One of the most frustrating parts of paid social media advertising is knowing what it actually does for your business… like a billboard on the expressway, it can feel impossible to quantify results based on your social advertising spend. At Influx, although we have advanced reporting tools, we are able to break down the numbers into bite sized, understandable metrics that show real results in human terms.
One fantastic way to look at things, as odd as it sounds, is by worst case scenario. Read on…
We pulled two 30 day reports from two of our clients using our paid social program and came up with a fairly easy measurement to understand. We call this the rule of 2%.
What is means, is we assume in a “worst case” scenario, that 2% of the people that actively click on a social ad will visit our restaurant partners within 30 days. This doesn’t even include people that saw the ad and booked without clicking.. these are direct button clicks on the ads. Seem reasonable? Great! Here’s what we found…
Case Study #1
Edison Park, Tavern on the Point – October 24th – November 22nd, 2022
- Clicks to website = 319 clicks to site
- Cost per click = $.79 per click
- People reached = 13,484
- Total impressions = 40,542
- The same people saw ads on avaerage of 3.1x
- Total Ad Spend $253
- Estimated revenue @ 2% booking rate $1276
- Estimated revenue generated = $1023
Case Study #2
Clarendon Hills, IL Mio Restaurant – October 24th – November 22nd, 2022
- Clicks to website = 603 clicks to site
- Cost per click = $.60 per click
- People reached = 17,088
- Total impressions = 40,379
- The same people saw ads on avaerage of 2.4x
- Total Ad Spend $360
- Estimated revenue @ 2% booking rate $2412
- Estimated revenue generated = $2052
In each case their entire ad spend was not only covered, but quite profitable. We’ve even see margins where our clients entire retainer is covered by this one program. It’s like getting your marketing agency for free!
What’s even better, is we saw a nice jump in their SEO score and Google rank. When you generate traffic with a paid program, you generate more traffic organically… more = more. It’s easy to see why companies spend billions of dollars on paid social media programs when you understand the numbers. Contact Influx today or play around with our Social Marketing Engine Calculator to see how we can boost your online presence!
