Analysing Facebook advertising variables through clicks

Abstract

Facebook is one of the leading advertising tools in social media and everyday businesses spend millions advertising their products and services on this platform. A comprehensive review of the literature reveals that advertisers are demanding more accurate advert targeting in order to get the most value for their money and social media is the answer to this due to its depth of data and information. Through 'likes' and profile information, users are submitting valuable data on their interests and preferences and through Facebook, advertisers are accurately finding their target audience and promoting their causes in a more efficient manner. The importance of social media tools also transcends in the creative sphere, whereby such media have managed to change not only the way advertising is done, but also in the manner tarzet an<liern~es are heinz met The study investigated the effect different coloured adverts have on both genders and their click-through rate (CTR). The literature review reveals that when a user clicks on a link or advert, there is a higher chance of selling the product through the landing page and an improved brand image, which means that diddug through an advert, is vital for advertisers. The research looked into the five colours and their relationship with both genders within two categories - Malta-based users and UK-based users. The product used was Microsoft Surface and the mentioned colour variants are the five different colour combinations offered on this product. The findings show that Maltese users are almost twice as likely to click on the Facebook advert as UK users and that Maltese women have the highest click-through rate (CTR). Among the five colours (red, blue, white, black and pink) the highest click rate across both genders and countries was Maltese women click rate on the pink-based advert, which solidifies the stereotypical association of women and pink. Among the UK users, women and pink also shows as the highest CTR.