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Facebook Ads Case Study – Movie Tickets

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Last Friday I emailed out my first ever case study to those on my Affiliate Manager newsletter mailing list. I’ve gotten great feedback and quite a few of my PeerFly publishers setup campaigns this past weekend based on the information I provided. Well, I didn’t think it was fair not to share it with everyone, so here are the results from a campaign I ran on Facebook direct linking an email submit.

The Offer

I decided to try to promote our $25 Movie Ticket Email Submit offer. I chose this offer for a few reasons:

  1. The lower prize value ($25 movie ticket) should increase the conversion rate (more realistic).
  2. There are a lot of angles you can take with a movie ticket offer. You can target people who like certain movie theaters, movies, actors, etc.
  3. The offer does not have an exit pop, which I am sure Facebook would have disapproved.
  4. Although it has a low payout, the landing page is nice and simple.

I setup a direct link to my affiliate link using an iFrame.

Facebook Ad Campaign Stats

Facebook Campaign Report

As you can see from the screenshot above, I test quite a few different banners and interests. I tried targeting a general demographic that I thought would be interested in the offer, people who liked previously liked both Beauty and the Beast and Mission Impossible, and Regal Theater goers. I tested different banners (created using Pixlr) with borders, without borders, different color borders, and so on. The results were pretty skewed, but my final statistics were:

  • 135,249 impressions
  • 70 clicks
  • 0.052% CTR
  • $16.12 spent
  • $0.12 CPM
  • $0.23 CPC

Not bad considering the range of creatives and demographics.

My Bidding Strategy

When I am testing different Facebook Ad campaigns like shown above, I always bid CPM. I set my bid CPM at $0.05 higher than the lowest suggested bid. I will also set a daily budget of just $3-5. Obviously I am not going to get a ton of traffic with that low of a bid and budget, but it’s usually enough to get a pretty good idea of what my CTR will be for that ad. My goal CTR in all cases is 0.1%. The closer to 0.1% the better. At one point my CTR for one of the ads above was over 0.1% and I was seeing a 200% ROI. The higher your CTR the more traffic you are going to get and the lower your CPM will be.

Facebook Ad Examples

Sample Facebook Ad

Facebook Ad

The two ads above are examples that I used in my campaigns. You can see that the targeting on them is the exact same, but the banner, title, and ad body are all different. I am targeting people who have Regal Cinemas as an interest on Facebook and in both ads I specifically mention Regal. It is important that you mention that participation in any ad that you are promoting an email submit in. Participation is required to get the gift and Facebook requires that you include that otherwise your ad will be get disapproved. You need to also be careful with the use of the word free. I kind of got lucky here. If I were to try to scale this campaign I would definitely remove it.

PeerFly Stats

PeerFly Campaign Stats

Unfortunately, I did not quite get this campaign to profit before I paused it. I was profiting initially with my testing, but I kept testing different banners and ad copies to try to see what would work best. Overall, I lost $3.47. I got quite a bit of data from that $3.47 though and if I decide to pursue this campaign I think I could definitely get it profitable.

There is so much traffic on Facebook and with Facebook Ads you can target pretty much every interest imaginable. We are adding new offers to PeerFly on a daily basis. Keep an eye on what’s added and if you think you could setup a campaign for it, I highly suggest giving it a try. For $3 and a 30 minutes of your time you can setup a campaign that may turn into a big money maker.

Post a comment

30 thoughts on Facebook Ads Case Study – Movie Tickets

  1. Thanks for the share Luke. I tested different email submit offers on Facebook using different campaign, but none of them converted for me. Finally i decided to stop. With this post you motivated me to continue testing offers on Facebook.

    Thanks.

  2. I would like to concur with Ranjan. I tested an ad over the last 3 days and lost $56 !!!! Virtually no clicks, and obviously no sales.
    I am happy to show you my landing page (which was converting as high as 30% on Adcenter, before they decided to disapprove the ad).

    1. Send over your landing page. If you’re bidding CPM and you’re not getting clicks you need to change your ad. The banner is key to getting your CTR up.

      Also, I suggest doing small tests like I’ve outlined above so you don’t risk losing as much as fast.

  3. Hi Luke I also ran an ad for film tickets , I created a more Generic ad.,
    Here in the UK at one time we were able to use US currency on FB but now its British pounds so when an ad nose dives you lose quite a bit but you gain when its awinner so its swings and roundabouts , I paused the ad after only a few days I ran up a bill of £14 and didn’t gain much but like you it gave me some great feedback.
    Cheers Mick Fallon

  4. Hey Luke

    Joined your list a couple of days ago – looking forward to seeing more of the above kind of info, as well as some samples of your landing pages – as promised in your email signup motivation … hint hint 😉

    I have one question regarding the article above – you mention in point 3 that you chose the offer as it didn’t have an exit pop – how can we see if offers have exit pops or not? Also, how can we determine if offers break frames etc without actually filling in the offer itself? Can you not include this kiond of data for us to help in offer selection? I am sure other publishers will appreciate this info too …

    1. Next time I making a landing page I’ll definitely include it. I have been direct linking mostly lately. You can see if the offer has an exit pop simply by going to your affiliate link and exiting the page. If you get a pop up when you exit then it has an exit pop. There is no need to complete the offer.

      You can check to see if the offer breaks the frame by simply iFraming it and going to your link or I sometimes will use adf.ly’s preview page to see if it breaks their frame:
      http://adf.ly/preview.php?url=http://www.lukepeerfly.com

      1. Hey again Luke

        I have another question regarding exit pop ups – can Peerfly advertisers provide us with optional “no exit pop-up” landing pages? I have a seen a number of offers that allow social traffic that I want to promote on Facebook, but they’ll get denied due to the exit pop ups that are triggered as this breaks FB’s tos.

        Seems stupid to allow social traffic but not give your affiliates optional landers that conform to the various tos of the social sites.

        Can you (Peerfly) not ask the advertisers to give us exit popup free landers?

      2. Yes, we have been working with our advertisers to get exit pops removed, but not all of them are willing to do so. In those cases, you will need to create your own landing page to funnel traffic to the offer.

  5. Luke,

    I notice that the offer that you experimented with, specifies “No Banner Display”. Does this restriction not preclude Facebook ad images? I notice that a lot of offers have this restriction.

    Thanks.

  6. Thanks for this amazing blog.

    I understand that we may not promote offers on a facebook fan page. However, may we still create a fan page for our sites to generate traffic for our sites that will feature offers? Thank you in advance.

  7. Hey Luke. Generally, how many total impressions do you personally want to see racked up until you can confidently determine if an ad variation (image, headline, body) is worth keeping?

    Similarly, how many total clicks/visits to your lander do you like to get back before determining if that lander variation has a good conversion ratio (whatever the goal- optin, submit, purchase, whatev)

  8. Your conversion rate isnt bad at all but you need to get your ad CTR higher and target a broader demographic since it’s a low payout offer, you need volume to make up for it.

  9. Great info! Will def be checking out the movie ticket offers at some point. It’s very very exciting to see these case studies and learn from people in the trenches putting these ideas to work! 🙂

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