Facebook advertising – spend a little, achieve a lot

Facebook advertising can be an incredibly easy, and cost effective, way to reach very targeted groups of potential customers. We recently planned and implemented a campaign for our client, 1818 Auctioneers, with the aim of growing their customer base (in number, and across a wider interest base and geographical area).

We split the campaign into five different promotions based around lots that were due to go under the hammer the following week – each promotion was timed, designated to specific audiences (covering furniture buyers, militaria collectors, upcyclers, vintage clothing fans, and fountain pen collectors), and the total spend was just £23.44 over three weeks.

The results speak for themselves:

– a total reach of 10,569 people

– 255 of whom actively engaged by liking, sharing, commenting or clicking through to the auction catalogue

– an average engagement cost of less than 10p per customer

– all of the lots featured in the promoted campaigns sold above estimate in the sales

– the client’s Facebook page also picked up new likers and received an enquiry about selling via auction on the back of the promotions

Emma and I are firm believers in advertising but we have strict criteria – only when it is targeted, only when it is measurable, only when it is part of a broader marketing mix, only when it is carefully planned and professionally designed. This Facebook campaign shows that those criteria are just as important in new media advertising as elsewhere.

If you’d like to talk to us about setting up Facebook advertising, please do email us.