Since social media sites are so popular among the masses, targeting the consumers there has become extremely easy. Facebook has now become one of the leading breeding grounds for business and advertising, since it is used by one and all. The exposure is limitless and so are the business opportunities, if the advertising hits the target.
Often, ‘Likes’ are considered the primary parameter to gauge the success of the ad campaign, but that’s an urban myth. Depending on the intent, there are different parameters to suggest if it will fly high or fall flat. To rate the success of the ad, reach, impressions, engagement, and conversions are the key factors to be considered.
The main idea behind advertising is ‘To Sell’, but before that it’s also for exposure, visibility, visits to the website, engagement (likes, shares, comments) on the Facebook page.
So let’s take one objective at a time and look at the different criterion to see how they can be tackled with ease
To Generate Leads
Advertising, usually, is done for people to sit up and take notice of the brand. So when the same is done for Facebook ads to get the users visit the website, the likes and comments shouldn’t even be on the list to judge; although it’s a nice side benefit if you get them.
What should be taken into consideration are the number of visits on the website (it’s vital to have one) and the CTRs (click through rate) to keep a count on how many new users/visitors you got on the website.
So the rate of success of the campaign is directly proportional to the number of new users/visitors on the website.
Branding And Awareness Campaigns
When you want the world to know about your not non-existent company, the online ad helps you in gaining visibility. Here, the impressions and reach of your ad matters. Not just that, the Facebook page of the company is also of utmost important. So it is imperative that the Facebook page is pretty and fun as only then the users are inclined to engage.
Here the likes, shares and comments are the lifeline of the campaign.
So the more engagement on your page, the more favourable outcome for your ad campaign.
For Sales
The ultimate goal for any business is to sell and it’s no different even for the ads on Facebook. So to assess if the campaign has been a crowd-puller or a flop, the elements to be considered are the number of clicks, the number of conversions, the number of add to carts and the number of actual sales.
Keep calm and create an Ad. Who knows? It might go viral!