Facebook Advertising Analysis: Christmas Eve 2012

December 27, 2012

I decided to take an ad out on Facebook this past Christmas season. Here are some of my thoughts on the experience and results.

The first step in the process was deciding what to advertise. After some discussion with the staff here at First Trinity, I decided to focus on Christmas Eve/Day worship services. We wanted to use our “Hope Restored” sermon series graphic as the picture. Because of limited space and some ad restrictions, we only listed the service times without other information. Clicking the ad would take you through to our First Trinity Facebook Page.

Here was the final version of the ad:

FT-Facebook-Ad---Christmas-Eve-2012

Because the Facebook page would be the landing spot for our advertisement, I decided to do a quick redesign of our cover photo to match the look of the advertisement so people would know they landed on the right page. I ended up going with this design, which also highlights the service schedule:

FT Facebook Cover Photo - Christmas Eve 2012 580

After deciding on the content and updating the landing page, we narrowed down our target demographic. We wanted to try to find people who would be responsible for making the decisions about Christmas Eve worship. We decided on the following demographic:

  • Lives within 21 miles of Tonawanda, NY
  • 21 years or older
  • Female

This resulted in a potential audience of 5,560 people. The ad ran from December 12 through the 24th. Here’s what happened:

  • There were 67,563 impressions. This is the raw number of times the ad was displayed for the 5,560 people.
  • 18 people clicked the ad and performed 37 actions. This is a click-through rate of .027%.
  • The 37 actions were:
    • 20 viewed our photos.
    • 7 liked posts on our page.
    • 3 liked our page.
    • 7 performed other actions of some sort (video plays, commented on posts, mentioned our page to someone else)

The total cost for the ad was $30. Overall, I found the process a little confusing at first, but once I figured out the system it was fairly straight-forward. I think our next series of ads will focus on something more digital (resource on our website, posts on our page) rather than a specific event or worship service at our church, though I’m not certain yet what it will be or when we might do it.

Jason Christ

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