Since we have recently been tackling the use of Facebook paid advertising, we have been receiving numerous questions from our clients about the ins and outs of how it all works. We’re here to help by answering such FAQ’s below!
Photo Credit: OMC Connect
#1 What’s the difference between organic vs paid reach?
The number of individual users who view a post through unpaid distribution is known as Organic Reach. Whereas Paid reach accounts for the users that have viewed a post as result of sponsored ads. Paid reach offers a distinct advantage as audiences can be filtered relevant to demographics including interests, location and age. Reach can vary depending on your available audience, the amount of budget invested, and the length the ad is set to run for.
#2 What is total reach?
Total Reach refers to the amount of individuals who see a post, regardless of where it was seen. However, if a person has seen the same post organically as well as through an ad, their views will be counted within organic, paid and total reach. Figures for total reach account for users viewing the post on both desktop and mobile and record statistics for the first 28 days once the post is shared.
#3 Which works the best?
Results for the different types of reach vary depending on the type of business, your target audience and ultimately, what you are trying to achieve. For example, paid posts work best when attempting to extend your reach and usually result in the largest total reach. Page Insights can be used to track how particular target audiences are reacting to such posts. Negative engagement such as unfollows or reports of spam are also trackable and serve as strong red flags that your content isn’t resonating with your audience. Having access to such information allows us to create and tweet the types of posts that our target audience are interested in and steer clear of ones that receive a large amount of negative feedback.
#4 What’s the difference between impressions and reach?
Impressions are the frequency at which a post is shown and whether or not the post is clicked on. It is possible for the same person to contribute to the number of impressions of the same post more than once. For example, a post may be displayed on the users News Feed and will be seen again if a friend shares the same post. Reach accounts for the number of those who have viewed impressions of a post. It is possible for the Reach to be lower than Impressions as one user can view an impression multiple times but only be accounted for once in within the Reach.
#5 How can we track our reach?
Through the use of Facebook Insights, sites can be monitored to see what’s working and what’s not working on your page, such as the reach and engagement for a specific post. Page views, audience demographics, reach, likes and actions on page can also be tracked in order maintain a suitable and effective strategy.
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