Inro To Sales Funnels Series – Part II Impressions

Hello everybody and welcome to Part II of our sales funnel series.

One definition of Impressions (in the sales funnel context) defines it as:

“Impressions count how many people were exposed to your marketing attempt. This can be a direct mail piece, radio ad, Google AdWords, website traffic or any other effort where you put yourself in front of a potential client. This is the largest count of potential customers and tends to decrease significantly by the next phase. This is much like a window shopper”

Source: http://www.effectiveleadmarketing.com/marketing_funnels_impressions_vs_conversions.php

It is also a good idea to know the definition of Impression from a Facebook Advertising point of view:

“Impressions are the number of times a post from your page (or an ad) is displayed, whether the post is clicked or not. People may see multiple impressions of the same post. For example, someone might see a page update in News Feed once, and then a second time if their friend shares it.”

Source: https://www.facebook.com/help/274400362581037?helpref=uf_permalink

1.71 Billion Monthly Active Users

That’s how many active users Facebook has as of second quarter 2016. That’s how many potential customers you can reach. That’s huge. It is more than possible to reach a very large amount of viewers with a relatively small budget.

But that doesn’t matter. It’s not about quantity. It’s about quality.

Enter Targeting.

Targeting is the act of aiming your ads. Simple! But potentially complex.

Facebook has a huge amount of data on every one of it’s users. That is things they know and use to categorise viewers.

  • Male / Female
  • Location
  • Married?
  • Language
  • Education

And tonnes more. Seriously. TONNES. Check out a great infographic here: http://www.wordstream.com/blog/ws/2016/06/27/facebook-ad-targeting-options-infographic

By using these targeting audiences we can narrow down our potential audience. This will limit your reach, but it will make sure your potential audience that much more effective! If you are a photographer in Atlanta, you don’t need people in Seoul, Korea to see your ad!

And if you are not honing this audience down then you are just wasting your money.

 Key Takeaway – Reach and impressions matter. Reaching the right people matters more!

Add a Comment

Your email address will not be published. Required fields are marked *