We’ve previousy talked about the importance of click-throughs, and how to stop their decline by adjusting the frequency of your Facebook ads. We discussed how showing your Facebook ads at the right frequency to the right target audience can help optimize your Facebook ads.
Now the latest study by Facebook and Datalogix (an in-store purchase tracker) has shown us that Facebook ad frequency is highly important for Facebook advertisers trying to generate in-store sales. While CTR is still a relevant part of Facebook ad optimization, the focus of Facebook advertising for offline products should be on the number of people the ad reaches, or the exposure of the ad. Think about it: if brands are adversting products like cars, cleaning supplies, and cups of coffee-people don’t buy those things online. There is no direct link between them clicking on a Facebook ad and whether or not they’ll actually go out and buy these things in a store, car dealership, coffeeshop, etc. Datalogix saw that an overwhelming number of sales, 99% to be specific, were by people who saw an ad online, but did not click on the ad itself.
