The Prop 37phenomenonon Facebook (10% CTR?!! Click “next” to see for yourself.)
When our ad campaign started,we had 44,000 fans on Facebook. Ten days later, it has doubled!
But more importantly, we’re nowdriving a conversation that reaches far more people than our fans. Typical fan activity ranges from 1 - 12%: 8% of fans talking: immediately after the debate on TV 1% of fans talking: amidst world tour 12% of fans: typical for a smaller fan base
120% of fans talking about it: unheard of.This doesn’t just mean we’re reaching 105,000 people.We’re reaching all their friends: 3.3 million people. And ourspokesperson is not some phony professor, but yourneighbor. Not a phony farmer, but your daughter. Not aphony doctor, but your doctor.
With only $33k spent, we’ve reached 3.3 millionCalifornians, because of the viral multiplier More than half our reach is from Viral reach: 3.3mm people talking about us or passing the message forward by clicking “Like” or “Comment.” Paid reach: 2.1mm This was already happening, and ramped up when we began advertising 10 days ago.
How are people responding?First, let’s look at typical response rates.
Source:Quora messageboard -- adexecs braggingabout their bestresults ever.
How do our results compare? Before optimization: This is twenty-fold better than the internet average, and several times better than the “record” highs quoted by ad agencies!!!!!!
How much did it cost? This is five-fold more cost- effective than the Facebook average!!!!!
Starting this week, we’re reducing the cost and raising the response rate!• ½ price. We’ve negotiated to reduce the cost by half ($2.65CPM), by committing $50,000. Assuming the viral multiplier of 250% continues, this will effectively be a $1 CPM.• Higher response rate. By concentrating our $$ on the more effective ads (4.5+% CTR), we’ll be increasing our response rates.• What’s the result? $0.06 - $0.07 CPC
Our best response: moms & grandmasGender Age Response rate (CTR) These response rates are simply unheard of! We’ve never heard of a CTR even close to 10%. We’ll begin skewing $$ to target this demographic.
What do the ads look like? Will people be tuning them out?It’s not easy toignore somethingthat fills yourscreen. That’s whyour spending isfocused on mobileby 3:1. (Mobile isalso where theusers are.)
What’s the best ad we’ve created? Viewers click to see the rest.
People comment & click “Like,” forwarding it to their friends.
Most effective of all: “ads” that look like something your friend sent.
Are there limits?• We’re far from saturating the Facebook audience of Californians 18+.• However, our “social ads” (the best-performers) are limited to friends of our fans, ie 2MM Californians 18+. We’ve eliminated this limit by partnering with other groups (OCA, JLI, etc) to disseminate our ads via their fans too.
Where do we go from here?• We spent $33K testing: – 3.3MM Californians saw our ad (approx twice ea) – 190K Californians clicked or tapped an ad• We now have lower prices & optimized ads, to reach more. We’ve allocated $85K more to spend on Facebook.• What if we spent more?
We need about 7MM votes to win.• $250K would buy: – 20MM Californians aged 18+ (saturation), 10 views ea – 3.6MM clicks• $500K would buy: – 20MM Californians 18+ see our message 20 times – 7.2MM clicks
Support Prop 37 ads on Facebook: www.indiegogo.com/prop37 Double your money: every $ donated is matched 1:1. Prop 37 FTW!* (*for the win)