Leslie Marsh is a Certified Cruise Planner at Cruise Planner.
Her audience of 3.6 million is huge.
But Facebook has gotten so smart at oCPM that it hasn’t hurt her. Just look at the 4.4% CTR and fans for only 16 cents.
Rapid fan growth, driven mainly by page-like ads.
Part of this is that it’s hard to not like cruises. Fast food, entertainment, and CPG tend to do well on Facebook.
At the same time, not all fans are of the same quality.
Maybe adding other filters for geography and income will get us fans who are more likely to buy a cruise vs just daydream.
And by adding in friend-of-fan connection targeting, we get social context (Mari likes this), which increases CTR and conversion rates.
In this case, we’d likely want to rely upon page-like sponsored stories to drive the bulk of the fan growth.
But you’d want to test a regular page-like ad (voice of the business) against a sponsored story (voice of friends) to see.
If you’re running ads to generate new fans, make sure that you’re also feeding these new fans into an engagement campaign.
Dennis Yu
Dennis Yu is co-author of the #1 best selling book on Amazon in social media, The Definitive Guide to TikTok Ads. He has spent a billion dollars on Facebook ads across his agencies and agencies he advises. Mr. Yu is the "million jobs" guy-- on a mission to create one million jobs via hands-on social media training, partnering with universities and professional organizations.
You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel.
You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.