Study: How can retargeting supercharge a Facebook ad campaign?

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More advertisers are discovering Facebook’s complex ad models, such as retargeting via Facebook Exchange and Website Custom Audiences. How effective can these techniques be? A new study by AdRoll, a Facebook Exchange partner, showed that by using both FBX and Website Custom Audiences, the CPM of News Feed ad impressions on mobile was 57 percent lower than desktop, generating a 10 percent higher click-through rate. It led to a 61 percent lower cost-per-click for News Feed ads on mobile compared to desktop.

The study took into account more than 800 million impressions from 215 AdRoll clients running retargeting campaigns on mobile and desktop.

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Slingshot Users Eyed for Panel

SlingshotTeam650Facebook is looking for users of its new Slingshot photo- and video-sharing application to join a panel and take part in a three-month study.

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Facebook Pulling Messages from iOS, Android Apps in Favor of Messenger

WereMovingMessages650Facebook users who want to send and receive messages via their iOS and Android devices will soon only be able to do so via the social network’s Messenger applications, as messaging will be removed from its flagship applications for both operating systems, Facebook confirmed to TechCrunch.

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Measuring Social ROI with tools already at your disposal

BlueROIArrow650Measuring social return on investment doesn’t require a degree in statistics or voodoo dolls. Just follow these nine steps to diagnose how your social and Web efforts come together.

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Dear Instagram, a Bolt App Already Exists

IntsgramBolt650Facebook’s tendency to brand its new applications and features with names that are already in use in the tech sector appears to have been adopted by its Instagram unit, as well, as Andrew Benton, co-founder and CEO of mobile voice app Bolt, penned a blog post in the form of a “Dear Instagram” letter to the Facebook-owned photo- and video-sharing network over its apparent plans to launch a photo-messaging app called Bolt.

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Deadline for Closing of Facebook’s WhatsApp Acquisition Pushed Back by One Year

WhatsApp650Facebook announced in its Form 10-Q filing with the Securities and Exchange Commission last week that it was extending its deadline to close its acquisition of messaging service WhatsApp by one year, to Aug. 19, 2015.

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Case Study: Banana Republic uses lookalike audiences to find best shoppers

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When Banana Republic opened its doors in 1978, it quickly grew into a global brand set on making and keeping modern professionals stylish. Dedicated to helping customers achieve both professionally and personally, the company offers versatile apparel that can be styled for virutally any occasion.

Challenge:

While Banana Republic’s customer base is loyal, it is also aging. The company’s goal was to reach a younger demographic that would be new to the brand. It also hoped to increase its return on ad spend during the competitive holiday season. Custom audiences looked like the perfect tool to help Banana Republic find its current customers on Facebook. Lookalike audiences helped the retail chain expand its reach by finding new shoppers with attributes similar to its younger customers.

Solution:

Banana Republic decided to target its top customers. It had seen success with online retargeting programs in the past, but it hadn’t launched a pure online acquisition campaign to reach customers new to the brand. The campaign ran from Nov. 13, 2013, to early January 2014.

The company determined that Facebook was the ideal platform to assist it with reaching holiday shoppers.

To execute the campaign, the retailer worked with Booyah! Advertising, a digital performance-based agency, along with its internal e-commerce, creative, customer-relationship management, measurement and brand teams.

The teams’ collaboration allowed the company to identify characteristics of consumers who were more likely to buy more from them.

To reach the right people during the holiday season, Banana Republic used custom audiences and divided its customers into various segments:

  • Lapsed: those who had not purchased from Banana Republic in the past 12 months, but who had purchased at least twice in the 12 months prior;
  • Prospects: those who had never purchased from Banana Republic, yet were on Banana Republic’s email list; and
  • Top tier: those who had spent over a designated threshold in the past 12 months.
  • Lookalike audiences: Lookalike audiences allowed the retailer to create a target audience of people who may not have purchased from Banana Republic before, but had attributes and online behaviors similar to the retailer’s top tier customers.

The company also leveraged Facebook’s native keyword targeting capabilities to reach women who liked fashion, media and travel. To drive additional holiday sales, the retailer presented each of its custom audiences with tailored offers.

The campaign tested various creative within the ads and targeted several different segments of male and female shoppers. The advertising team also carefully measured each ad set to see which messages and images drove higher click-through rates. The team found that:

  • Placing the Banana Republic logo at the top of ads increased visibility and drove more conversions;
  • Winter wear images delivered more engagement than festive holiday clothes;
  • For images, product close-ups performed better than models; and
  • Action-oriented calls to action, such as “GET THE LOOK,” drove higher click-through rates than more passive copy, such as “Dressed to celebrate.”

Results:

In the end, the campaign was a success.

Banana Republic received a nearly four times return on its ad spend than other display advertising channels. And Facebook became the company’s top-performing channel for new customer acquisition during the holiday season.

Perhaps the clincher: The retailer had a 60 percent higher click-through rate using Facebook lookalikes compared to other display media.

SEC’s Inquiry on Facebook’s IPO Done in May; No Enforcement Action Recommended

SECLogo650The Securities and Exchange Commission notified Facebook in May that its inquiry into the company’s initial public offering was complete, and no enforcement action would be taken, the social network reported last week in its Form 10-Q filing with the SEC.

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SPMD SHIFT Q2 report: Which verticals grew on Facebook?

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Facebook’s Q2 performance has earned rave reviews, but how did advertisers do?

SHIFT, a Facebook Strategic Preferred Marketing Developer, broke down Q2 ad performance by vertical. Some highlights:

  • SHIFT saw entertainment achieve the highest CTR in Q2 at 1.8%, with CPG not far behind at 0.9%.
  • SHIFT saw Auto and Entertainment achieve the most efficient CPC in Q2.
  • Auto had the highest increase in CTR in Q2 compared to Q1 with a 48% increase.
  • The top five verticals through SHIFT’s platform (Auto, CPG, Entertainment, FinServ and Telco) achieved 200% or more increase in CTR year over year.
  • The increase in CTR across the board means advertisers are reaching the right people at the right time, and as a result they are taking action.

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The ultimate guide to measuring earned media value on Facebook

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Brands ask this question all the time — how do you measure the value of earned media on Facebook?

Some just multiply by $5 per thousand impressions (or whoever can provide the highest earned media value multiplier) to report the highest figure. Not the most sophisticated approach, but it might be good enough for companies that sell sugar water. Certainly better than pure fan count, since EMV correlates more with engagement than the size of the fan base.

But unless you can tie EMV (Earned Media Value) to actual sales, you’ve got some level of hocus pocus here.

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