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One brands finds Facebook ads adding more to bottom line
Just a couple of weeks ago, during the Facebook IPO, the buzz surrounding the world's largest social networks was that ads within it weren't working. Rather than pushing ROI, the ads were seen as non-performing.
One major brand, GM, even pulled paid ads within Facebook.
Now, data from Marin Software and Stylistpick is refuting that buzz, showing that in one specific case Facebook ads did add to the bottom line. The Stylistpick website is a UK-based fashion accessory website led by celebrity stylists. Using Marin Software, they found Facebook actually helped push conversion rates to 15% through the socnet.
"Stylistpick particularly wanted to understand the impact of Facebook Ads on online subscriptions and revenues. Before deploying Marin Software, Sylistpick had limited insight into Facebook's role in the path to conversion," writes the company. "Within the first of month of deploying Marin, Stylistpick experienced a 50 percent increase in click-through rate (CTR) as a result of the platform's automated keyword bidding capabilities and campaign management functionalities."
Using Marin Software's tools, the website was able to optimize and manage social ads as well as paid search and display campaigns. Prior to deploying Marin's tools, they believed Facebook delivered a 3% conversion rate - low by any standards. Post-Marin integration they found Facebook actually pushed a 15% conversion rate.
Stylistpick credits Marin Software with helping to decrease 'Facebook Blindness' by rotating creative and creating a more streamlined bidding approach so they got more for each Facebook ad without spending more of the ad budget.
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