Keeping Facebook News & Reviews http://facebookeeping.com Content Syndication from Over 60 Sources Fri, 22 Aug 2014 22:31:19 +0000 en-US hourly 1 http://wordpress.org/?v=3.9.2 How can B2B companies take advantage of Facebook retargeting? http://facebookeeping.com/how-can-b2b-companies-take-advantage-of-facebook-retargeting-8109.html http://facebookeeping.com/how-can-b2b-companies-take-advantage-of-facebook-retargeting-8109.html#comments Fri, 22 Aug 2014 22:30:51 +0000 http://facebookeeping.com/how-can-b2b-companies-take-advantage-of-facebook-retargeting-8109.html Facebook’s retargeting offerings, such as Custom Audiences and mobile app ads, have given a huge boost to the gaming and retail advertising sectors. Through retargeting, game developers have been able to gain installs and re-engage lapsed players , while retailers have been able to target users who stopped somewhere along the conversion funnel. So what’s […]]]>

Facebook’s retargeting offerings, such as Custom Audiences and mobile app ads, have given a huge boost to the gaming and retail advertising sectors. Through retargeting, game developers have been able to gain installs and re-engage lapsed players , while retailers have been able to target users who stopped somewhere along the conversion funnel.

So what’s the next frontier for this kind of advertising? According to AdRoll , a Facebook Exchange partner, it’s the B2B sector .

AdRoll’s President and CMO, Adam Berke, talked with Inside Facebook about how B2B is the next big vertical for retargeting :

Generally, retargeting is known to be focused around retail, travel and classifieds, but one of our biggest verticals is actually B2B and technology. Those businesses use us because it’s very hard to find B2B decision makers and CIO types and people who are making those types of buying decisions for their companies. Once they find it, that data is really valuable. Once they identify their audience, whether it’s a SAAS product or a free trial or a freemium model, that has been a really big growth area for us. They’re starting to figure out ways to use mobile, also.

Berke noted that instead of going for a direct response sales method, B2B companies tend to use Facebook retargeting to promote content or sign up for more information.

For instance, B2B company Tableau Software — a data visualization firm — used AdRoll’s technology to re-engage those who had visited the company’s website and lead them back down the marketing funnel. Tableau used site retargeting, as well as retargeting via FBX .

Users who had simply visited the home page were served Facebook ads highlighting current industry trends in data analytics, establishing the importance to adopt a data analytics company. Mid-intent users saw ads promoting content aimed at the topics they were looking at, as well as solutions Tableau offered that could help. Lower-funnel users saw a reminder of a free trial or content about the specific products they had looked at, but not made a purchase.

The ads performed 40 percent below target CPA and account for 14 percent of Tableau Software’s monthly advertisement leads (content and trial downloads. Additionally, Tableau was able to maintain a steady, below-target CPC and CPA while scaling the campaign almost triple over a three-month period.

Ben Witte, Head of Mobile Growth at AdRoll , talked with Inside Facebook about how Facebook’s retargeting options have matured, especially with regard to mobile:

For the past several years, we’ve been focused on desktop environments and display advertising. With the innovation of Facebook Exchange, there were the first programmatic native ads. Now, the world has moved on. Our customers are engaging with our services across all of their devices. It’s important to be able to reach them wherever they are.

Readers: Do you use any kind of retargeting in your Facebook ads?

Image courtesy of Shutterstock .

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Facebook relaxes News Feed ad frequency limits http://facebookeeping.com/facebook-relaxes-news-feed-ad-frequency-limits-8105.html http://facebookeeping.com/facebook-relaxes-news-feed-ad-frequency-limits-8105.html#comments Thu, 21 Aug 2014 22:20:27 +0000 http://facebookeeping.com/facebook-relaxes-news-feed-ad-frequency-limits-8105.html Facebook is constantly trying to balance user experience with marketing potential in its News Feed. Upcoming changes to the News Feed will alter the frequency with which users see a certain ad. As first reported by Digiday , Facebook is loosening restrictions on ad frequency within its marquee product. An email sent from Facebook to […]]]>

Facebook is constantly trying to balance user experience with marketing potential in its News Feed. Upcoming changes to the News Feed will alter the frequency with which users see a certain ad.

