EXPERIMENT: Lesson Unlocked (26 Views)

Hey, welcome back to my experiment! I served you a Facebook ad because you have viewed 26 or more pages of my website during the past 180 days.

Today’s video lesson is embedded below…

In a prior lesson, I talked about how I’m applying what I’ve learned during this experiment. One of the campaigns I talked about was a reach campaign to drive traffic to blog posts. Today, let’s take a look at some of the results I’m seeing.

One of the initial problems was I first tried to focus on an audience that was too small. As we’ve seen, a super small audience can also result in very high CPMs. While that may make sense for driving purchases, I want to keep those costs down here.

I added several “highly engaged” audience types that I projected would result in an audience of about 5,000 people or so. I used a frequency cap of 3 in 15 days, news feed only, and went worldwide. My thought was that if you’re one of my most engaged visitors, I want to reach you. With the right frequency cap and budget, I should eventually reach everyone, regardless of country.

My CTR is a shade over 4%, so people are very engaged. While the CPC and cost per landing page view are nothing spectacular, the one side effect isn’t all that surprising: Those who click are highly engaged, as opposed to short and low quality visits.

The campaign has reached about 6,000 people now, so the total audience size may be bigger than I had thought. But those 6,000 people are spending a lot of time on my website!

The 257 link clicks have led to 441 time on page events (viewing a page for 60 seconds or more), 174 scroll depth events (scrolled at least 70% on a page), and 133 page views that included both. How could the time on page events be more than link clicks? It’s not unique. So, these people click and spend a lot of time on multiple pages (that’s good!).

This campaign is resulting in $.50 time on page events, which I feel like is pretty good. It’s not easy to generate quality traffic, and this campaign is certainly doing it.

I think there’s room for improvement, though. Whether it’s a matter of adjusting frequency capping, the budget, or both, I get the feeling I’m not close enough to full saturation. I could be wrong, but this feels like an audience of 10,000 or so.

To get this right, it’s all about pacing. I want to show people up to three blog posts per two weeks. I want to reach close to everyone, and not just those in the least expensive countries. There are a lot of levers to pull and things to balance to get that right.

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 27 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: