We all want more for less. Whether you?re an online retailer promoting your products or a publisher trying to get your articles in front of the right eyes, we all want to pay as little as we can while driving as much traffic as possible to our sites. This is especially true for those in the content business, where content is plentiful but conversion rates tend to be low.
One of the primary challenges content marketers face is making sure that they?re getting the best cost per click that they can for their Facebook campaigns. While we have yet to solve all the challenges of being a content marketer, we have arrived at a place where we can tell content marketers which CPC they should be using.
You wouldn?t want to spend your entire campaign budget at a CPC of $0.50 when it?s possible to pay $0.05, right" To avoid situations like that, we use a process called sampling, which helps us know if we?re getting the lowest CPC that we can for our ads and not compromising on audience quality. To be clear: When running Facebook ads, Facebook actually does the sampling for you to determine the best ad in an ad set. The challenge arises when comparing different messages with different audiences, since Facebook ad sets can only target one specific audience apiece.
This challenge is particularly acute for content marketers, since they have numerous (hundreds or even thousands) of articles to promote to different audience and, as a result, hundreds or thousands of different ad sets. We...