As first reported by Digiday , Facebook is loosening restrictions on ad frequency within its marquee product. An email sent from Facebook to advertising agencies illustrates three key changes:

  • A single ad can be inserted in News Feed up to twice per day (up from one).
  • Ads from a page that a person is not connected to can be inserted into News Feed up to twice per day (previously only one per page, per day).
  • Ads from a page that a person is connected to can be inserted into News Feed up to four times per day (remains consistent from before).

A Facebook spokesperson told Inside Facebook that this will not mean that users see more ads in News Feed :

This does not change ad load. We will not show more ads; rather, we are updating the spacing between ads, and relaxing some of the parameters around insertions of ads from the same advertiser.

OMD Chief Digital Officer Ben Winkler talked with Digiday, shedding some light on what this means for the Facebook ad ecosystem moving forward:

These changes raise the stakes. Advertisers who send out high-quality, relevant messages will benefit. Those who don’t, will do so at their own peril. People like great content, regardless of the source. But they have zero tolerance for one bad ad, let alone two.

Readers/advertisers: What do you think of this news?

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Should Facebook pages still pay to acquire new fans? http://facebookeeping.com/should-facebook-pages-still-pay-to-acquire-new-fans-8101.html http://facebookeeping.com/should-facebook-pages-still-pay-to-acquire-new-fans-8101.html#comments Wed, 20 Aug 2014 22:09:37 +0000 http://facebookeeping.com/should-facebook-pages-still-pay-to-acquire-new-fans-8101.html A common refrain among small business marketers goes something like this: “We’ve paid to acquire new fans , and now we have to pay again to reach them?” There’s been a shift recently in Facebook ad and marketing circles, prompting page admins and brands to put more investment in engagement. But has the “like” been […]]]>

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A common refrain among small business marketers goes something like this: “We’ve paid to acquire new fans , and now we have to pay again to reach them?”

There’s been a shift recently in Facebook ad and marketing circles, prompting page admins and brands to put more investment in engagement. But has the “like” been rendered useless? According to Facebook Strategic Preferred Marketing Developer SocialCode , definitely not.

A new report by SocialCode shows that pages should keep doing campaigns to acquire new fans on Facebook, as they tend to convert more often than non-fans. Instead of just acquiring fans and hoping for profit, SocialCode Chief Innovation Officer Addie Conner told Inside Facebook that fan acquisition campaigns should be coupled with retargeting so these new fans don’t just disappear:

We were looking for new ways to scale on (direct response). Facebook started allowing new ways of retargeting against email lists through Custom Audiences. Immediately, we saw that if they use an email list on Facebook and were retargeting against those users, that works really well. We were able to get really efficient CPAs on that. If you think about fans, it’s just like another email list. You’re getting a group of users who are opting in to see your content going forward and you have an audience that is retargetable over time. If you measure the marginal benefit and it’s coming in, these people are saving you more money than they cost downstream.

Conner authored a report, “Does It Pay To Buy Likes,” noting that it’s easier to convert a fan of your page than it is a non-fan, when retargeting is used. The paper cites a blog post by Facebook’s Vice President of Ads Product Marketing Brian Boland. In that post, he said that ads with social context drive 35 percent higher online sales lift.

In a sampling of five early 2014 campaigns among SocialCode clients, they found ads with social context drew 11 percent higher online sales lift. SocialCode’s report states how important social context is to a campaign:

Social context is one of the most powerful tools in a Facebook advertiser’s arsenal. Make sure a Page has enough likes to achieve the huge benefit that accrues when target audiences see that their friends have engaged with a piece of brand content.

The report also cites a figure gathered from client campaigns: every time fans engage with a piece of content on Facebook, they generate, on average, eight viral impressions with social context.

Conner talked with Inside Facebook about how acquiring new fans with retargeting and purpose can actually help drive sales. Previously, in the early days of Facebook marketing, everyone was going for fan acquisition, but they were largely doing so to build likes as a vanity metric or without much of  a plan after the like. Now that retargeting is a more widely used and mature advertising option, it’s OK to target likes again, Conner said:

They were trying to get likes for the wrong reason. Whether it’s for a vanity metric, or because they thought, “Oh, if I bought someone for $1, then I would earn more than $1 over time in earned media.” That’s where they thought their return would be, versus now really it’s, “I buy a group of people who I later want to retarget in order to take a valuable action against my brand.” This is just the first interim step in creating a relationship with that user and getting them to opt in to seeing my content at a higher rate. It’s a different data optimization feedback loop. We’re not just buying fans based on whoever’s cheapest. We’re buying audiences to become fans who are going to carry the greatest marginal benefit of converting downstream.

