{"id":2973,"date":"2019-05-21T07:55:44","date_gmt":"2019-05-21T07:55:44","guid":{"rendered":"https:\/\/digitalschoolofmarketing.co.za\/?p=2973"},"modified":"2022-09-14T10:06:10","modified_gmt":"2022-09-14T08:06:10","slug":"social-media-advertising-costs","status":"publish","type":"post","link":"https:\/\/digitalschoolofmarketing.co.za\/social-media-marketing-blog\/social-media-advertising-costs\/","title":{"rendered":"Social Media Advertising Getting Costly? Learn How to Lower Your Costs"},"content":{"rendered":"<section class=\"l-section wpb_row height_medium\"><div class=\"l-section-h i-cf\"><div class=\"g-cols vc_row via_grid cols_3-1 laptops-cols_inherit tablets-cols_inherit mobiles-cols_1 valign_top type_default stacking_default\"><div class=\"wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"w-image align_center\"><div class=\"w-image-h\"><img decoding=\"async\" width=\"620\" height=\"437\" src=\"https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/05\/DSM_Infographics_SocialMedia55-e1558425039398.jpg\" class=\"attachment-full size-full\" alt=\"DSM Digital school of marketing - social media advertising costs\" loading=\"lazy\" srcset=\"https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/05\/DSM_Infographics_SocialMedia55-e1558425039398.jpg 620w, https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/05\/DSM_Infographics_SocialMedia55-e1558425039398-600x423.jpg 600w, https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/05\/DSM_Infographics_SocialMedia55-e1558425039398-300x211.jpg 300w, https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/05\/DSM_Infographics_SocialMedia55-e1558425039398-284x200.jpg 284w\" sizes=\"auto, (max-width: 620px) 100vw, 620px\" \/><\/div><\/div><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><p>Most businesses are blown away by how easy it is to go through budgets for <a href=\"https:\/\/digitalschoolofmarketing.co.za\/blog\/why-do-you-need-a-social-media-marketing-strategy\/\">social media<\/a> advertising. This could be a nightmare to deal with. Well at least in your case, that shouldn\u2019t be the case.<\/p>\n<h2>Social Media Marketing Costs<\/h2>\n<p>We can\u2019t change the facts:<\/p>\n<ul>\n<li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/blog\/the-different-types-of-ads-you-can-run-on-facebook\/\">Facebook<\/a> is a compelling platform for advertisers\u00a0for many reasons, including powerful\u00a0targeting options\u00a0and\u00a0affordable costs, among other things.<\/li>\n<li>Your Facebook ad costs, of course, will vary based on several factors, including your\u00a0audience, industry, goals and optimisation settings.<\/li>\n<\/ul>\n<p>In this article we share four of the best ways to keep your social media advertising costs low. Where \u00a0better to start than with the second-biggest traffic driver \u2013 Facebook?<\/p>\n<h2><strong>Facebook Charges per Ad<\/strong><\/h2>\n<p>Ads are charged in two ways: Link Clicks or Impressions. Let\u2019s explore the two below.<\/p>\n<p>Being charged by impressions means you are charged per ad view, and this is isn\u2019t affected by the number of clicks you receive. Facebook calculates the cost per 1 000 impressions (CPM).<\/p>\n<p>Somehow, being charged by Link clicks is the more commonly preferred method. It\u2019s often referred to as\u00a0<a href=\"https:\/\/digitalschoolofmarketing.co.za\/blog\/social-media-marketing-kpis-to-measure\/\">cost per click\u00a0<\/a>(CPC) bidding. With this bid type, you\u2019re only charged when someone clicks on your ad. In this instance the view doesn\u2019t count.<\/p>\n<p>To manage your ad spend and to change how Facebook charges you, click on the Budget &amp; Schedule section of your Facebook ad.\u00a0 Gain your control at a click of a button.<\/p>\n<h2><strong>Which Factors Have The Greatest Impact On Ad Spend?<\/strong><\/h2>\n<p>Well, there are several factors which directly impact your Facebook ad cost and having a solid understanding of those factors is a big game changer. You could spend less on your Facebook ads, and still get the best results. How?<\/p>\n<h3><em>Bidding strategy<\/em><\/h3>\n<p>Put your bid strategy to the test. You see the Facebook ad platform is like an auction, with two scenarios at play:<\/p>\n<ul>\n<li>An automatic bidding process, where Facebook sets a bid on your behalf for the most actions at the best price, or<\/li>\n<li>The manual bidding process, where you decide what a result is worth to you. This function allows you to prevent unnecessary and expensive clicks by setting a bid cap or target cost. This is so that you know what your campaign goals to avoid limiting your bidding choices. Bidding on conversions gives you more options and helps you get the best results from your Facebook <a href=\"https:\/\/digitalschoolofmarketing.co.za\/blog\/how-does-sponsored-hashtag-work-on-twitter\/\">ad campaigns<\/a>. The beauty of this beast is that its bidding strategy comes with the transparency about its unique advantages and disadvantages.