Written on August 27, 2010 at 5:42 pm by Pradeep Chopra

Case of the Week 3 (Social Media | Aug 24-30, 2010): Facebook Advertising

Filed under Case of the Week, Social Media Insights 66 comments

Lets open up a new shell of Social Media Insights with our Case of the Week Series

Case of the Week 3: Facebook Advertising

You are the Community Manage for a large FMCG brand. Your Head of Marketing has given you the job of initiating FB Ads for your community on Facebook. You’ve a limited budget and you want to quickly ramp up the community. Which of the following Facebook Ads metrics/measures will you optimize to fulfill your objectives and Why?
a.) No of Impressions
b.) CTR (Click Through Rate)
c.) AR (Action Rate)
d.) Daily Budget

Correct Answers: b.) CTR ( Click Through Rate) and c.) Action Rate

Given that the objective is to “quickly ramp up the community” and “there is a limited budget”, it is critical to achieve lower CPC (Cost Per Click) and higher conversions (i.e. more people who visit the page join it). One of the key parameters to reduce the CPC is the CTR (Click Through Rate). Higher CTR leads to lower CPC. And, AR (Action Rate) is the direct measure of conversions. So, optimizing CTR and AR will help you meet your objectives.

And, how do you optimize CTR and AR? CTR is a function of Ad Copy (creative and ad text); having a relevant n attractive image in the ad along with creative text including Call to Action really helps improving CTR. AR is purely a function of quality of the Page including ‘relevancy of the content’, ‘level of engagement’ and ‘presentation – having images etc’.

We hope you find this relevant and useful. If you would like to continuously engage in such cases about Digital Marketing, join us and follow us at our Digital Marketing Learning Community on Facebook. Please feel free to share your inputs and interest areas for future Cases of the Week.

Article by Pradeep Chopra

Among the pioneers of Digital Marketing in India, Pradeep has been part of the Internet Industry since 1999. He is a Co-founder and CEO of Digital Vidya, India’s premier Digital Marketing training company. As a Digital Marketing evangelizer, Pradeep empowers & enables CXOs, Sales & Marketing Professionals, and Digital Marketing professionals to leverage Digital Marketing for their organizations. Pradeep has personally trained over 1000 professionals including CEOs across India in helping them meet their business objectives using Digital Marketing. Till Oct 2009, he was one of the co-founders of OMLogic Consulting, one of the India’s leading Digital Marketing companies. Prior to OMLogic, Pradeep was a co-founder of Whizlabs Software, an IT education company, where he built a global brand (using Digital Marketing) for which Whizlabs won the 'Most Innovative Indian IT Company' award from NASSCOM in 2004. Pradeep is an international speaker & an author on Digital Marketing & Entrepreneurship. His previous speaking assignments include speaking at Search Engine Strategies (USA), Global Entrepolis @ Singapore, NASSCOM India Leadership Forum, TiE and Web Innovation conferences. He writes on Entrepreneurship and Digital Marketing for Wall Street Journal. A graduate from IIT Delhi, Pradeep is a core group member of TiE Delhi’s Special Interest Group on Internet. He is also a part of the Global Committee at SEMPO (Search Engine Marketing Professional Organization), a non-profit that nurtures the growth of Search Engine Marketing globally. His obsession for the digital medium has led him to believe that the Internet connectivity is more important than the water supply :). He can be reached through his profile on Facebook. Pradeep Chopra tagged this post with: Case of the Week, cpc, ctr, facebook advertising, Social Media Read 23 articles by Pradeep Chopra

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