Hopefully you lowered your bid price once you got that high CTR - the system doesn't do it for you.
Hi Brad,
The system does lower the price for you - I'm paying far less per click than I actually bid. I bid $0.64, am actually paying $0.16.
Thanks for the link!
I have also found success using a local landmark if you are trying to advertise to a specific location. So, hot people in front of local landmarks FTW.
Right you are, Karlyn. In fact, it isn't just "hot people", it is actually "hot girls". We studied this in tandem with an ad agency and the "friending" hit rate on facebook for hot girls is significantly higher than for "hot guys". It seems that both guys and girls are more likely to be subconsciously attracted to pretty girls in ads / facebook life.
It is almost as if it is not believably a real ad unless there is a hot chick telling you that you can work from home and make $1,000 / week.
In July, I did up an ad offering an incentive for research participation and my entire account was shut down immediately! Apparently you are not allowed to offer money. I assumed it was the "$" that got me censored, but it must have been the specific wording - you didn't have any trouble?
No, these ads went right through with no guff from the censors at all.
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