FB-Ad-Tips-1

THE FACEBOOK ADS EXPERIMENT: 12 TIPS TO CRAZY ENGAGEMENT
WHAT DOES THIS MEAN?
I think this is just interesting data in general. It means a lot of things
and nothing at the same time. But a few things strike me…
First, there is something to be said here about putting too much
value on an impulse action. Yes, I got 4,500 people to agree to
participate in my experiment. However, nearly half of them never
clicked on a single tip and only about 40% made it beyond Tip 2.
We get excited about initial actions. Some marketers use tricks and
shady practices to get users into their funnel. But some of those
people acted impulsively and hold very little value.
What I see above is that I have a core of 600-1,000 really
valuable prospects. I may even use this group for future targeting —
or for the creation of Lookalike Audiences.
Second, it appears that once you shave away the “I’m not really
that interested after all” group, what’s left is a group that is pretty
darn committed and loyal. In fact, I’d say that fatigue was nonexistent
here for the most part — and that will be limited if you
continue to provide value.
And that’s the underlying lesson here. Use ads in unique and
exciting ways to surface content that the target audience values.
When you do that, some pretty amazing things can happen.
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