“But Facebook ads are so expensive!”
I get this comment all the time when I tell people that I help businesses promote their products on Facebook. It’s not the only advertising I do nor is it the only way I help businesses but that is the one that people latch onto resulting in the above comment.
To be fair it is by far the place where I do the most advertising and honestly, I find this statement hard to deal with. Not because it is true but because I don’t like to offend people by saying,
“it’s because you’re doing it totally wrong!”
Most inexperienced people make a single big mistake that results in all their Facebook ads being expensive.
What is that mistake?
They use Facebook Boost.
Facebook uses the average cost of a click across all industries of $1.72 to try and show that boosting a post is not expensive. But not every click is going to produce a sale so to me this figure only confirms that advertising on Facebook is expensive.
So what can you do instead of Boosting a post?
You need a strategy.
I have a very simple strategy.
- I choose 5 – 10 stories a week of other people’s content that is relevant to me
- I take from the story a line or two and use it as a teaser in the text of my story.
- I promote each of these stories on Facebook using a very low budget.
This process allows me to get likes on my Facebook page as well as gives me insight into the audience that I am reaching out to. I then use the insights to modify my audience thus improving the targeting of my traffic.
- I create 1 to 3 original pieces of content for my blog per month.
- I promote each of these stories on Facebook to encourage people to come to my blog where they can see my ads.
Using this or similar systems is how people who know what they are doing consistently get well below the average. In our case, the average has been as low as 49.4¢ and that’s just the average. Most niches are well below that.
So to avoid the number 1 reason why Facebook ads are so expensive you need to get yourself a strategy.