Pay Per Click Advertising on Facebook
Facebook PPC advertising works well for some business to consumer (B2C) clients who want to build a community and provide branding and on-going communication of events and specials.
Facebook displays more ads than Google but because the click-through rate is so low, it generates many fewer clicks or visitors. People are on Facebook to talk to others, not to click on ads. This provides good branding – your ad is shown often, but does not perform well for short term customers acquisition.
Because I am focused on customer acquisition I have chosen to focus on Google AdWords which provides quick and reliable results for my clients. I generally work with businesses that sell to other businesses so this approach works well for them.
I also have several clients in the vacation rental business who have successfully used social media campaigns and I report on these successes when I review their Google Analytics account.
I provide analysis of existing Facebook campaigns for selected clients – typically existing AdWords customers. And I report on the traffic generated and conversions achieved from social media when I review my AdWords customers Google Analytics accounts.
To read more about using Facebook, I recommend that you speak with another Susan – Susan LaPlante-Dube – at Precision Marketing Group. Read about social media planning on their website.
Facebook Ad Glossary
Date: The date on which the performance statistics in that row occurred.
Imp.: Impressions, or the number of times your ad has been shown to users on the site.
Social %: The percentage of impressions where the ad was shown with a “social story” about one or more friends who were associated with the content you’re advertising (i.e. liked your Page, RSVPed to your Event, or used your App).
Clicks: The number of times users have clicked on your ad on the site.
CTR (%): The click-through rate for your ad, calculated as the number of clicks received divided by the number of impressions.
Avg. CPC: The average cost per click for this ad, calculated as the amount spent divided by the the number of clicks received.
Avg. CPM: The average cost per thousand impressions on this ad, calculated as the amount spent divided by the the number of impressions received.
Spent: The total charges accrued by this ad.
Actions
The “Actions” listed in your Facebook Ad reports show you how many users have engaged with your Facebook Page or Event through your ad, by liking your Page or RSVPing positively to your Event. Actions won’t include click-throughs on the ad title or text.
Campaign Performance Glossary
Ad Name: The name you’ve given your ad or Sponsored Story.
Status: Your ad or Sponsored Story can be pending review, active, disapproved, paused, completed, or deleted. Note that if the campaign is paused you’ll need to unpause it before the ad or Sponsored Story can run.
Reach: The number of individual people who saw this Sponsored Story or ad during the dates selected. This is different than impressions, which includes people seeing them multiple times.
Frequency: The average number of times each person saw your Sponsored Story or ad.
Social Reach: People who saw your Sponsored Story or ad with the names of their friends who liked your Page, RSVPed to your event, or used your app. If you’re not using Sponsored Stories or advertising a Page, event, or app, you won’t have social reach.
Connections: The number of people who liked your Facebook Page, RSVPed to your event, or installed your app within 24 hours of seeing this Sponsored Story or ad. If you’re not promoting a Page, event, or app, you won’t see Connections data.
Clicks: The number of clicks your Sponsored Story or ad have received. If you’re promoting a Page, Event, or app, Clicks also include Page likes, event RSVPs, or app installs directly from the Sponsored Story or ad.
CTR: Click-through rate, or the number of clicks your Sponsored Story or ad received divided by the number of times it was shown on the site.
Bid: Click to change the maximum amount you’re willing to pay for each click (CPC) or per 1000 impressions (CPM).
Price: The average amount you’re paying per click (CPC) or 1000 impressions (CPM).
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