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This is great and very useful information. We also tried Facebook and didnt see much results from a conversion perspective. We are going to try this again in a month or so with a slightly different product/marketing positioning.
Did you try the same thing for Google (Esp Adsense with a filter on specific blogs)? Curious about the ROI/conversion difference between FB Vs LI Vs the Big G
Nik
Unfortunately, I didn't get to try Google as I am still banned from Adwords - www.jayweintraub.com/2008/03/guilty-until-pr.html. My guess is that Google would prove better though. It's a test I would very much like to run.
Perhaps test some ads written for an audience that may never have heard of LeadsCon, or emphasizing the free admission opportunity in the ad title to garner more clicks.
I tried four different landing pages for each. Two single page and two multi-step. The copy tried to speak to an audience unfamiliar with the show (copy on landing page), but I suspect you are correct that most weren't familiar enough and that it would take different language.
We're now looking to set up tests on LinkedIn, Slideshare, and Digg - all have unique targeting options and offer CPC pricing. The initial challenge we're adapting to is that each site has unique user expectations that require unique creative and landing content approaches. Look forward to sharing high-level insights on those fronts in the near future.