I started a new Facebook ad experiment. I picked out a niche targeting women and created a facebook page on it. The goal was to get likes. Not knowing the difference between post boost and page promotion, I created both types of ads to get as many page likes as possible. Page Promotion was a simple "like us" ad. The post boost ad was a simple image ad.
This is my first ever time doing facebook ads. In fact, I don't even have a personal facebook account. I created a new fake account.
In total I have almost 500 likes in last 24 hours. About 140 likes came from page promotion ad, about 200 likes came from page boost ad and rest 150 or so I'm not sure where they came from. I suppose post share?
Total spend on page promotion ad is $17 so far. Each like costing $0.12. I think is a good and could be improved further.
Total spend on post boost ad is $118 so far. Total clicks from page boost is about 2100. These clicks actually went to waste as I didn't promote any link in this ad which I explain next.
Tip:
What I learned is that post boost ad shouldn't be used to get likes. From post boost ad each like costed me about $1.33 totaling about 157 likes. But I got almost 2100 unique clicks from this ad with each click costing just $0.05. These clicks were "page likes, event responses or app install" according to facebook. So, if post boost is for clicks, then it makes sense to use post boost ad to promote a external link. This link could either be to your website, optin page, an offer, or an facebook app or some external promotion, etc.
You should really focus on ad types and specific events and purge things like "page boost ads" and "page promotion ads" from your mind.
These are vague descriptors Facebook has made for people who are not marketers.You should first pick a certain ad type - e.g. a page link post, or page photo post, etc. and promote that. Remember that you are advertising a specific post type, there is no such thing as a "Boost post" so page boost ads is a misnomer.
Then, you should look at cost per page like, or per share, or whatever - not something nebulous like "post engagement".
Facebook has changed their interface in ways that are quite painful so that now your campaign objective locks you into certain ad types and oCPM bidding modes. A PITA but what can ya do (hint: PMDs are awesome).
So, for this test, you should a) look more closely at the reporting to see what actions occurred, b) look at what CPMs you were paying and c) figure out what oCPM-subset you were using.
It's likely that for "Page Promotion" you were using oCPM:social and for "Page Boost" it was actually oCPM:reach. Confusing I'm sure. I'll try to do a better write up on it soon since FB has really taken transparency and buried it under a pile of blue, white and menus.
Please do, Zeno! FB's adcenter feels about as transparent as a brick wall sometimes.
Is $0.08 per page like good. Or this should be improved?
$0.08 on it's own doesn't mean much since we don't know how much revenue you can squeeze out of users on average.
If over time your average RPU is $0.0044 then I'd argue $0.08 is far too high for likes... on the other hand you could convert half your user base on a $1 offer and make $0.27 per user on average, and then $0.08 is great!
It depends on your strategy, the niche, the user demographics, and so on. But in general I believe people try to get likes for as low as possible i.e. $0.01... the lower the better as they try to leverage these users for further growth.
Makes sense. I got about 4500 likes a threw a link post as test. Reach was barely 175 people and 12 clicks on the link. My niche is women fashion. I can think of promoting sharesale links. Im wondering given the right niche if over time I can make the money back.