Building product marketers: Measure Facebook ads

Facebook Now Offers Targeted Ads, ROI Tracking Tool, and CPM Bidding Tool

Last year Elton discussed why social media ads might be something to add to your mix. With high print advertising rates and smaller marketing budgets, it’s important for building product marketers to consider the new tools Facebook has to offer. It’s worth a look at these options to see if they fit into your marketing strategy. Recently Facebook added three new features including:

  • Targeted ads
  • A ROI tracking tool
  • An optimized CPM bidding tool

New – Facebook Targeted Ads

  • Targeted ads allow advertisers to target customers by uploading their emails, phone numbers, or Facebook user IDs. Building product companies can target their advertisements to the list of customers they have along with target prospects. This allows marketers to connect with contacts and build stronger customer relationships. Building product marketers are able to target segments with a personalized message based on whether they are a customer or prospect. In addition, this provides companies a new way to gain Facebook fans from current customers and gain leads from prospects.

New – ROI Tracking Tool

  • The tracking tool allows companies to track conversions to their external pages and measure results like sales, leads, and downloads. Marketers are able to see how ads perform after clicking on the ad and being driven to the company’s landing page. With the new tracking, marketers can monitor segments that positively respond to certain messaging to gauge future ad messaging. Building product marketers can track the results by adding the code on the post-click landing page like a thank-you page.

New – CPM Bidding Tool

  • Facebook allows marketers to manage their campaigns with CPM, cost per thousand impressions, bidding tool by setting an advertising goal. By entering whether your company wants more Facebook page likes, sales, leads, etc., Facebook will adjust the CPM ads to target those who are more likely to achieve this goal. If the goal were to gain more leads, Facebook would show the ad to your target audience of prospects rather than the audience that is likely to like your company page.

With the new features Facebook offers, it is simple to measure the campaign return on investment in one platform. By not taking advantage of the latest ad technology, you could be missing the chance to build a stronger relationship with customers or gain new prospects. As Elton mentioned in a post earlier this year about utilizing social media ads in the building products industry, it is a small risk to invest in Facebook ads since people everywhere are engaging with social media.

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