26% of consumers who have clicked on a retailer’s Facebook ads completed a purchase.

Retailers’ Facebook Inc. ads are driving consumers to buy, according to a new survey by research firm Survata on behalf of digital marketing firm CPC Strategy.

The survey of 1,500 online respondents in March found that 33.9% of consumers had clicked on a Facebook ad in the previous 30 days and 26% of those who clicked on an ad went on to make a purchase.

Moreover, 47.4% of consumers said they were introduced to a new brand or product via Facebook ads over the previous 30 days. Another 26.9% said they had prior knowledge about the brands and products they saw in ads. the remaining 25.7% said they did not see any brands or products on the social network.

[infogram id=”copy_app_push_notifications” prefix=”6yK” format=”interactive” title=”Facebook ad discovery”]

“Our research indicates that Facebook should be approached as a full-funnel sales opportunity,” says Rick Backus, CEO and co-founder of CPC Strategy. “Sales on Facebook might take some time, but if retailers approach their social advertising in a strategic way, and take advantage of retargeting opportunities, they can build their brand and use that foundation to create more sales opportunities down the line,”

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The survey also explored how consumers are using Facebook Messenger, the social network’s messaging platform.

Most consumers, 82.2%, have never used the platform to communicate with a brand. Just 5.7% have used Messenger to contact customer service and only 2.5% have used it to make a purchase.

[infogram id=”messenger_interactions” prefix=”Zm4″ format=”interactive” title=”Messenger interactions”]

While Messenger’s penetration is modest, Backus suggests retailers use the platform for customer service and, potentially, to test selling directly to consumers.

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“Although we don’t recommend you invest too much in Messenger right now, don’t let it slip off your radar,” the report says.

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