A couple of months ago, I got the chance to experiment with my first Facebook ad campaign. I previously created a campaign with Google Ads, for academic purposes. My goal back there was to get more than a hundred responses to a survey from women in four Central American countries. Less successful as it was (barely 20 people completed the survey), it gave me the little background I had with these campaigns. The Facebook campaign was a nice experience. Here are some stats:



Campaign Reach: How many people effectively had the ad displayed in the page (not necessarily saw it). Initial reach is given by the demographics you choose to target your ad, and final reach if affected by how high your bid on the Cost Per Click (CPC) was.
Frequency: Average number of times the ad is seen by a single user. So this would make 932,715 impressions.
Social Reach: This is a special one for the social network. You get the number of times the ad was shown on the page with one or more friends' names who also liked it. If your friends like it, why shouldn't you, too?
Connections: People who liked the page, or interacted in some other way (Events, Applications, etc.).
CTR: Basically the same Click-Through Rate of other Internet ad campaigns. This is 914 / 932,715. In this case, it is a very low rate. A higher bid on the CPC might have given better results. It's a shame one cannot configure psychographic information in the campaign, as Facebook could have a lot of these tendencies in their profiles database. This could have made the difference.

Of all the interactions gained so far, there have been one or two customers that really engaged in business with the company. As for the impact on revenues, I can say everything went well: The cost of the campaign ($100) was covered by a single customer, and his continuous business.

And now comes the loyalty strategy: How to make this customer give his word-of-mouth in the page (additional to the literal word-of-mouth)? This is for another professional service, and another post.