The report also mentions — in bold — that companies shouldn’t acquire fans just to acquire fans . The business objective always has to come first and be incorporated into the ad campaign. After the fans are acquired, SocialCode recommends that companies do serious and thorough fan vs. non-fan analysis to learn more about their fanbase and how to reach them.

Readers: Do you still see the value of a like-building ad campaign?

Image courtesy of Shutterstock .

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Facebook: 95 percent of notification emails are strictly secured http://facebookeeping.com/facebook-95-percent-of-notification-emails-are-strictly-secured-8097.html http://facebookeeping.com/facebook-95-percent-of-notification-emails-are-strictly-secured-8097.html#comments Tue, 19 Aug 2014 21:57:50 +0000 http://facebookeeping.com/facebook-95-percent-of-notification-emails-are-strictly-secured-8097.html Whenever you get a notification email from Facebook, such as for a tagged photo, those emails can be encrypted with plain text communication protocol STARTTLS , creating a more secure connection. In May , Facebook said that just 28.6 percent of such emails sent out were protected with STARTTLS, but now that number is up to 95 […]]]>

Whenever you get a notification email from Facebook, such as for a tagged photo, those emails can be encrypted with plain text communication protocol STARTTLS , creating a more secure connection.

In May , Facebook said that just 28.6 percent of such emails sent out were protected with STARTTLS, but now that number is up to 95 percent .

Facebook’s Michael Adkins, a Messaging Integrity Engineer, explained what led to the shift of STARTTLS encryption:

We previously reported that only 28.6% of our outbound notification emails were successfully encrypted and passed strict certificate validation (58% if you count opportunistic encryption). Since STARTTLS encryption requires both sides to deploy it, we encouraged others to take the next step. As a result of recent changes by major providers, most notably Microsoft and Yahoo, 95% of our notification emails are now successfully encrypted with both Perfect Forward Secrecy and strict certificate validation.

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Facebook testing ‘Satire’ tag http://facebookeeping.com/facebook-testing-satire-tag-8093.html http://facebookeeping.com/facebook-testing-satire-tag-8093.html#comments Mon, 18 Aug 2014 21:47:14 +0000 http://facebookeeping.com/facebook-testing-satire-tag-8093.html You might have at least one Facebook friend who thinks that Morgan Freeman is really dead, or some satirical Onion headline is the truth. Facebook wants to stop the sharing of satire as fact, as the site is testing a Satire tag on posts from The Onion and other similar sites, according to Ars Technica and […]]]>

You might have at least one Facebook friend who thinks that Morgan Freeman is really dead, or some satirical Onion headline is the truth. Facebook wants to stop the sharing of satire as fact, as the site is testing a Satire tag on posts from The Onion and other similar sites, according to Ars Technica and sister site AllFacebook .

The tag only appears on the Related Articles module that appears after a user clicks on a link within News Feed.

Facebook confirmed to Ars Technica that this is a test:

We are running a small test which shows the text ‘[Satire]‘ in front of links to satirical articles in the related articles unit in News Feed. This is because we received feedback that people wanted a clearer way to distinguish satirical articles from others in these units.

According to Ars Technica, the test has been going on for about a month. Other satirical sites have received these tags, but Facebook didn’t disclose which sites, or if the tag would extend to News Feed posts or other areas of the site later on.

Readers: Do you think this is really necessary on Facebook?

Image courtesy of Ars Technica.

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Why are passion pages so popular on Facebook? http://facebookeeping.com/why-are-passion-pages-so-popular-on-facebook-8088.html http://facebookeeping.com/why-are-passion-pages-so-popular-on-facebook-8088.html#comments Sat, 16 Aug 2014 21:06:21 +0000 http://facebookeeping.com/why-are-passion-pages-so-popular-on-facebook-8088.html There’s a group of pages that achieve loads of organic reach , with little to no Facebook advertising involved. How are they doing it? Through passion. Passion pages — like “I fucking love science ,” or “Welcome to the Internet ,” — aren’t so much selling a service or a product, or acting as the […]]]>

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There’s a group of pages that achieve loads of organic reach , with little to no Facebook advertising involved. How are they doing it? Through passion.

