BusinessInsider.com produces a series of “charts of the day” based around different topics. This morning’s chart shows the Most Successful Facebook Ads and it makes for very interesting reading.
Take a look at the bottom of the chart for the best performing ads. Clickthrough rate is in red and cost per click on the right. There’s a typo in “tabloids and blogs” because I think it should read 0.165%. So, the best performing Facebook ads have a clickthrough rate of around 0.15% and a cost per click of around 20c. Of course, we don’t have conversion rate information so we don’t know how many of those clicks resulted in sales – my experience has been that, at best, Facebook ads perform somewhat below the conversion rate of Google’s Display Network (Adsense).
A clickthrough rate of 0.15% for the BEST performing ads is woeful. This means (if my maths is correct) that over 600 people see the ad before a single one clicks. For the worst performing ads, this is nearer to one in every 9,000 views. Even though Facebook is a huge network, you’re going to struggle to get any meaningful traffic with those numbers.
How does this compare with other forms of advertising? Well, the closest Google analogy is the Display Network (formerly the Content Network) which, like Facebook Ads, is interruption marketing. If I were to run a Display Network campaign with 0.15% CTR, I’d shut it down – it would simply not be worth the time. I’m looking for CTRs of at least 10x that figure to make a campaign worth running.
Google Adwords is a different kettle of fish. Because the ad is only displayed when the searcher types specific keywords in, then as long as you choose the right keywords you should get much higher CTR. I look for a minimum of 5%. In other words, I can expect roughly 450 times more effective marketing using Adwords than Facebook- where do you think I concentrate my efforts?
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