The issue I always run into with paying Facebook for any services is that there are no avenues where you can verify who has read your content or when it was accessed. Being able to see these factors is a violation of Facebook privacy policies.
When someone accesses their Facebook account and your content appears in their news feed, Facebook in real-time subtracts the cost of the service from your daily advertising account. On many occasions, I have monitored the flow of funds out of accounts on an hourly basis.
What I found was astonishing. For many campaigns between the hours of 12:01 am until 8:30 am there were less than 3.5% of the funds withdrawn. From 8:30 am until 10:00 pm or what I would call the prime hours for advertising, an additional 37.25% of the daily budget was removed. And from 10:01 pm until 11:59 pm the remaining 59.25% was utilized.
Now I am not a Ph.D. statistician but you cannot tell me that over half of the audiences where you select the reader’s marketing preferences access the internet between 10 pm and 12 am and over multiple marketing campaigns.
My conclusion is that Facebook detects that your daily marketing budget was not utilized, thus leaving money on the table for Facebook. It then starts to cram your advertising onto as many feeds as possible within the last part of the day so that it can bill your account. And you have no way to verify who has or when your advertising was accessed. You can get this information if you go through a private marketing agency or ad network that offers the services but it will increase your costs dramatically.
Should you stop using Facebook as an advertising platform, no, but figure your actual cost per ad view is in reality double what you were quoted because only about half of your ads or boosted posts are reaching real potential viewers.
The best option and one I know was employed by several campaigns this past primary election season, was to simply turn off your Facebook ad campaign at 10:00 in the evening. This strategy will save your financial resources and ensure that each and every dollar is maximized for the best return on your investment. Just don’t forget to start your campaign back up by 8:30 in the morning!
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