Passion pages — like “I fucking love science ,” or “Welcome to the Internet ,” — aren’t so much selling a service or a product, or acting as the public face of a company. They’re meant to be a gathering place for people who love something. But what goes into a passion page’s content strategy and what are the major goals?

Inside Facebook talked with Saul Leal and Saborn Va of Salt Lake City-based Deseret Digital Media , the minds behind popular passion pages such as “I Love My Family ” (8.8 million fans), “Yo Amo a Mi Familia ” (5.6 million) and “I Love the Bible ” (5.3 million). Deseret has more than 100 passion pages across Facebook. Last month alone, they drove 3.3 billion impressions to the company’s FamilyShare Network websites.

Deseret’s Facebook ad budget? $0.

Leal, Deseret Digital Media’s General Manager of Social Media and Family Products, told Inside Facebook the company’s goal on the social network:

Passion without purpose is not passion. … What’s behind the passion pages is really purpose. Purpose has different things. The first one comes through the mission of the company. It’s very focused. I want to own the brand of families on the internet. Based on Unmetric, one of our pages is the No. 1 page online in the media sector for Facebook. If you look at Upworthy, BuzzFeed, New York Times — of all of these media pages, we are the No. 1 page for the last several months.

Va, the company’s Director of Social Media, said that instead of creating a page and trying to craft out an audience, Deseret’s social media and content strategy is somewhat reverse-engineered. Knowing that there are swaths of people on Facebook who are passionate about family, religion or their spouse. The plan has been to create content around those themes and then post to Facebook.

Deseret has been victim to Facebook’s News Feed algorithm changes , too. When Facebook changed to skew away from memes and low-quality posts, Vu said Deseret shifted its strategy to focus on the content of the FamilyShare Network sites. The pages shared content from those sites that resonated best with their audiences, optimizing for shares.

D315D813-C044-4E35-91B5-41058BEE4F27Last month, Deseret’s social pages drove 23.3 million social referrals to the websites. The company has more than 91 million aggregated social followers across all platforms, with Facebook being the most popular.

The sites are very popular internationally. Of Deseret’s top 10 pages, in terms of likes, only 5 are in English, with other being in Spanish or Portuguese. Leal said that roughly 80 percent of the traffic to the FamilyShare Network sites comes from social media — a lion’s share of that being Facebook.

People love to share content from these pages, as well as engage with what’s posted. On one page, Eu Amo Meu Marido (Portuguese for “I Love My Husband,”) there’s a PTAT value of 61 percent of the page’s 1.7 million fans. Pages, I Love My Family and I Love The Bible have driven total reach of more than 60 million each over the past 28 days.

How do they do this without resorting to cat memes, sexy pictures or paying for advertising? Leal said they try to make an emotional connection with their fanbases, creating content that’s made to be shared. Va explained the strategy:

The mission of our company is to strengthen hundreds of millions of families all over the world with the content that we’re producing. That content is very focused on families and somewhat focused on faith, as well. Ultimately, we use social media to drive traffic back to our website. We don’t build pages and then write content for those pages. We have content and we build pages to push out that content. The pages that we build have to be relevant to the content that we produce. We have pages like I Love My Family or I Love My Husband, and those are pages that all drive traffic content. We don’t do just anything. There’s got to be some relevancy there.

While this may not work for many companies, managing a passion page centered around your brand’s expertise or product could be a valuable way to drive both engagement and traffic to the website.

Readers: Do you utilize (or like) any passion pages?

