How retailers can optimize Facebook ads for direct response vs. brand building
Achieve your Facebook advertising goals by fine tuning four critical factors: audience, ad creative, budget allocation and measurement. Facebook advertising is increasingly playing multiple roles in the retail marketing funnel – not unlike advertising on Google, Amazon and other major platforms. For instance, some marketers opt for a direct response, or mid-funnel, approach with Facebook ads by encouraging users to take specific actions online, in-store, or in mobile apps. Other marketers operate earlier in the funnel and build awareness. Still, other marketers combine these methods to better influence the shopping…
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