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
-
Advertising to competitors fans
I want to target my FB ads to my competitors fans. I tried setting it up through power editor, but when I type in my competitor's name in Precise Innterest field, it just doesn't show up... My competitor has over 30k fans - is it not big enough? Is there any way around it?
Social Media | | imoney0 -
Facebook doesn't "read" pages: 206 responsecode: Could not retrieve data from URL
Hello, Since shortly, every page of our website ecoheating.be doesn't get "read" by Google. So when you paste a page in Facebook, he doesn't get the title, description, image... FB Debugger says there's a 206 Error code (check attachment). A lot of changes are done the last weeks on this site so perhaps something is misconfigured. But what could this be? I've already check the htaccess and nothing there... Thanks, 0cphxGt
Social Media | | conversal0 -
Company Facebook and Personal Facebook with company name.
I am helping a company get their social profiles and networking in order, and just realized that they have a facebook page that is their "company page" - https://www.facebook.com/Capitol.Collision.Repair.Phoenix and one that is a person called their company: https://www.facebook.com/capitol.collisonis their any benefit to having both of them still active or should I just get rid of the "personal profile" and keep the company page? any advice would be really helpful! Thank you, J
Social Media | | allstatetransmission0 -
Facebook Promoted posts
I have been promoting posts on our Facebook page with some good results. Am I aable to determine the Day /time the post is promoted? As ideally we want to be promoting the post when people are awake? Thanks for your help
Social Media | | Hardley1111 -
Facebook Like Quick Question
What is best practice for the Facebook like button, when a user clicks on like on your webpage should this go to your facebook page our should it contain your website url? The reason being is that on my homepage it shows as 5 likes but when going to my facebook page it is only showing 1 like? So where are the other 4 likes going? Any ideas on what is going wrong or what I have set up wrong? The like box is on http://www.cheapfindergames.com/xbox360 My Facebook page is http://www.facebook.com/pages/Cheapfinder/129888913795351
Social Media | | ocelot0 -
Facebook "Voting" App
I'm wondering if anyone has any recommendations for a "voting" app on Facebook. We have some user-generated recipes that we want to post and allow our fans to vote for their favorite. Similar to this: http://www.facebook.com/New7WondersofNature#!/New7WondersofNature?sk=app_114026852036251 I've contacted Woobox but they only allow users to choose between 2 options and we would need 5. Any thoughts?Thanks!
Social Media | | EssEEmily0 -
Promoting a Facebook Contest
Hi, Mozzers- I'm running a contest for a client of mine via Facebook - http://www.facebook.com/barrettmoving. The prizes are great an iPad2 and an iPod Touch! The contest is pretty cool too. Basically it's a papercraft / travel thing that appeals to a wide range of people. Anyway, here's my question - I've started promoting the contest via social media, the website, online contests...like to get to promoting it on relevant blogs too. I'm in the beginning stages. Any other ideas? Has anyone had luck with PPC or FB ads? Thanks in advance! LHC oVThP5PcRvo
Social Media | | lhc670 -
Help with Brands Facebook page
Hi Guys I desperately need help on this one.......I have taken over the management of a Brand's facebook page and have some concerns as to how it was setup. The account was opened by an individual that has a personal account but they did not open the brands page from their personal account...instead they used a slightly different email address and opened a new page business account. I am not able to comment on any comments on this account and i am assuming it was as a result that there is no "profile" (not sure). Should i go ahead and create the profile with the details of someone at the brand? or how should i proceed to rectify this......am i not able to comment as a result of not having a profile?? help! UpDate: The comment issue has been resolved and it seemed to be browser / firewall related...never happened before...very strange
Social Media | | nomad-2023230