I have a few clients on Facebook PPC and a lot of the time it just doesn’t appear to be working all that well.
Please note the use of the word “appear”. While this obviously doesn’t apply to all clients and all accounts, I have come to the conclusion for some that simply because people aren’t converting right from Facebook, doesn’t necessarily mean the campaign isn’t working.
I just got off the phone with a client of ours who has us running Google Adwords and Facebook PPC campaigns. Internally, he has a Facebook fanpage. I just sent him a report with a bunch of numbers indicating which platforms are bringing in the most conversions. To an untrained eye, the report seems to scream, “Shut down the Facebook PPC NOW!”
But I walked him through the report and some of the numbers and came to the conclusion that even though people aren’t going straight through to buy his service, his direct traffic has almost doubled since the Facebook campaign has been turned on. This leads to the possibility that people are going there, having a look around, signing out, thinking about it and then coming back directly to the site to buy!
The point here is: make sure you look at all the numbers and factors before cancelling a campaign on any platform. You just never know what kind of traffic you are getting if you just look at one set of data.
Google Analytics is fantastic for this. Just make sure when you set up your Facebook campaign (and some others) that you use the Googel URL builder so Analytics can track it.
Questions about this or how to set up a PPC account? Just ask us!
Stefanie
