So the challenge is: can we target readers on Facebook? And more to the point, will people who “like” the How They Did It book page on Facebook go out and buy the real book?
We decided to experiment. We created different ads targeting 13 keywords. The creative part of this is actually picking out keywords, because every time a new word is entered the number of FB users who list that word in their profile appears. It’s really a trial and error process. How many people will we reach by targeting people with “x” interest? How about “y” interest? The next step is figuring out how to mix up headline and copy to create a winning combination. This ended up being the first ad we ran:
Olivia and Erin were telling me about a guy who advertised on Facebook to propose to his girlfriend (now wife). He wrote an ad and narrowed down intersecting criteria so thoroughly that she became the only person anywhere in the world who would see his ad. When you start playing around with this, I can see how that’s possible.
We ran our first ad for 72 hours and the only other decision we had to make was how much to pay per click. I had no idea how Facebook decides how much to charge. For better or worse we simply took the low end of each of their recommended bids, which were anywhere from 80 cents to $1.20.
And here’s what happened:
As a first test, its premature to draw many conclusions. But we did get measureable results! FB served up a little more than 3 million impressions. We got a total of 1,147 clicks. Our goal was to build up fans: people who would “like” the How They Did It page on Facebook. We already had 153 fans from word of mouth. We gained 251 fans during the test. This cost us $995 in real, live, American currency. I’ll spare you any further conclusions ‘til we report on more results.