Advertisers on Facebook have been treated incredibly well when you compare how other sites treat advertisers. Instead of milking everyone for as much as possible, the minds behind Facebook continuously think of new and exciting features that not only make it cleaner and easier for users to operate the site, but also for advertisers to get their ads out there and to drive traffic to their businesses. One of the best features currently available on Facebook for advertisers is the Sponsored Stories feature.
To put it simply, Sponsored Stories are ads that you pay for. What you pay depends on their placement, their duration, and other aspects of the advertising in general. In addition with the Timeline feature, sponsored ads now have a higher CTR compared to what it was before, and with everyone’s sponsored ads in the line of sight of Facebook users, there’s generally a cleaner more streamlined look.
Through all the different referrals, leads, fans, followers, and contacts, the idea is to actually convert and to ultimately make sales. Of course, this is material that you already know. Going over the points of each would serve as nothing but redundancy. For the purposes of this article, we are aiming to explain the impact of social context of conversion rates and how you should be looking to create ads in a social context to help with your conversions.
For a look at a very significant bump when using ads in a social context, this graph will explain the importance of the social structure.
So, what exactly are you looking at here? Three very important areas of focus, recall, awareness and purchase intent, all experience a nice bump when an ad is displayed in a social context – listed here as social advocacy.
Ad Recall: This is the user’s ability to recall what they saw on the ad. Because the ad played into social context, meaning essentially that the ad was in the wheelhouse of a social group, the ad was remembered. Users could recall what the ad was about. In this instance, 16% up from 10% is a huge leap in ad effectiveness, especially when you begin to scale it up for your business.
Awareness: An additional 4% of users were aware of what the ad was about and subsequently what the business was about. Because users could read on the ad that their friends had liked the ad or had become fans of the ad, the ad thus took on larger significance than simply being an ad.
Purchase Intent: The number of individuals who planned to purchase also grew when an ad was presented in a social context. With sales being the ultimate goal, an intent to purchase is a huge indicator of a successful ad. When you can simply add social context to the same ad and ultimately experience a 6% increase in intent, you’re talking about an astronomical difference from a very small change in presentation.
As you can see from the numbers, making the change and adding social context to the ad will increase the ad’s effectiveness across the board. For further reading about Facebook for business check out this article with some more example why Facebook is the channel for your operation.
About the Author: Craig Robinson, Editor at Qwaya – A web interface for Facebook advertising campaigns.