Facebook Ad ROI vs Traditional Media: Case Study

January 06, 2010  |   Business,Marketing,Social Media   |   Jameson  |   0 Comment
Facebook Ad ROI vs Traditional Media: Case Study

While Facebook is arguably one the best places to stay connected with friends and family, it’s also a powerful marketing tool that we have helped leverage on behalf of many clients. A stat recently came out that 25% of all US page views are on Facebook, showing the immense reach that the site has built.

One campaign that we launched for a major Boston hospital was focused on driving attendance at an event that they were running, educating prospective patients on  available varicose vein treatments. We were happy to once again prove that there is business value in Facebook, even if you aren’t a farmer, mobster or in a wagon train going down the Oregon trail. (Anyone remember that app?)

In fact, statistics show that mothers and middle-aged women are the fastest growing population on Facebook.  CommCreative used that knowledge to help our client after learning that their target audience was women, ages 45-60, with concerns about varicose veins and/or possible treatments for varicose veins.

By targeting users through their social data and geographic proximity to the various events that were being hosted, we were able achieve an ROI that far surpassed that of other traditional marketing tactics that were being used.

Here are the results of the campaign:

  • Over a 5 week period the targeted ads were shown 2,042,151 times
  • 773 people clicked on the ads
  • 17 people registered for the event directly through Facebook
  • Cost was a fraction of the budget compared to spending on local newspapers and radio
  • Cost per conversion (attendee):
    • Facebook: $42.80
    • Radio equated to $525
    • Newspapers equated to $128.53

What was most powerful about this campaign was not only the capability to use Facebook to target the users that mattered to us, but the ability to do so without the hefty budget of traditional radio and newspaper advertising. Leveraging public social data to place relevant messages in front of audiences willing to listen may be one of the most underestimated impacts on marketing that the social media revolution has caused.

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