I’ve been doing a quick study on how to effectively market Lodgix.com to vacation rental owners on Facebook.
In my first ad, I ran a simple test campaign and failed miserably. Here are my stats:
108,613 impressions 0.0% CTR 4 clicks $3.94/ click $15.74 – total ad spend
That is horrible. I did a little research and found that the title of my ad was not compelling neither was the body of my offer. I also had chosen a CPM model as I somehow missed the CPC model.
This time around, I asked a simple question in my title: “Want more guests?”
I kept my image the same, as I felt it was compelling. And I changed my text from something rather boring – “Vacation rental management software. Free 30 day trial. No credit card required. Spend less time managing your rentals.”
to:
“58% of all guest inquiries have already found another rental by the time you respond. Free 30 day trial, no credit card req’d”
Here is the new ad:
I also switched to a CPC model. Ideally I would like to get an additional 50 visitors per day at around $1.00 per visitor, so I can run some tests on conversions, etc.
Update 11/12/2010:
I switched to CPC at a $1.00 per click and FB doesn’t deliver any impressions. I have two choices, I can either try to tweak my campaign to deliver more clicks on the CPM model thereby lowering my effective CPC or I can raise my CPC bid. I chose to raise my bid to $2.00 for the moment just to see at what level FB starts delivering ads.