Facebook PPC Management – Case Studies

Major Pharmaceutical Company – We have managed several Facebook campaigns for clinical trials. The campaigns were based on lead generation for the trials. Facebook’s geo targeting, demographic, and interest options allowed us to pinpoint our audience.

We have managed four different clinical trail campaigns for this client. Here are the stats for one particular campaign that was run for four months.

During this four-month period we were meeting with the client on a weekly basis updating ad copy and images trying the keep the ads fresh for the Facebook users. The first few months the campaign posted strong numbers and as we wrapped up the clinical trial lead generation the numbers began to dwindle. This was expected as we had captured the most lead up front.

This campaign was run in the USA for 32 states and in Canada for 4 provinces. The campaign targeted adults with moderate to severe plaque psoriasis, no previous biologic therapy use. The age range was 18-75 year old males and females.

Week Ending Clicks Impress. CTR Cost Avg. CPC Leads
7/13/2013 8588 26490092 0.03% $4,431.00 $0.52 25
7/20/2013 8921 25541395 0.03% $4,781.33 $0.54 23
7/27/2013 13246 47993119 0.03% $6,881.00 $0.52 40
8/3/2013 12999 43046365 0.03% $6,748.34 $0.52 34
8/10/2013 13441 40051558 0.03% $6,416.69 $0.48 32
8/17/2013 12026 31981922 0.04% $6,416.69 $0.53 38
8/24/2013 12452 31894628 0.04% $6,416.69 $0.52 32
8/31/2013 11136 31233411 0.04% $6,060.77 $0.54 31
9/7/2013 11298 31676278 0.04% $5,716.69 $0.51 26
9/14/2013 10796 27968338 0.04% $5,716.69 $0.53 18
9/21/2013 11510 29223544 0.04% $5,716.64 $0.50 8
9/28/2013 11092 27840512 0.04% $5,716.68 $0.52 10
10/5/2013 10852 25174775 0.04% $5,224.21 $0.48 13
10/12/2013 10443 26134232 0.04% $4,854.85 $0.46 13
10/19/2013 10116 24750715 0.04% $4,854.85 $0.48 10
10/26/2013 7774 19339469 0.04% $3,791.09 $0.49 7
11/2/2013 6946 16926011 0.04% $3,368.61 $0.48 6

 

Divorce Lawyer – We have been working with a divorce lawyer for a year running Adwords and six months ago they wanted to expand to Facebook. The campaign is based on lead generation and demographic targeting. The lawyer wanted to target middle to upper income clients that could afford retainer fees and billings. We were able to select age, education, and income levels for this campaign.

Here are the stats for this client over the last six months.

Facebook          
Month Clicks Impressions CTR Cost Avg. CPC

Mar-14

442

518,641

0.09%

$225.33

$0.51

Apr-14

1,196

2,171,942

0.06%

$587.30

$0.49

May-14

1,317

1,349,030

0.10%

$617.52

$0.47

Jun-14

1,185

1,086,342

0.11%

$574.01

$0.48

Jul-14

1,409

1,118,605

0.13%

$619.89

$0.44

Aug-14

1,444

1,169,223

0.12%

$620.00

$0.43

 

This client allows us to update ad copy and images without going through an approval process on their end. We update the ads every few weeks trying to refresh the campaign. Each month the numbers have continued to improve as the traffic has increased and the cost per click has decreased. The client has been happy with the Facebook results with the cost per click being one-tenth the cost compared to Adwords Search campaign.