Yesterday Facebook released their Facebook Flyers Pro CPC advertising solution in response to the demand for an alternative to the disappointing results that the original Facebook Flyers program delivered. Facebook Flyers enables you to target a specific network with ads at $2 CPM, which sounds cheap, until you realize that the click through rate is typically well under 1%. I did a test run on the Cornell University network and managed a .2-.4% click-through rate, which apparently is excellent compared to others who have used the program. Basically I was paying over 50 cents a click during my trial, which is a lot more than I’d like to spend per visitor.
Now, with the Facebook Flyers Pro option, I’m extremely excited about the prospects of advertising on Facebook. Beyond the fact that now you only have to pay for results, the platform allows for an impressive amount of targeting (by gender, relationship status, network/school, interests, age, etc). It’s a phenomenal platform at first look, but if the low click-through rates continue, it will still be difficult to get a meaningful amount of traffic from Facebook unless they give you a ton of impressions. I will be trying it out as soon as they get over their little problem of rejecting my billing address every time I try to sign up for a campaign. If anything, the results have to be better than their original Facebook Flyers solution.
In terms of One Day, One Job and recruiting in general, this platform has a ton of potential. It can be a supplement to on-campus recruiting, or it can be used to reach campuses that a company may not be able to visit. It is certainly a tool that I will be using to build my audience, and I think it also has potential to be used as a supplement to drive traffic to a company’s One Day, One Job posting. I will certainly be testing Facebook Flyers Pro and figuring out how I can best leverage it in the recruitment of college students and recent graduates for entry-level jobs.
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[...] to Facebook follower and online advertiser Willy Franzen, this new tool opens up a lot of possibilities: …with the Facebook Flyers Pro option, I’m [...]