Facebook® Marketing: Leveraging Facebook’s Features for Your Marketing Campaigns (Gal Zentner's Library) by Brian Carter & Justin Levy

Author:Brian Carter & Justin Levy
Language: eng
Format: epub
Publisher: Que
Published: 2012-03-25T16:00:00+00:00

Facebook allows you to choose between paying per thousand impressions of the ad (CPM) or paying per click on the ad (CPC), as shown in Figure 4.7. Because both options rely on what others are bidding for the same targets, you need to set what your maximum bid is. Facebook provides a suggested bid range based on the other bids it currently has. If you don’t bid the minimum, Facebook will warn you that your ad might not be shown. In these types of pay-per-click auctions, the bid is just the price of entry. Your actual cost per click will be higher when targets have higher suggested bids.

If you try to push users to either an internal or external website, and the success will be based on conversions, you probably want to select CPC. You pay per click; therefore, you pay only for each time people actually click through. It is then your job to set up that internal or external landing page properly to grab their attention and convert them, based on what your definition of conversion is.

If you want Facebook Ads to help with branding and awareness and don’t want as many clicks, you can use CPM because what you actually care about is getting your ad in front of as many people as possible. Keep in mind, however, that Facebook makes money on clicks, so ads that don’t get clicks will stop showing sooner.

Whichever option you select, CPC or CPM, be sure to test with both to see how each converts for you. The way to do that is to create a CPC version in one campaign, click on Create a Similar Ad, switch the new ad to CPM bidding, and save that in a separate campaign.

4. Review and Submit

Now that you’ve created your ad, you need to review it. When you’re satisfied with the ad, choose Place Your Order to submit your ad to Facebook.

Many times advertisers and marketers get caught up so much in the process that they forget about the user experience. To ensure a positive user experience, walk through as a user, from the ad to the landing page. Ask colleagues, friends, or spouses to take a run through the steps, and then gather their opinions.

After you submit your ad to Facebook, it goes through a quality review to ensure that the ad fits Facebook’s quality guidelines. Upon approval of your ad, it will be published according to the targeting and pricing options you selected while creating your ad.

Facebook provides robust analytics about the performance of your campaigns. Use these analytics. Don’t ignore them. Dive in and evaluate how your campaign is performing. Rip apart the analytics to gain knowledge, and then make necessary changes to ensure that the money you spend is put to its best use.

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