Top 4 tips for creating a successful targeted Facebook ad campaign

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It’s no secret that Facebook’s organic reach for pages has plummeted over the last year — or that the free ride is essentially over — but forking over a little cash for ads could do some good. The most efficient way to do this? Through creating a targeted campaign.

Social ads are a great way for businesses to foster consumer engagement and expand their reach, according to Phil Penton, president of Social Integration.

U.S. companies spent a combined $5.1 billion on social media advertising last year, and that number is expected to increase to $15 billion by the end of 2018, according to BIA/Kelsey.

Penton told Inside Facebook:

This is the hottest topic out there. Everyone was out there growing their fans [on Facebook], and spent a lot of time growing their Likes with the thought that they were going to be able to post content for free and their fans would be able to see it. The reality is that if you had 100,000 Likes on your Page, only 10 percent were seeing your posts anyway, which isn’t great to begin with.

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Facebook’s Buy button and the future of global commerce

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While Facebook’s Buy button might be “The Next Big Thing,” it doesn’t necessarily cater to the company’s global user base. At least not right now.

While the Buy button is still in testing by a small number of companies, it’s current format doesn’t sit well with the global community. One company says this is because the Buy button is very American. What does that mean?

Ralph Dangelmaier, CEO of BlueSnap, explained to Inside Facebook that payment systems vary greatly by country. Options like Paypal, Visa, and American Express aren’t payment options the world over, so having a Buy button that requires a credit card at checkout is a major turnoff for someone, say, in Germany.

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Facebook acquires PrivateCore

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Facebook announced today that it has acquired PrivateCore, a Palo Alto, Calif.-based secure server technology company.

While terms of the deal were not disclosed, both companies say they are aligned with the same vision of security moving forward.

A Facebook spokesperson said in a statement:

PrivateCore and Facebook share a vision of a more connected, secure world. We plan to deploy PrivateCore’s groundbreaking technology into Facebook’s server stack to help further our mission to protect the people who use our service.

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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 virtually any occasion.

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Infographic: Are brands shifting to owned media instead of Facebook?

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Jun Group, a content distribution platform, released data this week that shows brand advertisers have shifted their digital goals away from Facebook and YouTube to promote their owned online destinations.

According to the data, the share of clicks driving consumers to brand owned and operated sites more than doubled from 2012 to 2013, increasing from 28 percent to 57 percent. Facebook and YouTube, which represented 31 percent and 38 percent respectively, declined to 10 percent and 24 percent over the same period.

Mitchell Reichgut, CEO of Jun Group, said in a press release:

This shift towards owned content from social channels represents the convergence of a few big trends. First, as advertisers spend more developing branded content and digital experiences, they want to drive audiences directly to those destinations. At the same time, social platforms have made it more complicated for brands to communicate with fans.

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SPMD Glow Digital Media secures $7M in funding round

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Glow Digital Media, a Facebook Strategic Preferred Marketing Developer, announced that it has raised $7 million in Series A funding to further expand internationally and to continue product development of its social ad platform.

Notion Capital and White Star Capital, two of Europe’s leading venture capital firms, contributed to the funding round, along with existing investors Project A Ventures and Avonmore Developments. This round brings the total financing to $8 million to date.

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Q2: Facebook remains dominant in social logins, gains in travel and hospitality

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Gigya, a Facebook Preferred Marketing Developer, released its 2014 Q2 numbers today showing again that Facebook rules social logins from April through June with 55 percent overall.

Facebook made major gains within travel and hospitality web properties during the quarter, broaching 70 percent for the first time in a year, up from 57 percent in Q2 2013.

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STUDY: Facebook bouncing back in social logins, with help from anonymous login

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After six straight quarters of falling behind in the social login sphere, Facebook has bounced back to take over the top spot.

According to Janrain, Facebook overtook Google and LinkedIn as the most popular choice on B2B sites, posting a 1.5 percent gain and re-claiming a lead it lost in Q1 2014 after holding it throughout 2012 and 2013. It also extended its lead on media and retail sites.

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Facebook PMD IgnitionOne completes $20M Series B funding

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IgnitionOne, a Facebook Preferred Marketing Developer, announced this week that it completed $20 million in Series B funding led by new investor SoftBank Capital.

With participation from existing investors including ABS Capital Partners and Brown Savano, the additional capital will enable IgnitionOne to continue the accelerated innovation of the company’s Digital Marketing Suite technology and expansion of sales and marketing activities on a worldwide basis.

Will Margiloff, IgnitionOne CEO, said in a press release:

We are committed to simplifying the lives of marketers by assimilating the most important marketing and advertising technologies into a single stack and this capital raise will allow us to accelerate that vision. IgnitionOne is leading the industry with the most integrated and complete digital marketing technology. We will continue to be relentless in our drive to bring far greater simplicity and superior performance to marketers, through the power of an integrated solution.

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Hillary Rodham Clinton to answer questions via Facebook June 30

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Facebook Live has landed an exclusive interview with former U.S. Secretary of State Hillary Rodham Clinton at the 2014 Aspen Ideas Festival.

Hosted by The Aspen Institute, an educational and policy studies organization, President and CEO Walter Isaacson will ask the former Secretary of State questions at 2 p.m. MDT on June 30. The event will be streamed exclusively on Facebook Live. She will answer questions submitted on Facebook. The interview, part of the Facebook Live series, will be available exclusively on Facebook in an effort to reach and engage the broadest possible global audience.

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