Dennis Yu

Testing Right-Hand Side vs Newsfeed Ads on Facebook-- Busting Myths

People have been crowing about how Facebook newsfeed ads get insane CTR and larger placement. But if you’re a performance marketer, you care about CPC and conversion rates.

Jacob Sapochnick, a San Diego immigration attorney, tested newsletter signups on the right-hand side and in the newsfeed. Here is what happened:

The newsfeed ads got a 3% CTR, which is 61 times greater than RHS (Right Hand Side) at 0.49%.
Yet, the cost per conversion was 38 cents vs 45 cents in favor of the RHS placement.

Notice that RHS hit a frequency of 80.1, which means he BOMBARDED these attorneys. Yet, 73 of the 782 lawyers he reached converted. That is 9.3% of all people who saw the ad.

He spent $27.82 to drive 73 leads in this first ad. And we thought getting lawyers to engage socially would be difficult!

This second ad spent $29.14, a tad bit more, and drove 65 conversions. The frequency of 2.7 is lower since it’s the newsfeed. Similar reach.

The newsfeed ads cost $15 per thousand impressions (CPM), while RHS was only 44 cents. The cost per lead difference is marginal and in the realm of statistical noise. Thus, the trade-off in CTR washes out the CPM differential.

WHAT THIS MEANS

  • Performance-based marketers should test which placements work best for them. Some types of messaging, offers, and businesses will do better in one placement vs another. Test it.
  • When there are features available only in Power Editor or the API, use them to get an arbitrage advantage in performance. Once the features make their way to the web-based ads manager, the differential gets washed away.
  • Be willing to bust long-held myths, such as that ads will burn out at high frequency or that giant audiences don’t perform. Sometimes things change or it’s just not true.

Mr. Sapochnick used optimized CPM to drive engagement on his most recent posts for a penny, helping him get to 100,000 fans.

What have you noticed recently?

Dennis Yu

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.
I'm a member of Blitzmetrics Academy and a friend of Dennis to boot. Not only is Dennis highly intelligent and full of great and creative ideas, he's also incredibly generous with both his knowledge and his time. Success couldn't come to a better guy. Thank you for all that you do for the world, Dennis! 🙏

Michael Pacheco

Marketer

Thanks 🙏 for being shining light in this industry. Love what your building for works overseas too network for jobs so innovative. Dennis helped me navigate having bad experiences with marketing agencies and doing dollar a day marketing which has helped my personal brand tremendously. Highly recommend.

Eric Skeldon

Founder at Kingdom Broker

Working with Dennis has been a delightful experience. After meeting him in 2015 I got to collaborate with him on countless occasions. His understanding for state-of-the-art marketing, his implementation, and his leadership put him into the top 0.01% of marketers and mentors.

Jan Koch

Ihr kompetenter Partner für innovative KI-Strategien.

I had the pleasure of interviewing Dennis for my podcast in 2021 and since then we have maintained a friendship that grows with each interaction. I have seen Dennis' devotion to his friends and clients firsthand, and our conversations often result in us talking about how we can provide more value to the people around us. He is someone whom I can ask questions on a technical level, and look to on a personal level. If you have any hesitancy about hiring him, get over yourself and do it!

Isaac Mashman

Help scaling personal brands.

Geez, where do I start recommending Dennis? First, he is an absolutely brilliant marketer who understands where marketing is today and where it's going tomorrow. He also has an incredible passion for the International Worker community. The lessons he has taught me from his almost 20 years of experience hiring International Workers have been immense. Most importantly though. Dennis Yu is someone who wants the absolute best for you and is willing to tell you the truth. Dennis sat with me at a point in my business where I was floundering but did not want to admit it. He asked some very straight forward questions to get me to admit my issues, highlighted the issues, and then helped me create a roadmap to success.

Atiba de Souza

International Keynote Speaker | Video Content Superman | Superconnector |

Dennis, which I had the pleasure of working with is one of the most giving, honest and tell you as it is person I ever know. The knowledge this man has is remarkable and he just gives it out freely. He is not pretentious and always entertain anyone big or small in the industry always willing to help. If you ever get a golden opportunity to work with him or mentored by him say YES!. You will notr regret Dennis, which I had the pleasure of working with is one of the most giving, honest and tell you as it is person I ever know. The knowledge this man has is remarkable and he just gives it out freely. He is not pretentious and always entertain anyone big or small in the industry always willing to help. If you ever get a golden opportunity to work with him or mentored by him say YES!. You will not regret

Nixon Lee

The PR Whisperer

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