Facebook Advertising Campaigns
I’ve run several Facebook campaigns. In my opinion they’re great for getting a page off the ground but a little pointless for a well established page. One I ran a year or so back reaped a 1000 likes, but none of them seem to engage in the posts I make, or very very few. A second campaign recently for a site on a similar topic had a similar result, except the price per like doubled over the period, so I canned it. 300 likes, almost zero engagement for the 20 or 30 posts I’ve made over the past few months.
On another FB page I built, an employee of the company spent quite of time and money establishing 10,000 likes. Engagement – very low.
Q. Do you have any suggestions for how we’re running the FB now, engagement/like-wise? what we ourselves could change to make it more influential
A. Organic likes are from people who really actually like the Facebook page topic. Likes as a result of paid adverts – I’m not so sure that that’s the case, and I’ve read at least one study that indicates that it’s largely a waste of money – all you get is an impressive figure which make the page look popular, but little engagement from those people.
Ms1: I’ve come about some [our topic] pages with 50k page likes but zero post likes and comments… who needs that…
Eddie: I agree. I am aware that they are less effective for pages with larger audiences… however I’m not suggesting we go for likes, paying for like are almost pointless. I’m suggesting boosting exposure of popular posts (ones which are really interesting) that way you target people who are interested in the [our topic] and if they like the content they will most likely ‘like’ the page, I think this method is more relevant.
Russell: I agree with you on that, Eddie. If paying for boosts, go for the sidebar – adverts in the main feed are way too expensive, IMO. But a keeping a close eye on the opening stages of a campaign would give answers.
Eddie: it’s a long game and it will take a while to see if it is effective. But it is definitely better to get the likes organically (and really the likes from this are not what we’re after, the likes come later) these will be the people more likely to share and comment our posts.
Russell: Something to bear in mind, too, is that most posts are seen by perhaps 5% of your audience. So if you have 35,000 likes, the posts go out to fewer than 2000 of them. I think that would be close to accurate.
Someone who opposes your views may click on your paid advert to increase your costs. I would not recommend doing this to right-wing disninformation or betting sites, of course, and would never do it myself.