Facebook marketing studies show that brand campaigns have doubled and CPC and CPM prices on the social site are on the rise. If your marketing team aspires to have a formidable Facebook presence, there's no time like the present.
ClickZ News has gathered three brief case studies from emerging online companies - to catch a glimpse of what practices are working in the Facebook advertising field.
Travel Site Says Facebook Ads Beat Search Marketing by 7X
Over several recent weeks, U.K. travel site On the Beach began testing Facebook ads to see how they compared to its paid and organic search efforts. Increasing Facebook followers was secondary.
Based on 30 campaigns, On the Beach said Facebook trumped the search marketing channel by a considerable margin. For every seven sales where Facebook ads were the first click in the purchase funnel, there was only one conversion originating with either a paid or organic search click. The site revealed the data-point in conjunction with its Facebook ads technology vendor Upcast and marketing agency I Spy.
They targeted 18- to 64-year-olds initially, but testing helped them whittle the target group down to women 35 to 54 years old. They tested dozens of ad creatives and day parts before launching the campaigns that brought in the 7X figure.
Dr. Oz's New Site Finds Its Social Footing
YouBeauty.com, a one-month-old site aimed at women, primarily wanted to bolster its follower ranks on Facebook. With a budget of $10,000, marketing provider Extole helped the brand target women aged 19 to 50 years old whose profiles showed interest in health, fitness, beauty, skin care, and Oprah Winfrey.
The site, created by physicians-turned-daytime-TV-stars Dr. Mehmet Oz and Dr. Michael Roizen, pitched a sweepstakes. The winner would garner a three-day trip to see Dr. Oz's show in New York City and meet him backstage. A $300 L'Oreal gift bag was also part of the winnings.
YouBeauty's Facebook page went from 500 "likes" to almost 15,000 during the one-week campaign. To enter the sweepstakes, participants had to provide an email address. And the brand's list went from zero to 13,000.
Beach Bunny's Facebook Page Is No Longer Skimpy
Beach Bunny Swimwear was looking to increase its Facebook presence during bikini-buying season, in April and May, as the high-end retailer had 15,000 "likes" on the social site. And of course, during the important sales season, the retailer sought to kick-start purchases even moreso.
So, with the help of marketing providers Clearsearch Media and Marin Software, it targeted Facebook ads at 18-to-24-year-old women throughout the U.S. The promos utilized a 20 percent discount and employed the commonly used like-gating strategy.
Beach Bunny saw its Facebook like count grow by 311 percent daily and quickly approach the 20,000 mark. It also experienced a 344 percent increase in Facebook page views. What's more, the brand attributes a 120 percent increase in daily purchases to the promotions.
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Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
March 19, 2014