How much is enough to try Facebook Ads?
For some reason, $100 seems to be the magic number for anyone wanting to "test" Facebook Ads these days. I guess it’s because less than that doesn’t buy anything anymore and more than that is the start of having to fill out request paperwork and getting signatures involved. And, pretty much any marketer has $100 they can "play with."
But is it enough?
Yes and no.
If you’re going to start with the "standard" $100, then you’re going to need to set some expectations and orchestrate your test campaign accordingly:
Also, choose your ad type and approach based on what "success" is. Are you traffic-driving? Think about using link ads. Do you still think that paying to acquire an audience on Facebook is a good idea? If so, then you’ll want to choose an ad type that drives new page Likes. Match the ad type to your success metric, so that you can actually quantify your results.
Now, if you’re living outside those lines and expect that Facebook will be this magical vehicle that delivers those needed sales to meet the quota, you’re going to be disappointed like a state trooper at the end of the month during a funeral procession on a state highway.
When $100 isn’t enough:
You get the idea. I do highly recommend giving Facebook Ads "a try" and I do think $100 is enough to get some ideas of next steps, but if I may repeat myself here, I want to make sure that I draw your attention to that last point again -- you need to determine what "success" is and what "failure" is before you spend anything. What is it you’re testing Facebook Ads for? What are you hoping to learn? Do that and yes, $100 is enough.
And last, but not least, since you’re at it: ask for $200.
You know, just in case.
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Elizabeth Marsten is the vice president of search marketing at Portent, Inc., a digital marketing agency, in Seattle, Washington. She oversees the PPC, SEO, analytics, and social media departments and is the is the co-author of All in One Web Marketing Reference for Dummies (Wiley Publishing) with Ian Lurie, Marty Dickenson, Michael Becker, and John Arnold, as well as PPC courses on Lynda.com.
See her SlideShare presentations from speaking at MozCon, SMX Advanced, East and West, PPC Hero Con, Searchfest, and State of Search or find her on Twitter at @ebkendo.
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