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BizReport : Advertising archives : January 18, 2012

Cheaper Facebook advertising with internal linking

Savings of up to 45% are available to advertisers who link their Facebook ads to their Facebook Page, according to a new study by TGB Digital.

by Helen Leggatt

If you want to make some serious savings on your Facebook ad bill then it's as simple as linking your ads to your Facebook Page. While it may seem strange to link an ad to what is, in effect, another ad, the cost advantages are huge.

Of course, a well-planned ad strategy could link to a Facebook Page that actively sends those visitors on to a website. And, when Facebook stores become more commonplace, internal linking will be another ballgame.

But, for now, if you link your ads to your Facebook page, and not your website, you'll save up to 45% according to TBG Digital's research. Earlier in the year that saving was 29% so Facebook is really trying to incentivize this move. It's not a saving to be sniffed at considering cost per click rates on the social network have risen 10% in the last year for U.S. advertisers.

"The potential cost savings available by maintaining traffic within the Facebook environment is particularly compelling and demonstrates its effectiveness as an advertising channel and also as a 'destination', with more and more clients investing heavily into their Facebook presence," said Simon Mansell, CEO of TBG Digital.

"With the reported introduction of mobile adverts early this year, the opportunities for advertisers will continue to grow and Facebook is cementing its position as an increasingly essential part of major brands' advertising strategies."

Tags: advertisers, advertising cost, cost per click, Facebook ads, mobile ads, social ads, social marketing, social media, social network

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