This is a follow up post to my guest post over at Ian Fernando’s blog, check that post out here. I wrote this post for people looking for more information after reading that guest post, so you pretty much have to read the entire story over on Ian’s page if you hope for this to make sense.
This past Halloween I really wanted to try and push some of the holiday offers that might be a really catchy niche during that season. I had mixed results but what I learned definitely was helpful, and I think I could leverage it to future campaigns as well as more Facebook pages.
As I said in my guest post, I was promoting the offer Zombie Yourself Toolbar on EWA. The offer paid $2.70 on a toolbar install. After the user installed the toolbar (I think the Bing toolbar) they also had to signup for a mobile offer to get to see their images. Yeah it was one of those bait and switch offers, meh oh well. You can see the offer here.
So lets start off with how I was going to promote the page. Well I was really hoping to leverage two main sources here. 1 being Facebook Ads, and 2 paying some people on Fiverr.com to spread the word. I am pretty familiar with FB ads and run some small campaigns on there but I hadn’t really used Fiverr yet.
Fiverr was an absolute bust to promote a FB page. I only tried one person who had like 15 good reviews. She (who knows if it was actually a girl) said they would invite their 5,000 friends to like your page and guaranteed atleast 50 likes. Now she guarantees 50 likes but I figured I would see a TON more since my page, unlike other ones I saw her promote, was actually setup to make people share it and like it, etc. After 6 days I think I had like 6 new likes to the pages. The people who liked it seemed like absolute bots as well. They had a handful of friends or maybe like 1,000 friends…that were probably all bots.
The girl PMd me and said she couldn’t figure out why no one was liking the page and would continue to resend the invites but requested I leave her good feedback and she swore she would keep sending invites out. This had bullshit written all over it and I simply told them I wasn’t going to request a refund for $5 but I was totally outing them on the site. All the reviews were positive but I really envisioned that was really happened is this person was someone in some 3rd world country who has a ton of fake accounts linked to their own. They like your page, mind you the like is absolutely useless to you, and then try and get away without completing the job and still get good feedback because they are impersonating a girl who is trying to help you out.
So that was $5 down the drain. I really didn’t expect much but what was more disturbing was that as an FB page owner you don’t have enough metrics available to see to fully confirm that all the accounts are ghost accounts. Unless you manually went and friended them all to see all their private details, etc. I highly doubt I will ever even try Fiverr for anything like that again and I laugh my ass off when I see all the gurus trying to pitch it as their secret outsourcing weapon.
Facebook Ads was where I really expected to pick up volume. As it turns out, I could pick up some serious ‘likes’ from here but as with most Facebook tragedies they had other plans in mind. As many of you know Mr. Green got screwed by FB when they shut down the FB Ads Manager (see post here). I LOVED that app, and I really haven’t done much advertising on FB since because their manual upload is tedious as hell and I am a really lazy guy. Anyways, I grinded out these ads one night, like 200 of em to split test. They rejected all but 3!!! Keep in mind that I used the same ad copy and image for about 40 different interests/demographics. I resubmitted about 3x and got denied every time and basically had to role with the punches.
The ONLY ads that got accepted was a small sample of ones that were created from the actual Fan Page. In other words they were probably some of the worst ads I’ve ever actually paid for on Facebook. It used the page’s title, which was too long so they truncated it, making it pretty much meaningless. They also used the default page image, this could’ve been better but wasn’t horrible, and the default description as the ad copy.
Of the 3 ads that got accepted, only one of them was female based. Although quantcast tells me that the root domain for this offer has high male volume, I pretty much had to just display female ads because of the Bieber photo in the ad. The full demographics were utterly horrible for a good CTR.
- who live in the United States
- who are female
who are not already connected to What Would You Lo…ok Like As A Zombie?
In addition to that I also had that Justin Bieber photo that was part of the creative package for that offer.
Then I split test a few different ideas for the landing page area. Here was my original setup that I tested just for the hell of it. I had this original image as the ‘Like’ page and then the second image is what they would see after they liked it.
I then began using the setup that I reference on the guest post on Ian’s site, where I would have them ‘Like’ the page, then share it, then see the final offer page. I tried a few different things out and eventually settled on this as my final call to action offer.
Things to note from my split testing. During my ad spend I had about an 85% Conversion Rate to ‘Like’ my page once they clicked on my ad. This was awesome in my opinion and I was pumped about it. However during my split testing I removed all references to forcing people to ‘Like’ the page before they could see the content and they still ‘Liked’ the page without needing to be reminded to do so. Liking it did nothing besides let them interact with it on the page and yet 85% of them continued to do so without any special tricks on the page. It helps that my ad said for them to like the page, but I think I might be on to something a little bit bigger. I would guess that most Facebook users have the naturally reaction to like a page once they visit it, if presented with that option.
Sharing went up SIGNIFICANTLY once I made two changes. I got rid of the default share button and added some orange arrows pointing to a larger share button. I also told the share button to open in a new window instead of the regular page. This brings the share window into a handy pop up and doesn’t remove a user from the page.
Below you can see the total adspend on FB Ads. Just under $100 averaging $.27 CPC.
And here is the result of the Facebook click throughs from my Prosper install (please don’t get too worried, I more than made up for the deficit on PPV).
The page ended up with right about 600 total ‘Likes’ by the end of Halloween. So its safe to say about half of them clicked through on the offer to complete it. Disappointing numbers on this campaign to say the least. Of course I probably wouldn’t have shown you every little detail had it been a multi-million dollar hit! It didn’t nearly expand as much as I had hoped, didn’t come close to going ‘viral’. If I had my way with the Ads I definitely could have leveraged different ads into $.05 CPC monsters and cranked out some better volume and turned this campaign around. Volume is definitely the key, pages like this have the potential to scale up to hundreds of thousands of fans!
All in all though it was a great experiment and I definitely look forward to building pages in the future. Who else is currently working on pages? I would love to see yours!