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Extracting Hard Data from Facebook Campaigns

Marianne Aiello, for HealthLeaders Media, June 23, 2010

And if you choose to advertise through Facebook, even more data options are available to you. The ad platform allows you to buy cost-per-click and cost-per-impression ads. According to Levy, the analytics for these features include:

  • Current bid
  • Number of impressions
  • Number of clicks
  • Click-through rate
  • Average cost-per-click or cost-per-impression
  • Reports detailing advertising performance, responder demographics, and responder profiles
  • Your total spend on the ad

These features are comparable to what Google ads offer, but allow you to target a more specific group of consumers. Not too shabby for a social network.

What's more, the data you gather on Facebook can be used to benefit other areas of your marketing program. For the June issue of Healthcare Marketing Advisor I spoke to Michelle Davis, director of marketing operations and community development at Lowell (MA) General Hospital, about the organization's new mommy blog. One of the reasons Davis decided to launch a site for local mothers is that she used Facebook Insight to determine that 67% of their fans were women and that the majority of women fans were between 18 and 44 years old.

It's not enough to simply create a Facebook page any more—you've got to cultivate a community and analyze that community's demographics and habits and use that information to create more effective campaigns.

Now there's a strategy that will make your CEO's eyes focus.

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