Pizza Delicious Bought An Ad On Facebook. How’d They Do?

 Internet News, Marketing, Your Brand  183 Responses »
May 162012
 

So we hooked the Pizza Delicious guys up with Rob Leathern a social media ad guru.

The key question they tried to answer: Which Facebook users should they target with their ad campaign?

Their first idea was to target the friends of people who already liked Pizza Delicious on Facebook. But that wound up targeting 74 percent of people in New Orleans on Facebook — 224,000 people. They needed something narrower.

The Pizza Delicious guys really wanted to find people jonesing for real new york pizza. So they tried to target people who had other New York likes — the Jets, the Knicks, Nororious B.I.G. Making the New York connection cut the reach of the ad down to 15,000.

Seemed perfect. But 12 hours later, Michael called us. “It was all zeroes across the board,” he said. Facebook doesnt make money til people click on the ad. If nobody clicks, Facebook turns the ad off. Theyd struck out.

So they changed the target to New Orleans fans of Italian food: mozzarella, gnocchi, espresso. This time they were targeting 30,000 people.

Those ads went viral. They got twice the usual number of click throughs, on average. The ad showed up more than 700,000 times. Basically, everyone in New Orleans on Facebook saw it. Twice. Pizza Delicious got close to twenty times the number of Facebook fans they usually get in two days. The guys were stoked.

The campaign cost them $240 — almost $1 for each new Facebook fan they got from the campaign. “Is that feeling of exhilaration worth 240 dollars?” Michael said. “I dont know— hopefully, that translates into new business.”

It didnt.

SOURCE: Pizza Delicious Bought An Ad On Facebook. Howd They Do? : Planet Money : NPR.

 

Why Pay-Per-Click Ads Are Wasting Your Money

 Marketing  420 Responses »
May 022012
 

Paid click campaigns are valuable traffic drivers, but they could be doing a lot more considering that half the time they don’t work. Research my company conducted indicates that non-branded paid clicks have a 55% bounce rate from their landing pages. Google Analytics and KISSmetrics reports put the range from 10% to 90% with new visitors bouncing 62.9% of the time from paid search clicks.

What these numbers indicate is that only about half of paid clicks actually drive conversion from new visitors they attract. That is the equivalent of throwing away $.55 of every marketing dollar. That’s not to say paid clicks aren’t a good idea, but rather that they can and should be more effective and efficient.

According to Conductor, an SEO platform, there’s an average online conversion rate of just 2.5% for visitors across all channels. Marketers need to invest in resources that maximize conversion from paid search traffic, often their largest digital line item. In paid search, there are two ways to bid: exact match or broad match.

The choice means most paid search marketers are forced to choose between scale and profitability, depending on how they bid. Exact match can offer profitability but lacks scale and it only wins if the query matches the exact keywords you chose. Broad match includes other content too, which is why it offers great scale, but it’s less profitable because it’s not as accurate.

SOURCE: Why Pay-Per-Click Ads Are Wasting Your Money.

 

4 ways you’re annoying your online audience – iMediaConnection.com

 interface, Marketing  286 Responses »
Oct 072011
 

While some publishers proactively stopped offering pop-up ad space, the real reason pop-ups went away was browser developers built pop-up blockers into the system. However, the reason behind the blocking wasn’t based on offensive messaging, but rather the fact that it really impeded the flow for the end user. Imagine if while watching a television program the channel changed to play a commercial and the only way to get back to the program was to change the channel back. Sure, your remote is probably close by and it’s easy to click, but it would have interrupted the flow for the consumer and, in turn, annoys more than engages.

via 4 ways you’re annoying your online audience – iMediaConnection.com.

How Orabrush’s $28 Facebook Ad Buy Won Over Walmart

 Marketing, Your Brand  205 Responses »
Sep 212011
 

Orabrush can thank a $28 Facebook ad buy for helping get its $5 tongue brushers into 3,500 Walmart stores. The retail partnership, announced today by Salt Lake City-based Orabrush, seemed in peril just a few months ago as the brand’s marketers felt the big box retailer was icing them.

“We were talking with Walmart, but then they kind of blacked out on us,” Jeffrey Harmon, Orabrush’s CMO, told ClickZ News. “They stopped returning our emails. For weeks and weeks, they weren’t responding. And we didn’t want the thing to go cold.”

That’s when Harmon bought ads on Facebook’s self-service platform targeting college graduates in Bentonville, AR, where Walmart is headquartered. The ad copy stated that Walmart employees had bad breath.

via How Orabrush’s $28 Facebook Ad Buy Won Over Walmart | ClickZ.

5 horrible ad placements that could have been avoided

 Internet News, Marketing, Your Brand  320 Responses »
Aug 262011
 

Earlier this month, Business Insider published an article that further exposed the dirty little secret of online advertising: Brands are paying for ads that show up in very inappropriate locations. Maybe inappropriate is the wrong word. I mean really, really bad content — the kind that, if viewed at work, could get you fired.

via 5 horrible ad placements that could have been avoided – iMediaConnection.com.