Digital marketing software provider Kenshoo is providing some interesting data on Facebook advertising and more specifically data related to conversions and clicks generated from advertising on the popular social network.
For retailers targeting Facebook ads to their existing fans and friends of fans with the goal of driving sales, Kenshoo found that 20 percent of all online retail sales driven by Facebook ad campaigns had multiple Facebook ad clicks in the path to conversion. And, 22.5 percent of all online retail sales that had a Facebook ad click in the path to conversion also had a search ad click in the path. For brands aiming to drive Facebook applications installations, Facebook Sponsored Stories drove a 300% better conversion rate than non-social ad formats.
Sivan Metzger, General Manager of Kenshoo Social, presented these findings at a Marketing API event hosted by Facebook at its New York office. Metzger also provided several suggested best practices to boost conversions from Facebook including using a centralized tracking technology to compare performance of ad types, augmenting FB advertising campaigns which drive traffic to external websites with ads to drive likes for their FB pages, and leverage Facebook's Sponsored Stories functionality to drive engagement.