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"For some time, Facebook has deflected criticism about its low click-through rates for ads by arguing that the metric is irrelevant. However, showing a link between ads on the network and a corresponding sales boost has been tricky.\nData from partner Datalogix may help Facebook make its case. In particular, a Facebook campaign for Bud Light appears to have helped increase sales.\nThe overview: During a four-week period from Dec. 3 to Dec. 31, Bud Light ran Page Post ads that appeared in all Facebook placements, including the mobile News Feed, visible to its 5.8 million fans. The ads were reconstituted Page posts that had already done well. One was a pic of someone pouring a Bud Light from a smartphone and another an image of a football stadium made of luncheon meat with the message \"Bud Light in the fridge. A few snacks on the table...\"\nWorking with Datalogix, Bud Light found that the campaign resulted in a 3.3% sales lift among households exposed to ads vs. the control group.  Some 22.8 million U.S. households \u201420% of the total \u2014 were exposed to the campaign. Neither Facebook nor Bud Light disclosed what they spent on the campaign, but both are touting a 6x \"return on advertising spend.\" Datalogix didn't outline how many people were part of the study, but Lucas Herscovici, Anheuser-Busch's VP of digital marketing, said the figure was in the \"millions.\" \nThe case study, which comes before Facebook's Q1 earnings call on Wednesday, is designed to counter the belief voiced by General Motors last year that Facebook advertising is ineffective. (GM, however, recently came back to Facebook for a test ad program.) \nHerscovici says the results naturally prompted him to earmark more spending for Facebook ads. \"We're a very data-driven company,\" he says. \"Any time we have data points that show us positive results on certain media, we use those results to make our decisions.\" \nFacebook began working with Datalogix last September on a program that tracks retail purchases and then matches that data to Facebook users. To avoid compromising users' privacy, the data is shared in a double-blind fashion, meaning that advertisers don't get access to consumers' names, just anonymous profiles fleshed out with with demographic and geographic data. \nImage via Janette Pellegrini/Getty Images for Bud Light"^^<http://www.w3.org/2001/XMLSchema#string>
<http://mashable.com/2013/04/30/bud-light-facebook-ads/>