Scaling a business : how to increase the effectiveness of paid facebook posts : a case study on an online local tools business

Abstract

Businesses can improve the effectiveness of online advertisements in several ways. This research specifically examines the role of colour on performance and engagement. The colours blue, red and white were tested to find whether one of them has a superior outcome over the others. Three products were chosen from a local online tool retailer’s stock: renovators, shelving units and wall chaser blades. Facebook was the social media platform used to publish adverts to investigate how colour affects post impressions, reach and post engagement. Furthermore, the study shows the effect of campaign duration on the cost per engagement. The results showed that colour makes a significant difference in online advertising. A blue-coloured background would have worked best if the tools business intended to generate more post reactions. However, followed by the colour white, red achieved the best results in the other tested metrics. Ultimately, this cannot be put in principle as the choice of colour depends on the strategy adopted by the respective business.