Facebook Page Likes in a Pay to Play World
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1) The document discusses page likes on Facebook and whether they are worth paying for through Facebook ads. 2) It provides a case study of a marketing campaign for a blog that drove millions of visitors, showing that page likes are more valuable than just clicks or impressions, lowering cost per lead. 3) The document tests different Facebook ad copy, colors, sizes and devices to determine the most cost effective ways to acquire new page likes, finding some combinations were more effective than others.
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Facebook Page Likes in a Pay to Play World
- 1. Digital You Can Trust | FACEBOOK PAGE LIKES
- 2. Digital You Can Trust | ➔1969 Born ➔1992 - 1993 M.Sc. Environmental Sciences M.Sc. Environmental Management ➔1998 - 2004 Project Manager / Director International non-governmental organisation ➔1998 - present Consultant / Owner / CEO / Chairman SEO, PPC, CRO, email, social media, content, etc.MIROSLAV MIROSLAV CHODAK SEO SPECIALIST
- 3. Digital You Can Trust | FACEBOOK PAGE LIKES IN A PAY-TO-PLAY WORLD
- 4. Digital You Can Trust | AGENDA 1. Context 2. Value of page likes 3. Cost of page likes
- 5. Digital You Can Trust | 1. CONTEXT
- 6. Digital You Can Trust |
- 7. Digital You Can Trust |
- 8. Digital You Can Trust |
- 9. Digital You Can Trust |
- 10. Digital You Can Trust | CONCLUSION: We live in a pay-to-play world
- 11. Digital You Can Trust | QUESTION: Are page likes worth anything?
- 12. Digital You Can Trust | 2. VALUE OF PAGE LIKES
- 13. Digital You Can Trust | CASE STUDY jeffbullas.com Blog about digital marketing for small businesses 4-5 million visitors per year >1 million followers Influencer campaigns Actual data (used with permission)
- 14. Digital You Can Trust | CAMPAIGN Podium Reviews for local businesses Content: Blog post Ebook Video Promotion: Social media Email Messenger Facebook ads
- 15. Digital You Can Trust | FACEBOOK ADS 3 audiences Website visitors Small business AU/US/GB Page likes 2 placements Feed mobile Feed desktop 12 ad variations xx Visual: Image Video1x1 Video9x16 Copy: None Short Medium Long x Started with 6 ad sets, $20 per day/set Turned off non-performing sets/ads after 2.5 days Reallocated budget and ran for 4 more days
- 16. Digital You Can Trust | RESULTS Confidential content removed
- 17. Digital You Can Trust | VALUE OF PAGE LIKES CPM 3 to 9 x more valuable CPC 2 to 8 x more valuable
- 18. Digital You Can Trust | ANSWER: Yes, page likes are worth it! Confirmed by subsequent campaigns
- 19. Digital You Can Trust | QUESTION: How much do they cost?
- 20. Digital You Can Trust | 3. COST OF PAGE LIKES
- 21. Digital You Can Trust | FACEBOOK ADS Tested Copy Colors Sizes Devices Days
- 22. Digital You Can Trust | COPY 15 variants Confidential content removed
- 23. Digital You Can Trust | COLORS 12 variants Orange White Black Confidential content removed
- 24. Digital You Can Trust | SIZES (DESKTOP & MOBILE) 2 x 2 x 2 variants 16x9 1x1 Confidential content removed
- 25. Digital You Can Trust | DAYS Confidential content removed
- 26. Digital You Can Trust | RESTARTED Confidential content removed
- 27. Digital You Can Trust | DUPLICATE Confidential content removed
- 28. Digital You Can Trust | SET IT AND FORGET IT (RESTARTED) Confidential content removed
- 29. Digital You Can Trust | QUESTIONS?
Notes de l'éditeur
- I have been involved with pretty much all aspects of digital marketing for over 20 years, now. But, what most of you don’t know about me is that I have 2 Master degrees, both related to environmental protection, and that I have spent almost 10 years working for an international non-governmental organisation helping governments in Central and Eastern Europe align their environmental policies with those of the European Union.
- While I’m with IMWT in the position of an SEO specialist, I have chosen a theme that I hope most of you will be able related in one way or another: social media marketing… and Facebook marketing in particular. Specifically, we will look into Facebook page likes, what role do they play in today’s world and how much are they worth, if anything.
- I divided my presentation into 3 parts: In the first part, we will review the position and role of Facebook in today’s digital world or marketing. Then, I will discuss the value of page likes in today’s conditions. Finally, I will touch on the cost of page likes and how to scale them, effectively. All of this will be supported by actual data from real-life case studies.
- So, first, let’s look at the bigger picture.
- Social media play a huge role in the life of everyday consumers and Facebook is the largest one of them all, by far. This chart shows the global active usage penetration as of February 2019. As you can see, estimated 64% of all Internet user are on Facebook. If that is not enough, notice that Facebook owns the top 4 most popular platforms, including WhatsApp, Messenger and Instagram. Despite the latest trends among especially young people who prefer other platforms, Facebook is almost in a monopoly position, when in comes to social media.
- And, despite everything, it continues to grow, hitting 2.41 billion active monthly users in Q2 2019. Clearly, peer pressure and how Facebook is setup, is what’s driving this growth.
- But even faster growth is in Facebook’s revenue and income. Emerging as the “other huge advertising platform” next to Google ads, Facebook is now harvesting huge profits from its monopoly position. The growth, as visible in this chart, is nothing short of staggering. What other business do you know that is consistently growing by 40% year-on-year in terms of revenue AND has 40% net profit margins?
- But all of this is at the expense of businesses, who now have to contend with the fact that their organic reach is short of non-existent and, if they want to reach Facebook’s vast audiences, they have no other choice other than to pay Facebook fat advertising fees.
