Launching Campaigns
When all of your artwork, media, and copy are in place, it’s time to launch the campaign by using any of the tactics described earlier in this chapter.
Your next step is to set up an appropriate timeline and budget and track your campaigns.
Establishing a Timeline
Campaign timelines vary depending on your goals. The following table lists general time frames for various campaigns for maximum effectiveness.
Time Frames for Various Facebook Campaigns
| Campaign | Time Frame |
| Contests | Two weeks |
| Facebook ads | Two to four weeks |
| Sponsored ads | One week or less |
| Wall posts and messages | Post every one to three days |
| Email marketing | One to two weeks |
Sometimes situations arise that demand marketing campaigns be planned and launched in a short amount of time. When you’re pressed for time, ads and Wall posts are the quickest ways to get your message out. But no matter how much pressure you’re under to get your message out, always take the time to plan out your exact goals and use the most appropriate components for the campaign.
Setting a Budget
Your budget for your Facebook marketing campaigns depends on the size of your company, your goals, and how much money you have available. Some Facebook campaigns are free (aside for time and labor); others can add up quickly.
Here’s a rundown of costs from least to most expensive:
• Wall posts and messages: No Facebook costs.
• Email marketing: No Facebook costs.
• Facebook ads: Fees range from inexpensive to very expensive depending on the keywords and demographics you choose. We have seen them range from 12¢ a click to over $3 a click on average.
• Sponsored stories: Sponsored stories cost slightly more than Facebook ads. We have seen them range from 50¢ a click to over $4 a click on average.
• Unique page tabs: Fees range from free to several thousand depending on the designers and the programmers you use.