Assessing the Effectiveness of Facebook Advertising Campaigns on Business Performance: A Case Study of a Liquidation Specialist

Abstract

This thesis examines the effectiveness of advertising campaigns on Facebook and their impact on the sales performance of a small business specialized in liquidations. The study utilizes the Meta Business Suite platform to gather and analyze relevant data. The primary metrics used in the analysis are Cost per Lead (CPL) and Conversion Rate (CR). The objective of the research is to evaluate the influence of marketing campaigns on business outcomes and determine if these campaigns lead to increased sales for the company. Through a comprehensive analysis of financial data and campaign performance metrics, the study reveals that Facebook advertising campaigns can indeed have a positive impact on business performance. However, it also highlights the existence of additional factors that influence sales outcomes beyond the sole influence of campaigns. The findings underscore the importance of considering various factors, such as product quality, market conditions, and customer preferences, in conjunction with advertising efforts. While campaigns contribute to enhanced business performance, their effectiveness is contingent upon a holistic approach that encompasses other strategic elements. This study provides valuable insights for businesses aiming to optimize their marketing strategies by emphasizing the significance of a comprehensive business perspective that extends beyond the scope of advertising campaigns alone.