Testing Facebook Advertising
About Testing Facebook Advertising
Facebook has become the most visited Web site in the U.S., overtaking Google with almost 9% of all U.S. site visits in 2010, according to Hitwise. Marketers have turned to Facebook as a venue for building brand awareness and listening to customers. Marketers can engage in Facebook paid advertising similar to that offered by Search engines. Facebook Ads offer some capabilities not yet available in Search engines, such as more precise user targeting based on a user's "likes" and profile information. It also has the ability to incorporate images in ad copy.
We have found that many companies are still hesitant to become fully engaged with Facebook Ads. While we do offer full services surrounding Facebook Ads, many of our clients first ask us to perform a test or one-time consulting initiative to identify the value it can provide their brand. Because of our close attention to detail, focus on analytics, and track record of being able to see the larger online and overall marketing goals, our clients find that we are a great fit for this type of testing and consulting.
Facebook PPC Advertising in Action
A leading car manufacturer sought IMPAQT's help in building brand awareness through Facebook Ads. This client wanted to test the effectiveness and profitability of Facebook PPC campaigns through a limited PPC effort.
What We Did
- We created a Facebook PPC test for the client that drove charities to submit for a chance to win a free car. In this test, we created 2-3 image ads and targeted them specifically to users with likes and interests centered on volunteerism, philanthropy, and charity.
- Because the client saw success with this test, they decided to create another test for a different audience and different goals. This test was targeted toward users with automotive oriented likes and interested and focused on having Facebook users share stories about their experiences with the client's products.
How It Worked
During the first test, Facebook Ads had:
- Better clickthrough rates and impressions than Google and MSN.
- An average CPC that was 60% less than that of Google.
During the second test, Facebook Ads:
- Averaged more than 70 million impressions.
Our efforts to educate the client on the value of Facebook PPC showed the client that Facebook PPC is an efficient, cost-effective online advertising venue. As a result, the client decided to allocate all discretionary ad spending to Facebook.
Testing Facebook Advertising