Advanced Facebook Ad Tactics Part 3

September 29, 2010

So after a few days of having your ads displayed if your average Click Through Rate is above 0.1% then using the cost per impressions method will be cheaper than pay per click.  If the Click Through Rate is less than 0.1% then the pay per click payment method will be cheaper.  You’ll probably find in most cases your Click Through Rate (CTR) is usually below 0.1%, meaning the Pay Per Click method will be less expensive than paying per thousand impressions.  But if you have a very small target audience based on strict parameters you specify when you create your ad you may find the opposite is true.  Experiment and see which payment method works best for you while keeping the 0.1% Click Through Rate rule firmly in mind.

Adjusting Your Pay Per Click Rate – the amount you specify you’ll pay per click isn’t necessarily what you get charged for each click.  For example, you may have specified 50 cents per click but you actually only get charged 40 cents.  When you see your bid amount is higher than what you’re charged per click try lowering your bid amount to what you got charged per click.  Afterwards keep your eye on the number of impressions you’re getting per day at this lowered rate.  If the number of impressions remains about the same then lower your bid amount further.  Keep doing this until you see a considerable drop in your impressions and then raise your bid amount a few cents to keep getting lots of impressions at a low rate per click.

Always Request Their Contact Info – one thing that’s fundamentally different about using pay per click ads with Facebook and social media sites vs. search engines like Google is what people are trying to accomplish when they use these sites.  It’s important to understand each site has a fundamentally different purpose and people use them for those specific purposes.  With social media sites people use them for socializing.  You could say Facebook is a relationship search engine.  That’s why most of the sponsored ads on Facebook are ads for online dating sites.  Many people cruise around on Facebook looking to meet someone of the opposite (or same!) sex through their friends, family and other contacts, so by having these dating sites ads they’re helping many people find what they’re already looking for.

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