Three things non-profits need to know about new Facebook ads management

   ads / facebook / Online Marketing      Posted on May 10, 2011 by Yussi

For better or for worse, Facebook is rolling out a new ads management system. If you are using ads to promote your non-profit Facebook site, here are the three most important innovations you have to know about:

1. Impressions are now “Reach”

The metrics that rule traditional advertising are impressions and clicks. They tell you how often your ad has been show and how often they have been clicked on. Facebook turns this numbers upside down and now provides, w

hat they call “reach”. “social reach” and “frequency.” Instead of telling you how often you ad has been shown, they focus on the unique user: How many people have seen your ad? (Reach), How many have seen your ad because it was liked by their friends (Social Reach) and how often have they seen your ad (Frequency). This means for you, it’s now easier to see how many percent of your targeted audience you’ve actually reached and have more data on what ads are performing better than others. 

2. Connection over clicks 

In old metrics, clicks were king: a high click-through rate (CTR=clicks/impressions) was the make or break of campaigns. The kids at Facebook came up with a much more interesting number for the network: how many people have liked your page by clicking on it or within 24 hours of seeing your ads? While one could argue this muddies the water a little bit (what if they liking your page was triggered by something completely different?), it gives you a number that is ultimately much more meaningful and indicative of how effective and memorable your ad was. 

3. Use “full report” 

If you miss Facebook old The best part of the new Facebook ad manager is that everything is complimentary to the old data, even if the old data is a little hidden. If you click on the “full report” button, you see all impressions, clicks, click through rates and custom timeframes you are used to work with.