With Facebooks algorithm that ensures only 2% of your fans see your posts, more and more people are recommending media spend to get your posts seen on Facebook. The only issue is that newbies have no idea where to start, how to start, how much to invest, if it even works, how well it works, or what kind of engagement to get.
We decided to run experiments to show you what you can get for $1 a day on Facebook, so you can better plan for how much you decide to spend. Here is what we found $1 per day will buy you on Facebook Ads in Ghana.
So before we make you read this long post, we wanted to show you the results, and then get into the specifics of how we did everything. We run 3 different types of Facebook Ads, each with a different objective:
Like Ads – Acquisition. Getting people to like your business page
Link Ads – Driving people to a website outside facebook… most often a landing page
Sponsored Posts – increasing the reach of your posts past your fan base
Here are out results:
Page Likes: $0.01 per like
Clicks to Landing Page: $0.01 per click
Sponsored Post Video: $0.002 per view
Sponsored Post Image: 0.58 per additional 1,000 people reached
What did we get for this?
Like Ads: 100 page likes
Link Ads: 173 link clicks
Video: 468 video views
Regular: 324 likes
If you would like to know how we run this experiment, we would be more than happy to share that with you, and you can test it for yourself as well. Please note that your experience may differ depending on your industry, how competitive it is in the digital space, the quality of your ad, etc.
Salesforce put together a document that benchmarks the various ads and industries, so you can see how you stack up globally. Now being in a developing country, we will generally get better results than the benchmark so keep that in mind, as our market is not super competitive.
All Facebook Ads are bought and run through Facebook directly. Facebook has an advertising platform which you can access through this direct link facebook.com/ads, by clicking on “Manage Ads” in the drop-down menu on your Facebook account or by clicking on any of the Call To Actions on your Facebook Page.
Facebook Ad campaigns can have a number of objectives, which determine how you approach them, however, you enjoy the same benefits from deploying these ads:
When you have a small budget, you are most likely to get the largest impact by promoting your posts (sponsored ads), as this gets people to not only comment, like and share your posts, but you also get page likes from those who really like your content.
Once you’re into the Ads manager, you can navigate with the menu on the left-hand side of the page. To get started with your first ad, click the green button in the top-right corner of the page.
When you select create an ad, you will be taken to a page to where you have to select the objective for your campaign.
There are currently 10 options available for you to chose from. They are:
This post won’t cover all the different ad types, but will focus on just the top 3 as those will most likely cover all your needs to start off with.
Facebooks audience selector can be customized based on all the following demographics:
Custom Audience: Here you can use email addresses, phone numbers, Facebook user IDs or app user IDs to create and save audiences you’d like to show your ads to. You can select preexisting audiences you have created or create new ones.
Location, starting with a country, state, city, zip code, or address, and refining even further with a mile radius. You can select “Everyone in this location”, “People who live in this location”, “People recently in this location”, “People traveling in this location”
In addition, with the Connections setting, you can choose advanced targeting, which lets you include or exclude people who are connected to certain pages, apps, or events.
Generally when targeting, you want to get as specific as possible to ensure that your ads have the highest impact. We go quite narrow with this experiment, choosing the following audience:
This gives us an estimated reach of gave us an estimated reach of 1,100 people out of 310000. The 1,100 people are how many we could expect to be online any given day and potentially see our ad.
You can pick from your library, search, or upload a new one. If you’re able to upload multiple images, you can create multiple ad variations that will run within your campaign, giving you a sort of A/B test to see what works best.
The recommended image size is 1,200 pixels wide by 444 pixels tall.
For the text, you get 90 characters to share a quick message that will appear above your image.
For the headline (which is hidden beneath an Advanced Options toggle), you can use an alternative to your page name, which is shown by default. Headlines can be 25 characters long.
We left the page title the same (“Knows Network”). For the text, we just put a descriptive headline that would let people understand exactly what it is they’ve be getting from us. Since we are targeting people in the entrepreneur, small business and start up space, it made sense that the message matched the audience.
The premium destination for all things small business and startup in Ghana.
Here’s how the ad looked:
You have the same options here as you did in the Page Likes campaign mentioned above.
For this experiment, we chose an inspirational post that had been doing well already. We chose to target, people in Accra who were interested in starting a business.
This led to a great and targeted group of up to 1,100 people per day who might be served our ad.
After selecting your budget, you are shown a preview of your post as it will appear in peoples News Feed on desktop, mobile, the right column of desktop screens and finally instagram. You also have the option of turning off any of these views if you do not want the ad to be shown there.
Facebook offers some helpful views of what your ad might look like in various places. The four main spots:
When it came to boost this post, it seemed to us that the best placement was likely to be in the News Feed instead of the sidebar.
When the post was in the sidebar, you could not see all the text, and so that made it easier for us to decide where to place it.
For this ad, we wanted to drive traffic to a video we had done where we interviewed M.anifest for people to watch. We therefore chose to target a specific audience – people in accra who said they liked the artist.
To create a custom audience, we chose the option from the audience selection portion of our Facebook ad.
Depending on the visuals you’d like to people to see to compel them to click on your ad, you can either choose to show one image, or a gallery of five images that people can scroll to view.
This allows the ad to appear in the News Feed as if it came from a page, while the ad itself still goes to your chosen URL.
You get 25 characters max.
You get 90 characters max.
In addition to the options above for News Feed and right column, this particular type of ad also includes an option for appearing on Facebook’s audience network, which includes third-party mobile apps.
Overall, the cost of advertising on Facebook in Ghana is worth it. There is not a lot of competition and $1 can go a long way.