PPC advertising was disappointing...
In “Facebook Ads (Part 1)“, I had a bit of a whinge about their advertising policies of the time. Not to be discouraged by a minor setback (and still hard-up), I changed tack: Non-gambling ads. There shouldn’t be any problem there, right? Again, I am pre-empting the inevitable comments when I say that I know that PPC advertising is not any guarantee of making money. It has to be said, though, that I didn’t realise quite how poor it would be.
I placed a number of adverts, worded carefully and with no enticing pitch. Not a usual tactic for advertising, I hear some say… But it is when you are paying per click! The rationale here was to ensure (in so far as is possible) that anyone clicking on the advert, with its plain and honest text, was more likely to be interested in the product. More than this, I even targeted ads by demographic – who could want cheaper car insurance more than 17-27 year old males..? I set my daily budget, watched and waited (after the annoying wait described in Part 1)…
Results: Millions of impressions, hundreds of clicks, no conversions.
I’m not at all concerned about the impression:click ratio – I wasn’t paying for impressions and the ad wasn’t designed to grab every viewer’s attention, so no problem. I was disappointed with the conversion rate for clicks: Accross all the advertising campaigns I ran (>1,000 clicks) I didn’t achieve a single conversion. Not one.
From reseach into PPC, one might be led to believe that a 1% conversion rate is low, but 0%?
Down (but not necessarily out) I did some more research and found that my experience was not unique – It may not suprise you to read that I no longer advertise with Facebook, in any capacity.
There is a happy ending though: I did manage to scratch enough cash together in the end for web hosting and bills…
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