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FB ad question...

by jpfritz
6 replies
So I have now figured out there must be some "mystical" formula for FB ad given my first 2 runs. lol

I set up 2 different campaigns, both were setup as CPM ( cost per 1 thousand impressions) and were setup to use total budget of $35.

I cant recall the initial "suggested min bid" amount but I decided to pick an amount a few cents up from that amount. Both were accepted and started.

As an example, I had one run for 7 days. It was specific to a population within 50 miles in the Plano, Tx area and specific age group. FB said it had 109,000 people that met that criteria. I selected .10 ( 10 cents ) as my bid for CPM which was more then the mimimum.

What ended up happening was that only 7,152 people saw the ad, FB advised the CPM average min was .02 and max was .10 total spent was $2.44 after the 7 days.

What I THOUGHT was going to happen in my simple world, lol, was the following. FB would see my lifetime budget for the campaign was $35 and divide that by 7 days = $5 spent per day. 109,000 avail people to see the ad, .10 cents per 1000 impressions which = 109 groups of 1000 impressions to = total viewing of 109,000 people. $5 per day spent = 50 groups of 1000 impressions per 10 cents each = $5

So as you can see the result was as mentioned 2 paragraphs above was $2.44 charged for 7 days and only 7,152 saw the ad. I now assume that my ad is in competition with other people who bid MUCH higer per CPM to get it viewed...if I had known that I would have bid MUCH higher since they would not have gone over my $35 campaign budget but most likely been viewed more. Even if it meant they only ran my campaign for 3 days at the higher bid amount it most likely would have been viewed by more people. ( again an assumption)

So, how do I figure out how to bid correctly to get it viewed by more people? I imagine I will be forwarded all sorts of systems and programs for sale here on WF, but if I could possibly get an answer from IMs that are able to get their ad working and displayed many times...obviously FB ad works otherwise people wouldnt be spending money on them.

(If you do suggest a system/ad program, please advise if you use it and are succussful with it)

thanks in advance,
JP
#question
  • Profile picture of the author Monja
    the problem is: how many of these highly targeted people are really online? i mean - if from those people just xx thousand are online just those will see your ad.
    not sure if i got it correctly, sorry if not
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  • Profile picture of the author TheContentAuthority
    Jpfritz,

    You have touched on a couple of your problems and there are some other issues that I see with your situation. First off, monja has a point that just because FB tells you there are 109,000 accounts that your ad could potentially be shown to, doesn’t mean it will. When FB gives these numbers, they are pulling data from peoples accounts that have expressed a correlated interest in what it is you are marketing. These people may be active, they may not be, they may be online the day your ad shows, they may not be.

    Another thing is your bids. Yes if someone bids more than you, their ad will get shown over yours. Really the only way you can find out what a good bid is that will meet your goals is to experiment. If raising your bid gets you more impressions, then you have found your answer.

    Lastly, I’m not sure you are focusing on the right metrics. I suppose if you are working for someone that only cares about how many times the ad was displayed then you are focusing on the right thing but in general, number of impressions is a poor metric to show you success on the platform. I’m sure you aren’t spending money advertising on Facebook just to have someone see your ad. There has to be some end goal. Focus on accomplishing that or how other metrics show that you are accomplishing that goal and that should be your measure of success. For example if you are selling things, you should be focused on sales and not ad impressions. The number of impressions may be a sign that a goal is not being accomplished but they shouldn’t be the end focus.

    Hope that helps,

    Shawn
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    • Profile picture of the author jpfritz
      Sorry, I forgot to mention that the goal was getting it seen, so people click on the add which takes them to a landing page for signing up for more information. So more people that see it will allow the number of people that click on the ad to increase....since only 9000 people saw it only 1 person clicked on it.

      I understand that others outbid my ad, but surely someone has figured out how best to go about getting the best performance for your ad. Which while the end result is to click on the ad, to get the end result more people have to see it...which is were the higher bidding comes in.

      thanks,
      JP
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  • Profile picture of the author salegurus
    Your post may be more targeted in the Facebook forum here: Social Media Marketing Forum
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