- In other words: Facebook, in line with trends in other areas, has become a pay-to-play word.
- So, naturally, a question arises, especially in the minds of those who own Facebook pages with large followings: are page like worth anything, if we cannot reach most of our followers organically?
- In the presentation that follows, I’m going to show you results from Facebook ad campaigns, I have performed for my longest-term client and a very good friend of mine, Jeff Bullas. Jeffbullas.com is a blog about digital marketing that gets about 4-5 million unique visitors per year and has around 1 million followers across its social media accounts, email list and Messenger subscribers. One way Jeff makes money, other than via speaking assignments and affiliate programs, is by selling influencer services to mostly B2B companies, who want to get in front of Jeff’s audience.
- One such campaign was done for Podium, which sells solution to help local businesses manage their online review generating processes. This campaign also shows what a typical B2B influencer campaign looks like: We would write and publish a set of content pieces, in this case: one blog post, one downloadable ebook and one influencer video. And, we would promote those pieces of content on Jeff’s social media accounts, to his email list, Messenger subscriber list, and via Facebook ads. Let’s look closer at the Facebook ads because there were definitely some surprises waiting for us!
- We ran a total of 72 ad variations split into 6 ad sets by audience and device. In terms of audiences we were advertising to: Jeff’s website visitors (e.g. everybody who visited jeffbullas.com in the past x days and was pixeled), Small business owners in Australia, United States and the United Kingdom, and People who liked Jeff’s Facebook page. We further split each audience by device into desktop and mobile. And, we ran 12 identical ad variations, which were a combination of 3 visuals (static image, square video and tall video) and 4 copy lengths (no copy, short copy, medium copy and long copy). After having spent $20 per day per ad set for roughly 2.5 days, we turned off all desktop ad sets and all non-performing ads in the remaining sets, and ran whatever was left for another 4 day or so.
- And, here are the results: By far, the best performing ad sets were Smallbiz and Likes on mobile devices. Surprisingly, the worst performing (also by far) was Smallbiz on desktop devices. However, we turned this ad set off before we collected sufficient amount of data, so I will exclude this ad set from my conclusions.
- Even then, however, and based on this limited and non-scientific set of data, we can say that Page Likes are by far the most valuable type of audience to advertise to on Facebook. They are roughly 3-9 times more valuable in terms of CPM and 2-8 times more valuable in terms of CPC.
- So, yes, page likes are more valuable than other audiences and this has been confirmed by subsequent campaigns, too.
- With that established, the next natural question is: how much do page likes cost?
- Which brings us to the 3rd and last part of my presentation.
- Here, again, I will rely on data from actual campaigns, because as soon as we realized the value of page likes, Jeff’s next request was: “I want a million likes!” and tasked me with finding the cheapest way to acquire them. Obviously, we needed actual people who can be engaged in Jeff’s influencer campaigns and we also didn’t want to get banned for breaking Facebook rules. So, buying Facebook likes was not going to cut it (and would be downright idiotic). The approach we settled on was a Facebook ad campaign aimed at gaining Page Likes (objective). This means that each ad would have the “Like” button as its call to action. In terms of creative, we exclusively used motivational quotes, which experts suggested because they tend to generate good engagement. Over the course of several weeks, we tested different quotes (copy), different colors, different ad sizes, mobile vs desktop, and we also tested how different days or campaign durations affect the cost-per-like.
- We started with 15 different quotes, white on orange (which is Jeff’s brand color). We also use his font face, Montserrat. The cost-per-like was pretty good and, while the difference between the best and worst-performing quote was almost a full cent (54%), most ad variants performed very similarly. Btw, you can probably guess that the 3-line ad version was the worst-performing one. Can you guess, which was the best one?
- We decided not to test more quote variants, as the difference was not remarkable. So, we moved into testing colors. Here we used the 3 Jeff’s brand colors (white, black and orange… with a shade of grey) and created 12 variants of the best-performing quote. The difference between the best and the worst-performing ad was 118%, which is a huge improvement! Can you guess, which color combination performed the best and which one did the worst? (Spoiler: The white-on-orange was the worst and white-on-black was the best.)
- Next came testing of different ad sizes and, because we were allowed to test only 2 sizes, we decided to include desktop vs mobile testing, right away. Oh, and we also added a new color combination (white-on-black with an orange accent), which we didn’t test previously. Perhaps not surprisingly, the larger-size image performed slightly better. On the other hand, the difference between desktop and mobile was a staggering 400% on mobile and 500% on desktop! Also, the orange-accent ad version helped to drive down the cost of an average cost-per-like by further 26%.
- Now, that we had the winning creative/color/size/device combination, we decided to run a campaign for a full week to see how it performs over time. As expected, the initial cost-per-like was the lowest at the beginning and slowly increased over the course of the week. The total increase was 24%. Interestingly, even the lowest cost was almost 10% higher than the average we got from the same ad during the previous test.
- This made us think of testing restarting vs duplicating the campaign to see if Facebook adjusts the prices based on whether the campaign is continued or new. In the first test, we let the campaign inactive for about a week and then simply restarted it (no Facebook approval was needed, as we didn’t make any changes to the ads). The average cost-per-like was almost 22% higher than 2 weeks before.
- In the other test, we duplicated the campaign, which already required Facebook approval (it seems Facebook “forgets” everything about duplicated campaigns and treats them as fresh ones). Our average cost per like was now 30% lower than what we got from the restarted campaign, and lower than the original test!
- Just to conclude, we’re now running a restarted campaign (for some reason) and the cost per like is slowly increasing over time. We’re currently at a plus 25% over the cost of the restarted campaign average from before, and 63% higher than the best-ever average. Either way, Jeff is happy as we’re adding more than 20,000 new likes every week. At this rate, we’ll be at 1 million page likes by next spring.