Facebook Flyers to Die December 3 2007; My Campaign Data

Author: Gab Goldenberg

Since Facebook announced their new ad platform, they were allowing advertisers with existing Flyers campaigns to continue running the campaigns until said campaigns were paused or deleted. Now, those campaigns will be automatically shut off by Facebook on December 3rd. (Edit: This is gaining traction at Sphinn. Please Sphinn it to help it go hot!)Access to Flyers Pro reports (I had no Flyers Basic campaigns … ‘cuz I’m a pro! ;) ) will continue to be available till December 17th.

I’d already been seeing a prompt on the create a flyer page to make the switch for a while. From http://www.facebook.com/flyers/create.php:

“Flyers Pro is no longer available for purchasing ads on Facebook.
Self-service, deeply targeted ads are now available through Facebook Ads.

You can still access any ad campaigns created before November 7, 2007, from this page.

To see Facebook’s new, integrated, self-service solution, check out Facebook Ads.

Now, I’ve just received an email from Facebook saying that the campaigns will be shut down December 3rd, and inviting me to begin new campaigns with Facebook Ads.

“Dear Gabriel Goldenberg,

We want you to know that the Facebook Flyers advertising program ends on December 3, 2007.

On November 6, 2007, we launched Facebook Ads, an ad system for businesses to connect with users and target advertising to the exact audiences they want. Through Facebook Ads, these users can now learn about new businesses, brands and products through the trusted referrals of their friends.

Facebook Ads launched with three parts: a way for businesses to build pages on Facebook to connect with their audiences; an ad system that facilitates the spread of brand messages virally through Facebook Social Ads; and an interface to gather insights into people’s activity on Facebook that marketers care about.

We encourage you to set up Facebook Ads to replace your Flyers. You can learn more here:

http://www.facebook.com/ads/?src=fpe1

All Flyers Pro ads in your account will automatically stop running on December 3, 2007. You can continue to access your Flyers Pro reports and invoices through December 17, 2007 here:

http://www.facebook.com/flyers/

If you have any questions you can contact us here:

http://www.facebook.com/cs_forms/fshelp.php?page=59

Thanks,
The Facebook Team”

On that note, I figured that an update to my Facebook flyer campaign data was due. Since I spoke on Facebook Advertising at FacebookCamp Montreal (speaking of which, who’s going to Yulbiz?) I’ve gotten more impressions, more clicks and at one point had a pretty succesful spurt on one campaign with a sweet click-through-ratio. Here’s my updated data.

Title Duration Clicks Impressions CTR (%) Max CPC Avg CPC Dly Budget Total Spent
Want to Make Extra Money?
Active

Started Oct 30

15 20,591 0.073 0.08 0.07 5.00 1.05

Now, there are a few things that should be pointed out. There was a spurt where the newer campaign was getting something like .15 CTR. I actually sent the info to Valleywag as a tip (they have excellent coverage of Facebook and were helpful in preparing my presentation for FacebookCamp), and after showing some initial interest, they didn’t run the story.

Here’s that data from the brief period where CTR jumped. I thought it was due to Social Ads being rolled out and Flyers being shown next to stories (how the transition between the two would function wasn’t made clear by Facebook), but that appears not to have been the case. Another possibility is the news on Facebook ads increased CTR across the network, or that people who knew me and knew I was speaking at FacebookCamp/had spoken clicked, but this is all hypothetical.

SEO ROI
Recent Visitors by Entry Pages
Detail Entry Page
1
http://seoroi.com/seo-roi-qual…smen-to-seo-roi-earn-hundreds/
2
http://seoroi.com/seo-roi-qual…smen-to-seo-roi-earn-hundreds/
3
http://seoroi.com/seo-roi-qual…smen-to-seo-roi-earn-hundreds/
4
http://seoroi.com/seo-roi-qual…smen-to-seo-roi-earn-hundreds/
5
http://seoroi.com/
6
http://seoroi.com/seo-roi-qual…smen-to-seo-roi-earn-hundreds/
7
http://seoroi.com/seo-roi-qual…smen-to-seo-roi-earn-hundreds/
8
http://seoroi.com/seo-roi-qual…smen-to-seo-roi-earn-hundreds/
9
http://seoroi.com/seo-roi-qual…smen-to-seo-roi-earn-hundreds/
10
http://seoroi.com/seo-frequent…at-is-search-engine-marketing/
11
http://seoroi.com/
12
13
http://seoroi.com/
14
CONFIDENTIAL
15
http://seoroi.com/about-seo-roi
16
http://seoroi.com/about-seo-roi
17
http://seoroi.com/seo-consulting-services
18
CONFIDENTIAL
19
http://seoroi.com/about-seo-roi
20
http://seoroi.com/seo-consulting-services
[1] 2 3 4 5

Here’s the corresponding time on site data, which again shows some nice interest from visitors. 5/9 didn’t bounce and they all viewed two or more pages. (See last number on right for time spent on site and bounce info.)

