Measuring digital advertising effectiveness on Facebook as part of a national brand advertising campaign

Abstract

The subject of the study is the problem of assessing the effectiveness of digital activations (advertising campaigns) on Facebook and social media in general; finding ways to measure the impact of digital activations and the causal link of online information campaigns on a brand. The purpose of the study is to find out whether it is possible to reach the necessary target groups as part of a national brand image campaign using Facebook advertising; to monitor key indicators, results, and outcomes; to formulate key Facebook indicators that can be demonstrate the effectiveness of online campaigns; to study the issues of assessing the effectiveness of such digital advertising campaigns. This paper uses the dialectical method of scientific cognition, the method of analysis and synthesis, the comparative method, the method of data generalization, the method of expert evaluation, and the monitoring method. This paper defines the place and role of Facebook activations in the digital toolkit as part of a national advertising campaign in the context of the war in Ukraine and uncertainty in society. On the example of a relevant advertising campaign of an international brand present on Ukrainian market, the authors outline strategies and approaches to conducting national campaigns to inform and improve the brand image. The study also considers assessment of the brand impact of a Facebook advertising campaign, provides examples of efficiency assessment and proposals for conducting relevant marketing research. The authors characterize Facebook metrics, its algorithm for evaluating advertising on this platform and conduct a comparative analysis of approaches to Facebook advertising methods based on the experimental experience of cooperation with representatives of medium and large businesses. Proposals for analysing the effectiveness of digital campaigns on Facebook are presented. The results of the study are as follows: a set of strategies for effective conduct of a national digital advertising campaign on Facebook is identified, which can be applied to international brands in the face of market uncertainty; possible measures for analysing the effectiveness of a campaign are proposed.