When it comes to in-store or online promotions or discounts, it’s crucial to get them in front of the right audience. Facebook makes it easy to target the audience your products or services suit with an array of targeting options and ad units that are constantly being added or improved. These things allow Facebook to reign as a social media advertising powerhouse.
Using this platform can enable you to boost sales for your promotions or discounts through Facebook Offer Claims. This Facebook advertising objective maintains the exclusivity that brand pages provide while making it convenient for followers to interact with the ads. It was originally introduced in 2012 but has recently been revamped with greater mobile optimization in mind.
Facebook Offer Claims were originally introduced in 2012 and were recently revamped to be optimized towards mobile.
What are Facebook Offer Claims?
A Facebook offer campaign can be created by selecting “Offer Claims” as your advertising objective when creating a new campaign. It can also be created right from your Facebook Business page. From there you’ll be asked to create an offer that can take the form of a percentage off, amount off, free giveaways, or a BOGO. Once this is created, you can move onto filling in all of the details about the promotion such as the percentage off, when the offer ends, how many total offers are available, whether the offer can be redeemed in-store or online, terms and conditions, etc.
Now it’s time to create the ad itself which is no different than how you would create an ad for any other objective. It can take multiple forms, such as a carousel, static, slideshow or video display.
Claiming in-store offers can differ from claiming online offers. When creating your in-store offer, you’ll have the option to include a QR code or barcode that customers will be able to scan in-store when they move to redeem the offer in-store. For those that claim online offers, they receive a code to be applied at checkout.
What are the benefits?
First off, they create a sense of urgency among consumers. The ads include a set expiration date corresponding to the end of the offer. And the sense of urgency is heightened further if a certain number of offers remain. That information is also displayed at the bottom of the ad and can motivate potential customers to purchase if they know numbers are limited.
Secondly, users can save the offers to a special section on Facebook to remind them in case they are unsure of purchasing on the spot. Facebook will send them email reminders when the offer is about to expire to ensure the offers stay top of mind.
Furthermore, these offers allow people to see how many individuals claimed them. This feature allows potential customers to see that other are engaging with the offer and helps motivates them to not be the one left out!
You can launch this product as an offer ad or a post on a business Facebook page.
What are the drawbacks?
Unfortunately, most things have drawbacks and Facebook Offer Claims ads are no exception. .
For example, offers can’t be edited once created. Even if you want to extend the flight of the offer by 1 day, you’ll have to create an entirely new campaign. This also brings with it the risk of having Facebook’s algorithm reset as it has to relearn what creative works and to whom to serve the ads to. It’s not the end of the world, but it’s absolutely a nuisance.
Also, and this may be the biggest drawback of all, claimed offers do not equate to actual purchases. In my experience, there will absolutely be a significant dropoff of people who claim your offer to those who actually end up purchasing. How much of a dropoff will depend on a multitude of factors including the brand, the offer, and your audiences. Generally you’ll see a cheaper Cost per offer Claim with prospecting audiences but a higher conversion rate among your retargeting audiences. (As is to be expected.)
Although you may not quite see the people who claimed your offer equate to orders, I’ve still seen great return utilizing this format. It provides a format that is user-friendly and highly targeted around your objective if you’re running a promotion and worth at least testing out.
Want to read more about clients using social media advertising with Facebook and the results they’ve seen? Check out our case study outlining how our Paid Social team tested Facebook ads to put San Antonio Spurs fans in the seats.