Facebook's organic reach for brands is now at an all-time low, and the platform is becoming increasingly “pay-to-play.”
Massimo Chieruzzi, CEO at AdEspresso:
Facebook's organic reach for brands is now at an all-time low, and the platform is becoming increasingly “pay-to-play.” We ran an experiment using $600 of ad spend to determine which of Facebook's paid channels works best: Facebook Ads or Boosted Posts.
Takeaway
The Facebook Ad had the best click-through rate, cost per click, cost per thousand impressions, relevance score and cost per lead, but Boosted Posts outperformed on conversion rate.
Unlike Boosted Posts, Facebook Ads also make it possible to A/B test the ad creative, further reducing cost of acquisition.
Experiment setup:
Both campaigns sent traffic to a landing page for an eBook about Facebook Custom Audiences. We measured downloads using the Lead Facebook Pixel event.
Both campaigns ran to a U.S.-based 1% lookalike audience of current AdEspresso customers aged 18-65+.
We placed both promotions in the mobile newsfeed and excluded current customers and website visitors.
Results
Bold statistics indicate the best-performing promotion type.
Facebook Ad
Click-through: 1.347%
Cost per click: $3.336
Clicks: 91
Impressions: 6,757
Conversions: 48
Cost per 1k impressions: $44.924
Cost per conversion: $6.324
Conversion rate: 52.747%
Reach: 4,870
Boosted Post
Click-through: 0.670%
Cost per click: $7.220
Clicks: 42
Impressions: 6,266
Conversions: 40
Cost per 1k impressions: $48.395
Cost per conversion: $7.581
Conversion rate: 95.238%
Reach: 4,653
Summarized by Reforge. Original article by Massimo Chieruzzi • CEO @ AdEspresso
Facebook's organic reach for brands is now at an all-time low, and the platform is becoming increasingly “pay-to-play.”
Massimo Chieruzzi, CEO at AdEspresso:
Facebook's organic reach for brands is now at an all-time low, and the platform is becoming increasingly “pay-to-play.” We ran an experiment using $600 of ad spend to determine which of Facebook's paid channels works best: Facebook Ads or Boosted Posts.
Takeaway
The Facebook Ad had the best click-through rate, cost per click, cost per thousand impressions, relevance score and cost per lead, but Boosted Posts outperformed on conversion rate.
Unlike Boosted Posts, Facebook Ads also make it possible to A/B test the ad creative, further reducing cost of acquisition.
Experiment setup:
Both campaigns sent traffic to a landing page for an eBook about Facebook Custom Audiences. We measured downloads using the Lead Facebook Pixel event.
Both campaigns ran to a U.S.-based 1% lookalike audience of current AdEspresso customers aged 18-65+.
We placed both promotions in the mobile newsfeed and excluded current customers and website visitors.
Results
Bold statistics indicate the best-performing promotion type.
Facebook Ad
Click-through: 1.347%
Cost per click: $3.336
Clicks: 91
Impressions: 6,757
Conversions: 48
Cost per 1k impressions: $44.924
Cost per conversion: $6.324
Conversion rate: 52.747%
Reach: 4,870
Boosted Post
Click-through: 0.670%
Cost per click: $7.220
Clicks: 42
Impressions: 6,266
Conversions: 40
Cost per 1k impressions: $48.395
Cost per conversion: $7.581
Conversion rate: 95.238%
Reach: 4,653
Summarized by Reforge. Original article by Massimo Chieruzzi • CEO @ AdEspresso