Boosting Popular Posts for Local SMBs: Definitions, Success Metrics, and Diagnosing Low CTR
Context
You are evaluating an experiment where small, local businesses can pay to boost their popular organic posts. You need to:
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Define what qualifies as a “local business” for ads eligibility and reporting.
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Choose outcome metrics that indicate success when these businesses boost posts.
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Explain why click-through rate (CTR) might be unexpectedly low and how to validate root causes.
Questions
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Definition
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Define a “local business” in the Facebook ads context. Consider physical presence, service radius, and employee count. Clarify edge cases (e.g., franchises, home-service providers, online-only stores).
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Success Metrics
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When small businesses boost popular posts, which metrics best measure success? Prioritize lead generation and in-store outcomes. Identify primary and secondary metrics and how you would compute them.
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Low CTR Diagnosis
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CTR is lower than expected in the experiment. Generate hypotheses across creative, targeting/delivery, measurement, and market factors. For each, list concrete validation steps and possible fixes.