SlideShare a Scribd company logo
Marketing	festival
Výhodná	inzerce	na	Facebooku
We can do	Facebook marketing	differently!
…with click-through rates lower by	up	to	96%
Are	you too one of those more	
conservative people who
consider Facebook to	be only
good for sharing pictures of
cute animals?
In	the following slides we hope	to	not	
only convince you otherwise but	also
show	you that it can be used to	
promote ordinary or boring products…
Can Facebook advertising truly bring you a	lower click-
through rate even when it comes to	“boring”	goods?
• Comparison of 3	campaigns for ordinary goods and	services:
non-bank	loans, sales	of interior fireplaces and	vacuum cleaners
• These	ad	campaigns would run	repeatedly and	over a	long	period.
• Moreover,	with minimal changes to	the graphics and/or text	in	the ads.	
• Of all of the visitors of the above websites,	30%	of them arrived there via	
Facebook.	These	users generally browse the entire website and	have a	so	
called low bounce rate.
Campaign 1:	non-bank	loans
Click-through rate differences:
Adwords for 110	CZK*	
vs.
Facebook for 3,71	CZK
*System estimated click-throughrate from Google	Adwords
Czech	keywords for
non-bank	loans…
Campaign 2:	kitchen vacuum cleaner
Click-through rate differences:
Adwords for 8,88	CZK*	
vs.
Facebook for 1,16	CZK
*	System estimated click-through rate from Google	Adwords
Czech	keywords for
vacuum cleaner…
Campaign 3:	interior fireplaces
Click-through rate differences:
Adwords for 3,89	CZK*	
vs.
Facebook for 1,33	CZK
*System estimated click-throughrate from Google	Adwords
Czech	keywords for
interior fireplaces…
Final comparison:
Facebook ad	campaigns have therefore been cheaper by:
1.)	96,7	%	 - 2.)	87	%	 - 3.)	66	%
It would be safe to say that even if the estimation was
wrong by more than 10%, a Facebook ad campaign is still
far more attractive, despite having being compared to
system estimated rates. This combined with lower
maintenance and optimalisation costs create an appealing
opportunity.
…and	what	is	the	summary	of	our	experience?
•It’s the right targeting that is crucial,	
not	frequent change graphics…
•If you know how to	target,	you can
use	Facebook advertising for
anything…
•You are	losing money if you aren’t
using the full potential of	Facebook	
Pixel	which allows you to	target
properly!
To protect our customers, we
haven’t stated any specific
companies or ad campaign titles. If
you are, however, interested in
more information, please don’t
hesitate to get in touch with us,
and we will gladly discuss making
an ad campaign for you and your
products.
www.int-cz.com
Note:

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We can do Facebook marketing differently!

  • 1. Marketing festival Výhodná inzerce na Facebooku We can do Facebook marketing differently! …with click-through rates lower by up to 96%
  • 2. Are you too one of those more conservative people who consider Facebook to be only good for sharing pictures of cute animals? In the following slides we hope to not only convince you otherwise but also show you that it can be used to promote ordinary or boring products…
  • 3. Can Facebook advertising truly bring you a lower click- through rate even when it comes to “boring” goods? • Comparison of 3 campaigns for ordinary goods and services: non-bank loans, sales of interior fireplaces and vacuum cleaners • These ad campaigns would run repeatedly and over a long period. • Moreover, with minimal changes to the graphics and/or text in the ads. • Of all of the visitors of the above websites, 30% of them arrived there via Facebook. These users generally browse the entire website and have a so called low bounce rate.
  • 4. Campaign 1: non-bank loans Click-through rate differences: Adwords for 110 CZK* vs. Facebook for 3,71 CZK *System estimated click-throughrate from Google Adwords
  • 6.
  • 7.
  • 8. Campaign 2: kitchen vacuum cleaner Click-through rate differences: Adwords for 8,88 CZK* vs. Facebook for 1,16 CZK * System estimated click-through rate from Google Adwords
  • 10.
  • 11.
  • 12. Campaign 3: interior fireplaces Click-through rate differences: Adwords for 3,89 CZK* vs. Facebook for 1,33 CZK *System estimated click-throughrate from Google Adwords
  • 14.
  • 15.
  • 16. Final comparison: Facebook ad campaigns have therefore been cheaper by: 1.) 96,7 % - 2.) 87 % - 3.) 66 % It would be safe to say that even if the estimation was wrong by more than 10%, a Facebook ad campaign is still far more attractive, despite having being compared to system estimated rates. This combined with lower maintenance and optimalisation costs create an appealing opportunity.
  • 17. …and what is the summary of our experience? •It’s the right targeting that is crucial, not frequent change graphics… •If you know how to target, you can use Facebook advertising for anything… •You are losing money if you aren’t using the full potential of Facebook Pixel which allows you to target properly!
  • 18. To protect our customers, we haven’t stated any specific companies or ad campaign titles. If you are, however, interested in more information, please don’t hesitate to get in touch with us, and we will gladly discuss making an ad campaign for you and your products. www.int-cz.com Note: