Brand advertising on Facebook can drive cost-effective sales

Stephen Whiteside

Both brand advertising and direct-response advertising on Facebook, the social network, can drive sales, but the former strategy often does so in a more cost-effective way.

Both brand and direct-response advertising on Facebook, the social network, can drive sales, but the former strategy often does so in a more cost-effective way than the latter.

Those were among the main findings of a study – produced by Facebook, Analytic Partners, the measurement and analytics firm, and GroupM, the media-investment arm of WPP Group – that covered several hundred campaigns run by over 20 enterprises on Facebook’s platform.

Brand messaging can power incremental sales

  • The analysis stated that lower-funnel ads (explicitly focused on tangible actions, like clicks and buying a product) yield more incremental sales than...

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