My colleague Christine Brewer wrote a quick article for our friends over at Canada Adopts. I quickly made an ad with just a $1 lifetime budget and some light targeting to people who like adoption, foster care, and are standing for other similar causes.
I didn’t think much would come of it with such a large audience and such a small budget.
Small businesses wanting to target Facebook users closer to them have a new advertising objective: Local awareness.
Facebook announced this feature today, giving marketers the ability to target users who are within a certain radius of the business’ address:
For many local business owners, marketing is just one of the many duties they must tackle every day. That’s why we built a new feature to make advertising for local businesses easier and more effective — local awareness ads.
With local awareness ads, businesses can quickly and easily find new customers by showing ads to groups of people who are near that business’s neighborhood. Local awareness ads are built to be more cost-effective than traditional advertising channels like newspaper while offering more precise targeting and greater reach. We think they’re the best way for local businesses to reach people near them, and the best way for people who use Facebook to discover more useful things in their area.
Facebook’s Audience Network, announced first at f8, is now available to more marketers worldwide. The company has opened up its advertising network that allows brands to utilize Facebook data to target consumers outside of the social network.
Facebook announced the global rollout in a blog post:
In addition to making the Audience Network more widely available, we’re also expanding the types of ads it displays. Along with app install and app engagement ads, the Audience Network now supports link ads, meaning any advertiser can use the network to drive traffic to its mobile website.
Businesses are already seeing strong results with the Audience Network. Relative to other Facebook campaigns, Walgreens increased its reach by 5% and improved its click-through rate by 4-5X during tests with the Audience Network.
People say that the holiday shopping season starts earlier every year. Retail brands on Facebook should take note.
New data from Facebook Strategic Preferred Marketing Developer Marin Software shows that while brands traditionally go heavy on advertising in December, the most ROI-friendly activity happens two weeks before Thanksgiving — when people click on more Facebook ads.
Marin Software published a report outlining best practices this holiday season for Facebook advertisers: budget around user behavior, start early and sequence ad messaging, target based on intent and making sure ad campaigns are mobile-ready.
Marin’s Director of Product Marketing, Dan Morris, talked with Inside Facebook about strategies for the holiday season:
Advertisers are betting big in December. They’re investing heavily in advertising mid-December through Christmas. However, Facebook consumers may not be using Facebook to interact with ads during that same time period. We made the joke internally that, go figure, maybe Facebook users, instead of clicking on ads, they want to be sitting down and talking with friends and family. Consumers are starting to begin their shopping earlier and earlier every year.
It is well known that Facebook, as an advertising medium, is highly effective for big brands to get through to customers in a highly targeted and accountable way. Facebook partners offer some amazing technology and services catering to this customer group. Gaming companies have seen outstanding success using the Facebook platform for growing their user base and monetizing gamers. Facebook is the best proven sales Social channel for eCommerce merchants large and small.
A recent Business Insider report has analyzed the various well known social platforms and Facebook is ahead in terms of traffic, sales generated and engagement by a significant distance.
In an effort to better compete with Google, the Web’s premier ad server, Facebook re-launched Atlas yesterday. It’s expected to be a game-changer for the social network, keeping in step with the company’s cross-platform goals.
Several industry experts have recently weighed in on Atlas and what it means for social advertising moving forward.
As rumored, Facebook will announce today the relaunch of Atlas at Advertising Week in New York City.
Atlas focuses on people-based marketing, getting away from cookies and enabling true cross-device advertising. Erik Johnson, the head of Atlas, announced the relaunch in a blog post:
Atlas delivers people-based marketing, helping marketers reach real people across devices, platforms and publishers. By doing this, marketers can easily solve the cross-device problem through targeting, serving and measuring across devices. And, Atlas can now connect online campaigns to actual offline sales, ultimately proving the real impact that digital campaigns have in driving incremental reach and new sales.
Atlas has been rebuilt on an entirely new code base, with a user interface designed for today’s busy media planners and traffickers. Targeting and measurement capabilities are built-in, and cross-device marketing is easy with new ways of evaluating media performance centered on people for reporting and measurement. This valuable data can lead to better optimization decisions to make your media budget even more effective.
As brands gear up for the holiday season, a survey by Facebook Preferred Marketing Developer Offerpop shows that 92 percent of marketers polled planned to spend a majority of their budget for that time on Facebook.
Additionally, 73 percent of the marketers polled by Offerpop pointed to Instagram, owned by Facebook, as the breakout social network of 2014.
Offerpop also put together a great infographic showcasing trends in Facebook and social marketing this holiday season. Look below to find out more.
A new study by G/O Digital detailing shoppers’ habits with consumer-packaged goods (CPG) brands shows that shoppers polled turn to Facebook more often than Twitter when it comes to engaging with food and beverage companies.
The study found that 55 percent of moms and 47 percent of dads surveyed believe that Facebook is the most efficient social channel to converse with brands. Only 5 percent of moms and 7 percent of dads felt that way about Twitter. These parental shoppers were also more accepting of Facebook ads — 39 percent of moms surveyed and 42 percent of dads reported clicking on a Facebook ad at least once a week before going to their local supermarket.
Jeff Fagel, the Chief Marketing Officer of G/O Digital, discussed the findings:
The rise of social media has revolutionized the way retailers and brands approach their consumer audiences, creating a myriad of possibilities for marketers to gain shopper insights and leverage real-time data in order to drive in-store execution.
The value of social media channels like Facebook isn’t derived by posting hundreds of quirky photos, but instead, it’s about targeting every single social message, post, advertisement, coupon and offer to be as intuitive, personal, contextually relevant and engaging as possible. Only then will a CPG brand see the types of benefits that matter beyond brand building – like increased foot-traffic and sales in local stores.
Recently at the Kenshoo K8 Summit in Sausalito, Calif. (just north of San Francisco), Facebook’s Advertising Research Manager of Marketing Science, Rob Creekmore, talked to attendees about the ways brands are using intent-driven search data in concert with Facebook’s advertising offerings.
Creekmore cited studies during his presentation, such as the finding in a June Kenshoo study that there was a 19 percent lift in paid search conversions when partnered with Facebook ad spend. Another study noted that partnering Facebook ads with paid search media leads to a 30 percent higher return on ad spend. There’s a growing harmony between search and Facebook, and Creekmore took the time to talk about this evolving relationship with Inside Facebook.
Inside Facebook: What are some of the most exciting ways search and Facebook are coming together?
Rob Creekmore: I think we’ve seen some of it in the research we’ve presented today. It’s an opportunity to understand consumer behavior on a deeper level and how consumers are crossing channels and crossing devices seamlessly. The research that we’ve done to date has focused on the cross-channel aspect, particularly on how Facebook makes search work harder. Kenshoo has more recently come out with an amazing product that uses search intent data — the IDA (Intent-Driven Audiences) product — to make Facebook work harder. So I think there’s more opportunity to do more research there.