I have a couple of observations.
1. The targeting capability of FB is pretty good. My ads were aimed at kids 15 and younger, which required an approval from FB. I noticed that impressions were nearly zero each day until about 4pm, when kids started getting home from school. After 4pm they picked up dramatically and continued strong until the number of click-throughs hit my daily maximum.
2. Impression rates are good. In ten days my ads saw just over four million impressions. The effective CPM was about 9 cents, which is an excellent price in today's market. It wasn't possible to check ad placement, unfortunately.
3. Click-through rates are terrible. Average CTR for the best-performing ads was about .04%. On other networks, and on my own site, CTR ranges closer to .2%
4. However, Facebook provides a breakout of data based on unique impressions and clicks. For those 4M impressions, just over 1 million were unique, and the unique CTR was closer to .1%.
Here's a look at visits to the target of my ads during the test:
You can see that there was a significant impact during the run of ads. The average deal for the target product is about $100, so a relatively low conversion rate will recoup my ad investment.
Will I continue with FB ads? Yes. I think that FB is delivering my target audience in a measurable way, and providing brand awareness among kids 15 and younger. It was nice to use FB's money to do testing, and I'm using the highest CTR ad in the current campaign.
I found that an ad with a graphic did considerably better than one without, and that offering a free downloadable guide performed best of all. No surprises there. I capture email for downloaded guides, so in addition to building awareness and putting literature into the hands of a potential client, I'm building my marketing base.
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