Want to get more in-store traffic? Facebook feels that its advertising is just the solution. Facebook this week published a guide for its Preferred Marketing Developers looking to foster more prosperous relationships with retail clients.
The guide includes some interesting tidbits about advertising and News Feed:
- People check News Feed 14 times per day.
- 45 percent of people who were reached via ads were reached exclusively through Facebook.
- Facebook is more than twice as accurate as other ad networks.
- Facebook delivers an offline conversion lift of 8x return on ad spend.
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.
Front Gate Tickets handles tickets and promotions for some of the biggest musical festivals in the country, such as Coachella and Lollapalooza, as well as events like the X Games. With help from social data firm Umbel, Front Gate Tickets was able to utilize Facebook advertising to reach music fans and other event goers, earning a 10X return on investment.
Front Gate Tickets incorporated Facebook login into their purchasing process, allowing buyers to see if their friends are going to the same event. This also gave Front Gate Tickets the chance to pitch events to people via Facebook ads.
Uri Bogler, Front Gate Tickets’ Vice President of Marketing, talked with Inside Facebook about the major problem that was facing his company and how partnering with Umbel to use targeted Facebook ads helped:
(Umbel) creates this digital genome to try to do precise, data-driven lookalike campaigns on Facebook to reach fans who may not know about an upcoming show. Really that’s the problem we’re trying to solve. One of the biggest reasons people don’t attend concerts or festivals is because they didn’t hear about it or didn’t know about it in the first place. Facebook advertising can work really well and Umbel’s reach extension campaigns have worked great.
Starting Sept. 1, all targeting and bidding on Facebook rolls up to the ad set level. You can no longer do mixed targeting and mixed bidding.
In March, Facebook announced plans to simplify its advertising structure, breaking it down from campaign, to ad set to add. Facebook’s Patricia Lai announced in the PMD News group recently that the company is moving forward on part 2 of this plan: moving targeting, placement and bid settings to the ad set level. That three-tiered structure will roll out globally starting Sept. 1.
Here’s what Lai told members of the group:
In our updated interfaces, all NEW ad sets will define targeting, placement and bid settings at the ad set level. This does not change how our system optimizes; it only changes where these settings are defined. Comparing audiences, placements and bid settings across ad sets results in clearer and more meaningful insights. In our updated interfaces, advertisers will no longer be able to create ads with mixed targeting, placement or bidding within the same ad set, a common source of advertiser confusion. Ads will now be defined by your creative, leading to more clarity and predictability in regards to delivery.
Sprinklr, a Facebook Preferred Marketing Developer, announced Thursday that it has acquired London-based paid social media solution firm TBG Digital. Terms of the deal weren’t disclosed.
Sprinklr CEO Ragy Thomas commented on the acquisition in a blog post:
For more than 10 years, TBG Digital has been a top global social paid solution company and one of the pioneers of social advertising. I’ve known Simon Mansell, the Founder of TBG Digital, for many years and have always been impressed with the talented team he had assembled globally. We’ve shared office spaces in New York and San Francisco for many months now, and know we both share the culture and passion to make our clients successful.
This acquisition makes Sprinklr the world’s first converged media solution that enables brands to seamlessly plan, execute, measure, and optimize their paid activities in the same environment as their owned and earned engagement.
If you want to grow your business through Facebook marketing, you will very likely have to pay for advertising.
That is the new truth.
In years past, many pages on Facebook could do all right in terms of driving sales and traffic to websites without using advertising. But now, as more pages become serious Facebook marketers, you’re battling for diminishing space in your audience’s News Feeds. Demand for impressions, views and clicks is higher than ever, while the supply of News Feed space hasn’t grown to keep up.
So while Facebook is financially free if you want to chat with friends and look at cat memes, if you are using Facebook as a tool to grow your business, advertising needs to be part of the plan.
Facebook continues to make strides in becoming the “cross-platform platform,” as today the company announced a way to track performance of advertising across devices. This will enable advertisers to see how people are balancing desktop, mobile and tablet before they make a conversion.
Through this cross-device reporting, advertisers can see how different devices influenced a website conversion and mobile app actions, as well as the value of the website conversion. According to a recent study by Altimeter, more than 60 percent of U.S. adults use at least two devices daily, and more than 40 percent sometimes start an activity, like shopping, on one device and convert on another device.
Facebook blogged about this new capability:
Imagine seeing an ad for a product on your mobile phone while in line at the bank. Do you immediately make a purchase on your phone? Probably not. But perhaps you go back to your office later that day and buy on your desktop computer. Such cross-device conversions are becoming increasingly common as people move between their phones, tablets and desktop computers to interact with businesses.
Facebook already offers targeting, delivery and conversion measurement across devices. With the new cross-device report, advertisers are now able to view the devices on which people see ads and the devices on which conversions subsequently occur. For instance, a marketer can view the number of customers that clicked an ad on an iPhone but then later converted on desktop, or the number of people that saw an ad on desktop but then converted on an Android tablet.
AdStage, a Facebook ads API partner, announced Wednesday the launch of campaign automation — as well as a $6.25 million round of Series A funding.
Now through the Automated Rules app, built on the AdStage API, advertisers can automate their campaign management tasks across campaigns, ad groups and keywords to optimize performance around the clock. Through the app, advertiser can choose the type of automations they’d like to make, define the conditions and set a schedule. The app handles bidding, day-parting, pausing, enabling and budget changes and runs in the background even when the advertiser is offline.
Sahil Jain, CEO and Co-Founder of AdStage, commented on the automation capabilities:
We’re incredibly excited to add campaign automation to our suite of apps. We were inspired by the simplicity and brilliance of the automation rules IFTTT created and wanted to do the same for ad campaign management. It’s a huge step forward toward our vision of easy online advertising. We’re helping advertisers create their own custom algorithms to meet their goals with a simple self-serve interface.
Digital marketers are used to assimilating platform updates and advancements into their ad campaigns, but there could be a sea change on the horizon.
It’s been over two years since Facebook acquired Instagram, and the social giant has finally dropped a big clue about how it might integrate the photo-sharing platform. If a recent test proves to be a precursor to a bigger strategy to come, Facebook could position itself as a marketing ecosystem that will challenge everyone – Google, Twitter, etc. – to catch up.
According to a new study by G/O Digital, when people want to find out more about a local small business — they check Facebook more than any other social channel.
G/O Digital, a Gannett company, found that when asked which social channel users go to in order to find out about a local business, Facebook led the way at 62 percent. Pinterest was second at 12 percent, and Twitter third at 11 percent.
Jeff Fagel, G/O Digital’s CMO, talked about how the rise of mobile as well as small businesses acquainting themselves with Facebook marketing has played a key part in discovery:
In today’s world, Facebook is essential to daily communication. More than 50 percent of users are engaging with Facebook more than 6 days a week. If you’re looking at it as a small business, there’s a sense of fear and nervousness when it comes to a small business owner deciding to spend $500 or $1,000 on marketing. The fear isn’t about the marketing strategy, but about tossing money down the drain. Offers really provide a proof of success, that if you’re spending $500 or $1,000, then there’s actually a return on it. There’s less room for error with small business.