Understanding Facebook's Paid Promotions

As you all know Facebook has become one of the biggest websites in the world with over 864 million daily active users! We all use it to provide our friends with updates on our lives, however nowadays there is huge interest from companies, with over 25 million company pages already in use. 

We ourselves use our Facebook company page to promote offers and insight into our industry but there is one challenge that restricts us all..."Likes".

Having an audience for your company is the most important part of using this service, without an audience, your posts simply blend in with the masses. 

So what is the best way to solve this?

We believe Facebook's paid promotions hold the key, however there are several options to choose from so we thought we'd give you some insight into which ones work best for us. We have looked at all 3 options and set a daily cost limit of £10 to try and work out which method is most effective.

1. Promoting your Facebook company page

Promoting your Facebook company page rather than your actual website will drive viewers to "Like" your page. Here we have set a limit of £10.00 which is estimating 14-58 likes per day. Over the duration of a week Facebook are suggesting you could get as many as 406 likes on your page at a cost of £70.00. Over a month this could add up to over 1600 page likes at a cost of £280.00. That cost is equivalent to a small advert placed in your local magazine where you may only get a handful of people seeing your ad. With all advertising there is no guarantee of any actions from viewers so the key for us to find the most cost effective.

2. Promoting your website through Facebook

Promoting your company website through Facebook is a method of driving local traffic directly to your site with the hope to increase your visibility on Google and attract leads. Here you can see that the same daily budget of £10.00 estimates 12-26 clicks per day, so with the same monthly budget of £280.00 you will be hoping to attract up to 728 clicks on your site. The problem we find with this method is that you may drive traffic to your website but you are bypassing your Facebook page which means you will not gain any "likes".

3. Boost your posts

The final method you can use is post boosts. This is worked out on a slightly different structure. You select your budget for the entire boost and the more you spend the more people will see it. In the photo above you will see that with our £10.00 budget your post will reach as many as 7200 viewers, if we change this budget to £280.00 (like our other methods) your figures increase dramatically to 190,000 viewers. Now before you get all excited and start boosting all your posts, there are a few things to consider. 

A. The above screenshot is based on the boost being pushed to viewers all around the UK, If you run a local business this is useless to you. You can "Edit Audience" and choose specific cities however this decreases your reach by nearly 60% (Our post directed at just Southampton, UK resulted in up to 66,000 instead of the 190,000 previously stated).

B. Be careful what you post.The more specific your post is, the less views your likely to get as the only demographic choices are location and a keyword entry for up to 10 interests.

C. Finally, a little tip. Make sure you include lots of call to actions within the post directing viewers to your company website. It's simply not enough to let them read the advert, they need to be engaged enough to action it.

So whats our conclusion?

We have experimented with all 3 methods over the last 4 weeks and our personal preference and proven best result is the post boosts. With a small budget, Facebook gives us the ability to reach over 30,000 viewers a week which in turn helps with our website rankings.

We're not saying for a second that the other methods are not as good, were simply saying that for our industry we found option 3 the most efficient.

Thanks for taking the time to read our blog, we hope you found it insightful. 

Digi Toolbox

Clic Media, 11 Sorrel Close, Southampton, SO31 6XY, UK