Facebook is a powerful way to give your content more exposure. But it can also drain your bank account faster than you can say, “Zuckerberg”! Promoting content at scale is a challenge for many of our clients. So recently, I decided to run an experiment here in the UpWord innovation lab that aimed to drive down the cost of Facebook advertising…
Could we bend and break the FB ad platform to our will?
The results are in…
Facebook ads work as an auction, much like Google Adwords. This means that the laws of supply and demand are at play.
With Google Adwords, some keywords will cost more per click than others.
Where Facebook targets people, some people cost more than others to reach (feels a little weird to say, but it’s true).
It all comes down to value. Certain keywords deliver more sales to advertisers, which ramps up the bidding competition. Same thing applies to different audience segments on Facebook.
The goal was to get cheap engagement on Facebook to boost the visibility of our content.
I used one of my “experimental” websites to hedge against any risk. The content I promoted was a case study about web hosting.
It was a fresh angle on a tired topic, but not groundbreaking work by any stretch of the imagination.
Step 1: Choosing the Audience
First, I needed to find a market of high supply and in low demand. By supply, I mean a large target audience. By demand, I’m referring to a market where few advertisers are competing for placement.
Why is the demand low for these countries?
I can’t say with 100% certainty, but I imagine that it has something to do with low purchase intent.
These countries have a comparatively lower English speaking population. They also, on average, have comparatively less disposable income. So it stands to reason that advertisers care less about spending money to reach these people because the expected pay off is less.
Next, I selected interests that would be a good fit for the case study I was targeting. This included interests like “SEO” and “Online marketing”, but also included followers of various related thought leaders.
This helped us work with a more discrete segment of the target population, which came in handy later for the second experiment.
Step 2: Setting up the Ad.
Knowing that the majority of my audience was skewed male, I chose a lovely (tasteful) stock photo of an attractive female.
Hey, we’re optimizing for click-throughs here!
Here’s what the ad looked like:
Simple and to the point.
Step 3: Boost the post
With my audience set up and post published, it was time to test. I used the “boost post” feature for ease of use, but could have easily run a standard news feed ad to get the same effect.
The Results: Can anyone split a penny in half?
Within hours of boosting the post, two things stood out…
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Of course, RESULTS WILL VARY, and now I’m seeking NEW Members from my Money Getting Newsletter to work with me to help them get to $10k Per Month….