I wrote a post last year where I talked about my experience with the ineffectiveness of using Facebook Ads to promote our college website.
Over the past few months we’ve run two Facebook Ad campaigns that were highly successful. The first one was an alumni campaign, the second a Facebook Fan Page campaign.
Alumni Facebook Campaign
The Lost Alumni (www.lostalumni.ca) campaign goal was to reach out to ‘lost’
alumni and have them either update contact information or provide new
contact information if they were not in the system.
Our main KPI was conversions. We had two conversions we were tracking;
Update Form Completion
Referral Form completion.
We’ve had 910 visits from Facebook Ads with a 24% conversion rate. That’s 203 alumni that updated their contact information.
The Facebook Ad was targeted to people who indicated they were a graduate of Lethbridge College. There was already an awareness and connection to our brand. Those who responded to the ad were already qualified.
Fan Page Campaign
Last week I created a fan page for Lethbridge College. The fans started trickling in, but when I created 5 Facebook Ads, the fan growth exploded. The ads were targeted to high school students from our catchment areas. The fan page was started on March 24th and now has 392 fans, that’s an average of 56 new fans a day. The chart below demonstrates the success of Facebook Ads for Fan Pages:
While the click rate is low, the conversion rate is anywhere from 10% – 30%. That is much higher than the conversion rates we experienced when we promoted our college website with Facebook Ads.
The success factor for the Fan Page campaign is similar to the Alumni Campaign. Except in this case, those who respond to the ads are familiar to the Facebook brand. It is less of a commitment for them to become a fan of your Fan Page then to provide personal information on your website. Also, becoming a fan doesn’t require them to leave the Facebook experience. They can become a fan, then go on to other Facebook activities.
While I still have my doubts about promoting regular websites with Facebook Ads, I think there are valid reasons for advertising on Facebook. These two examples clearly demonstrate that.