13th November 2017

Does Facebook Advertising work on a budget?

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Lauren Irwin

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Does Facebook Advertising Work On A Budget? Yes, And We Have the Metrics to Prove it.

It’s become intrinsic to develop social advertising into our digital marketing strategies amongst the ever growing list of channels that we, as marketers, must become experts in to be able to reach our audience.

Facebook advertising has been around for sometime but now we’re really starting to see how it can influence consumers to convert. What’s more, Facebook advertising offers up real time metrics that allows us to adjust our ads based on delivery insights. The list of possibilities is endless and we’re fascinated by the results we’re achieving for our clients.

We’re not talking big budgets either. It’s about perfecting campaigns to achieve the best possible ROI by advertising to highly targeted audiences. There are over 31 million UK users on Facebook and Facebook allows access to market to all of them, you just need to know how to reach them.

People are still skeptical when it comes to advertising through social media to. When there are giants like Google Ads and PPC, a lot of marketers are still untrusting of what Facebook adverts have to offer and how they work.

We hear it a lot.

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When it comes to Facebook analytics they’re tracking indirect, non-linear conversions. When a consumer clicks on a Facebook ad and views your product catalogue, leaves your website and then returns the next day to make a purchase, that conversion will be attributed to Facebook.

The way that Google Analytics tracks a conversion is based on direct last-clicks. When a consumer clicks a Facebook ad, views your product catalogue and purchases there and then, Google attributes that sale to Facebook. Google isn’t able to see other marketing tactics used within Facebook. Google can’t see the frequency of a remarketing ad or how many impressions it's had on a consumer. If a consumer interacts with a Facebook ad, sees it three or four times but returns to the website directly two days later to make the purchase, Google doesn’t attribute it to Facebook. It’s an organic purchase according to Google.

It’s a bit of a minefield but in a mobile age with savvy consumers, we need to adopt a tactical approach when it comes to marketing products to them. Not only can we upload data to Facebook to better our audiences, we can segment by demographics, interests and behaviours. It’s a market researcher's dream…

Shavers E-Commerce

E-commerce predominantly focusses on PPC and Shavers is no stranger to using Google Ads to market their product catalogue. We wanted to see what we could achieve with Facebook based on pixel tracking through the Shavers website.

With a small budget to test a month of advertising with Facebook, we set out creating a campaign to remarket products based on abandoned carts.

We achieved an ROI of 1,837%

… but we wanted to go one step further.

We understood that abandoned carts could be low value items with small profit margins. We created a campaign that advertised based on cart adds of products with price brackets, such as £100-£150 Electric Shavers and ran the campaign for a month.

We achieved an ROI of 4,397%

Shavers Stat

Weleda's Wellbeing Advisors Recruitment

When it came to Weleda's campaign for recruiting Wellbeing Advisors we created a strategy based on Facebook Funnels. Initially, we targeted a broad audience across the UK with no website tracking.

The cost per click average for the beauty industry is £1.34, we achieved less than half that.

We developed the campaign further by targeting cities (66 in total) and targeted based on interest and demographic learnings from our initial ad. Our campaign told a story and introduced people to the Weleda brand and their approach to a natural way of living.

Against Weleda’s benchmark per lead in 2016, we achieved less that 60% of the cost.

We still believed we could take the campaign a step further, so we developed an exploratory advert that reached an audience based on lookalike profiles.

Against Weleda’s benchmark cost per lead in 2016, we were achieving 70% less per lead.

We generated twice the number of leads at half the cost in phase 2, based on Weleda’s previous years ROI.

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Nottingham City Transport

NCT were looking for a way to reach their target audiences outside of their website and print marketing. We came to them with a digital strategy for Facebook to reach their target audience based on demographic, age, education and interest. There were three audiences to market to. University students, parents of teens and teenagers between 16-18. We created a funnel that drove traffic to their website landing pages to build an audience from their Facebook Pixel. Initially we started with an awareness campaign.

Each click was considered a lead for NCT as their transactions were processed offline in their travel centre.

We were achieving an average click-through of 0.44% and the industry average for travel and leisure is 0.35%

Next we moved along the funnel to a remarketing campaign to target those that had already clicked on the ad. We knew they were an engaged audience and more click-throughs would be considered warm leads.

We continued the awareness campaign throughout so more people would drop into the funnel for remarketing.

Our click-through rate was 0.74% against the industry average of 0.35%

Using Facebook Ads and Google Tag Manager in tandem, we created a smart tool for understanding our target customers so Facebook could gain better insight for how it delivered its adverts.

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Speak to us about social media advertising and how we’re successfully generating ROI for our clients based on their marketing budgets and requirements.

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