Following on from creating campaigns and measuring their performance. I have several useful tips when it comes to Facebook in general.
Duration of ads
From experience, the longer the duration of your campaign, the more cost effective it will be. We have already discussed how social media advertising works as an auction. We also must consider that each user will have a queue of ads waiting to be served, with the ad at the top costing the most to serve. In addition to this, no user is online 24/7, scrolling through and consuming ads every minute of every day.
With all this in mind, patience is paramount. You will reach more individual users for a lower average price if you run a campaign for one week as opposed to one day.
Depending on how many announcements you are making for your event, a one-week window may be too long. A suggested approach would be to make two announcements per week and boost each for a duration of four days.
Video Ads
One tip I recommend when running video ads is to exclude users who have already watched 25% of the video. This helps to avoid high frequencies within your campaigns and the audience can also be used as warm data for future ads.
How to achieve low cost event response campaigns
I believe the performance of a Facebook event can be make or break to an event and how its portrayed online. It is important to get the event off to a good start and being able succeed is influenced by how cost effective the start of your campaign is. This comes mainly down to the data you have and the audiences you can create.
To build this warm audience, I have found it most effective to run a video teaser campaign, linking to an external website with a sign-up form and the Facebook pixel included. Right here you have multiple touch points at which you can build audiences.
Avoid pressing the boost button
One of the easiest ways to waste money with Meta advertising is to be drawn in to clicking the boost button. When you scroll through the content on a Facebook page or Instagram that you manage, the bright blue Boost Post button is visible on every post that can be boosted.
If you click the Boost Post button, you will see a stripped-down version of ads manager, giving you limited options for targeting and placements. This will leave most of the fine tuning of a campaign up to Facebook, meaning you have less control over your ads, and will no doubt spend more as a result. My advice is to never create ads this way.