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Quel budget mensuel pour facebook ads ? - RYBEN L’une des questions qui me revient le plus fréquemment dans le cadre de notre activité de conseil en stratégie marketing concerne la publicité en ligne et notamment la question de savoir quel budget mensuel pour facebook ads.
En effet si beaucoup de mes clients sont intéressés par la publicité en ligne et plus particuliérement la publicité via facebook ads , la plupart sont perdus dès qu’il s’agit de dimensionner correctement le budget facebook ads : trop ou trop peu, difficile d’y voir clair.
Et je les comprend, la question du budget sur facebook ads est sensible : trop et c’est du gaspillage et des résultats peu intéressants au vu l’investissement consenti : en gros un mauvais ROI.
Nous allons vous aider à trouver quel budget mensuel pour facebook ads dans cet article ! Pas assez et c’est des résultats minces, voir pas de résultats du tout poussant certains jusqu’à remettre en cause le principe même de faire de la publicité via facebook ads, alors qu’il s’agit principalement d’une mauvaise compréhension du fonctionnement de la plateforme.
Utilisant facebook ads depuis des années au service des entreprises que je conseille, je vais donc tenter d’expliquer aussi clairement que simplement un fonctionnement qui ne l’est pas toujours.
Avant de répondre donc concrétement à la question quel budget mensuel pour facebook ads, je vais d’abord expliquer ce qu’est la plateforme et son intérêt.
Facebook ads : Qu’est ce que c’est et comment ça marche ? Tout d’abord il convient de préciser que la publicité est le seul revenu que dégage facebook : l’inscription et l’utilisation de la plateforme étant totalement gratuit (et pour cause, la plateforme a tout intérêt à attirer un maximum d’utilisateurs) c’est la diffusion de publicité qui est payante.
Le fait que la publicité soit l’unique source de revenus pour l’entreprise a deux conséquences majeures :
Facebook encourage par tous les moyens l’utilisation de son service Facebook est en tant que diffuseur a des obligations de résultats s’il ne veut pas que les annonceurs aillent voir ailleurs et perdre sa seule source de revenus Concrétement, cela se traduit par un service de publicité en ligne complet, plus performant que la moyenne et surtout accessible avec des budgets très limités : je me souviens avoir fait ma premiére campagne de publicité en ligne avec un budget de … 10€ !
Evidemment c’est anecdotique et c’était surtout pour prendre mes marques et commencer à me familiariser avec la plateforme mais cela démontre à quel point quand on se pose la question de savoir quel budget mensuel pour facebook ads, ce dernier peut-être vraiment minuscule !
En pratique, facebook ads permet donc à n’importe qui en théorie de faire de la publicité pour ses services sur sa plateforme et cela se traduit par affichage sur le fil de lecture des utilisateurs, sur les stories et également sur instagram (qui appartient à facebook) : il y a en tout 7 emplacements qu’on peut choisir d’afficher ou non.
Bien sur, ouvert à tout le monde ne veut pas dire que tout le monde est capable de créer et cibler des publicités de qualité !
Il est aussi possible à tout le monde d’ouvrir un compte de trading en bourse ou d’acheter le matériel pour construire une maison mais à moins d’avoir la formation théorique et l’expérience concrète, y aller comme ça sans rien n’y connaitre est le meilleur moyen de perdre beaucoup d’argent.
Car aussi puissant soit-il, l’outil publicitaire de facebook ads n’est pas magique et une publicité qui ne convertit pas c’est du gaspillage.
Facebook ads : Quel avantage par rapport à de la publicité en ligne classique ?La particularité de facebook par rapport aux autres plateformes de publicité en ligne comme google adwords, est que facebook en connait un rayon sur ses utilisateurs.
Le fonctionnement de facebook c’est en gros 3 étapes logiques :
1. Je récolte un maximum d’information sur mes utilisateurs Leurs préférences, gouts, emplacements géographiques et statistiques démographiques (sexe, age, enfants) taux de clics sur les publications (amis, pages likées) et sur les publicités affichées, et éventuellement sur la finalisation d’une commande sur un site utilisant le pixel facebook (ce qui est obligatoire si on utilise les publicités facebook…)
2. Je traite les informations Facebook travaille avec des algorithmes d’intelligence artificielle permettant de définir ce qu’on apelle des cohortes, c’est à des groupes de personnes avec des similarités et des comportements identiques ou très proches et qu’on peut donc prédire.
La légende veut que facebook serait capable de savoir si vous êtes un homme ou un femme, blanc ou noir et vos orientations politiques dès 2 ou 3 clics tellement nos actions sont au final conformes à notre appartenance à tel ou tel groupe.
Bien sur, les avantages d’une telle IA est que le réseau social est au final capable d’obtenir des informations sur ses utilisateurs bien que ceux-ci ne les aient pas déclarés explicitement : autrement dit, laisser le champs « sexe » vide ne suffit pas à dire que facebook ne sait pas si vous êtes un homme ou une femme.
Facebook le sait probablement avec une certitude qui n’est pas de 100% mais qui s’en rapproche et permet donc d’accumuler un maximum d’info sur les utilisateurs dans le but de prédire leurs comportements.
3. Je revends ces informations Bien sur ces informations sont importantes pour des annonceurs qui peuvent par cette occasion afficher leurs produits à une cible beaucoup plus qualitative et affinée que n’importe quelle autre solution.
Si l’on compare Facebook à un média comme la télévision qui affiche la publicité à toute personne regardant la TV au moment de sa diffusion, facebook lui ne va l’afficher qu’aux personnes qu’il considère être les plus à même d’être intéressées par le produit en question et donc de l’acheter.
