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 Business Manager - Assigning Roles & Billing
In the past, we assigned roles and managed business Facebook pages by sharing admin access with an individual account. However, we encountered an issue with this, as when it came to advertising, billing was processed under that individual account and not the account of the actual business Facebook page. To resolve this, I have begun setting up a Business Facebook Manager account. However, need some guidance. I have claimed access to a business Facebook page and assigned a person to manage this page. By doing this, I can now see that the assigned person has the ability to make posts on that page and to create and manage Ads. Two things I need clarification on however: When advertising is conducted, is it billed to the credit card details for the Business Page? (And not the billing details of the individual it was assigned to) It seems that the assigned person cannot boost a post? Am I missing something here? Thanks for your help!
Social Media | | Gavo0 -
Can you redirect old abandoned Twitter/Facebook accounts?
My client has a Facebook profile and a Twitter account that they have abandoned. These pages also have old branding and we would like to redirect these pages in some way to the current Facebook and Twitter accounts. I did find this article but it's 3 years old and not sure this is works: http://www.thesearchagents.com/2011/12/how-to-do-a-301-redirect-on-twitter-even-though-twitter-doesnt-allow-it/ What's the best way to do this?
Social Media | | RosemaryB0 -
Facebook Checkin probs for a local business FB fan page
Hi I have a client who has set up Facebook fan page for their physically located local business and they have 'checkedin' to it but not showing on FB page as having been checked in i.e. '0 were here' when i would have thought it should show at least 1 Does anybody know how best to set up FB fan page for a local business so is checkin'able ? or rather just get the checking in aspect of existing page working properly ? (Have followed FB help guidelines) Cheers Dan
Social Media | | Dan-Lawrence0 -
Which FREE tools do you use for Facebook Page analysis?
Hello. Could you tell me, which free tools do you use for analysing Facebook Pages? It should connect with FB Insights. (no just information from "outside") thanks a lot 🙂
Social Media | | mysho0 -
Facebook 'SEO', Likes and Fans
I spent a bit of time this morning combing Google looking for some documentation on SEO for Facebook, specifically the value of 'likes', when liking one's status, how that effects the visibility of a given post and basically the criteria for creating whatever they deem a post to have gone 'viral'. I'm convinced there has to be some answers for my first two questions... ....somewhere. Likewise, I can appreciate if there's nothing available to answer my third question pertaining to 'viral criteria'. Nevertheless, if anyone has any resources/documentation that could provide me some insight into how FB interprets 'likes', how an increased number of 'likes' may lead to greater visibility and (more or less) the mechanics of how this interacts with the entire Facebook structure, I would greatly appreciate it. Thanks for reading, I look forward to the responses!
Social Media | | NiallSmith0 -
Facebook Like on URLs
I have a doubt regarding the facebook LIKES for URLs Case 1: By using a Facebook Like Button (for URL) on my page(s). Here people are coming to my page and giving like directly on my page. Case 2: Here i'm not using any Facebook Like plugins on page, But my page got shared on facebook pages and profiles. And people are giving likes on facebook.com for my shared links. Is this two count as different methods? Explain me please.
Social Media | | riyas_heych0 -
How do you make multiple Facebook Like/Welcome pages?
I have one running here http://www.facebook.com/pages/Podium-Magazine/174645832595027?sk=app_190322544333196 I want to add a different discussion piece, behind the "like us" form each month and not have to replace what I have Does anyone know how I can set up multiple different Like pages? Cheers Stephen
Social Media | | firstconversion0 -
Is there any online tool you can suggest for monitoring facebook activities such as shares - likes etc
I just wonder if there is any online monitoring tool - application for Facebook activities..
Social Media | | merkal20050