I gave ads on Facebook a shot for my app, WOD. I created a simple ad that links to the Facebook page for the app, which has links to the app and to the homepage, lets me post updates about the app, and lets me interact with users.
I started a month-long campaign, targeted at people who list “CrossFit” as one of their interests, and who aren’t already fans of the page. I set the maximum cost-per-click to $2, and the actual price per click averaged $0.78. The maximum I would spend per day is $5 (nearly every day, this budget got filled). The ad was shown 292,955 times, and was clicked on 160 times. The ad looked like this:
Fans of the page increased by a significant amount: up to 76 fans from a previous 27. That seems like a win.
Did it impact sales of the app? Not one bit. Here is the revenue graph for WOD over the past four months, including last month, when the ads were up (daily numbers, and the 10-day moving average):
There doesn’t seem to be any correlation between the ads and revenue; for part of the campaign, revenue went down significantly. It doesn’t seem worth it, to me, for this domain: I was able to afford about 7 daily clicks total, and it’s not clear if any of those clicks turned into sales — maybe every click was a sale, too, but it’s impossible to know if it did or not. The ads would pay for themselves if only two of those clicks turned into sales.
Do I think the ads made a difference? No. Will I try to expand the campaign, spending more? Nope.