A quoi bon faire la promotion de la meilleure pizza du monde à un allérgique au gluten ? Ou même simplement à quelqu’un qui n’aime pas spécialement ça. Facebook ads permet de cibler les fans de pizzas, voire de margherita dans tel ou tel quartier par exemple ! On comprend aisément pourquoi c’est à la fois agaçant pour celui qui n’a pas d’enfants de voir des publicités de couches pour bébés et que cela représente un gaspillage pour l’annonceur car son produit est au final affiché à des personnes qui n’ont aucune chance de l’acheter.
Même si bien sur, la publicité ce n’est pas que de la conversion directe mais aussi de l’image, de la construction de notoriété de marque dans le temps, cela est tout de même facheux.
Si ça ne répond pas directement à la question de savoir quel budget mensuel pour facebook ads, on comprend rapidement que le budget de l’annonceur est mieux dépensé avec une solution de ce type qu’avec les médias traditionnels ou les autres services de publicité en ligne.
Facebook ads pour une PME comme une multinationaleQu’on soit en accord ou non avec la stratégie et le fonctionnement de facebook, toujours est-il que celui-ci compte 33 millions d’utilisateurs en France et qu’il permet par la même occasion à de petites entreprises de trouver plus facilment des clients, alors pourquoi s’en priver ?
Que votre entreprise soit une PME, un autoentrepreneur ou une multinationale l’intérêt est le même puisque cela vous permet de trouver facilement le client idéal et d’y consacrer le budget que vous souhaitez (voir plus bas pour une évaluation de celui-ci)
Ici on cible uniquement les personnes agées de 22 à 35ans, en couple et locataires à Boulogne-Billancourt car c’est le profil type d’un primo ascendant dans ce quartier et constitue une cible de choix pour une agence ou un promoteur immobilier L’avantage pour un entrepreneur est qu’il peut afficher ses services et ses produits à une cible finement choisie :
Vous vendez des tasses de café avec des motifs animaliers ? Ne ciblez que les personnes qui aiment le café et les animaux. Vous êtes spécialiste du maillot de bain 2 pièces ? N’affichez vos publicités qu’aux femmes entre 18 et 45ans et partant réguliérement au soleil. Votre coeur de cible sont les hommes entre 18 et 25ans ayant une voiture diesel ? Facile. On comprend tout de suite la puissance de feu d’un tel système pour les annonceurs, marques et autres PME qui peuvent en avoir beaucoup plus pour leur argent en évitant d’afficher leurs publicités à des personnes qui n’achéteront jamais leurs produits.
Il ne sert à rien de faire le meilleur burger du monde si c’est pour essayer de le vendre à un végétarien ! C’est donc cela l’intérêt principal de facebook ads : une cible très finement identifiée et donc des résultats bien meilleurs car les publicités ne sont affichées qu’au coeur de cible : tout ce long processus s’apelle en marketing web la personnalisation .
Quel budget mensuel pour facebook ads ?Maintenant que l’on sait à quoi sert la plateforme et ses principaux avantages, revient la question initiale de cet article : quel budget mensuel pour facebook ads ?
Pour calculer le budget minimum, il faut partir du cout moyen d’un clic sur facebook ads : 1.72$
Cout par clic : le montant moyen qu’il faut dépenser par secteur. Crédits infographie : Wordstream Si votre site ou boutique en ligne dispose d’un excellent taux de conversion de 10% il vous faudra donc 10 visiteurs avant de faire une conversion en achat. 10 Clics avec le CPC (cout par clic) moyen de facebook de 1.72$ on arrive à 17.2$ / jour pour réaliser une vente grâce à la publicité facebook.
17.2$ x 30 jours = 516$ soit environ 500€.
La réponse est donc simple : 500€ est le STRICT MINIMUM à dépenser tous les mois sur la plateforme, si vous souhaitez avoir au moins une vente / jour supplémentaire.
Evidemment, c’est ensuite à vous de voir si cela vaut le cout de dépenser 17€ pour obtenir une vente : si vous vendez des appartements à 300000€ c’est ULTRA RENTABLE, si vous vendez des gadgets à 3€ donc 0.5€ de marge il faudra s’orienter vers une autre solution.
D’un autre coté 10% de conversion sur des appartements à 300000€ c’est du délire pur, donc il convient de vraiment analyser chaque cas de figure avec attention afin de savoir quel budget mensuel pour facebook ads consacrer à son activité.
Ce chiffre est donc à adapter selon votre taux de conversion et votre CPC à vous (il faudra faire des essais pour le déterminer) car si vos produits ou que votre offre est super attirante, vous aurez de meilleurs résultats… ou de moins bons !
Quel budget mensuel pour facebook ads selon le secteur d’activité ?D’après mon expérience, définir quel budget mensuel pour facebook ads est impossible sans connaitre le client, ses produits et les particularités de son offre : il s’agit là d’une réponse générique qui sera fausse dans la plupart des cas mais c’est le principe de la moyenne…
Autre indicateur intéressant surtout pour juger de la qualité d’une publicité et donc de ses performances : le CTR (Click Through Rate) qui mesure le % de personnes qui cliquent sur une publicité.
0.90% de moyenne peut paraitre peu mais c’est très supérieur au reste des plateformes justement grâce à la personnalisation de l’afficage.
Click through rate : sur 100 affichages, combien cliquent sur une publicité. Crédits : Wordstream. Si vous souhaitez mettre en place une campagne publicitaire avec facebook ads, vous pouvez également me solliciter pour vous aider sur le sujet.
Que ce soit dans le rôle de conseil ou pour prendre en charge l’intégralité de la campagne (création de la publicité et sa diffusion) je peux vous aider à construire une offre attractive et rentable quelque soit votre domaine d’activité ou la taille de votre entreprise.
Pour ce faire, utiliser le formulaire de contact présent sur le site en me donnant un maximum d’informations sur vos besoins et décrire votre projet !
A très vite !