We were approached to help a local pharmacy reach local customers during lockdown with free delivery and a general all round good service offering.
Having a good product is part of the key to success then next part is letting people know. Facebook is a great platform to advertise on for many situations. Here we use it alongside a Facebook Page and the objective is to get people like and connect to the business in this case a Pharmacy.
We redid the graphics for the facebook page so that they would work and show best on mobile first and desktop second. Both would allow people to quickly know the contact number and showcase the brand. A professional look starts the potential customer off in the right mindset.
Trust is paramount.
After a couple of days the Pharmacy was busy with a minimum of Ad spend. Let's look at some of the figures.
Impressions are the amount of times an ad was rendered to a feed within the catchment area and of the target age group. We didn't target really young people but most everyone else as this was an awareness campaign. A total of 22,785 people had the ad rendered which consisted of the logo and warmed the audience up. Many people would not know of the Pharmacy before this.
Reach- this is the amount of people who actually saw the Ad, 8842. And of those 324 engaged to some extent. An engagement is clicking sharing liking etc. It is generally a positive indicator and shows real interest vs an ad that reaches you and you just scroll by because it is of no interest. In our case we targeted many people so we do not expect everyone to be interested in this. We have a cost of 12p per engagement. You may compare this to leaflet dropping which is not very environmentally friendly and can be costly.
The cost per 1000 people reached for this campaign is currently at £4.28. We ran this with just £5 per day.
What is great is that it can be turned off when you get too busy. It's low cost and getting connected to your customers through your facebook page is way better than thinking where you stuffed the leaflet. You can get new ads created for seasonal reasons.
There are many other ways to use facebook advertising and many other objectives. Let us know if you want to increase engagement, sales or just grow and we will let you know how to go about it. It might cost you less than you thought.