How to choose between Pay Per Click or Impression based for Facebook Ads

Do you know that choosing whether to use pay per click or impression based payment in your facebook ads is not just a matter of preference. We all want to get the most of our money and at the same time deliver the desired results.

The key word is "DESIRED RESULTS".

In our advertising campaign, we may desire the following results:

1. A highly targetted traffic which is the best for generating sales conversions.

2. A more wider less targetted traffic is the best for making our websites or products known and at the same generating sales, though sales may not be the only objective but includes promotion.

In number 1, it is best if we pay our ads using impression based payment. Why is this so? It is because a highly targetted traffic has a high percentage of clicks over total views generated, so it may result to savings on your part. For example, the estimated traffic for your highly targetted traffic is 2,000 views daily but estimated average daily clicks is 100. If you pay for the impressions or views, that would only cost 0.04 US dollars since per 1,000 impressions or views only cost 0.02 US dollars.

But if you pay using pay per click, and if one click cost 0.10 US dollars, 100 clicks would cost 10 US dollars. Thus you would have saved 9.96 US dollars.

However, if your objective is wider traffic, the clicks over your total impressions or views would be so minimal that it is better to pay per click.  Let us say your estimated impressions for a wider audience is 1,000,000 per day, that would be 0.02 x 1,000 = 20 US dollars. Assuming you got also 100 clicks at 0.10 per click, that would only cost you 10 US dollars.

Thus, it really depends upon your objective. Now go and use Facebook ads to your advantage.  Market your products, services, affiliates and websites.  To our success!