You want to build your business by growing your list. You have a great giveaway idea that you know people will love to get in exchange for their email address, and so you think, “How am I going to get those people to my landing page?”
Answer: Facebook ad campaign!
But, you wonder, “How much will it cost, and will it work? How will I know if it’s working? Good questions.
Let’s look at a Case Study from a website clicks ads campaign that I did with a client this month. The client had a landing page in which people opt-in with their email address to get something of value for free. Now let’s get to those 3 questions.
How Much Will the Ads Cost?
Together we worked on how we might target the ad. The free offer event started in about 12 days, so we didn’t have much time. Based on the client’s budget, I proposed an 8-day set of ads: $30 a day for the first 3 days as we split-tested ad images, followed by 6 days of $15 a day (3 ads x $5) for a grand total of $180. The client approved this budget and we ended up spending about $130.
How Will the Ad Work?
The purpose of the ad is for people to click on it to arrive at your landing page. If you have an eye-catching image that conveys its relevance to your targeted audience and the text of the ad supports that with a call-to-action, your ad should work. We added the Facebook pixel so that we could measure the ad’s success in terms of website clicks. To increase your probability of success, check out my blog post: “The 7 Biggest Facebook Ad Preparation Blunders” for factors to check before going live with an ad.
How Will I Know If My Ad is Working?
Facebook is really great at letting you know how successful your ad is. For starters, there’s what is called the “Result Rate,” which tells you the percentage of actions (such as clicking on the link) as they relate to impressions (the number of times an ad is viewed). According to Facebook, anything above 1% is good, but I’m not satisfied unless the Result Rate is over 2%. There are others factors such as the Relevance Score and Cost Per Result, which we’ll get to in a bit.
Let’s look at some real results to put this in perspective.
With this ad, 749 people clicked through to the landing page (out of 20,341 impressions) leading to an average 3.68% Result Rate. At one point the Result Rate was 4.6%. This was quite good, beating my 2% rate and Facebook’s 1% handily.
Not bad for $15 a day. Just think. That’s 749 people who would not have seen the free offer otherwise for just over $100. Consider how much each email address is worth to your business, a potential long-term customer.
Another way that Facebook let’s you know how you’re doing is with a Relevance Score that ranges from 1-10. On these ads, our scores after the split-test were initially 8, and then as the days passed they fell to 7, which is still a very well-targeted ad that is useful to the audience.
You’ll want to watch how much each “result” is costing you, the lower the better. In this case, each result was costing $.14. Nice!
You’re probably wondering how many opt-ins to expect. It will depend on which industry you’re in and how impressive your landing page and offer are, but 2-3% is about average. So, for every 1,000 people you drive to your landing page, you can expect about 25 opt-ins. If you don’t get that, you might need to tweak your ad, your opt-in page, or your offer.
I want to preserve my client’s anonymity, but I do want to give you an idea of what the ads might look like. Below, I created some prototype ads for a Wedding Planner. This fictional client wants to build her email list by giving away a guide: “The Ultimate Guide for a Worry-Free Wedding.” Here’s what some ads might look like:
Which is your favorite ad and why? It’s a fun game to play, and you’ll create better ads by studying other’s ads.
How to Improve Next Time
At the end of the ad process, I always ask myself what we could have done better for the next time. Here are some ideas I had:
- Start with a more established Facebook page (this client had a brand new page).
- Start the process earlier so that we can run the ad longer to reach more people.
- Use a warm audience, one that is already aware of the client’s brand.
- Ad the Facebook pixel to the landing page and run a conversion ad rather than a website clicks ad (there wasn’t time for that this time).
The next time you are thinking of building your list, why not consider adding Facebook ads to your marketing plan? :-)
Kristy Schnabel of It’s Virtually Done is a social media & online marketing strategist who helps entrepreneurs with quick & easy social media strategies to boost their business. She’s been profitable online for 11+ years and relishes helping others master new technologies. When she’s not online, you can find her swimming miles for her next open water swim vacation, hiking in the forest with her dog, Aubrey, or walking at the Oregon Coast with her husband Larry.