An incredible 90 percent of B2C businesses and 80 percent of B2B businesses use Facebook to connect with the more than 32 million Brits who use the site. Because of these high engagement figures, many businesses are finding considerable success when they advertise on Facebook. Getting access to a targeted proportion of the site’s users, on both mobile and desktop platforms, is an opportunity to expand a brand’s reach and find new fans.
When users click a Facebook link to an external business, they visit an average of seven pages on that site, offering companies the opportunity to really engage with – and impress – customers. Making sure that your Facebook ad appears to an audience which is likely to be receptive to what you do will increase the likelihood of conversions and sales when the ad is clicked on.
Facebook users present the social networking site with a considerable amount of personal information. Not just their location, gender and age; most users also provide also a plethora of details about their personal interests, their contacts and their preferences. Advertisers can make the most of this information by laser focusing their advertising so that their ads only appear to those people who really are the best fit for the brand. So a brick-and-mortar shop will only want their promotions to appear to people who live in their area and enjoy relevant hobbies, and a trendy women’s shoe shop may choose to predominantly target women between the ages of 18 and 35 who have an interest in fashion.
Advertisers can also choose which platforms their ads will appear on. This can help with targeting to even more detailed demographics, so that a particular advertisement only appears on, say, iPhones or on the Firefox browser, for instance. The results on the different gadgets and apps can be dramatic, with one study showing that the click through rate on Facebook ads on mobile, including smartphones and tablets, is 13 times that of their desktop equivalent.
These results will vary considerably depending on the business, the aim of the advertising and the audience it is directed towards so testing every option and alternative is absolutely vital to avoid wasting money and getting poor results.
Advertising campaigns can also be segmented and tested based on when they appear. Whether your target customer will respond best on a weekday morning, a weekend evening, or a Friday afternoon is difficult to predict in advance but tracking the ads, and the behaviour on the site of those who do click, can provide incredibly valuable information which will not only save you money but also increase your campaign’s success.
While Facebook provides statistics and analysis of the performance of the different ads you include, this does not extend to measuring what customers do when they arrive at your site. So while information about the number of views an ad has had, alongside the number of clicks, is valuable, it is important to combine it with the tracking information available from services like Google Analytics. In this way, you can see whether certain ads get lots of clicks but result in very few sales, whereas others with more a modest click-through-rate show high conversion rates when the prospect arrives at your website.