Measuring the Success of Facebook Advertisements

Aug 31, 2010
Katrina Dayrit

Advertising on Facebook - Franco Bouly

As marketers continue to monitor and test their Facebook advertisements, they'll gain valuable insights that will allow them to perfect their campaigns.

Regardless of medium, any experienced marketer will tell say that, in order to run a profitable advertising campaign, you must learn how to gauge success. The two most important components of success measurement are tracking and testing.

Tracking involves monitoring how much traffic is being generated, how much internet marketing specialists are paying for that traffic, and how much of it converts (results in a sale or lead). On the other hand, testing involves developing varieties of advertisements in order to gain insights on what works for a specific market.

Tracking the Performance of Facebook Advertising Campaigns

Fortunately, Facebook's advertising platform provides tools to monitor advertisement campaigns at a reasonably informative level. Marketers who want to take things further to gather even more refined statistics than what this social network advertising platform provides opt to use 3rd party tracking systems.

Regardless of what is used to monitor the performance of advertising campaigns on this social networking site, the goal is to determine whether or not advertisements are effective. With proper tracking tools in place, internet marketing specialists will be able to monitor their average cost per click (CPC) or cost per thousand impressions (CPM). They may even be able to see how much business growth they're gaining from their campaigns.

Testing Social Networking Advertisements for Maximum Results

Another very valuable benefit of carefully monitoring the performance of Facebook advertisements is the option for marketers to test various communication tactics. They can test multiple advertisements in the same campaign and see which ones yield the best results. Gaining insights from their results, they can then further refine their campaigns as well as develop even better ones in the future.

When advertising on Facebook, internet marketing specialists can test advertisements that vary not just in terms of images and copy but also in terms of demographics. In this social networking platform, advertisers can experiment with various demographics as well as different points of interests.

Facebook's advertising platform is an extremely flexible way to promote products and services. Apart from its targeting capabilities, it conveniently offers a platform on which internet marketing specialists can monitor, track, and test the performance of their campaigns. Although it may take some time and a lot of effort for marketers to find the most effective communication strategies to use for their business on this social networking platform, the results that they will eventually yield will surely make it all worthwhile.