With Facebook Ads, It's All About the Timing.
A few months ago, I wrote about Connecting With Your Community Through Facebook Ads - how Facebook ads work and why keyword generation can make or break a campaign. Today I’m going to share some insights on how to effectively structure the budget and lifespan of a social media ad campaign.
Your audience might be on Facebook 24-7, but Facebook determines ad placement based on the daily average of the budget as determined by the user. While we recommend paying by the click – those impressions are valuable too. The more people see something, the more familiar they become with it, the more likely they are to identify and engage, so don’t discount those impressions – at the end of the day, those numbers can have an impact too.
Giving an ad a longer run period will lower your overall impressions over the length of your ad campaign. This is because ads are averaged on a daily basis to run over the lifespan of the campaign. As a result, a longer lifespan will actually decrease the effectiveness of your campaign because it simply won’t be seen by as many people. When your overall budget is averaged for a higher amount per day, you get more impressions which, as important as clicks, also increase the number of times your content and branding are seen by people who might be interested in engaging with your organization.
Think of it in terms of dollars per day – rather than lifespan or budget as separate numbers. If you are only willing to spend a few dollars per day Facebook won’t give the ad as many impressions, in the interest of keeping you within your budget. If your budget is under $500, target your ad to a specific time frame, somewhere between 2-3 weeks. Run your ad any longer than that, and Facebook will do its best to stretch out your dollars, making them ineffective in comparison. By targeting the timing of your ads, you can exponentially increase their value and get the most out of what social media ad campaigns have to offer.
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