Facebook Ads let you target people who have expressed an interest in a subject, so for Water Marquee, a photo watermarking web application, I targeted anyone living in predominately English-speaking countries who had expressed an interest in photography, amateur photography, photography, or cameras. Facebook helpful told me that this ad could apply to any of 28 million Facebook users.
|One of the 4 ads in my first Facebook Ad campaign.|
For each campaign you run, you select your daily budget and whether you want to pay for impressions (CPM - how many people will see your ad) or for clicks (CPC - how many people click on your ad). I went with CPC since I didn't know how well the ad would do, and didn't want to pay for ad views that didn't perform.
I ran three different campaigns on Facebook, trying to improve my Click Through Rate (CTR) based on advice I found online, but my CTR actually got worse. Cat photos aren't a surefire winner.
|Green vs Orange||374,430||39||0.010%||$1.03||$40.00|
Adwords works by targetting keywords that people are searching for on Google, so you ge to advertise to people who are actively looking for information on a subject.
I went after keywords like"watermark photos" and "create a watermark", and Google helpfully suggested many others. I ended up selecting 93 keywords to target.
The Cost Per Click varies by keyword, and I avoided some of the higher priced ones so that I could get more clicks for a cheaper price. Seemed like a good idea, but on reflection lowering my maximum bid for a click probably lowed down my ad placement (lower price = shows up further down the screen in a group of vertical ads).
On a per-click basis, Google cost less than half as much as Facebook, but it's not really an apples-to-apples comparison.
Facebook, as a social website, includes metrics on Social Impressions - the number of ads that were shown to users that had text like "Your friend Bob likes this." That kind of social currency could go a LONG way towards getting a user to click on an ad, but it helps to already have a large fan base. I got a total of 18 Social Impressions across my campaigns. Also, Facebook had a way better CPM metric ($0.10 per 1,000 views) compared to Google ($0.44 per 1,000 views).
You're results will certainly vary from mine. Facebook seems to be a good choice if you're trying to build buzz or already have an existing fan base, Google Adwords may be a better choice if you don't.