Just a quick note to report back on the results of the recent Facebook advertising campaign.
Campaign Overview
We purchased CPC (Cost Per Click) ads on Facebook to build awareness for The RichmondWiki Project among relevant audiences.
The ads are targeted to Facebook users that meet the following criteria:
- Age 14+
- Located in Richmond, VA (based on IP address)
- List “Wikipedia” as an interest
The ad creation tool told me there are 620 people that meet these criteria.
The Daily Budget was set to $10. All visitors were dropped on the wiki’s main page.
Campaign Results
We ended up running two ads over the course of the campaign. The only difference was the headline:
| Ad Version 001 | Ad Version 003 | |
|---|---|---|
 |
 |
|
| Impressions | 46,686 | 34,833 |
| Clicks | 43 | 28 |
| CTR | 0.09% | 0.08% |
| Avg. CPC | $0.40 | $0.42 |
| Edit Article | 3.33% | 15.0% |
| Login | 3.33% | 0.0% |
| Create Account | 1.67% | 0.0% |
| Used Form | 6.67% | 0.0% |
| Total Conversion % | 15.0% | 15.0% |
You can also download the full Google Analytics Report (PDF).
What Does This Mean?
Both ads resulted in 15% overall conversion rates, meaning at least one of our goal actions took place in 15% of the visits attributed to these ads. In e-commerce terms, that is pretty good! Unfortunately we’re not selling anything.
However, Ad Version 001 resulted in more new user accounts and form usage, meaning the longer-term value of those visitors is likely higher than those from version 003.
Of course, this was a very limited test and we did not exhaust all of the options for headlines, ad text, images, or landing pages. In the future we know we can run campaigns to bring in qualified traffic that is likely to contribute to the wiki in a meaningful way.
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