We have two ads to drive page likes.

First, one promoting a T-shirt giveaway:

Screen Shot 2014-02-22 at 11.39.05 PM

And another page like sponsored story (an ad unit going away on April 9th):

Screen Shot 2014-02-22 at 11.40.11 PM

Clearly, the standard newsfeed ad is much bigger.
But the page like story actually had a higher CTR (barely).

Screen Shot 2014-02-22 at 11.41.52 PM

The cost per fan was only 77 cents on the contest, while the sponsored story was $1.08.
But contest fans are generally of lower quality, since they just want to win, not become customers.

Both are bid at optimized CPM, where Facebook is choosing what subset of users to show the ad, plus at what price.

But the sponsored story was a significantly higher CPM– $18 vs $13 in the newsfeed.

Who do you think was the winner or what else would you need to know to make decision?

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Alex Houg is co-founder and Chief Executive Officer (CEO) of Portage. He has been called the young Steve Jobs, selling his first business at the age of 15. A frequent contributor on SocialTimes, Social Fresh, and FBPPC, Alex is co-author of Facebook Nation, a textbook on Facebook marketing that is taught at over 500 universities. He is an expert in Facebook advertising, social analytics, content marketing, and search engine optimization.Mr. Houg has worked with the Golden State Warriors, Infusionsoft, Adidas, Miva Merchant, and Jack Daniels. He has been featured in USA Today, Search Engine Journal, Business 2 Community, InsideFacebook, and other publications. He is an Eagle Scout and has a passion to teach. You can reach out to him at alex@portage.co, his blog or on Facebook.