Next Digital Marketing Test: Facebook Ads

Last week I wrote about Google AdWords after we started an ad campaign and began tracking the results. I took it upon myself to also start an ad campaign on Facebook, since I had heard that it’s easy to use and produces great results. As with Google, I used my own website Supraterranean.com for the test. After trying Facebook ads myself, I think it’s safe to say that those claims are correct. In just over a week’s time, my ad got 85,000 impressions and 25 clicks. You can specify your daily budget and CPC bid. I set both of mine pretty low, so I’ve only spent $4.55 so far. I was able to design the ad myself (preferably a 4×3 image) and target people by age, geography, and keyword.

After the ad goes live, Facebook provides easy-to-use diagnostic tools so I can evaluate ad performance. Their graphs are clear and attractive. Facebook also gives you the option for the ad to appear with social actions from certain groups or pages. I set my ad to appear with social actions from the Supraterranean.com group.

Now it’s necessary to compare with Google Adwords. My ad there was created about two weeks ago. In that time, it’s had 75,000 impressions and 13 clicks. That means that Adwords is performing at about half the productivity of Facebook ads! Granted, the success of Google Adwords might have more to do with how well I’ve completed search engine optimization for my site. Those 13 Adwords clicks have cost me $3.33, which means I’m also getting more of my money’s worth on Facebook. I plan to use both Adwords and Facebook for future digital marketing efforts. But as of now, more of my energy will go into Facebook.

Online Publishing & Marketing

The way I see it, online publishing and marketing are more closely related than ever before. Although, digital marketing seems a lot different than traditional marketing. Digital marketing has a lot more to do with search engines, keywords/tags, and links. Online publishing is slowly evolving towards a model of customized content based on personal interests and preferences. It’s a slow transition because the publishing industry doesn’t want to give up their printed products. Think about it: control over printing has been a coveted ability since Gutenberg invented the first printing press in 1439. That’s almost 600 years of tyranny over the power to publish. Whoever could print had significant power to sway public opinions and beliefs.

I believe the Internet will bring an end to that. It’s gonna seem messy for a while, but eventually it will pan out to a better system than the one we had before. One example is the New York Times, who have utilized comments, sharing buttons, audio/video content, and cross-categorized articles. Readers will have an easier time finding content, and content creators will have an easier time publishing and distributing their work. Companies won’t be able to sell audience attention to advertisers without simultaneously giving that audience exactly what they require.

I’m also hoping that Arbcamp will be instrumental in teaching me about these subjects. The weekend conference takes place in Ann Arbor, MI, over the weekend of October 18-19, 2008. I think it will be a great way to establish connections between online publishing and marketing.