Retail advertising on social networks: What are you forgetting?
- Johnny Morris
- Aug 8, 2013
- 2 min read
I’ve just finished a customer acquisition campaign for a retailer and we had a little budget left over, so I decided to have another look at advertising on Facebook. The budget wasn’t huge so we started to get really specific about who we wanted to reach, so the total spend didn’t creep up too high.
So, I limited the campaign to a specific town and then limited it further to target by interests too.
Then finally, I set the maximum daily budget and limited the amount I was prepared to spend for each click. Then sat back and watched what happened.
I thought I’d share this tale because I was pleasantly surprised by the response. And everyone I know in marketing likes a good case study, so they can compare the results from their campaigns. It made me think that it would be worth taking Facebook advertising more seriously and building it into future marketing budgets.
Results:
Like’s, Comments and Shares 2%
Clicks 10.7%
I was fairly surprised by the clicks, but it gets more interesting when you look at the costs:
Cost per advert view (impressions): £0.005. I’ve included all the organic views in here too (12%), which we didn’t pay for.
Cost per click-through: £0.046
Cost per new customer: £1.02
Although this was on a smaller scale than the main campaign, the metrics were comparable.
Is this typical? I’d be interested in hearing from other retail marketers, especially in the luxury sector. It does make me think how relevant targeted advertising on Facebook might be for all sorts of businesses.
I’ll try to check back in again here with the results of the next campaign. I’m also going to try advertising on FourSquare too; I don’t think they have the volume to make a huge impact, but the metrics might add up for diverting that spare marketing budget, once again…
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