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Measuring Success on Facebook Ads

Facebook tries to show you the ads that you will be interested in. The ads that target you are chosen based on the things you do with Facebook such as liking a page, and the info Facebook receives from you and other sources. If you are not interested in an ad you can close it on the X button and Facebook will know you are not interested in that type of ads. There are two types of ads on Facebook:

1. Adverts: A business creates an advert and pays Facebook to deliver it to the people who are most likely to find it useful. For example, you might see an advert for a local gym if you live nearby, you are a certain age and like weights. If a user is not connected to a brand, ads will appear on the right-hand side of their  homepage.

Facebook Ads

2. Sponsored Stories: A sponsored story is different from an advert because it’s a story you can already see about activity from people you are connected to, pages you like or apps you use. People tend to be more trusting and comfortable as they do not consider this a form of advertising because it shows what their friends like. For fans and friends of fans, ads will appear as a sponsored story on the right-hand side, and it can also appear in news feed.

According to Facebook, placements in the right-hand side have an average of 5 to 10 times more engagement than all other places on the site.

Facebook constantly works on ways for improve measurement standards that allow businesses to measure ‘success’ and allow for cross-platform comparison.

Facebook provides measurements on four areas:

Reach: Users share their real identities on Facebook and brands can have access to the demographic profiles of the audiences they reach on Facebook.

Brand Resonance: Facebook also allows brands to evaluate whether they are achieving the desired brand perceptions. An ongoing Facebook presence and asking fans questions can provide insights about a brand. Therefore telling you what content resonates the most with your fans.

Reaction: The most important success metrics to measure on Facebook are traffic, sales and other desired reactions.

Consumer Insights: One of the most immediate value marketers can see from building a comprehensive Facebook strategy are consumer insights generated. Advertisers are able to run polls to help identify and understand their target customers. They can also use these polls to learn about the differences between their fans, friends of fans and non-fans. For example,  asking a question through the Page provides insight about your fans and it’s and engaging form of content.

Not all of the research methodologies mentioned above would be suitable for every business. It is important to identify which measurement is valuable and which one isn’t.

Adwords Case Study: The Big Switch

Bord Gáis Big Switch was one of the most successful campaign in Ireland. They integrated advertising, marketing and PR campaigns for this project and their use of Google Adwords was noticeable which proved to be a key element to their success.

TheBigSwitch.ieBord Gáis objective was to get into Ireland’s residential electricity market and developed a site that would allow people who had already made the decision of switching making it a quick and as easy process, but also allowing people who didn’t have the time to switch or didn’t have the information needed to switch on hand, to schedule a reminder or call back, and finally, help people (who were as undecided) to find out more information on the offer and let them calculate their own potential savings.

They generated online traffic from extensive media coverage including TV, print, radio advertising, sales promotion and online marketing.

The Google AdWord campaign was aiming to capture all potential traffic during the launch period generated by the PR coverage. Google pay per click (PPC) campaign was very important because the website would not have an immediate presence in Google as organic. To ensure the effectiveness of their ad, they created a series of large-scale campaigns featuring hundreds of ad texts and thousands of keywords with a consistent message, a call to action and their URL.

On the day of launch the site had over 27,000 unique visits and over 4,000 online switch applications. On the following day the site had over 27,000 unique visits and over 5,000 online switch applications. Within 30 days of launch, Google AdWords advertising generated over 30,000 sign ups  and their online channels measurement showed a conversion of over 100,000 customers via the BigSwitch.ie in just 4 months.

Big Switch campaignBord Gáis’s campaign effectiveness was also ensured by constantly analysing the traffic to the website. By doing so, they could see which keywords were most effective in attracting potential customers, what pages on the website were being viewed and what conversion rates were being achieved. They changed the keywords used to ensure that they achieved the maximum return on their advertising spend.

Their TV advertising had an immediate effect on search volumes and site traffic, indicating that more people are surfing the web while watching TV, due to this, customers are already searching for what the advertiser offer and they are more likely to engage with ads by reading and clicking on it.

Paid Media

In this weeks class we covered paid media (ads). Due to changes in consumer behaviour, marketeers are forced to use different techniques to sell their products or services. One of these techniques is paid media, they allocate spending in not only radio, television and print media but also in digital media in order to acquire impressions, views and clicks. There are three approaches that can be taken for this:

Fist we have Rich Media Ads: These ads consists of motion graphics, audio, video and the objective is that the user interacts with the ad. These ads cannot be intrusive or disturb the user, they must be the ones to decide whether or not they want to interact with your ad. On the bad side, these sort of ads are difficult to design and are not suitable for everybody.

Another form of advertising are Display Ads: Display ads are often referred to as banners. These graphical forms of advertising come in standardized sizes and can include text, pictures and rich media (interactive multimedia as mentioned above). They can be placed on websites, applications, newsletters, e-mails etc. Rich media is combination of text, audio, still images, animation, video, and it is made to allow users to interact and participate with the ad. Display advertising allows you to target your audience by selecting various options such as demographic, gender, age etc. You can track the performance of your campaign daily to measure metrics such as impressions, clicks and conversions to calculate your return on investment (ROI).

Text Ads (Google Adwords): These are the simplest version of a clickable message and they are composed of three parts: a headline, display URL, and a description. This is Google’s main product and it is a pay per click service. These ads are considered to be very effective, fast and easy as Google is the most popular search engine in the world with over a billion searches every day. More people using Google, means more of your target audience will see your ads. You can set up a daily budget and change it based on the results your campaign obtains. Here is a Guide for Google Adwords: The Google Guide to Search Advertising.