Adoption of Facebook’s Atlas growing quicker than Google’s DoubleClick

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Not long after Facebook re-launched its robust advertising measurement platform Atlas, adoption has boomed. According to Datanyze, more websites added Atlas technology than Google’s DoubleClick in both October and November.

In October, 34,589 websites added Atlas as their ad server, compared to 33,873 for DoubleClick. So far this month, more than 27,000 websites have added Atlas (though it has also been dropped by more than 13,300 sites), compared to roughly 13,000 who added DoubleClick. Datanyze tracks roughly 25 million websites.

Currently, Atlas has 15.6 percent of the Alexa top 1 million websites, but DoubleClick is still king at 67.5 percent.

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Overcoming Facebook targeting challenges

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There are times when Facebook advertisers lose customers and can’t spend their daily budgets because their own campaigns compete against each other, even before reaching the online auction. The reason is due to duplicate targeting. You can prevent the problem by designing your campaigns carefully with the instructions in this article.

Here’s an example: We are running two Facebook campaigns for our web store called “Kalle’s Comfort Shoes” (name changed). The first campaign, called “WCA, main page visitors,” is targeted at web store visitors in Germany and has a daily budget of 1200 euros. The second one, called “Lookalike, seed audience: checkout page WCA,” is targeted at a lookalike audience in Germany and has a 1000 euro daily budget. Because both campaigns are targeting people in Germany, there is a possibility of overlapping audiences. Thus, you can end up competing against yourself!

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How will Facebook ad costs fluctuate this holiday season?

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We’re entering the thick of the holiday season for advertisers, as brands gear up for Black Friday and Cyber Monday. Ampush, a Facebook Marketing Partner, examined the trends of Facebook advertising in Q4 in its Holiday Pricing Strategy Guide.

According to Ampush, the time to find value in Facebook advertising is past, as now CPM roughly doubles from the yearly average. However, there’s high risk/high reward, as CTR is the highest at this time.

Ampush Co-Founder and Chief Marketing Officer Chris Amos talked with Inside Facebook about what will work best for advertisers this holiday season:

Sequencing ads — this is the first year we’re seeing lots of e-commerce retailers leveraging this tactic. It’s only been the past year that this has really caught on,  and we’re seeing great results, especially when video is used and advertisers starting campaigns early.

Amos also recommended multi-product ads, videos ads and right sidebar ads as being key to this holiday season.

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The often overlooked reason why Facebook converts so well

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See what’s immediately above this sponsored post? It shows that Joe Chernov, Jill Rowley, Robert Scoble, and a number of my friends like this company.

Kapost is a content marketing software company, so they’ve managed to attract the industry’s top influencers as fans. It had nothing to do with ipad giveaways or buying fans to fluff their fan count. Just building real trust over time.

It had nothing to do with how they tested elements of their landing page. No amount of changing button placement, color, or size substitutes for trusted endorsements from friends.

Four years ago, we called this the “most powerful secret” in Facebook ads. And shy of making it sound like snake oil, wouldn’t you agree that the most powerful marketing is what raving fans say?

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Facebook platform news: Adobe, Nanigans

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Big news this week from two Facebook Marketing Partners, as Adobe announced new data-driven marketing features added to the Adobe Marketing Cloud, and Nanigans goes cross-channel with a partnership with MoPub.

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How likely are you to tap a Facebook mobile ad?

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Facebook, as has been said myriad times, is a mobile company. Mobile advertising is a cornerstone of the company’s revenue, so Spongecell wanted to find out how often and why people engage with mobile ads on the site.

Spongecell found that 75 percent of Americans polled who are on social media and would interact with an ad said they are most likely to do so with a mobile ad on Facebook. Additionally, 33 percent of Facebook users polled who saw advertisements relevant to them said they’d go to the brand’s website for more information or to make a purchase.

Spongecell CEO Ben Kartzman discussed the need for relevant, targeted advertising on Facebook and other social channels:

It’s clear personalized ads are effective in driving consumer engagement. Marketers need to embrace dynamic creative technology, such as the kind Spongecell offers, to give consumers what they want, when they want it. With dynamic creative, advertisers can deliver personalized content to consumers, creating a more engaging ad experience and more impactful brand campaigns.

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Study: Local pages outperforming global pages for organic, paid interactions

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For brands representing themselves on Facebook with both global and local pages, a recent study reveals that fans of a given local page are far more engaged than fans of the corresponding global page, and this extends to promoted posts as well.

Facebook Marketing Partner Socialbakers cross-analyzed 800 global pages and their accompanying 5,000 local pages and found that while global pages may have more total interactions than local pages, the interactions per 1,000 fans on local pages are significantly higher.

Furthermore, the results showed that as page size increased, so did the interaction gap between global and local pages. Socialbakers Chief Editor Zachary Peterson wrote about the study in a blog post:

The value of posting on Local Pages increased as the Fan base grew. The smallest Local Pages took on 107% more Interactions than Global Pages in the same size range. Middle-sized Local Pages outperformed their Global equivalents by 169%. For the largest Pages, Local Pages gained 346% more Interactions than Global Pages did.

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Facebook to page owners: Quit spamming News Feed with sales pitches

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Facebook recently made another change to its News Feed post-sorting algorithm, this time devaluing overly promotional posts.

Citing a user survey, Facebook will show fewer posts that solely push a product or app install, posts only promoting contests and posts that re-use the same content. The users in the survey said they wanted to see more posts from friends and pages they care about, and less promotional content.

Facebook announced this in a Newsroom blog post:

Beginning in January 2015, people will see less of this type of content in their News Feeds. As we’ve said before, News Feed is already a competitive place – as more people and Pages are posting content, competition to appear in News Feed has increased. All of this means that Pages that post promotional creative should expect their organic distribution to fall significantly over time.

This change will not increase the number of ads people see in their News Feeds. The idea is to increase the relevance and quality of the overall stories – including Page posts – people see in their News Feeds. This change is about giving people the best Facebook experience possible and being responsive to what they have told us.

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How to find your long lost rave buddy using Facebook ads

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When your best friend comes to town and you dress up as a squid and an octopus for Halloween, you know that’s going to be special. And when you and your saltwater buddy have their tentacles held by Dan, who you met that night, and you improvise a friendship rap together, you know lifelong bonds have been formed.

This is the situation my best friend and I found ourselves in while attending Howl 2014, an annual Halloween rave at Branx/Rotture in Portland, Oregon.

Here’s how I found Dan with less than $3 in Facebook ads.

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Facebook testing page tagging feature in Power Editor ad creation flow

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Facebook is apparently testing a new feature to the Power Editor ad creation flow, allowing advertisers to tag pages in ad copy.

This was found by Alex Houg, an Inside Facebook contributor and CEO of Portage Co. Companies and pages have been able to tag pages in regular posts, but now this ability is built into Power Editor.

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