EXPERIMENT: Lesson Unlocked (13 Views)

Hey, welcome back to my experiment! I served you a Facebook ad because you have viewed 13 or more pages of my website during the past 180 days.

Today’s video lesson is embedded below…

So, now that this experiment has been running for a while, I’m getting some meaningful data. Some of this data I’ve acted on and some I haven’t. Well, placements are certainly an area that provides some very meaningful results.

You may know this, but you can break down your results by placement by clicking the Breakdown drop-down menu and selecting Placement.

By using that, I’ve learned that my highest-performing placements — by far — are Facebook In-Stream Video (mobile and desktop) and Facebook Video Feeds. The In-Stream placements, though, are clearly the top performers.

Recall that my ads are 15-second video clips, but my ultimate goal is that people click the CTA button (or link in the text) to check out the full lesson. Also keep in mind that my CPMs are skyrocketing for lots of reasons (that I can address if I were to do this again), but the main focus is on the action rate and knowing I can bring the CPM down.

In-Stream is resulting in a CTR of 5.17% for desktop and 3.35% for mobile, as well as a cost per ThruPlay of $.03. With a lower CPM, I could easily get that under a penny. CPMs are a manageable $.35 and $.49 for the In-Stream placements, which are a fraction of news feed (over $2.00).

Why are In-Stream placements doing so well? Well, a big part of it is the nature of these placements. You’re watching an organic video on Facebook. Then a message appears that an ad is about to start. Then the ad plays. While the ad plays, a banner appears below it for the CTA. And if the user wants to watch the video they were previously watching, they have to watch the entire ad.

So yeah, of COURSE these ads are performing well! Though, to be honest, I am surprised that the news feed ads aren’t doing better due to auto-play.

As a result of this, I am restarting my ad set that goes to people who have viewed 3+ pages of my website. I am using a frequency cap of 1 in 30 days and using ONLY the In-Stream and Video Feeds placements.

I would normally worry about using only these placements, but the 3+ views audience is larger (about 15,000, and I haven’t approached saturation). Audience size is a consideration since limiting my placements (especially without news feed) will limit the number of people I’m able to reach.

What will happen? Will CPMs go up? Will performance continue, but at a higher scale? We’ll see!

If you want to get more tips served to you, you’ll need to first qualify! The next threshold to hit is viewing at least 14 pages of my website in 180 days.

View Prior Lessons

I have multiple engagement thresholds for viewing lessons in this experiment. If you were already ultra-active on my website, it’s possible you’ll skip a few of the initial lessons. As a result, I will link to all prior lessons at the bottom of each one.

Here you go: