Cost per Page Like Through the Roof? $1.50/Page Like

12 replies
I've just started a entertainment magazine website in Germany with funny and exciting pictures and stories. The focus for now is to acquire likes to my Facebook page. I'm really willing to pay for page likes, but the ad campaign I'm currently running generates likes of over $1.50 per page like and I've already spent about $600 on several campaigns (among which the normal "Promote page").

The CTR is 1.7% and the Page Like conversion is ~ 1%. I think these statistics are not so bad, but when I look at the optimized CPM I see $10-20. This is way too much, am I right?

I've read about cost per page like via FB Advertising of around $0.01 - $ 0.05 within the same industry. That is a 5.000% - 15.000% difference to what I'm getting. And these results were achieved for non-optimized campaigns. The only difference I see is that they were targetted at the US and not at Germany, but nonetheless, this difference is humongous.

Does anyone have a clue what I'm doing wrong?

I have the feeling it might have something to do with the setting of the Facebook Page setting: does FB take a higher oCPM for a page that is categorized as "Entertainment" than for example a page that is categorized as a "Website"?
#cost #facebook #ocpm #page #page like #roof
  • Profile picture of the author HKSEO Extropy
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    • Profile picture of the author John22x
      Thanks so much for this insight!

      But a couple of question are still open for me after your answer:

      - How do I - as you suggest - bid for a Page Like as CPA? This is not an option that I can select in the Facebook campaign or the Power Editor for that matter.

      - Why would FB care if you set your CPA to 0.01 per Page Like, how many budget you actually have? I mean, if I can get 0.01 per Page Like, I'm happy to raise the bar to 50$ instead of 5$.
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  • Profile picture of the author darkc0de1
    Originally Posted by John22x View Post

    The only difference I see is that they were targetted at the US and not at Germany, but nonetheless, this difference is humongous.
    There's a video about FB likes that you should watch. I think you should see this thread: http://www.warriorforum.com/social-m...ook-likes.html

    If you agree, I suggest you go with targeted leads. uploading user id's (facebook ads power editor . see my signature how).

    With targeted leads, you cannot question Facebook why would some or multiple users from a different country (which is you really don't need) like or see your page post. Those are targeted customers related to your magazines.
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  • Profile picture of the author workoutstuff1
    HKSEO Extropy has a point. If you set a high beginning budget with Facebook, they will just take your money. Its best to start low, test out a few things, then ramp things up later after you have tested what works.
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    • Profile picture of the author gruegoo
      I agree with HKSEO, split testing works wonders. Start a campaign with a number of different ads (different photo, ad copy, coloured border on the photo, etc) and set the campaign to a low daily limit. Then when you see which ones are working, up the spend on those and stop the rest.

      How big is your audience for the ads? If you're in the millions, it's not targeted enough.

      Also if you're using the ads to send people directly to your Facebook Page, make sure you're NOT sending them to the timeline. It's a waste of money.
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    • Profile picture of the author celente
      Originally Posted by workoutstuff1 View Post

      HKSEO Extropy has a point. If you set a high beginning budget with Facebook, they will just take your money. Its best to start low, test out a few things, then ramp things up later after you have tested what works.
      yes great post

      1) First of all FB are trying to take more of your money to begin with.

      So you must test first with a few dollars a day, and then see what works.

      TEST, TEST, TEST and test some more.

      You will have 1/10 things work really well, so upscale them.

      2) Then test your best ad again 4 or 5 ways, and try to get the cost per like down some more.

      To me FACEBOOK is being ruthless at the moment, and I thought it was just me, but other marketers have confirmed this.

      But it still in possible to get low likes per day.

      I am still getting 2c likes for one of my niches, and the secret is to target, and and refine your audience better. Its all about targeting, and using angles.

      Just my 2 cents.
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      • Profile picture of the author John22x
        Thanks for the interesting answers.

        We've already did a lot of split testing, but we haven't actually really targeted our users very good. So definitely have to work on that.

        @gruegoo: I have two options when creating an ad: let them land at our Photo page or at the Timeline. I think for our purpose it's better to go for the Timeline still, or do you have a better suggestion?

        And if anyone has an answer to this question, I would be really grateful:
        - How do I - as you suggest - bid for a Page Like as CPA? This is not an option that I can select in the Facebook campaign or the Power Editor for that matter.
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        • Profile picture of the author gruegoo
          Originally Posted by John22x View Post

          Thanks for the interesting answers.

          We've already did a lot of split testing, but we haven't actually really targeted our users very good. So definitely have to work on that.

          @gruegoo: I have two options when creating an ad: let them land at our Photo page or at the Timeline. I think for our purpose it's better to go for the Timeline still, or do you have a better suggestion?

          And if anyone has an answer to this question, I would be really grateful:
          - How do I - as you suggest - bid for a Page Like as CPA? This is not an option that I can select in the Facebook campaign or the Power Editor for that matter.
          I think ideally you'd have a custom landing page using something like ShortStack or something similar (Create Facebook apps, Facebook contests and custom forms - ShortStack).

          As far as I know, as long as you choose "Page Like" as the objective, it's already going for that action. Maybe HKSEO meant CPC?
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  • The problem here is that you're most likely targeting your demographic and sending them to a page called "Your Brand" not a page that is specific to their interests. Making a page called "I Love (insert target audience interest here)" will allow you to get a much lower cost per fan, and allow you to segment your target audience.
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    • Profile picture of the author John22x
      Originally Posted by socialmarketingdominance View Post

      The problem here is that you're most likely targeting your demographic and sending them to a page called "Your Brand" not a page that is specific to their interests. Making a page called "I Love (insert target audience interest here)" will allow you to get a much lower cost per fan, and allow you to segment your target audience.
      Do you mean a seperate facebook page or a landing page on the facebook page? Because creating seperate facebook pages for each audience is not an option for us. We need to concentrate all likes on one facebook page. This is because we would never catch up with our competitors that way. Only if we started merging all these pages at some point if that is possible.
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  • Profile picture of the author IMStrategus
    buck fifty is way to much, specially for entertainment. try to split test with different ads and use CPM model and set it to the lowest. about 0.05-0.10 per 1k. after few days you'll see which one is working and then just optimize them again and again until you get the best ctr and cpm possible. that's what perry marshall taught me.
    Signature

    I lie on marketing forums. Social media is for fun, pics & hook ups.

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  • Profile picture of the author John22x
    What if I put the bid at 0.50 USD CPM when the suggested bid is $1.18 - 4.68 USD? Will the ads still be displayed?
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  • Profile picture of the author JackCronfield
    Before you spend one extra dollar on advertising, did you ask yourself the following questions:
    How are you going to convert your fans into money ?
    Are you aware that only 5% of your fans will see what you post on your page in their feed - will this still make you money?
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