dk or Purpose Inc Appeared In:

February 2 2010

facebook advertising success for a high ticket item

Written by / Posted in facebook / 9 Comments

Like  most people who run successful campaigns, I aint going to give it all away to you. But I am happy to give you a glimpse.

Some details in this article are faked, so you can’t rip off what I am doing. Overall it teaches the lesson though.

We just hit a big home run for one of our clients. They sell a high end product which costs around $12,000 per sale.

Let me walk you through the aggregate guts of what happened over the weekend.

This is for a national campaign.

You can see what happened with one of the campaigns above.

This is one of the pre-formatted reports available in facebook advertising.

It is a summary of what happened over the past 4 days with this campaign.

The first thing that is so remarkable to me is the total. There were over 6 million impressions.

That is a hell of a lot of looks at it.

There were only 1,176 clicks, which yeilds an average of .019% CTR. That means that only 2 times out of every 10,000 times people saw the add, they clicked on it. To me that is like standing on a street corner and showing your flyer to 10,000 people, and only 2 people pick up the flyer and look at it. That would suck.

In this case we paid over a $1.09 per click, that’s the CPC part. If you were trying to run a dating offer, or get someone to sign up for an online game, or buy a slap chop or some such thing, then this would be way too expensive.

If on the other hand, you are skipping the affiliate companies, and a company is selling directly to a specific group, a highly segmented group who are willing to buy the product directly without any middle men, then $1 a click can work out just fine.

The whole trick of course is to target just the people you want to see your add. You need to make sure they are the type of people who can afford your product, and make sure they are the type of people who will buy your products.

Selling High End

Figuring this out is not particularly easy, and it is not particularly cheap to figure out. Someone who knows what they are doing, can still easily spend $10,000 or more on tests before they figure out how to “crack the code” on how to do it. Figuring out how to sell high end items with facebook, is not for the meek, or those with shallow pockets. Once you figure out the basics, it is much easier with each new product.

I spent over an hour this weekend talking to Shoemoney about this subject. I am now in the process of creating a series of products to show the world what I have learned about this subject over the past year. If you are interested in facebook advertising, stay tuned, and I will show you the ropes.

The campaign above? I predict all of those clicks will end up creating probably only one or two sales, but each of those sales will be around $12k. Nice. But still, over 6 million impressions to get that one sale, something to think about.

Thank god we’re not cutting down trees to do this.

  1. Lyndon Reid said on February 2nd, 2010 at 8:44 pm

    We will be waiting for more info.

    Just out of curiosity I went and looked at my stats. Crazy. My dinky little campaigns for my 3 page ad has been displayed 54 million times and I know if was displayed at least double that before Facebook switched over to their new (now old) platform (remember Facebook Flyers lol).

  2. Khoa said on February 3rd, 2010 at 10:21 am

    DK always has awesome info for us! One of the few blogs I still actually pay attention to for knowledge of the industry and marketing information…

    What I’m wondering is, where do you get all these pictures of beautiful women to draw our clicks on your post? After adding them your CTR must’ve been off the charts! :p

  3. purposeinc said on February 6th, 2010 at 4:24 pm

    They are simply girls I meet in the course of life. The one above is our landscaper.

  4. S Ahsan said on February 9th, 2010 at 4:37 am

    Whats up DK! Amazing and useful post mate. I havent done much with Fb and i think i am quite left behind. I am looking forward to the next post. For now, got to bookmark this.. cheers

  5. purposeinc said on February 9th, 2010 at 4:40 am

    @S Ahsan:
    There is still a wide open world doing facebook ads. Every day I discover another niche. Am working on a training program right now on it. Keep your eyes peeled here. 🙂

  6. Aristotle said on June 10th, 2010 at 8:02 am

    I recently read Malcolm Gladwell’s “The Tipping Point”. There was a section in there about immunity to advertising — how we develop immunity to the ridiculous amount of advertising we are exposed to. Personally, I try to limit my time on Facebook as much as I can. The only real reason I keep it is for events and messaging.

    I have only heard good things about “The Tipping Point” and would recommend it myself, if you have not read it yet.

  7. stndnchcgo said on June 26th, 2010 at 8:26 am

    Seems like a well thought out article to help step up selling on face book. i may give a few of these tips a try to sell some house vinyl.

  8. kmwolfe said on July 13th, 2010 at 9:28 am

    I have tried advertising and selling on facebook, but there is a signifigant problem this advertising does not address: that most people who have money are not always capable facebook users. I mean, think about the older population (you know, the ones who send you personal messages on your photo comments), the ones who have money. The college students who understand the nuances of the interface do not have money and are not necessarily the proper market.

  9. SnowBall said on July 17th, 2010 at 4:37 pm

    Yeah the thing with handing out fliers and pointing your clicker at an ad, is it saves trees to do it via the internet. Yet another perk of online marketing. Less paper. And that is crazy, 2 looks per 10,000 people. Seems like maybe they want to make their ad more interesting. I know, easier said than done. That is why people go to school to study advertising I guess. Ha.

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