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How to Use Facebook to Get a 99% Discount Off Traditional B-to-B Advertising

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If you're on Facebook, you're probably using it to connect with friends, create groups and build a following for your business.

Here's a little secret: You should also be using Facebook's pay-per-click (PPC) advertising service.

It's an awesome deal.

Since Facebook ads are charged on a PPC basis and very few people actually click on the ads, you don't end up paying much.

However, lots of people who don't click on the ads see them, and since Facebook allows you to target the ads to very specific demographics, the impact of your ads ends up being far broader than what you actually pay for.

Here at HubSpot we run Facebook ads targeted at marketers. The CPM (cost per thousand impressions) works out to about $.50. CPMs for traditional targeted B-to-B advertising run between $25 and $50. So we're getting as much as a 99% discount. Pretty good. 

In the video below I walk through all the steps you need for setting up your own Facebook ad campaign.


 

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Posted by Mike Volpe on Fri, Nov 21, 2008 @ 07:30 AM

COMMENTS

Wow...never really thought about using this strategy for PPC...but given the number of impressions and the specific focus of advertising on Facebook, this could be a real windfall for a savvy advertiser. Would do it if I had more of a budget/my demographic resided there. Good luck, and would be interested to see the results of advertising there...I certainly see enough Hubspot Banners everyday :).

posted on Friday, November 21, 2008 at 10:53 AM by Stuart Foster

My experience was very different. My facebook marketing is to individuals. I found the better the ad copy, photo and demographics the more the clicks. It was more cost effective to pay-per-thousand impressions than pay-per-click. My PPM was between $0.18-0.50 per thousand impressions.

posted on Friday, November 21, 2008 at 10:59 AM by Jim Littlefield

Facebook ads really sucked for us. We spent $73 / month on Google adwords and $700 / month on Facebook ads and the Google Ads gave us more conversion than Facebook Ads. It is important to compare the conversion rates and cost of marketing.

posted on Saturday, November 22, 2008 at 3:36 AM by May Chu

We haven't tried Facebook ads yet but are looking to do some experimenting in '09. I have to say though that there is no way that Facebook ads will universally work for every business. I think you need to first determine if your buyers use Facebook. (We already know ours do) It may make more sense to put your advertising dollars towards something like StumbleUpon ads instead.  
 
Thanks for the step-by-step video Mike!

posted on Monday, November 24, 2008 at 4:02 PM by Leigh Anne Wallace

I find this idea a bit strange. In general, the effectiveness of Adwords (and other) ppc ads is measured by the click through rate. Multiple impressions with a low ctr are considered to indicate a poorly written ad. What you seem to be saying is that a different rationale occurs on Facebook. That effective ads are merely looked at and not responded to? I don't follow this, and my instinct tells me it is incorrect. I'd be interested to read more on your justification for this - or what measurable affect your non-clicked ads have had by appearing on Facebook.

posted on Wednesday, November 26, 2008 at 7:53 PM by Phil

Useful secret to use!

posted on Tuesday, December 30, 2008 at 12:06 PM by Cash flow forecasts

Interesting? I advertise on Facebook and receive many hits (clicks) to my site. The impressions / click ratio shows that the my demographic focus is "tuned in". What I really like about Facebook advertising is we can choose to limit our ads to a specific Facebook Network.

posted on Tuesday, January 20, 2009 at 7:42 AM by bfuller

Teach me something about blog promotion. A couple of hours ago I learnt about the Facebook Grader on Twitter and made a blog post about it. Now when I visit ur blog I don't see a word about the Facebook Grader. It's ur product, right? Why arn't u promoting it. Is there a secret behind this strategy?

posted on Wednesday, January 21, 2009 at 3:45 AM by Jhangora

Facebooks ads are great ! 
I have been running a small campaign here in NZ and get 6 clicks a day for $1.00 a day budget. 
I have spent hours trying to get Google Adwords to get me hits for under $1.00 each ! 
I refuse to pay that much just for a click ! 
I think it is the fact that Facebook lets me show a pic of our unique product

posted on Friday, April 10, 2009 at 9:23 PM by Digby

To my experience google much better than facebook.

posted on Sunday, July 19, 2009 at 9:57 AM by carpet cleaners sydney

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