I ran some simple ads to promote Logs of Lag, my League of Legends netlog parser. I’m having a hard time getting attention and thought it’d help to get a bit of paid traffic. I invested, oh, $20 in all of this, trying to bottom feed some traffic. Results after a week or two of trying:
0.18% CTR. 4468 impressions, 8 clicks, $2.73
Very bad results, particularly on the search ads. Google’s minimum bid for a relevant keyword like [league of legends lag] seems to be at least $1, and apparently Google is happier showing no ads than showing cheap ads. 4339 of the impressions were via the Display Network. Near as I can tell AdWords gives me no way to see where those ads actually displayed. Bummer.
0.59% CTR. 848 impressions, 5 clicks, $0.17
Straight-up clone of the Google ad campaign. But Bing Ads is quite happy to show ads for $0.10 CPC, so the good keywords I wanted got some impressions and clicks. No display ads at all; not sure if I wasn’t eligible or there was just no inventory.
Too early to tell. But my ad is a poor match for Twitter. All you can promote is a tweet, and I didn’t want to write a special ad tweet for my website. Also hard for me to imagine a Twitter user will be inspired to try my tool by a Twitter ad, particularly on a mobile device. I think Twitter Ads may be better suited for brand campaigns.
0.94% CTR, 14030 impressions, 132 clicks, $10.
By far the most successful of my ads. In part because I could target it so specifically to /r/leagueoflegends, a big community. Also Reddit ads are cheap. It’s a pretty interesting ad product really, particularly the way ads become stories that get Reddit votes, comments, etc. I’m surprised it’s not better known. Reddit has a blanket $0.75 CPM rate which seems fairly cheap to me, particularly given the value of Reddit’s audience. The ad tool sure is primitive though. I’m left wondering why Reddit doesn’t pursue an ads business more aggressively.
Small ad campaigns are cheap. OTOH I didn’t set up any way to measure actual conversion. What I want is to get my tool in people’s minds so they remember to try it a month from now, and I’m not about to do the necessary work for such a small side project of mine. I don’t regret the $12.90 I spent though. I’d definitely go back to Reddit ads to get attention for something there, particularly if the organic way of getting Reddit attention doesn’t work out.