Facebook: Pay Per Click vs. Pay Per View

Posted by Brad J. Ward | Posted in Facebook, Higher Education, Marketing, Recruitment, Technology | Posted on 02-05-2008

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I wanted to learn more about the new Facebook ads integration with Facebook Pages, so I threw together a quick ad for the Butler Bloggers and ran it over the weekend. I can easily tell you two things. 1) A lot of kids were on Facebook for Super Bowl Sunday, and 2) It was a well spent $1.06.

First, lets get some background. The ad was set for 2 days, with a daily budget max of $10.00. The ad was targeted to 17-18 year old students in Indiana (approximately 44,600 students), and was a general “check out the Bloggers” ad with a link to their Facebook Page. As you can see below, I set a Cost Per Click for $.30, which I raised on Sunday from $.24 on Saturday.

So here’s what happened. Total impressions in 2 days: 18,669. Total clicks: 6. Average cost per click: $.18. Total ‘fans’ out of clicks: 1. Conversion rate: 16.7%. Total spent on new ‘fan’: $1.09.

(Click to enlarge)

So let’s imagine for a second that I did Pay per View instead of Pay Per Click. (Note: PPC rates are lower, averaging $.13-.17 instead of $.19-.25 for PPV. For this case, we’ll use $.19 since I was slightly above average with my $.30 bid.)

Total impressions in 2 days: 18,669. Total clicks: 6. Average cost per click: $.59 ($3.55 / 6) Total ‘fans’ out of clicks: 1. Conversion rate: 16.7%. Total spent on new ‘fan’: $3.55

A slight difference. I also wonder if a PPV bid gets the same amount of views as a PPC ad, although if I were Facebook I’dbe placing those PPV ads much more frequently because you make $$ every time they are loaded.

My final analysis: DON’T pay for Pay per View unless you are HIGHLY targeting an audience (16-year old high school males who go to XYZ High School and play basketball, etc. etc.)

(EDIT: Colin Fast pointed out that PPV are per 1,000 impressions, which made a huge difference on my numbers. Thanks Colin!)

Comments posted (15)

Nice example that is applicable to Higher Education. Paid advertising is still something we haven’t played with, but I would definitely like too.

When you put up facebook ads, are you paying for them yourself, or does Butler pay for them?

[...] Brad J. Ward wrote an interesting post today on Facebook: Pay Per Click vs. Pay Per ViewHere’s a quick excerptI wanted to learn more about the new Facebook ads integration with Facebook Pages, so I threw together a quick ad for the Butler Bloggers and ran it over the weekend. I can easily tell you two things. 1) A lot of kids were on Facebook … [...]

I have a feeling that he is footing himself for now, hopefully to be reimbursed and then added to his budget because it is worth it.

Great job as always

FJ Gaylor is partially right. :) I pay for them myself, but there is no budget in sight for this E-Comm Coordinator. Some day…. some day.

Where’s all the budget going???

Print. Print. Events. Print.

Pay Per Click programs these days are very popular and you could earn money from it.:`:

Pay Per Click is indeed a good way to advertise your products and also earn money as well through PPC programs like Adsense..~”

Ok, I have several ads running on FB with a braod target range. I recently switched them over from PPC to PPV and my number of impressions went from the 1000′s to the single/double digits (0-18). No wonder I’m not getting any click throughs. What gives?

pay per click programs these days are very popular, you got adsense,bidvertiser, adbrite and others.:`

pay per click programs like adsense are great for monetizing blogs and adwords is the best if you want to advertise some affili..;

pay per click programs are really great, i could earn some decent cash from it .’~

I can not thank you enough for the articles on your web site. I know you’d put a lot of time and energy into all of them and hope you know how deeply I appreciate it. I hope I will do exactly the same man or woman someday.

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