Mastering Facebook Pay Per Click (PPC) Ads For Your Real Estate Business Part 18

June 27, 2011

Once you’ve specified all the criteria for your ad you’ll then be asked how much you want to pay per click.  Facebook will suggest to you a range of prices to pay ($X minimum to $Y maximum).  Facebook would have you believe that you need to bid within this range to be competitive and have your ad seen.  However, it doesn’t necessarily mean if you bid below the minimum that you’ll get little or no traffic to your website because your ad won’t be displayed.  After all, Facebook’s main source of revenue is these ads, so it’s not in their best interest to advise you start your campaigns at a nominal amount per click. 

So try out your campaigns starting at very low amounts (less than 50 cents per click), see how many impressions and clicks you get, and let the campaign run for a week or two.  Then start another campaign and gradually increase the amount you’re willing to pay per click (let’s say in increments of 10 cents) and see to what extent paying extra increases your exposure and clicks.  If you play with this enough you should find an optimal amount to pay per click that delivers the highest return on investment.  The ad posting automation software is particularly valuable for this sort of analysis.

Let’s say you have a new listing and you want to start getting lots of impressions as soon as possible.  The way to do this is offer a high amount per click for the first click ONLY for all ads you create.  Offering a high amount per click will get you lots of impressions very quickly.  Once you get a click you’ll have established a Click Through Rate (CTR) % for your ad, and if your ad is targeted and “Long Tail” enough your CTR should easily be 0.1% or greater.  Once you’ve got that immediately reduce your bid per click drastically – perhaps 30% of what you originally offered.  You’ll pay a lot for the first click on all these ads but you’ll get a lot more impressions a lot more quicker and will be paying far less for subsequent clicks than the first click.

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