Facebook Advertising Noob Question
-
Hello Mozzers,
I have a noob question for which I have not been able to find a clear answer on the internet.
When a client asks you how much would I have to spend on FB ads to get 100,000 fans how do you go about making a "media plan". I can understand you can calculate clicks using your budget and CPC but fans?
Also, ad impressions on Facebook? FB doesn't even give that metric anymore on its default ad dashboard where you have campaign reach, social reach, CTR etc.
So if a client wants 1Million Facebook Ad Impressions (I know, I know), how do you tell them how much its going to cost them.
In a nutshell, clients want to know how much they should be spending to get x number of fans and impressions and vice versa, how many fans and impressions will $XXX get them. So how does one go about making a media plan for Facebook advertising, what do you include in it and well, anything else that I should know?
Thank you,
Rishad.
-
Hey,
What I mean is what I've said in the question. Client asks how much should I invest in Facebook ads and what can I expect in return? So you have to provide them with a number, say $1000 and then how many likes, clicks etc will I be able to get. I believe there are a number of variables involved here so was just trying to figure out how others go about it.
Regards,
-
Facebook doesn't show impressions but rather 'reach' which is the different because impressions include the same person seeing your ad multiple times whereas reach is the number of people who see your ad - regardless of how many times they see it.
When you say media plan, what do you mean specifically?
-
Hey,
Thanks for your advise. I agree with what you say about getting clients out of the caveman mode but sometimes you're dealing with such large organizations and where I come from, digital is last priority and no way to to go up the ladder and convince the higher ups to "think strategically". Although that's what I try to do most of the times, there are times (sadly) where you have to respond to "How many fans can I get for x dollars".
My specific question is: How do you go about making a media plan for Facebook advertising based on a) Number of clicks/likes and b) Number of impressions.
I understand you can calculate clicks if you know your budget and CPC. But what about impressions? Does FB even report impressions?
Thanks!
-
What has helped me a great deal in creating social media strategies for clients is when I get questions like 'We want 2000 twitter followers' or 'We want 1000 fans', I ask them very basic questions like, 'What are you hoping will result from having 1000 fans?' Questions like that get them thinking strategically. I always throw it out there that if their looking to get to a certain number of fans, there's sites out there like fiverr that allow you to buy thousands of fans or twitter followers that are mostly bots - and that they don't need me to do that.
Having that conversation will get the client focusing on the proper long term strategy.
In my experience you really have to get the client out of caveman mode ("ME WANT MORE FANS!") and once you do that you can position social media services with the proper expectations.
Obviously you know that the costs for fans will be all over the place depending on your CPC. In my experience for traffic I send to the clients FB Page (most of this data is pre-timeline though) the rate of clicks to 'fan conversion' is in the 15% neighborhood. So once you identify your CPC, you can use that number to give a ball park idea of what a cost per fan acquisition is going to look like.
If they balk, you can share articles like this:
Understanding the Value of a Facebook Fan
Which will help you show your clients how facebook and twitter can be a platform to drive conversions rather than simply a way of collecting fans and followers.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Facebook Instant Articles - will it hurt SEO?
I am intrigued by Facebook IA and am thinking that putting some of my company articles on it would be beneficial for marketing. Question is, will it hurt SEO if I take an article that is on my website and also submit it to Facebook IA? Will it register as duplicate content in Google? Could it have other benefits/risks?
Social Media | | MJTrevens1 -
Facebook conversion pixel on Magento
Hi Im trying to implement a facebook conversion pixel on the back end of a Magento CMS. Im using version 1.7.0.2. Im a little confused as i know this is meant to go on the checkout success page between the and tags however when i click on the pages section under the CMS heading on the admin panel i cannot see this page. Does anyone have any experience of this and could possibly help me out? Thanks in advance
Social Media | | TheZenAgency0 -
Facebook Share from personal wall to fan page
Is it possible to share a post from someone's personal FB wall to a company fan page if they have the permissions set to allow this? I often get a message that a share was denied and I'm not sure if shares from personal to business fan pages are always denied or if this is controlled by the person's privacy settings.
Social Media | | ChristopherGlaeser0 -
Social Medial Plugins For Wordpress - G+1 & Facebook Like buttons that don't slow down site
I have a wordpress website and have been trying to figure out the best social media plugins to use...........That DON'T dramatically slow down the page speed load times. Does anyone have recommendations? What social media plugins have you used that don't have a huge negative impact on page load times?
Social Media | | webestate0 -
What is the value of getting a Facebook like?
Is requesting people to like your facebook page of any real value for a small business? Is it better to encourage people to write a comment/testimonial about your product or service on their own status with a link to your website and/or Facebook page? I have a lot of clients getting more and more into the concept of social marketing so I am now wondering how best to guide them in the right direction with regards to Facebook specifically
Social Media | | NeilD0 -
Facebook Shares/Likes: Does the users location matter for location specific keywords?
Hi, Basically if I was going after a location specific keyword, so lets say 'dry cleaners london' would Facebook likes/shares from users' who's location settings in Facebook are set to London work better then say someone in a different country or does it hold the same weight social signals wise?
Social Media | | activitysuper0 -
Let's talk about Facebook Comments!
Have you seen Jen's post on the SEO Blog today about Facebook? I am really interested in testing out Facebook comments. Are any of you guys using them? Here are my thoughts: Benefits: Will make it easy for people to comment (assuming they have a facebook account) Their comments are shared on their wall and on their friends' news feeds so you could potentially get a LOT of exposure and traffic. Potential Drawbacks: Who controls the content? If facebook decides to pull this feature will we lose all of our comments? What is the moderation like? Do I get to approve which comments are posted? Some people may be reluctant to comment if they know that their friends are going to see what they wrote. What do you guys think? Are you going to use FB comments?
Social Media | | MarieHaynes0 -
Custom facebook page
Hi guys I have been building custom facebook pages using fbml but now i see talk of using iframes....can you guys please tell me what is best practice at the moment to build custom facebook pages and if there is a tut you can direct me to......i would prefer the iframe method but want to be clear on the process. thanks for your time cheers
Social Media | | nomad-2023230