Growing Cruise Fans on Facebook at 16 Cents Each

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 a former search engine engineer who has spent a billion dollars on Google and Facebook ads for Nike, Quiznos, Ashley Furniture, Red Bull, State Farm, and other organizations that have many locations. He has achieved 25% of his goal of creating a million digital marketing jobs because of his partnership with universities, professional organizations, and agencies. Companies like GoDaddy, Fiverr, onlinejobs.ph, 7 Figure Agency, and Vendasta partner with him to create training and certifications. Dennis created the Dollar a Day Strategy for local service businesses to enhance their existing local reputation and make the phone ring. He's coaching young adult agency owners who serve plumbers, AC technicians, landscapers, roofers, electricians in conjunction with leaders in these industries. Mr. Yu believes that there should be a standard in measuring local marketing efforts, much like doctors and plumbers need to be certified and licensed. His Content Factory training and dashboards are used by thousands of practitioners.

Dennis Yu