| PRICING |
Guaranteed Reach & Frequency not available on Facebook directly |
Variable, no traffic guarantee;CPC or CPM model |
Variable, no traffic guarantee;CPC or CPM model |
| REACH |
Guaranteed users reached |
No guarantee |
No guarantee |
| FREQUENCY |
Guaranteed frequency of 6-8 |
No guarantee, average frequency between 1 and 2 |
No guarantee, average frequency between 1 and 2 |
| TIME |
Guaranteed delivery across the whole campaign duration |
Fixed duration of 1, 7 or 14 days max. |
Flexible duration, no campaign pacing (small budgets can’t be distributed evenly over longer time periods) |
| IMPRESSIONS VALUE |
Very high – Impressions are delivered to a qualified audience and repeated among users at least 6 times to ensure that the message sticks in the user’s mind |
Low – Every user only sees the ads once or maximum twice, making the value of a single impression very low and not impacting on the message/brand recall |
Low – Every user only sees the ads once or maximum twice, making the value of a single impression very low and not impacting on the message/brand recall |
| AD CREATIVE |
Included and designed ad-hoc by professional team based on the Client’s brief and after research and consultation |
Not included, promotion of pre-existing content posted on the page (generally ineffective for campaigns) |
Not included |
| INTERACTION RATE PER USER |
Average 4% - 5%* |
Average <1%* |
Average <1%* |
| PLACEMENT |
Only Newsfeed on Mobile and Desktop; Prioritization to Mobile Newsfeed (usually 70% - 80% of the total traffic) |
Only Newsfeed on Mobile and Desktop, no prioritization to mobile. |
Placed across all Facebook by default, including right hand rail which is very ineffective and has no frequency cap (users can see the same ad many times in a day) |
| TARGET AUDIENCE OPTIMIZATION |
On subscription campaigns, a different subset of in-target users is reached every month to ensure optimal campaign effect. |
No optimization, all users in-target can see the same ad over time |
No optimization, all users in-target can see the same ad over time |
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