<\/li>\n<\/ul>\n<\/div><\/div><div class=\"w-video align_none ratio_16x9 has_iframe\"><div class=\"w-video-h\"><iframe title=\"Vimeo video player\" src=\"https:\/\/player.vimeo.com\/video\/280355832?autoplay=0&loop=0&autopause=0&color=00adef&portrait=0&byline=1&title=1&controls=1&muted=0\" frameborder=\"0\" allow=\"autoplay; fullscreen\" allowfullscreen loading=\"lazy\"><\/iframe><\/div><div class=\"w-video-icon\" style=\"font-size:1.5rem;background:rgba(0,0,0,0.5);color:#fff\"><\/div><\/div><div class=\"w-separator size_medium\"><\/div><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><h3><em>Ad scheduling<\/em><\/h3>\n<p>Timing is everything so pick it well. It\u2019s like with everything else: the calendar and scheduling your ads plays a crucial role in reducing costs and maximising results. The key to getting better results from lower cost is to\u00a0schedule your ads to run only at historically high-performing times of the day.<\/p>\n<p>The Big Tip: In the Budget &amp; Schedule section of your ad set, change your budget to a lifetime budget, by clicking the Budget drop-down menu\u00a0and\u00a0select Lifetime Budget\u00a0from the list to make the switch.<\/p>\n<h3><em>The Audience<\/em><\/h3>\n<p>Facebook is like a limited ad real estate and auction for audiences, as some are more sought-after than others. This makes it more competitive and expensive to get your ads shown to certain audiences. Yet the more relevant your audience, the lower your cost. You can also edit Facebook Custom and Lookalike Audience Segments as they\u00a0typically outperform\u00a0saved audiences\u00a0and help bolster your relevance score. For further refining, your audiences,\u00a0combine saved audience criteria with your custom and lookalike audiences. Targeting these ultra-specific hybrid audiences allows you to focus on only your most profitable customers.<\/p>\n<h3><em>Relevance score<\/em><\/h3>\n<p>We have mentioned that Facebook values user relevance.\u00a0According to the platform, your relevance score estimates how well your ad resonates with its audience, and it also has a direct impact on how much you pay and how often your ad is shown. The higher your ad relevance score, the better your ad\u2019s performance and the less you\u2019ll pay. Note:\u00a0Facebook will soon replace the relevance score with three new relevance metrics.<\/p>\n<h2><a href=\"https:\/\/digitalschoolofmarketing.co.za\/contact-us\/\">Get in touch with the Digital School of Marketing<\/a><\/h2>\n<p>When it comes to Facebook advertising, there are multiple factors that can affect the cost at which you advertise, and you can use the tools presented and hopefully pay less for effective advertising. Want to know more about social media marketing? The Digital School of Marketing\u2019s <a href=\"https:\/\/digitalschoolofmarketing.co.za\/courses\/social-media-marketing-course\/\">Social Media Marketing Course<\/a> will teach you about this and so much more! For more information, visit our <a href=\"http:\/\/www.digitalschoolofmarketing.co.za\">website<\/a>.<\/p>\n<p><a href=\"https:\/\/digitalschoolofmarketing.co.za\/courses\/social-media-marketing-course\/\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-761 size-shop_single\" src=\"https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2018\/08\/DSM_Footer06-600x96.jpg\" alt=\"DSM Digital School of Marketing Social media marketing course registration\" width=\"600\" height=\"96\" \/><\/a><\/p>\n<\/div><\/div><\/div><\/div><div class=\"wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"w-btn-wrapper align_justify\"><a class=\"w-btn us-btn-style_2\" href=\"#enquiry\"><span class=\"w-btn-label\">Enquire Today<\/span><\/a><\/div><div class=\"w-separator size_medium\"><\/div><h3 class=\"w-text us_custom_6caa4608 has_text_color\"><span class=\"w-text-h\"><span class=\"w-text-value\">Blog Categories<\/span><\/span><\/h3><div class=\"wpb_text_column us_custom_5cd26a65\"><div class=\"wpb_wrapper\"><ul>\n<li class=\"cat-item cat-item-1\"><a href=\"\/blog\/content-marketing\/\">Content Marketing<\/a><\/li>\n<li class=\"cat-item cat-item-2\"><a href=\"\/blog\/digital-marketing\/\">Digital Marketing<\/a><\/li>\n<li class=\"cat-item cat-item-2\"><a href=\"\/blog\/cyber-security-blog\/\">Cyber Security<\/a><\/li>\n<li class=\"cat-item cat-item-2\"><a href=\"\/blog\/graphic-design-blog\/\">Graphic Design<\/a><\/li>\n<li class=\"cat-item cat-item-3\"><a href=\"\/blog\/public-relations\/\">Public Relations<\/a><\/li>\n<li class=\"cat-item cat-item-4\"><a