Disclaimer: This is not an expert’s opinion. I am just jotting down my experiences & analysis as I run digital marketing experiments
I haven’t really used Facebook ads a lot. But, I am experimenting with it to promote Travelmax. I do believe that the organic engagement may also improve if I run more promoted ads on Facebook platform.
I may be wrong, I may be very far from reality. But there’s no harm in trying.
These days, I have been writing a lot about New Zealand. After getting married in Feb, we went to New Zealand & Fiji for our honeymoon. I have been writing about my travel experiences on Travelmax.in and been promoting them via paid Facebook Ads. Here are some of my learnings.
Website Visitors vs Engagement
When you want to boost a post on Facebook, you are asked to set a goal. You can choose to either one of the below options
- Get more website visitors
- Get more engagement
As you can see, you can either show the ad to people who are likely to click on URL in it, or you can show the ad to people who are likely to react comment and share.
For this particular post that you see in the snapshot above, I ran two ads, both with either of the goals mentioned above.
Let’s look at the results.
Ad 1: Goal – Get more website visitors
Here, Facebook claims to show the advertisement to people who are more likely to click. I have set a budget of Rs 350 over 4 days. As of today, I have gotten 166 link clicks in last 24 hours.
Have a look at the snapshot
Some key points to note here is the low cost per click. In the digital marketing world, a cost per click of Rs 0.56 is considered to be decent. But, is the audience I am reaching through this ad relevant of genuine? Let’s look at some statistics once they land on my website.
This is my Google Analytics snapshot. Now there is obviously a gap of around 100 link clicks between what Facebook is suggesting and what GA is showing. I will be looking into it closely to understand the gap, but let’s look at some of the stats here.
New users: 96%. This can be considered as good. FB is clearly letting me reach out to a new set of user base.
Bounce rate: 92%. It’s appalling, frankly. It’s too high!
Avg. Session Duration: 0.37 minutes, pathetic. The person visiting the blog post is hardly interested in reading. My Website average is around 2.5 minutes. Which is again not that great but obviously better than 0.37!
So, obviously, I need to optimize this further. Let’s wait for the ad to end and then I will update this blog post with this particular ad.
Another thing to note in the FB snapshot share above is the reactions. My post got only 6 reactions! Personally, I am not satisfied with the results.
Anyway, moving to the next ad category.
Ad 2: Goal – Get more engagement
Here’s a snapshot of running the 2nd ad of the same post where the goal was set to get more reactions, shares & comments.
The cost of engagement is only Rs 0.18. There’s room for improvement there. But, again the ratio of post engagement to post clicks is skewed! How come there were only 7 link clicks against a whopping 457 likes? Unfathomable!
Well, in a nutshell, I still need to optimize these ads better. Ideally, I should get both, engagement and website visits.
I am not able to understand how is facebook able to target mutually exclusive set of users for these two goals separately!
For your information, here are a few targeting parameters that I used for both of these ads.