As more so an experiment than an attempt to build my audience, I ran some banner ads on Facebook yesterday. Here are the statistics on ads shown only to people interested in marketing, advertising and blogging in Australia…

Impressions: 9,905
Clicks: 19
Click Thought Rate: 0.19%
Average Cost Per Click: $0.27
Average Cost Per Thousand: $0.51
Spent: $5.07

Whilst I did see a little spike in my daily views, not a single comment was left and as far as I can tell my RSS Feed dropped in subscribers. So a good tool if all you’re looking for is views but a hopeless one if you’re looking for readers.

No Comments
  • Josh Strawczynski
    Posted at July 6, 2008 3:20pm, 06 July Reply

    Interesting statistics there, I think it can be effective, but like anything it needs to be heavily researched and targeted.

  • Zac Martin
    Posted at July 6, 2008 11:22pm, 06 July Reply

    Hmm, the more I think about it the blogs I read all come from referrals or blogrolls from friends. Not your traditional advertising.

  • Timmeh!
    Posted at July 7, 2008 10:45am, 07 July Reply

    Here’s at least one:

    I came via facebook on the weekend, and checked back again this morning to see if there were any new interesting stories.

    I guess that cost you $5 🙂

  • Gavin Heaton
    Posted at July 7, 2008 5:53pm, 07 July Reply

    RSS feeds tend to fluctuate, so they are best viewed in terms of trends over weeks and months rather than a few days.

    Your click through rate is not too bad … why don’t you show the banner ad itself — it would be interesting to see how creative variations may impact your CTR.

    But if you are going to do a campaign, then I would normally suggest that you develop a reader journey that profiles and provides a path for your new readers. After all, if you are going to the trouble of paying to get people to your site, the least you can do is make it easy for them to subscribe 😉

  • Trevor
    Posted at July 7, 2008 8:19pm, 07 July Reply

    Cheap at half the price!

  • Zac Martin
    Posted at July 7, 2008 8:37pm, 07 July Reply

    Interestingly, it appears this post has generated the most conversation I’ve had in a while.

    @ Timmeh!

    The fact that you returned suggests perhaps my $5 wasn’t entirely wasted.

    @ Gavin

    This was really me deciding to play around with some things and give them a try. But yes, I agree with the pathway concept.

  • Rick Clarke
    Posted at July 16, 2008 5:53pm, 16 July Reply

    What targeting criteria did you use for placing the ads? You probably didn’t target it enough!

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