FB-Ad-Tips-1

THE FACEBOOK ADS EXPERIMENT: 12 TIPS TO CRAZY ENGAGEMENT
A couple of points are in order here…
First, just a reminder that this is an incomplete list. For each tip,
there is data for at least one ad missing, sometimes more. So don’t
look into the variations of reach too much since an important ad
may be missing (though the number participating will indeed drop
with each tip).
Second, it’s important to understand how Facebook now measures
organic and paid reach. Let’s say I reached you with an ad. You later
saw that organically. Facebook only counts you as having seen it
paid. As a result, I consider the organic reach numbers to be under
reported — which makes it even more amazing!
Nine of these 17 ads had more organic than paid reach even
though I published them only as ads (one was basically 50/50).
I feel like I have to keep repeating this over and over because it’s
important to remember: These ads were only published as ads.
The organic distribution was a bonus, yet they drove the majority
of eyeballs.
WHAT DRIVES ORGANIC DISTRIBUTION?
The easy answer is that it’s engagement. When someone
comments, likes or shares it, others — who may not be part of the
experiment — will see it.
However, what isn’t clear is which actions drive the most organic
distribution of ads. Let’s take a look at post like rate, comment
rate, share rate and link click rate…
Post Like Rate (Post Likes/Reach)
The average distribution was 70.4% organic. Of course, that’s
heavily weighted by the first ad for Tip 1 which received a ton of
organic distribution. The median organic reach is 57.2%, which is
still amazing!
◼◼Highest: Tip 9 Ad 3 – 3.5% (41.2% Organic Distribution)
◼◼Lowest: Tip 6 Ad 1 – 0.9% (61.0% Organic Distribution)
Well, post like rate sure doesn’t seem to matter. Tip 2 Ad 1 (which
received 81.6% organic distribution) had a post like rate of 1.7%
for reference, which is right in the middle.
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