Now Facebook advertisers have a more reliable way to monitor ad performance on mobile devices. Facebook announced today that it is introducing Ads Manager to mobile.
Through the iOS or Android apps (or the mobile website), advertisers can use Ads Manager to:
A new study by Facebook Strategic Preferred Marketing Developer Adaptly, in partnership with Facebook and Refinery29, shows that advertisers who position and sequence their Facebook ads to take customers down the conversion funnel can experience an uplift in view-through and subscription rates.
Adaptly worked with lifestyle website Refinery29, testing ads that were sequenced like stories, receiving an 87 percent rise in overall view-throughs and a 56 percent conversion lift.
Adaptly CEO Nikhil Sethi commented on the study:
As fundamental as this question is, it’s amazing that so little has been published on the topic of sequencing vs. sustained messaging. And although the research findings might sound like an obvious outcome, some advertisers may find it counterintuitive to elongate a campaign as a way to more gradually bring their audience through the purchase funnel, rather than more immediately delivering a call-to-action. But we have proven that this classic brand-building approach it is both effective and efficient, even for direct response advertising.
Here’s how Adaptly and Refinery29 helped consumers down the conversion funnel.
One of the most common desires for Facebook marketers is the ability to actually talk with someone from the company when they’re looking for help or inspiration. Now it looks like Facebook is bridging that gap.
By promoting the company’s Start to Success program — which a Facebook spokesperson said has been around for 3 years — and going around the country with Facebook Fit events, Facebook wants to offer face-to-face engagement.
The Boost option on Facebook has come a long way since launch. With recent changes addressing concerns about targeting and low quality engagement, it’s now a viable option to quickly promote content.
However, some effort is still required if you want performance, so careful with simply clicking and forgetting.
Here’s how to customize your audience when using Boost Post:
Something advertisers and marketers have craved from Facebook is here: a direct line to a Facebook representative, through the Start to Success program.
The catch? You’ve got to devote $50 per day to Facebook advertising for a month (at least $1,400 total over the four-week period).
Many admins saw a prompt atop their page dashboard, asking if they want help with growing their page through Facebook. The link leads page owners to a form where they can sign up for Start to Success. A Facebook spokesperson said this program has been around, but now Facebook is making more of an effort to promote it.
Look below for the description of the program, which offers a dedicated Facebook account manager.
As Instagram slowly starts to mix in some advertising, the major question for the photo-sharing app is how it will become a source of monetization for Facebook. While Facebook CEO Mark Zuckerberg or COO Sheryl Sandberg might address the early effects of Instagram advertising in its Q2 earnings call on July 23, it’s worth noting that Instagram ads are still in their infancy.
How new are Instagram ads? In a Fortune story published recently about Instagram, noting that CEO and Co-Founder Mark Systrom still personally reviews each ad the limited subset of advertisers design for the app. Instagram first allowed advertisers who already appealed to core segments of Instagram’s user base.
The feature story shed some light on newer features, such as Instagram Direct and video. In the past month, 45 million Instagram users (about 25 percent) have either sent or received a message through the app.
However, the video feature hasn’t been as successful, Fortune reports.
Facebook announced today a new way for app developers to prompt purchases of virtual goods right from the News Feed. Developers can create News Feed (or sidebar) ads that allow users to make a purchase of virtual goods from the desktop.
In beta, Kixeye used this ad format to push virtual goods for its game battle Pirates, re-engaging active players who had made purchases before as well as those who have not paid. The developer offered discounts on virtual currency, seeing a more than 10 percent increase in click-through rate and a 50 percent conversion rate for past paid customers. For gamers who hadn’t made a purchase previously, there was a 14 percent conversion rate.
Overall, the campaign saw a return on ad spend of greater than 5,000 percent.
Facebook will announce its official Q2 numbers on July 23, but quarterly figures from Strategic Preferred Marketing Developer Nanigans show that it’s getting increasingly costly to advertise on the social network.
According to Nanigans, though ad clickthrough rates have risen 47 percent from Q1 and 146 percent year over year, both the CPM and CPC are growing as well. The CPM of Facebook ads among Nanigans clients have grown 57 percent since last quarter and 218 percent year over year.
The starkest contrast has come in the category of gaming. CTR for game ads has skyrocketed 579 percent year over year. Naturally, the costs of these ads accelerated, as well. CPM for gaming ads has grown 367 percent year over year.
Facebook’s conversion pixel is a key way for savvy advertisers to figure out how a Facebook ad can lead to a purchase.
Now it seems like Facebook is trying to make a bigger push for adoption. As noticed by Inside Facebook reader Matteo Gamba, Facebook is promoting the usage of the conversion pixel in the sidebar of News Feed.
Video ads are the next big thing for Facebook, something enforced by today’s news of Facebook’s acquisition of advertising tech company LiveRail. Terms of the deal were not disclosed.
LiveRail, founded in 2007 and based in San Francisco, has worked with ABC, Major League Baseball, A&E Networks and Gannett to improve the quality of ads seen in videos.
Brian Boland, Facebook’s Vice President of Ads Product Marketing, explained how LiveRail will help Facebook:
We believe that LiveRail, Facebook and the premium publishers it serves have an opportunity to make video ads better and more relevant for the hundreds of millions of people who watch digital video every month. More relevant ads will be more interesting and engaging to people watching online video, and more effective for marketers too. Publishers will benefit as well because more relevant ads will help them make the most out of every opportunity they have to show an ad.
We’re just getting started with our partnership with LiveRail, but we’re very excited about the future for video publishers and marketers. We believe that LiveRail’s excellent product – known in the industry as a video supply-side platform or SSP – and Facebook’s expertise with relevancy, delivery and measurement will help us make video advertising much better for everyone.