Facebook CTRs: A Sucker Punch Campaign

By Ian Fernando

This weekend it was a fight that everyone wanted to watch and I went with a couple affiliates to watch the fight at a bar. Honestly, it was a weak fight. It was getting really good till a sneak just came in. In any case, everyone started to disperse and my mind started thinking about the fight and creating a campaign. It was already late and I was drinking a bit during the HBO fight.

... but once I got home I created a campaign from an affiliate offer I was already promoting. I thought to myself, I should be able to take advantage of this buzz (sneak punch) that will probably last a couple days. I am assuming there will be a controversy about the fight.

So that night around 2am, I started to create a small Facebook campaign around that sucker punch. Below are my ad CTRs from my campaign and also my targeting:

  1. United States
  2. Age 25 - 45
  3. Categories: Health and Well Being, Outdoor Fitness, All Sports, Out Door Actvities
  4. Reached: 17,314,780

So I think one main reason why my CTRs were so low is because of my ad copy. Now that I am looking at it, I could have done better - but at 2am after the fight with some alcohol in my system, it was sub par. Also one big thing about this campaign is I only did 3 ads instead of my usual 5 ads for testing. I was not able to find any other pictures from the fight except these. I was pretty limited.

One part of this campaign is one of the ads has an orange border. I did this specifically because its bright and it relates to Floyd's trunk colors. So I was playing an association campaign here. Meaning I was trying to bring some sort of relation from an obvious to an ad. In this case, the trunks had orange in them, his gloves were orange, even the shoes were orange. So I tried to bring that association to the ad. Which is why I think it received a higher CTR than the rest.

I really wanted to use another image from the fight but I could not find it. The only thing I can say I could have improved on this the ad copy. The next morning from Saturday, I forgot about it until this morning (I need to stop drinking). So I was not able to adjust my ad copy, which I think would of made a difference from my CTRs.

Another interesting thing I noticed was there were a lot of Internet Explorer users after 1am. When the ad ran during the day I saw more FireFox and Chrome brower users. This was just interesting to me seeing such a dramatic change from day and night.

Also, these ads were very cheap all less than .41 cents a click. Let me know your thoughts about these ads and more importantly about the fight that happened this weekend. Weak.

Ian Fernando
Involved in the internet space since 2002 and have been through the ups and downs of this online industry. I am a traveling digital nomad, media buyer, online strategist, and many more online titles.

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