In Q1 of this year, a popular european bookstore with +$100K in sales decided to turn-off Facebook ads for two weeks because ‘they didn’t convert’. The impact was quite unexpected: 50% drop across ALL online sales (About $50k loss of sales).
It turns out that Facebook is a major driver of awareness (the top of the funnel). Eliminating half of people entering the funnel has a direct impact on the complete funnel… and ultimately the sales.
The tiny saving of ~$1,000 in Facebook ads had the following effect:
- 65% drop in sales from social content
- 50% drop in sales from Google ads
- 45% drop in sales from organic traffic
Read the full case study here.
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