Dennis Yu

The 3 types of Facebook traffic-- what is best?

My apologies in advance for the math here– I’ll keep it to a minimum to explain the points.

Below is a Google Analytics screenshot from a funeral planning site.  Facebook traffic represents sources 4, 5, and 8.

4) apps.facebook.com: This is self-serve PPC traffic from ads that show up on apps.  Most plentiful but has a bounce rate of 90.13%— about as bad as you can get.
5) facebook.com/referral: These are from people who click on our links and posts– organic traffic.  66% bounce rate, which is high, especially compared to the site’s overall bounce rate of 40%.
8 ) facebook.com/cpc: Facebook PPC ads that show up other than on the apps.  Bounce rate of 81%.

We’re probably paying 15 cents a click for Facebook traffic, but the 80%+ bounce rate means we’re losing 4 out of every 5 folks on the landing page.  With Google AdWords, we’re paying 50 cents a click, but bouncing only 42%– in other words, losing 2 out of every 5 visitors.

So with Google, we’re paying 3 times as much per click, but keeping twice as many folks past the landing page.  On a per-kept visitor basis, Facebook is still a better deal.

For the analytics smart-alecs out there, let me respond to your points:

  • landing pages are the same: True, you’ll get different bounce rates if you send to different pages. Plus, you can’t compare a homepage bounce rate against a landing page bounce rate– they have different goals.  Well, we sent everyone to the homepage, as silly as that is– but it’s still an apples-to-apples comparison.
  • not all clicks are the same: A higher bounce rate is likely to be a lower conversion rate, even if you adjust for the bounce.  Maybe– although it is true that EPC (Earnings Per Click) is what matters at the end of the day, not cost per click or bounce rate.
  • data is not statistically significant: Okay, so the 80% and 90% bounce rates might actually vary 5-6% should we run a few thousand more clicks.  But given that we’re spending real money, there’s no need to blow a thousand dollars to find out that our estimated 80% bounce is more truly 77%– it’s still bad.

Were I Facebook, one thing I’d do is allow separate bids for application traffic versus non-application traffic.

Remember a few years ago when Google allowed advertisers to set separate content and search bids?  This is the same thing.

Dennis Yu

Dennis Yu

Dennis Yu is co-author of the #1 best selling book on Amazon in social media, The Definitive Guide to TikTok Ads. He has spent a billion dollars on Facebook ads across his agencies and agencies he advises. Mr. Yu is the "million jobs" guy-- on a mission to create one million jobs via hands-on social media training, partnering with universities and professional organizations. You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel. You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.
I'm a member of Blitzmetrics Academy and a friend of Dennis to boot. Not only is Dennis highly intelligent and full of great and creative ideas, he's also incredibly generous with both his knowledge and his time. Success couldn't come to a better guy. Thank you for all that you do for the world, Dennis! 🙏

Michael Pacheco

Marketer

Thanks 🙏 for being shining light in this industry. Love what your building for works overseas too network for jobs so innovative. Dennis helped me navigate having bad experiences with marketing agencies and doing dollar a day marketing which has helped my personal brand tremendously. Highly recommend.

Eric Skeldon

Founder at Kingdom Broker

Working with Dennis has been a delightful experience. After meeting him in 2015 I got to collaborate with him on countless occasions. His understanding for state-of-the-art marketing, his implementation, and his leadership put him into the top 0.01% of marketers and mentors.

Jan Koch

Ihr kompetenter Partner für innovative KI-Strategien.

I had the pleasure of interviewing Dennis for my podcast in 2021 and since then we have maintained a friendship that grows with each interaction. I have seen Dennis' devotion to his friends and clients firsthand, and our conversations often result in us talking about how we can provide more value to the people around us. He is someone whom I can ask questions on a technical level, and look to on a personal level. If you have any hesitancy about hiring him, get over yourself and do it!

Isaac Mashman

Help scaling personal brands.

Geez, where do I start recommending Dennis? First, he is an absolutely brilliant marketer who understands where marketing is today and where it's going tomorrow. He also has an incredible passion for the International Worker community. The lessons he has taught me from his almost 20 years of experience hiring International Workers have been immense. Most importantly though. Dennis Yu is someone who wants the absolute best for you and is willing to tell you the truth. Dennis sat with me at a point in my business where I was floundering but did not want to admit it. He asked some very straight forward questions to get me to admit my issues, highlighted the issues, and then helped me create a roadmap to success.

Atiba de Souza

International Keynote Speaker | Video Content Superman | Superconnector |

Dennis, which I had the pleasure of working with is one of the most giving, honest and tell you as it is person I ever know. The knowledge this man has is remarkable and he just gives it out freely. He is not pretentious and always entertain anyone big or small in the industry always willing to help. If you ever get a golden opportunity to work with him or mentored by him say YES!. You will notr regret Dennis, which I had the pleasure of working with is one of the most giving, honest and tell you as it is person I ever know. The knowledge this man has is remarkable and he just gives it out freely. He is not pretentious and always entertain anyone big or small in the industry always willing to help. If you ever get a golden opportunity to work with him or mentored by him say YES!. You will not regret

Nixon Lee

The PR Whisperer

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