Facebook Shares New Research into the Comparative Performance of Brands
Conversions meet KPIs and demonstrate ROI to decision-makers, but the benefits of building brand can be equally, if not more significant, over time. Results depend on how long a time scale you're able to measure. Facebook recently addressed this by teaming up with Analytic Partners and GroupM to analyze more than five-hundred Facebook brand and DR campaigns run by twenty-one businesses over a three-year period:
"What is the proper balance of lower funnel and upper-funnel marketing activities on Facebook? Is it possible for brands to maximize the 'easy wins' now (through lower funnel messaging) while simultaneously setting themselves up for further growth tomorrow (through upper funnel messaging)? These are questions that all marketers face, and they become even complex when facing real-world challenges such as pressing growth and limited budgets." |
Cost per impression is also an important metric to consider.
The cost per impression here for brand-building (upper funnel) campaigns comes out far lower. That's probably because targeting is broader when you're looking to connect with a wider audience. Once you've factored in cost per conversion, brand-building actually ends up being a more effective approach in some verticals.
"On a per-spend basis, the ROI performance of upper-funnel marketing is more comparable because of the less expensive cost structure. In fact, upper-funnel marketing is a consistently better performing strategy for driving short-term sales in specific industries like eCommerce and Retail." |