Digital Marketing Measurement

More on Facebook advertising

Following my last post on Facebook advertising, I’d like to touch a few more points related to Zuckerberg’s social network.

Facebook allows you to manage your advertising campaigns through a front-end panel, called Facebook Ads Manager, where you can view your ad campaign, edit your bids and your budgets, as well as pausing and restarting your ads at any time.

For each of your campaigns, Facebook Ads Managers shows you data such as impressions, clicks, CTR, CPC/CPM and spent and allows you to generate reports.

In my previous post I mentioned that you can use Facebook ads to send users not only to a Facebook page/group/event or app, but also to an external website.

It is important to know though that if your landing page is an external website – as opposed to a Facebook destination – your ads will be more expensive.

If you use Facebook ads to drive traffic to your website, you can track Facebook referrals in Google Analytics or other web analytics tools.

Another nice tool you can consider to track links to a given destination is bitly, a URL shortening service which also allows you to share your links and track their usage.

Along with the types of ads I have talked about so far, Facebook provides advertisers and businesses with solutions that hinge more specifically on the “social” nature of this media. Facebook competitions – or promotions – are one of those and are an option for companies and businesses to generate “buzz” around their product and build up fan base, or in more common marketing lingo, to create awareness, engagement and advocacy.

One thing to keep in mind is that Facebook has specific guidelines – see point E and see also here – you need to comply with to run a contest/competition. They have changed overtime and are not unlikely to change again; therefore it’s good to check them regularly if you are going to make frequent use of Facebook competitions. On spiderworking.com there’s a good article on how to run Facebook competitions by the rules followed up by an overview on the most common types of Facebook competitions and on the most common misuses. An important point raised is that the right type of competition for you to implement depends in large part on the type of audience you have and the level of engagement you can expect. Also – keeping in mind that marketing is ultimately about a value exchange between brands and consumers – the more you ask your audience to engage, the more you should reward them.

A very big part of marketing activity on Facebook is nowadays connected with the development of Facebook apps, which are more and more integrated in advertising campaigns to incentivize audience engagement.

This can be seen for example in the advertising campaign rolled out by the Irish marketing agency Ican for beverage producers Bulmers to support the launch of their recently introduced pear flavored cider.

There is a lot of data you can measure to assess users’ response and engagement with your brand/product on Facebook.

Facebook provides page owners and app developers with a metrics tool called Insights, a dashboard that helps them analyze “trends within user growth and demographics, consumption of content, and creation of content”. Mashable.com provides a good introductory overview of this tool.

Facebook – as other social media – has the potential to turn paid and owned media (i.e. your Facebook ads, your Facebook page) into earned media (the advocacy of an engaged fan base), but it is important to approach a Facebook marketing campaign with a specific strategy and with clear KPIs.

Another important thing to keep in mind is that, no matter how hot the word is, you can’t predict nor determine what will “go viral”, an outcome which is the exception rather than the rule.

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