Budget rules everything in social media. As an agency, it is also a frustrating aspect when it comes to ad spend. How much do you plough into a client campaign and how do you know if you’re going to get any results at all?
Well, if you do your best work, you should find that Facebook ads can be very powerful and very effective in marketing the brand of your client. It is, however, not always clear how Facebook decides the cost of your ads on the platform.
Sure, you may think you know all there is to know about Facebook ads, but look at the following factors in ad costing. Some of them may surprise you.
This may seem pretty obvious, but the time of year does have a huge impact on the cost of ads on Facebook. If it is a time of year that is very busy and crucial for sales, then it stands to reason that ads are going to be more expensive.
There is simply more competition out there and everyone wants to make sure they spend enough to get a cost-effective ad that also markets their message to millions. In fact, they want exactly what you want.
There are many ‘seasons’ now. It only takes a cursory look in shop windows every now and then to spot the latest celebration day. Easter is huge. Christmas is massive. But there are also newer, more small scale celebration days such as Grandparent’s Day. This particular occasion has grown in popularity in recent years. People want to celebrate it.
The best thing to do in circumstances that are seasonal is to prepare for it. Ramp up that budget weeks before the event (even when there is an event seemingly every month) and make sure you can meet the strain on spending.
This is a real and crucial factor in ad spend, so the better your agency is at preparing for your client’s ads, the more likely it is that you’ll have time to celebrate like everyone else.
Ensuring that the ad is meaningful
We don’t mean deep and meaningful, but just that the ad is relevant to an audience. It has to be what they expect to see in their feeds. If this common-sense relevance is there and it’s very obvious to ad viewers, then Facebook will reward you with a lower cost per click.
This is because it knows that you are not spamming these people, and that you are legitimately trying to market products and services to people who will not be put off by an ad that means nothing.
Put it this way, if you sell travel deals for ages 18-30, then displaying your latest ad to people in their 40s is not going to cut it. Even if you achieve some moderate success with the ad, the audience isn’t perfect.
Facebook will effectively penalise your poor judgement by ensuring that ad costs are higher than they should be. Sounds harsh, but you are wasting people’s Go to the full article.
Source:: Business 2 Community