Million Media

See Things Differently

Facebook Add Engagement Ads To CPC


Picture 49This is good news.

Previously, Engagement Ads were considered a Premium service and Facebook wanted to charge a minimum £5,000 to include it in a normal ad unit. But now, you can include it in a Facebook campaign set-up via the public interface. This means you can include Social Actions within the ad unit, such as “Become A Fan” or “RSVP to Event”. Furthermore, any user who completes the action within the ad will trigger a status update to all their friends.

We’ve run several ads on Facebook. Our findings:

  1. CPC tends to be quite low, around 0.07%
  2. But, it tends to be cheap – between 25p to 50p CPM
  3. People who arrive at your Page don’t immediately know you’re an artist. It’s not MySpace where music starts to play.
  4. So, you have to tell them
  5. They don’t Become Fans unless you ask them too.
  6. But they will interact.

In this example campaign each Facebook ad we ran resulted in strong interactions….

Picture 50

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About Neil

Neil Cartwright founded Million Media in 2006 with the aim to help people understand digital marketing and use it to their advantage. The vision hasn't changed but the technology has.

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This entry was posted on May 26, 2009 by in music.
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