href=\"\/blog\/seo\/\">SEO<\/a><\/li>\n<li class=\"cat-item cat-item-5\"><a href=\"\/blog\/social-media-marketing\/\">Social Media Marketing<\/a><\/li>\n<li class=\"cat-item cat-item-5\"><a href=\"\/blog\/web-design-blog\/\">Web Design<\/a><\/li>\n<\/ul>\n<\/div><\/div><div class=\"w-separator size_medium\"><\/div><h3 class=\"w-text us_custom_6caa4608 has_text_color\"><span class=\"w-text-h\"><span class=\"w-text-value\">You might also like<\/span><\/span><\/h3><div class=\"w-html\"><ul><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/social-media-marketing-blog\/zero-moment-of-truth-benefit-social-media-marketing\/\" rel=\"bookmark\">Use the Zero Moment of Truth to Benefit your Social Media Marketing<\/a><\/li><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/digital-marketing-blog\/your-complete-guide-to-ppc-marketing-basic\/\" rel=\"bookmark\">Your Complete Guide to PPC Marketing Basics. Find out more.<\/a><\/li><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/blog\/you-can-convey-a-lot-of-meaning-with-just-one-graphic\/\" rel=\"bookmark\">You Can Convey a Lot Of Meaning With Just One Graphic<\/a><\/li><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/digital-marketing-blog\/would-you-make-a-great-marketing-manager\/\" rel=\"bookmark\">Would you make a great marketing manager?<\/a><\/li><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/in-the-press\/win-with-bona-magazine-and-the-digital-school-of-marketing\/\" rel=\"bookmark\">Win with Bona Magazine and the Digital School of Marketing<\/a><\/li><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/in-the-press\/win-a-digital-marketing-course-valued-at-r12-000\/\" rel=\"bookmark\">Win a Digital Marketing Course Valued at  R12 000<\/a><\/li><\/ul><\/div><div class=\"w-separator size_medium\"><\/div><h3 class=\"w-text us_custom_6caa4608 has_text_color\"><span class=\"w-text-h\"><span class=\"w-text-value\">Top Selling COurses<\/span><\/span><\/h3><div class=\"wpb_text_column us_custom_5cd26a65\"><div class=\"wpb_wrapper\"><ul>\n<li class=\"cat-item cat-item-1\"><a href=\"\/courses\/digital-marketing-course\/\">Intermediate Digital Marketing<\/a><\/li>\n<li class=\"cat-item cat-item-2\"><a href=\"\/courses\/advanced-digital-marketing-course\/\">Advanced Digital Marketing<\/a><\/li>\n<li class=\"cat-item cat-item-3\"><a href=\"\/courses\/social-media-marketing-course\/\">Intermediate Social media marketing<\/a><\/li>\n<li class=\"cat-item cat-item-4\"><a href=\"\/courses\/digital-brand-management-course\/\">Brand Management<\/a><\/li>\n<li class=\"cat-item cat-item-5\"><a href=\"\/courses\/graphic-design-course\/\">Basic Graphic Design<\/a><\/li>\n<li class=\"cat-item cat-item-6\"><a href=\"\/courses\/advanced-graphic-design-course\/\">Advanced Graphic design<\/a><\/li>\n<li class=\"cat-item cat-item-7\"><a href=\"\/courses\/national-certificate-of-advertising\/\">National Certificate of Advertising<\/a><\/li>\n<li class=\"cat-item cat-item-8\"><a href=\"\/courses\/national-diploma-of-copywriting-course\/\">National Diploma of Copyrighting<\/a><\/li>\n<\/ul>\n<\/div><\/div>\n<\/div><\/div><\/div><\/div><\/section><section class=\"l-section wpb_row height_medium\"><div class=\"l-section-h i-cf\"><div class=\"g-cols vc_row via_grid cols_1 laptops-cols_inherit tablets-cols_inherit mobiles-cols_1 valign_top type_default stacking_default\"><div class=\"wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"w-video align_none ratio_16x9 has_iframe\"><div class=\"w-video-h\"><iframe title=\"Youtube video player\" src=\"\/\/www.youtube.com\/embed\/4kpKmnuOwjc?autoplay=0&controls=1&origin=https:\/\/digitalschoolofmarketing.co.za&loop=0&mute=0\" allowfullscreen=\"1\" loading=\"lazy\"><\/iframe><\/div><div class=\"w-video-icon\" style=\"font-size:1.5rem;background:rgba(0,0,0,0.5);color:#fff\"><\/div><\/div><\/div><\/div><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":2,"featured_media":2978,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[263],"tags":[368,367],"class_list":["post-2973","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media-marketing-blog","tag-marketing-spending","tag-social-media-advertising-costs"],"acf":[],"_links":{"self":[{"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/posts\/2973","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/comments?post=2973"}],"version-history":[{"count":0,"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/posts\/2973\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/media\/2978"}],"wp:attachment":[{"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/media?parent=2973"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/categories?post=2973"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/tags?post=2973"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}