Marketing Research on Creating Effective Facebook Ads
September 22nd, 2009 / 19 Comments
Recently, Facebook and Neilsen teamed up to release a new report on brand marketing within social media. The report analyzes the value of a Facebook ad campaign from over 800,000 Facebook user surveys and more than 125 individual Facebook advertising campaigns from 70 brand advertisers.
The key to social media marketing success is to create a mix of impressions that involve both paid and earned media. The three types of media on Facebook include:
1. Homepage ads: Above-the-fold ads that contain an ad creative along with an option for users to engage with the brand (e.g. “Become a Fanâ€Â). This is known as paid media.
2. Homepage ads with Social Context: These ads include the names of a user’s friends who are already fans of the brand. This advertisement is both paid and earned media.
3. Organic Impressions: These are social stories that appear in the News Feed of friends of users who have engaged with a brand or become a fan. This is known as earned media.
Researchers studied the impact of both paid and earned media and the impact of Facebook advertising on 14 campaigns. Results found that all Facebook ads are being remembered very well by users. In addition, campaigns were successful at changing the exposed user’s attitude towards the brands and products.
Homepage ads (earned media) were the greatest at increasing brand awareness by 4% on average. But, with both homepage ads and organic ads, awareness increased by 13%. Exposure to these ads also impacted purchase intent from the ad by 8%.
The end result from the report is that the more a user is exposed to both paid and earned media, with a combination of both being the strongest tactic, the better the ad recall, awareness and purchase intent.
Tips for advertising on social media:
* start an ad campaign with interesting homepage impressions. Engagement rates will go up as organic impressions increase.
* Buying paid media on social networks is the best way to obtain earned media.
* The right social media campaign is a balancing act of reach and frequency across homepage, social, and organic impressions.
To read the full report, click here. For more information on creating a successful online advertising campaign, visit http://www.admanage.com
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