 

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Facebook: 15M people talking about ALS Ice Bucket Challenge, 1.2M videos posted http://facebookeeping.com/facebook-15m-people-talking-about-als-ice-bucket-challenge-1-2m-videos-posted-8082.html http://facebookeeping.com/facebook-15m-people-talking-about-als-ice-bucket-challenge-1-2m-videos-posted-8082.html#comments Fri, 15 Aug 2014 20:52:17 +0000 http://facebookeeping.com/facebook-15m-people-talking-about-als-ice-bucket-challenge-1-2m-videos-posted-8082.html People all over Facebook are soaking themselves with ice water to bring awareness to ALS — including Facebook CEO Mark Zuckerberg and Chief Operating Officer Sheryl Sandberg . But how widespread has this been? Facebook released statistics Friday, showing that 15 million people across the social network have posted about, commented or liked a post […]]]>

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People all over Facebook are soaking themselves with ice water to bring awareness to ALS — including Facebook CEO Mark Zuckerberg and Chief Operating Officer Sheryl Sandberg .

But how widespread has this been? Facebook released statistics Friday, showing that 15 million people across the social network have posted about, commented or liked a post related to the ALS Ice Bucket Challenge . People have also posted more than 1.2 million videos.

Facebook commented on the challenge, which apparently started in Boston:

The spread structure is centered around Boston. Each line represents at least 10 connections between nominators and nominees for the challenge. Many attribute the challenge to former Boston College baseball player, Pete Frates , who was diagnosed with ALS in 2012, which could explain the concentration in Boston.

IceBucketMap
Some of the top posts from public figure participants:

Here’s a look at how the Ice Bucket Challenge spread throughout Facebook over time. Click the chart to enlarge.

IceBucketOverTimeReaders: Have you taken the ALS Ice Bucket Challenge?

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Part 2 – 18 Amateur Social Media Marketing Mistakes To Avoid http://facebookeeping.com/part-2-18-amateur-social-media-marketing-mistakes-to-avoid-8078.html http://facebookeeping.com/part-2-18-amateur-social-media-marketing-mistakes-to-avoid-8078.html#comments Thu, 14 Aug 2014 20:54:10 +0000 http://facebookeeping.com/part-2-18-amateur-social-media-marketing-mistakes-to-avoid-8078.html In Part 1 of our series on Amateur Social Media Marketing fails , we covered some of the more common mistakes we see on a daily basis. We are continuing our series with an additional nine mistakes that you really should avoid. Again, we want to reiterate that this post is specifically for those that […]]]>

More Amateur social media mistakes to avoid In Part 1 of our series on Amateur Social Media Marketing fails , we covered some of the more common mistakes we see on a daily basis. We are continuing our series with an additional nine mistakes that you really should avoid.

Again, we want to reiterate that this post is specifically for those that are using social media for marketing. We also want to restate that there are no steadfast rules to social media marketing, just best practices.

Everything in this post is designed to educate you on things that you may want to avoid and provide you with the details as to why.

 

Here are the 9 additional amateur social media fails:

10) Inviting Followers to Connect Somewhere Else - Someone walks into your store and someone on your staff tells them, “hey, it would be great if you went to our OTHER location on 5th street.”  How well do you think that will go over with your customer? If you wouldn’t do it real life, don’t do it in social media.

Your new connection has connected with you where THEY wanted to. Make the connection valuable and interesting enough for them to WANT to visit your other connection points.

11) Not Following Others - You’re so cool that you don’t care about anyone else but yourself? #FAIL When I see a social account that has thousands of followers/friends, yet follows very few of them back, I run!

There are typically only three reasons that they do this:

a) They’ve purchased friends/followers/likes to appear important.

b) They think they are really important and it’s all about them. (they don’t care about anyone else)

c) They have no clue about social media marketing -or- relationships.

12) Mass Event Invites - So you have a new event and you want everyone to be there so you click to invite people on your friends list. STOP! It is more than acceptable to invite people to your event that you have a relationship with and/or are in the city/state of the event you are promoting, but mass inviting your entire “friends” list is a huge fail.

Would you send invitations to everyone in your address book to a local Christmas party you are holding at your home?  If you answered yes, we really need to talk…

13) Cold Facebook Page Invites - Nearly identical fail to number twelve is mass inviting people to you or your clients Facebook page. If we had a dollar for every time we had been invited to like a page for a company that is thousands of miles away from us, about a product or topic we have no interest in, or from a person that has never engaged with us in any way, we would be driving a Bentley.

