FLORIDA PUBLIC RELATIONS ASSOCIATION: ANNUAL MEETING RECAP PART II
Facebook is the most comprehensive database of consumer data we have at our fingertips today. Based on the information you share, pages and comments you like combined with the matrix of friends in your network, Facebook has developed a complicated and constantly evolving algorithm that can predict both your offline and online behavior.
In the market for a new car? Chances are, Facebook already knows the model you are most likely to buy and is using your data to help its advertisers reinforce your purchasing decision. From romance to political ideologies, there are few secrets between you and Facebook also making it one of the most cost effective research and advertising tools we have at our disposal.
You can harness Facebook’s data to discover what messages, products and/or ideas resonate most with your prospective donors or customers. Until recently, focus groups, which can cost upwards of $30,000 were used to help organizations conduct message testing and other similar type market research. Not only is this method costly, the results cannot be scaled to provide statistically significant data.
Facebook, however, provides a testing platform for advertisers seeking scalable data that focus groups fail to provide. Here’s an overview of how to use Facebook's "Ads Manager" to test campaign messages:
1. Upload three very different pictures and assign the same ad copy to each.
2. Run the ad until you are able to collect a statistically significant sample. Typically, this should cost you between $50 and $100 but may vary depending upon the scope of your intended audience.
3. You’ll typically find that one photo performs better than the other options you selected. Take the top performing image and create another set of ads with three different copy options all using the same, top performing image.
4. Again, you will want to run the ad long enough to gather a statistically significant sample.
5. Once you have identified the winning photo and copy combination, you can select to run your ad applying your full budget or continue to test to identify more narrow, niche segments of your target audience to generate sales or other conversion goals at the most effective cost per click rate.
This data needn’t necessarily be used to inform the selection of ads your organization runs on Facebook. The data you collect can and should be used to help you develop campaigns that utilize other paid platforms extending beyond the digital landscape.
In the market for a new car? Chances are, Facebook already knows the model you are most likely to buy and is using your data to help its advertisers reinforce your purchasing decision. From romance to political ideologies, there are few secrets between you and Facebook also making it one of the most cost effective research and advertising tools we have at our disposal.
You can harness Facebook’s data to discover what messages, products and/or ideas resonate most with your prospective donors or customers. Until recently, focus groups, which can cost upwards of $30,000 were used to help organizations conduct message testing and other similar type market research. Not only is this method costly, the results cannot be scaled to provide statistically significant data.
Facebook, however, provides a testing platform for advertisers seeking scalable data that focus groups fail to provide. Here’s an overview of how to use Facebook's "Ads Manager" to test campaign messages:
1. Upload three very different pictures and assign the same ad copy to each.
2. Run the ad until you are able to collect a statistically significant sample. Typically, this should cost you between $50 and $100 but may vary depending upon the scope of your intended audience.
3. You’ll typically find that one photo performs better than the other options you selected. Take the top performing image and create another set of ads with three different copy options all using the same, top performing image.
4. Again, you will want to run the ad long enough to gather a statistically significant sample.
5. Once you have identified the winning photo and copy combination, you can select to run your ad applying your full budget or continue to test to identify more narrow, niche segments of your target audience to generate sales or other conversion goals at the most effective cost per click rate.
This data needn’t necessarily be used to inform the selection of ads your organization runs on Facebook. The data you collect can and should be used to help you develop campaigns that utilize other paid platforms extending beyond the digital landscape.