Here’s a quick look at some stats from a recent Facebook advertising campaign I ran targeting parents. I realise most people won’t be familiar with these numbers so I will give you a run-down of the basics so you know what you are looking at.
Below is two separate screenshots I compiled into one image. The top section is from the admin area of EDUconnected and shows the different landing pages I am running. The bottom section is a screenshot of my Facebook campaign.
In the bottom section you can see the cost per ‘website click’ or ‘post engagement’ and also the CTR (Click-Through Rate). I’ll focus on these two numbers for now. To give you an idea, if you are getting a cost per action of less than 70 cents on Facebook, you are doing well. If you are getting a CTR of more than 1% on Facebook, that is also quite good.
So, now you know those general indicators, you can see this campaign is doing really well. If you are just getting started with Facebook advertising, don’t expect those kinds of numbers. To be getting a ‘post engagement’ CTR of over 20% and cost of 5 cents per action, is ridiculously good.
I wanted to create this post to show how effective Facebook advertising can be for schools because I know a lot of marketing directors, and principals especially are very skeptical as it’s a new/unknown area.
Looking at the top section of the image, you can see I’m getting a conversion rate of 5% on one page and 10% on another. These are totally different pages and it goes to show that creating the right landing page can make a massive difference to your campaign effectiveness.
To give you an idea of typical conversion rates, if you are getting a conversion rate of over 1% on your landing page, you are doing well. This will vary quite a lot depending on what your call-to-action is. If your asking someone to purchase something, that is obviously a bigger ask than giving them something for free in exchange for their email address. Keep that in mind as it’s quite possible to get conversion rates of 30% up to 70% depending on your offer and how targeted your traffic source is.
These landing pages were setup through EDUconnected which gives you the option to split test different elements of the page to increase your conversion rate. Very cool feature! These campaigns were relatively new so there is no split test data there yet.
Now you know just a little bit more about how online advertising works, so in your next conversation you’ll be able to impress people with fancy terms like CTR and Conversion Rate. 😉
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