Build relationships first and earn the right to pitch what you do, your other social properties and events, etc. – And for the love of everything that is Holy, target your invites to people who are geographically or demographically appropriate! (*takes deep breath)

14) Cold Group/Community Invites - Groups and communities are great for some people and niche topics, but remember that many others don’t think so. Before you invite someone to your group or community, be sure they want to be in it. Recognize that the notifications and noise that many groups generate are much more than individuals want every day. It’s not about YOU!

Build relationships with people you would like in your group and ask them if they’d like to join. Randomly inviting people to your group is such bad form and annoying to most. You’re showing your newbie again.

15) Falling Asleep - Ok, not literally, but figuratively. The best way to kill your social media engagement is to not respond when mentioned. On the same note, the slower you DO respond, the less effective you are going to be.

16) TrueTwit Validation - Probably one of the biggest Twitter newbie fails is TrueTwit. Imagine starting out a relationship with a new connection telling them that you don’t trust them and you are also too lazy to look at their bio to determine if they’re real or not. THAT’s what you are doing by using the TrueTwit app.

Read more on the fail that is TrueTwit click here

17) Klout Focused - So you got Klout game? So what… We suggest that you spend far less time focusing on your Klout score (which can easily be gamed and has no relevance to your social media marketing skill, ability or results) and focus your time on actually getting real results.

Because you have a number that makes you feel important, does not change your pocketbook. Focus on real results and the things that you should be doing to get them.

18) Cluster Posting - Since social media marketing is not your “real focus” and you’re awful busy, posting 22 pictures in a row on Instagram every morning, 14 Twitter posts that same hour and 8 Facebook posts that afternoon makes sense. At least you got your required number of posts done today, right? Not so fast.

Cluster posting as we like to call it is kind of like the person at the dinner party that never shuts up, takes over every conversation and makes everything about them. Don’t be that person. Spread your posts out across the entire day, every day. Do it consciously, with intent. You’ll lose less connections, frustrate fewer people and most importantly get way better results!

Wrapping It Up

You really need to understand the why surrounding what you are doing in your social media marketing, not just the what. Understand the effect your activity has on your connections and the things you should really avoid doing. If you are just doing something because you saw someone else do it can be a recipe for disaster.

What stood out to you in this series? Is there anything you disagree with?

Filed under: Engagement , FAIL , Followers , influence , Marketing , Relationship , Results , Social Media , Social Media Marketing , Social Selling , Strategy , Twitter Tagged: amateur , Audience , avoid , Community , conversation , Effective , Engage , etiquette , event , facebook page , fail , follow , group , invite , Klout , marketing , method , mistake , procedure , rules , Social Media , Social strategy , tools , TrueTwit , Twitter

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How to prepare for Facebook’s Sept. 1 ad targeting, bidding changes http://facebookeeping.com/how-to-prepare-for-facebooks-sept-1-ad-targeting-bidding-changes-8073.html http://facebookeeping.com/how-to-prepare-for-facebooks-sept-1-ad-targeting-bidding-changes-8073.html#comments Thu, 14 Aug 2014 20:38:37 +0000 http://facebookeeping.com/how-to-prepare-for-facebooks-sept-1-ad-targeting-bidding-changes-8073.html Starting Sept. 1, all targeting and bidding on Facebook rolls up to the ad set level. You can no longer do mixed targeting and mixed bidding. In March, Facebook announced plans to simplify its advertising structure, breaking it down from campaign, to ad set to add. Facebook’s Patricia Lai announced in the PMD News group recently […]]]>

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Starting Sept. 1, all targeting and bidding on Facebook rolls up to the ad set level. You can no longer do mixed targeting and mixed bidding.

In March, Facebook announced plans to simplify its advertising structure, breaking it down from campaign, to ad set to add. Facebook’s Patricia Lai announced in the PMD News group recently that the company is moving forward on part 2 of this plan: moving targeting, placement and bid settings to the ad set level. That three-tiered structure will roll out globally Sept. 1.

Here’s what Lai told members of the group :

In our updated interfaces, all NEW ad sets will define targeting, placement and bid settings at the ad set level. This does not change how our system optimizes; it only changes where these settings are defined. Comparing audiences, placements and bid settings across ad sets results in clearer and more meaningful insights. In our updated interfaces, advertisers will no longer be able to create ads with mixed targeting, placement or bidding within the same ad set, a common source of advertiser confusion. Ads will now be defined by your creative, leading to more clarity and predictability in regards to delivery.