SEO ROI
Recent Visitors by Visit Details
Detail Domain Name Visit Time Page
Views
Visit Length
1

shawcable.net Nov 8 2007 12:13:14 am 1 0:00

2

aei.ca Nov 7 2007 10:51:00 pm 3 1:24 3 rogers.com 9:50:14 pm 3 0:43

4

rogers.com 9:41:25 pm 2 1:40 5 bell.ca 9:41:15 pm 1 0:00

6

shawcable.net 8:56:39 pm 2 1:24 7 bell.ca 8:55:58 pm 1 0:00

8

McGill.CA 8:39:22 pm 1 0:00 9 bell.ca 8:09:51 pm 3 0:39

10

verizon.net 7:55:14 pm 2 0:24 11 swbell.net 7:27:05 pm 4 4:36

12

verizon.net 5:37:20 pm 4 1:23 13 bell.ca 5:03:31 pm 6 16:13

14

airtelbroadband.in 4:10:27 pm 2 0:58 15 209.104.75.# 3:46:16 pm 2 0:30

16

videotron.ca 3:27:12 pm 1 0:00 17 cox.net 2:32:51 pm 3 0:58

18

ogilvypr.com 1:12:15 pm 1 0:00 19 comcast.net 12:38:37 pm 2 2:18

20

formysite.com 12:14:19 pm 8 8:55 [1] 2 3 4 5

And the referring URLs for your confirmation:

SEO ROI
Recent Visitors by Referrals
Detail Referring URL
1
http://apps.facebook.com/doitt…ion=Hug&result=1&fid=727036808
2
http://www.facebook.com/friends.php?fq=wendy
3
http://www.facebook.com/profile.php?id=822070045
4
http://www.facebook.com/profile.php?id=598057327
5
http://www.google.ca/reader/view/
6
http://apps.facebook.com/hockey_pool/pool
7
http://www.facebook.com/inbox/
8
http://mcgill.facebook.com/pro…p?id=535750716&hiq=alex%2Cshee
9
http://yorku.facebook.com/photo.php?pid=35694895&id=48916515
10
unknown
11
unknown
12
Confidential
13
unknown
14
CONFIDENTIAL
15
http://www.barcamp.org/FaceBookCampMontreal
16
http://barcamp.org/FaceBookCampMontreal
17
http://www.seomoz.org/users/view/17249
18
CONFIDENTIAL
19
http://www.theseductionbible.c…1/06/bobbys-heading-to-brazil/
20
http://www.seomoz.org/users/view/17249
[1] 2 3 4 5

If you liked this, again, please Sphinn it :).

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Comments

  1. For some reason I can't post the second line of data in the campaign table, but here it is: Make Extra Money Active Started Oct 08 Clicks: 6 Impressions: 7,492 CTR: 0.080 Avg CPC: 0.04 Max CPC: 0.04 Daily Budget: 5.00 Total cost: 0.23

    Comment by Gabriel Goldenberg - November 27, 2007 @ 12:18am
  2. I'm not sure I am understanding the first line of data and how that relates to the second line, posted in your comments. In the first line are you saying that your ad was shown 20,591 times? Or you received 20,591 clicks? 20591 x 0.073 (CTR) = 1503.143 clicks by my count. So if you spent $1.05 total and got 1503 clicks, then that is a $.1503 CPC. I'd like to figure out the total cost required per customer, based on a sales-conversion rate. Your numbers contradict my test numbers.

    Comment by Zone from ZoneDate.com - November 27, 2007 @ 1:29am
  3. It looks like my data says 3015 clicks, but rather, it reads Started October 30, and 15 clicks. As to the math, the CTR is in %. So it's 20591 x 0.00073 = ~15.3 = 15 clicks. I wish I spent a buck and got 1500 clicks! As to cost per customer and conversions, I got 2 comments on the site and various comments in person or on Facebook. From that perspective, it was a success. My goal was branding and hopefully getting referrals. I didn't get concrete referrals, but it's still early. I'd venture to say there are some in the pipeline thanks to this campaign. Good questions!

    Comment by Gabriel Goldenberg - November 27, 2007 @ 1:01pm
  4. I sphunn your article and now I think to look deeper into Facebook as I haven't done this before. Thank you for even more marketing ideas!

    Comment by Seo Smarty - November 28, 2007 @ 1:40pm
  5. Facebook lost me when they pulled flyers. Now they are just ppc like everyone else. I buy wholesale clicks so Facebook is not offering me a very good deal. I get better hits writing on walls and link baiting in my network.

    Comment by Jordan Pearce - November 30, 2007 @ 1:44pm
  6. Thanks for sharing your data with us. I've also tried Facebook ads for one of my sites and had subpar results. Facebook users just don't want to leave the Facebook site while they're there. This is how Google differs; users are only there so they can find something somewhere else.

    Comment by Gyutae Park - December 2, 2007 @ 12:07am
  7. Ann - My pleasure for the ideas, and thanks for sphinning this! You know I'm following your writing too ;)! Jordan: I'd be interested to see your industry. I think that probably has an effect on it too. In any case, do you mean you buy wholesale ads? "This is how Google differs; users are only there so they can find something somewhere else." That's an excellent point Gyutae. That said, Google doesn't give you the narrow demographic targeting Facebook does, so Facebook has the edge there. If they figure out how to get people interested in the ads(and not just temporarily not blind, like some expanding ads, pull n peel and other type of ads try for), they'll have much greater success.

    Comment by Gabriel Goldenberg - December 2, 2007 @ 11:17pm

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