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Barclaycard launched a sweeping campaign last November to promote its NFL Extra Points card. The digital media buy included search and display ads on more than a dozen digital media platforms, but the financial services company’s Facebook ads outperformed them all, generating a 0.13 percent clickthrough rate versus the overall campaign’s average of 0.08 percent.
Facebook was “our top performing digital channel,” said David Goodman, senior director of digital marketing for Barclaycard U.S. Not only did the Facebook ads generate a 40 percent higher conversion rate compared to the campaign’s other digital channels, but it did so at a 48 percent lower cost-per-acquisition.
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