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In plain English: 

You should group your ads by creative, not by audience.

So when you have a piece of content, you make an ad set for it, choosing multiple targets and a bid.

Then Facebook will make the individual ads for you and optimize.

Your existing ads will work just fine for now, but you’ll need to migrate by January 2015.

For optimization pros:

Don’t make ads by audience any more. The reason people did this was to prevent larger audiences from eating budget from smaller audiences.

Yet, the trade-off with this approach is that you’d have to create many, many ads for each creative.

Some notable pros have insisted that you create ads by audience, as they may have not understood that Facebook was in the process of implementing frequency capping , that creatives don’t live forever, and that bidding is something that shouldn’t be gameable.

When you have just one ad set per audience , you can easily turn off a creative in one place.

Let’s say you’re promoting an event, current news, or content that has an expiration date. If you had followed the advice of building ad sets by audience, you’d have to go kill each of those ads across multiple ad sets.

That would be crazy, unless you had Facebook ads API access to automate.

Look at Google AdWords.  They break campaigns into something they intentionally call “ad groups”, since it’s by the ad (creative).  Had they wanted you to organize by keywords, they’d call them “keyword groups,” right?

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While some people will complain about Facebook’s announcement here — the optimizers who try to game the system in a SEO-like way and the people who complain about any sort of change — we see this as quite positive.

Facebook is doing the right thing to make our lives as advertisers easier.

Imagine we get to the point where we merely tell Facebook our various business goals and they automatically select what combinations of audiences to receive what content?  Folks, we’re not that far off. Optimized CPM gets a good part of the way there.

This will put a number of Facebook ad vendors (selling training courses and software) out of business, at least the ones that don’t add vaue beyond just Facebook. But you knew this was going to happen.

Top image courtesy of Shutterstock .

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Facebook launches cross-device reporting for ads http://facebookeeping.com/facebook-launches-cross-device-reporting-for-ads-8067.html http://facebookeeping.com/facebook-launches-cross-device-reporting-for-ads-8067.html#comments Wed, 13 Aug 2014 20:18:55 +0000 http://facebookeeping.com/facebook-launches-cross-device-reporting-for-ads-8067.html Facebook continues to make strides in becoming the “cross-platform platform ,” as today the company announced a way to track performance of advertising across devices . This will enable advertisers to see how people are balancing desktop, mobile and tablet before they make a conversion. Through this cross-device reporting, advertisers can see how different devices […]]]>

Facebook continues to make strides in becoming the “cross-platform platform ,” as today the company announced a way to track performance of advertising across devices . This will enable advertisers to see how people are balancing desktop, mobile and tablet before they make a conversion.

Through this cross-device reporting, advertisers can see how different devices influenced a website conversion and mobile app actions, as well as the value of the website conversion. According to a recent study by Altimeter , more than 60 percent of U.S. adults use at least two devices daily, and more than 40 percent sometimes start an activity, like shopping, on one device and convert on another device.

Facebook blogged about this new capability:

Imagine seeing an ad for a product on your mobile phone while in line at the bank. Do you immediately make a purchase on your phone? Probably not. But perhaps you go back to your office later that day and buy on your desktop computer. Such cross-device conversions are becoming increasingly common as people move between their phones, tablets and desktop computers to interact with businesses.

Facebook already offers targeting, delivery and conversion measurement across devices. With the new cross-device report, advertisers are now able to view the devices on which people see ads and the devices on which conversions subsequently occur. For instance, a marketer can view the number of customers that clicked an ad on an iPhone but then later converted on desktop, or the number of people that saw an ad on desktop but then converted on an Android tablet.

Facebook, in recent months, has been promoting a serious cross-platform message . At Casual Connect, a major games conference, Facebook pushed for game developers to have a harmonious mobile and desktop relationship, saying that it would lead to greater revenue. Now the company is giving advertisers a powerful way to see how these cross-platform users act on mobile, desktop and tablet before making a purchase.

crossdeviceinfographic

To view cross-device conversions for campaigns, go to your Facebook Ad Reports, click Edit Columns, and select Cross-Device on the left-hand menu.

crossdevicereportsReaders: Do you have a cross-device advertising strategy?

Images courtesy of Facebook  and Shutterstock .

 

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