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Facebook Flyers Pro - What you think you know

by Rafiq Phillips

2007/10/30

We’ve been running Facebook Flyers Pro CPC ads for a few weeks now and received many comments our readers on the matter.

Here is some feedback:
CTRs are very low, as Heidi predicted they would be and as mcrlif pointed out in the comment made on the previous Facebook Flyers Pro post. The landing page of our initial Facebook Flyer Pro ad was the home page of the Wicked Uncle site targeting about 1,729,020 men who are single, in a relationship, or engaged in the United Kingdom (called Wide in the table below).

I thought I’d experiment with different types of Flyers in order to improve the CTR and then setup a few Facebook Flyers for specific products linked directly to the product page (Called Deep in the table below). I then targeted those Flyers to small groups of users whose interests matched or were similar to the product advertised in the Flyer. The Maximum CPC was set at the same rate for both Wide and Deep Facebook Flyers.

I analysed the stats available to Facebook Flyer Pro advertisers and Google Analytics and thought you might find the following interesting:

Facebook Flyers Pro	Wide	Deep
Clicks	11	72
Pages/Visit	6.82	2.54
CTR (%)	0.04	0.155
Average CPC ($)	0.17	0.15
Avg. Time on Site	16:21	1:65
Bounce Rate (%)	36.36	58.33

What does this tell you?

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Nothing too surprising here.

Wide = more general interest (lower bounce rate, higher pages/visit), wider net, less targeted.
Deep = more specific, either the user likes it or not.

For me, the deep stats would be more relevant / useful if you gave us the conversion rates...

That said, the 2.54 p/v could be "product page > order page > thank y_ _" - read: only .54 of the "thank you" :)

Posted by thescott on 2007/10/30

Somehow for me, Flyers pros has been at 60 to 80 cent a click for the last few weeks. Not sure why. My CTR is around .025.

Any idea why?

Posted by Jeremy Chone on 2007/10/30

From listening to the speakers at the Facebook Developers Garage lastnight the CTRs seem to be much lower with Facebook then with MySpace and the like.

I don't recall the exact stats (will see if I can find them) but I believe your CTR is approximately average.

Posted by Tim on 2007/10/31

TYFYC guys.

@thescott - will update on the conversion rates soon.

@Jeremy Chone - There are probably some Flyers competing for impressions on the same audience pages as your flyers, pushing up your CPC.

@Tim - Would be great if you can get a hold of those stats.

Posted by Rafiq on 2007/11/01

Rafiq, tx for the tip. Currently I am not targeting at all. This might be the problem. I will play around a little bit more and let you guys know.

Posted by Jeremy Chone on 2007/11/02

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