On Tuesday July 15th I created my first ad for eWrite Lite on Facebook. I started this after reading Damien Mulleys post ‘Facebook Ad Competition - Best Irish Facebook Ad Campaign‘ and decided I’d give it a go.
Paying for it popped to mind, that was sorted quickly enough by adding the VISA Business network Application. Thanks to a link from Damiens blog to Alexia’s blog describing how to get 100 Dollars free to advertise in Facebook.
I logged into Facebook and added the VISA application on the 13th. The next day I received a nice email from Facbook Ads Team telling me I have received a coupon code and directed me to enter this into the Billing section of the Ads Manager.
I went through the steps of creating an ad for eWrite Lite. Damien also had this covered with a ‘How to advertise on Facebook‘ guide.
I specified that I would pay 1 dollar for a click, I wanted to spend a maximum for 10 dollars a day and run the ad for 10 days to users 18 years and older in Ireland.
So heres the eWrite Lite advert I created:

This was actually my second attempt. I didn’t like my first one, so I created another, shorter and more to the point.
That day, I also moved my site over to Blacknight.ie hosting so I could use a Linux based server. Quite stupid timing on my part, many of the first clicks from the Facebook ad would probably have received a blank site. Didn’t last long though.
So enough background, heres the graph of clicks from Facebook to eWritelite.com over the 10 day period:

Visits to ewritelite.com according to Facebook ad manager
July 15th : 10 Clicks
July 16th : 9 Clicks
July 17th : 4 Clicks
July 18th : 6 Clicks
July 19th : 4 Clicks
July 20th : 3 Clicks
July 21st : 4 Clicks
July 22nd : 6 Clicks
July 23rd : 10 Clicks
July 24th : 3 Clicks
July 25th : 3 Clicks
Heres the graph of impressions for the same period. The peak on the 23rd is 37,327 impressions.

The spike in impressions and resulting clicks on the 23rd is most likey due to Facebooks new interface design opened to the public that week which now shows 2 ads on a page rather than 1.
Heres an image of Facebook.com referrals from Google analytics for the same period. They don’t quite match up wth the clicks that Facebook show to the site.

Visits to ewritelite.com according to Google Analytics
July 15th : 5 Visits
July 16th : 7 Visits
July 17th : 2 Visits
July 18th : 5 Visits
July 19th : 4 Visits
July 20th : 3 Visits
July 21st : 2 Visits
July 22nd : 3 Visits
July 23rd : 9 Visits
July 24th : 2 Visits
July 25th : 3 Visits
—
July 26th : 1 Visits
July 27th : 1 Visits
I don’t get the difference in the Clicks from Facebook and the visits recorded by Google. I certainly don’t get why there are visits to the site from facebook after the ad campaign finished. Not complaining though.
Facebook billing reports 10 dollars taken from my accound each day of the ad. Shouldn’t it only take 10 dollars if I’ve had 10 clicks that day? It also shows I have 20 Dollars left in my account a few days after the campaign ended.
Lessons learned
Don’t move the website to another server at the start of an ad campaign.
As a result of all the clicks from the Facebook ad, I recevied no enquiries from interested people. This is a sharp reminder for me to really focus on the website content and get the eWrite Lite Demo back up and running for users to experience the content manager.
Advertising on Facebook works, just make sure there is something on the receiving end for visitors to consume or interact with.
Conclusions
I’m going to advertise on Facebook again as soon as I’ve made some improvements to ewritelite.com