Resetting the relationship between local and national government. Read our Local Government White Paper
- About
- Political
-
Our support
- Workforce and HR support
- Children's services
- Communications and community engagement
- Council assurance and peer challenge
- Councillor and officer development
- Culture and sport
- Cyber, digital and technology
- Equalities hub
- Finance
- Governance and assurance
- LGA principal advisers and regional teams
- The LGA Consultancy
- One Public Estate
- Partners in Care and Health
- Planning Advisory Service (PAS)
- Procurement
- Research and data
- Sustainability hub
- Transformation
- LGA Solutions
- Case studies
- Parliament
-
Topics
- Children and young people
- Communities
- Community safety
- Culture, tourism, leisure and sport
- Devolution
- Economic growth
- Employment and skills
- Climate, environment and waste
- European and international
- Finance and business rates
- Fire and rescue
- Housing and planning
- Licences, regulations and trading standards
- Severe weather
- Social care, health and integration
- Transport
- Publications
- Events
Social media – Facebook Ads
We had both an image and 10-second GIF developed for each message – full fibre is here, and full fibre is on its way. Initially, we targeted certain postcodes using Openreach and Gigaclear rollout data. The third message, ‘What is full fibre?’, targeted the whole of Essex. The call to action for all ads was to direct people to: www.superfastessex.org/fullfibre.
We ran each key message ad for a week which allowed us to get baseline figures for all of the ads so that we could adapt and improve them.
Whilst the engagement levels for the ads were positive, some of the comments we received were negative. As Facebook can only target areas to a certain postcode level (not specific addresses), there are many addresses which would have been targeted within a postcode that aren’t in the programme, meaning the message wasn’t accurate for those addresses.
Because of the unwanted engagement, we decided to launch a month-long ad using the ‘What is full fibre?’ message, targeting all residents of Essex aged 21-65. This included two ads, one with the GIF and the other the image, with slightly altered text from the first version of the ad.
Facebook Ads results from the duration of the campaign
is full fibre?’ at £0.14. We think this is because the ads were less targeted to a specific audience, and therefore reached more people at a smaller cost.
is full fibre?’ (£4.03), for a similar reason to the CPC above.
Industry standards – based on the results of our study, the average CTR is 0.9 per cent but a good CTR for Facebook Ads is between 2-5 per cent (source: www.databox.com).
Average cost per click (CPC) for Facebook Ads is £0.75 and cost per 1,000 impressions (CPM) is £3.94 (source: www.nanigans.com).