Mastering Facebook Pay Per Click (PPC) Ads For Your Real Estate Business Part 12

June 13, 2011

Have Highly Nuanced Ad Pricing

Whenever you look at a large group of prospects there are usually a multitude of ways of dividing that group of prospects up into smaller and smaller groups.  For example, you can immediately divide any group roughly in half by separating male from female.  Age is another great way of dividing your groups up, as is relationship status.  The fewer number of prospects Facebook identifies as suitable for each ad based on your specifications, the better.  This is known as taking the Long Tail approach to marketing.  Long Tail Marketing is the cornerstone of any highly successful Pay Per Click system.

Once you’ve specified all the demographics of who you want your ads shown to Facebook will suggest the price range for what you should big per click (eg. $1.00 – $1.50).  Presumably the lowest current bid amongst advertisers for your demographic is $1.00 per click, and the highest is $1.50 per click.

This isn’t the case.  In fact, even if you bid far below the minimum suggested bid (eg. 30 – 50 cents) you’ll still get quite a few ad impressions.  The trick is creating a lot of ads at low bid prices.  Doing this will give you lots of ad impressions and cost you much less.  So for example rather than having 5 ads placed at $1.00, $1.05, $1.10, $1.15 and $1.20, place 30 identical ads as follows using pay per click:

10 ads between 30 and 39 cents – ads at 0.30, 0.31, 0.32, 0.33, 0.34, 0.35, 0.36, 0.37, 0.38, and 0.39
10 ads between 40 and 49 cents – ads at 0.40, 0.41, 0.42, 0.43, 0.44, 0.45, 0.46, 0.47, 0.48 and 0.49
10 ads between 50 and 59 cents – ads at 0.50, 0.51, 0.52, 0.53, 0.54, 0.55, 0.56, 0.57, 0.58 and 0.59

Filed under: Marketing Tips

Tags: facebook, marketing, online advertising, online marketing, Pay Per Click, PPC, prospect, prospecting, randing, real estate educators, real estate internet marketing, real estate internet marketing tips, real estate internet training, real estate search engine ranking, social media, Social Media Advertising