In August this year, IREP Co., Ltd. collaborated with Facebook Japan to determine the optimal advertising budgets to reach the maximum number of website traffics from Facebook users. The research predominantly creates a comparison between users who have been exposed to ads, to those users who have not seen the ads.
Figure 1. Website Traffic Rate from Facebook Ads
After setting each audience group in corresponding sizes, the result suggests that the most suitable Facebook Ads budget as the area highlighted, indicating that the visits to your website for reached users is around 2.7 times more than that for unreached users.
Figure 2. Website Traffic Rate through Search Engine
While evaluating the effectiveness of Facebook advertising through Search Engine, reached users were 10% more likely to interact with the advertised website than users who were not exposed to the advertisements at all (see Figure 2). This shows that Facebook ads are effective at influencing users’ search behavior after exposure to the advertisements.
Figure 3. Facebook ads exposure for purchasing funnel (image)
Lastly, from a purchasing funnel’s perspective, the study suggests a positive correlation between active search users and their purchase intention. Increasing the number of search users in the potential layer before their purchase can influence consumers’ buying incentive and attitude, if not providing better performance (see Figure 3).