Chapter 8. Budgeting and A/B Testing
Budgeting
Facebook gives you plenty of tools to plan and manage your advertising
budget.
Setting Up Pricing and Schedule
To run your advertising campaign, you will need to complete the account
currency, the time zone, the campaign budget, the ad schedule, and the
pricing. Upon completing these steps, you can review your campaign and
make any additional desired changes before placing an advertisement order.
Having full control of your spending is another benefit to advertising with
Facebook. For example, if you paid for a TV or newspaper ad placement, you
would have no control over the delivery and efficiency of your ads. On the
other hand, Facebook allows you to go back, review your campaign, and
make all the necessary adjustments to both keep your ads and audience
effective while also controlling your costs.
Create a Community of Supporters
As a business, you can create group pages where your followers don't have to
accept you as a “Friend”. Instead, the user can simply click “Become a fan”
or “Like”. Once you publish a Facebook post, it will appear on all of the
members’ pages. The fan will continue to receive updates from your page
unless they “Unlike” your page.
Free Visibility and Referrals
Another advantage of this method of advertising is that your fans’
interactions with the page are also visible on their friends’ pages. Every time
your fan makes an interaction with the page, it will appear on their friend’s
homepage. This way, you can share both your company information as well
as photos, videos, applications, comments, and messages for free.
An Identity Behind the Brand
A Facebook page reveals the identity behind your business to potential
customers. This way, your consumer base gets to view you as a personable,
human entity instead of an anonymous business that’s presented with the
other advertising formats. When you build up your business page and form a