Reagan Fan Page Exampleby Walker Lewis

@walkerglewis

Dirt Cheap Facebook Clicks

FB Fans For Pennies

Split Testing Ad Copy

Split Testing Ad Copy

Split Testing Ad Copy

Split Testing Ad Copy

Split Testing Ad Copy

Clear Ad Copy winner when used with all images! “Freedom” beats “Reverse growth of government” across the board with every image set.

Split testing Facebook Ad images

Clear image winner, images perform in descending order from left to right

Psychological cues matter! Is the “like” thumb a coincidence? I don’t think so.

Landing page corresponds to winning ad image. Dramatically improves CPA

Campaign initially set for broad targeting – intended to receive performance feedback

Campaign evolves to testing narrow demographic categories – sub campaigns for sub groups

After initial demographic optimization CTR more than doubles with better targeting

Once click through rate spikes above 0.30%... CPC drops well under $0.10

Daily spend clusters around .35% - 0.55% CTR and increases with performance

Cost per acquisition, in this case, FB fan acquisition, drops like a rock

Once the CPA drops to pennies, spending increases, fan acquisition skyrockets

Accumulating 1,600+

Facebook fans a day at

$0.04-$0.06 per Fan

With the lower CPA, total campaign spending increases 3-5 X each day

Campaign spending increases to 3-5X

a day during $0.04-$0.05 CPA

period

Campaign begins with testing budget

Targeting evolves from demographic/psychographic, to friend of fan ads

Once FB page receives enough traction, “Friend of Fan” social targeting

helps improve CTR deterioration over time

Campaign concludes: 33,565 Facebook Fans at an average CPA of $0.07 per Fan