Facebook first introduced “Facebook Ads” just over one year ago, November 6th, 2007. Facebook Ads are a fantastic way to deliver ad content and marketing messages to a highly targeted demographic of online users and allows those users to promote your brand, business and products through trusted referrals of their friends.
Business owners and marketing agencies alike who took advantage of this highly targeted marketing medium have found it easy to target exactly who they want – whether it be a trendy hotel wanting to target only females in the Vancouver area between the ages of 15 – 39 for a Valentine’s Day special – or a restaurant recruiting employees to work in their newly opened location in Toronto – the highly specific demographic targeting has allowed business owners to reach their target markets; however with one major drawback.
The reporting capabilities which Facebook Ads delivered at that time did not deliver valuable insights such as which Ads resulted in the most conversions.
Announced yesterday, Facebook has launched three new Insight reports that will help marketers and business owners better understand how Facebook Ads are performing. The three new reports are:
“Responder Demographics” report: Facebook users spend a lot of time connecting with friends and family on Facebook – uploading photos, writing on each others’ Walls, posting notes. This report now allows business owners to find out who is interacting with your ads. This report provides the aggregate age, gender and geographic location of the users who have clicked on your Facebook Ad.
“Responder Profiles” report: In addition to age, gender and geographic location of the users who have clicked on your ad, this report provides psychographic information of these same users. This data is aggregated from user profiles and shows common interests, favorite TV shows, movies, books and music.
“Advertising Performance” report: This report will give you a downloadable version of the performance information you already see online– impressions, clicks and click-through rates—as well as a new section for performance data by unique user and performance data specific to your ads that contained social actions, if applicable.
These three reports are available at the Account, Campaign, or Ad level are can be easily downloaded to an excel spreadsheet for reporting purposes. A “View” option allows you to view reports broken down by month, weekly or daily time frames.
In an official release yesterday, Facebook has stated that these reporting capabilities are only the beginning in the new Insight reporting center it hopes to offers its advertisers and will be adding more metrics over time.
For more information on all Business and Advertising services offered by Facebook, visit the Facebook Advertising Center – or contact 6S Marketing about our Facebook Marketing Services.
November 13, 2008
