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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Through AutoLiFT, automotive brands may start looking to Facebook for extra ad horsepower

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Courting automotive brands has been a major focus for Facebook. When General Motors pulled its $10 million ad campaign from Facebook in 2012, many industry leaders took it as a sign that there’s not enough ROI from Facebook advertising. However, a lot has changed in 2 years.

Facebook’s pitch got a significant boost in November 2013 when the company hired Google’s Michelle Morris to lead automotive marketing.

Now, as Facebook has built a robust advertising platform, Menlo Park and Detroit are working together quite well. Facebook Marketing Partner BLiNQ Media, a G/O Digital company, recently announced AutoLiFT, an ad targeting solution for auto brands.

Morris, in a press release, discussed AutoLiFT:

It’s great to see our developer community begin to specialize their platforms to meet the needs of specific industries. Automotive marketers are heavy users of programmatic technologies, and BLiNQ has built an intelligent and dynamic, cross-device platform for tier 2 and tier 3 marketing programs on Facebook.

So how well are car makers working with Facebook and what can AutoLiFT do for the industry?

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Ad placements do matter on Facebook — here’s what you need to know

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Did you know that there are 5 possible ad placements on Facebook?

We have two right column ad placements on desktop (homepage and non-homepage), two mobile options (mobile newsfeed and mobile apps), and desktop News Feed.

Some people have a blind predisposition to running News Feed ads because the CTR is higher. Others believe mobile is better, since the cost per click is often lower, especially when it comes to video views.

And then there are those who say right column (or called RHS for Right Hand Side) are best for direct marketing.

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When should you start holiday Facebook ad campaigns? Now

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If you’re just starting to think about your holiday Facebook ad campaign, you may be too late. Facebook Marketing Partner SocialCode shows that taking an early, proactive approach to targeting shoppers for the holidays can give advertisers the best bang for their buck.

SocialCode found that the CPM of News Feed advertising is at its lowest of the holiday season in late October/early November, steadily rising until its peak on Black Friday (for desktop) and, for mobile, Cyber Monday.

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