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Budget for a Facebook campaign

Jun 26, 2018 - Posted by Luca Vicini in Internet Advertising and Social Media | 2 Responses | 58 Views
  • Is there a way to estimate the budget requirements for a Facebook click to website campaign, without running a test campaign? Are there tools to estimate this like the Keyword Planner for AdWords?

  • 10416183
    • Hi Luca, yea there are ways to estimate for sure. As you define your audience when you first build your ad campaign in Facebook the platform will give you an estimate of the cost per click. Obviously that's not going to be 100% accurate because it'll be impacted by the effectiveness of your individual ads but multiplying the cost per click number by the number of people you want to click through should give you a ballpark for how high you need to set the budget. 

      To help get the most for your money and improve the accuracy of the CPC prediction I'd recommend:

      1. Try to be as specific as possible about what audience you're targeting. Both in terms of when you're defining your audience in Facebook and for yourself. The tighter audience targeting in Facebook the more accurate (And lower) the CPC is likely to be and by having a clear idea yourself you'll write better converting ads
      2. Create at least five ad types for a small campaign and try to create every combination of ad images, text, headline etc. Facebook will automatically show the best ad more often to help you get more bang for your buck
      3. Monitor the "frequency" of ads and ad sets - that'll give you an idea of whether individuals are seeing your campaign ten times in a short period, for example, which will hammer your cost per click. 
      4. If possible use the Facebook pixel to create an audience of people who have visited your landing page for this campaign (or even better, everyone who has converted if applicable), then set that as an audience exclusion in the main advert - that'll prevent you spending money trying to get people to do something they've already done.

      Hope that helps!

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  • 10966467
    • Sure, as far as picking out the ideal target audience the one thing Facebook certainly is good for "Audience Insights" will tell you some metrics you'll never have shown to you on most platforms, spending methods, home owners, average income, personality types, other interests, it goes hard with the analytic data just open to the general public!

      As far as what your going to pay per click depending on the mechanisms of your sales funnel this one utilizes a pdf book successful download:

      Then there is the question of how many people are we going to need to snare to obtain our desired level of email captures based upon goals you've set. Because your reach with less than 1000 page likes with a video boosted can reach peak in the 30% region, while those with a million will get 2% if they don't advertise and boost, and only 14% when boosting it with ad money.

      And those horrible numbers being from 2015, I theorize it could have only gotten worse haha! So it's email captures or nothing it appears with Facebook. If I was going to go with PPC I'd definitely use Adwords  on longtails for raw conversion takedowns, and perhaps Twitter/Reddit combo organic content marketing campaigns.

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