Do social media ads really work? We put them to the test!

March 14, 2013

Social media sites already offer free advertising in the form of tweets and Facebook posts, but these tools can only take your brand so far. The next step involves paying for social media ads, and if you're considering this option, you're probably most concerned with one big question: What will my return actually be? Will spending money on an ad on Twitter or Facebook bring more customers to my business than the same amount spent on Google AdWords? I put that question to the test by setting up experimental ads across five services: Google AdWords, Facebook, Twitter, LinkedIn, and StumbleUpon. I wanted to see exactly how these tools benefited my own content-creation and corporate blogging business. Indeed, Null Media is exactly the kind of small business that could benefit from social media ads—in theory. Google AdWords: The baseline Google's own ad for AdWords First, a few words about the baseline for this experiment—Google AdWords—where I had already been running ads for several months. For this test run, I raised my overall budget to $25 a day to make it comparable with the social media sites being evaluated. (See page 2 for how I tested.) I quickly discovered that my budget wasn't being exhausted because my bids were too low. By raising these bids to about $2 per click, in line with other services reviewed here, I received more traffic, but not much. Over the course of the ad run, at both low and high bids, I received 13,970 impressions and got 65 clicks for a total of $80.74. That's an 0.47 percent clickthrough rate at an average price of $1.24 per click. To read this article in full or to leave a comment, please click here

Link: http://www.pcworld.com/article/2030740/do-social-media-ads-really-work-we-put-them-to-the-test-.html#tk.rss_reviews