How To Lower Your Cost-Per-Acquisition With Facebook Advertising

by Andrew Krebs-Smith | November 13

Over the next few weeks we will be giving you actionable advice to help you promote your company’s content on Facebook. This is the 5th of 6 in the series, where we help you understand the “why” and “how” of paid ads on Facebook. If you don’t want to wait to master Facebook, you can download our 13-page eBook here. It provides in-depth explanation of the tactics that we use to create superior results for our clients.

Why Use Facebook Advertising?

Precisely targeted ads on Facebook’s unique advertising platform can be used to grow your Facebook community, generate leads, or sell products. But it’s also a great tool for content distribution. Even with a modest budget, paid Facebook ads can help get your content in front of new audiences, resulting in increased reach and brand awareness. And because most ads on Facebook are promoting a paid product or service, a correctly-targeted ad offering free content is more likely to grab the attention of users and generate clicks.

The key to getting the most out of this strategy is a mix of:

  1. The Right Targeting
  2. An Enticing Ad Headline/Image
  3. Text/Copy that clearly communicates what you are offering that user

While you may not want to pay for blog post views, larger pieces of content, like white papers or e-books with a lead generating download form, can make any advertising dollars spent worth it.

PRO TIP:
You may be giving away free content, but that doesn’t mean you want to pay to attract users that will never become paying customers. One way around this is to refine your targeting parameters so that your ad is only shown to people who are likely to make a purchase at some point. Reach higher-income prospects by targeting users who are college-educated, and/or users who live in affluent zip codes.

Example:

DiabetesWellBeing.com, an informational website for people with diabetes, wanted to extend the reach of their most popular content: diabetic-friendly dessert recipes.

An example of a Facebook Ad

By targeting users who “like” other diabetes related pages (American Diabetes Association page, Juvenile Diabetes Research Foundation page, etc.) and using simple copy that would appeal to the targeted audience, this ad resulted in:

  • 153,000+ impressions
  • 476 clicks with a total budget of $82.55 – An average cost-per-click of just $0.17
  • 193 page engagements (due to the ad’s mention of the Diabetes Well Being Facebook Page)

Furthermore, users that clicked on this ad spent an average of 2 minutes and 50 seconds on the page and 59% clicked through to read additional content on the site.

PRO TIP:
If you’re using a newsletter to promote your content, why not use Facebook Advertising to reach this audience a second time? With Facebook’s email address targeting, you can. Since it’s highly unlikely that your newsletter will achieve anywhere close to a 100% open rate, email-targeted Facebook ads present a second opportunity to get your content in front of your email list. Just upload your email list to Facebook’s Power Editor, and Facebook will allow you to show ads only to those users on your list. Best of all, since you are targeting such a specific audience, the cost to reach that audience is significantly lower.

Andrew Krebs-Smith
About the author

Andrew Krebs-Smith

Helping B2C Retail/Ecomm companies test, measure, and scale digital marketing. Trying to fix the agency model so that agencies are accountable to every client media dollar they spend.