Qwaya: Effective tool to boost your Facebook presence
Situation:
Just before Christmas last year, a large Scandinavian hardware store decided to bring some life to their Facebook page – get a larger following and promote their special holiday offers. This is the type of store where you find everything – from suede tool belts, via power drills to garden ornaments – and they’re active in most cities in Scandinavia and the UK.
When the campaign started in early December, the Facebook fan page had 2,000 fans. To raise this number the store used a Facebook ads manager tool called Qwaya.
Action:
Qwaya allows users use “bulk ad creation.” When adding a number of titles, images, and body texts, the software combines these in all possible ways and puts them in a campaign. Facebook then runs these to see which ones have the best click-through rate.
For more general “we’re-on-Facebook-now-come-and-like-us” ads, the hardware store used this functionality.
To promote specific items, the store put the product in the ad. But to see the price the visitor had to go through a fan gate (broken-glass solution,) which in this case meant the user had to like the fan page to see the offer.
Another thing that is easily done in Qwaya is testing ads against each other in terms of demographics: age, location, interests etc. In the tool you can look at the result presented in a neat way with graphs showing vital statistics.
The store also wanted to find out was who their audience was. Was it, like they suspected, middle-aged men who was the main target?
Results:
More fans: In four weeks, the fan base had grown from 2,000 to 11,000 and there was a lot of activity on the fan page with people discussing the offers and the store in general. This was considered a success.
General vs. Specific Ads: As it turned out, the ads showing actual products worked best (a little bit depending on what was promoted.) These ads had a much higher click-through rate and led to more likes. These were also the ones, quite obviously, that led to most sales.
Demographics: As opposed to what everybody thought, there were more women than men who clicked through on the ads. This typically male store now has a bigger female following on Facebook, which baffled everyone involved.
The Tool: Since Qwaya is connected to Facebook’s API, and can compare their stats with other parameters, the tracking became very useful. If something wasn’t working or an ad needed a tweak of some kind, it could be done right away which saved a lot of time.
Key Findings in the Ad Campaign
- Test a lot of ads of different kinds. Then take the ads that work best, make a number of versions of them and then narrow it down again. You’ll finally reach a point where you have, say, five really good-preforming ads.
- Don’t have preconceptions about your customers. You may find out that you have a customer base where you least expected.
- Put your efforts into analyzing the results. Starting up a Facebook ad campaign is much about open-minded work. Test everything. When that is done, the results will speak for themselves and have the answer to what works best for you and your business.
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