Have you ever done research or shopped for a product online and then realize that the ads on your computer start to talk to you about what you were interested in? This is retargeting in action.
Facebook retargeting is a kind of behavioral ad retargeting which allows businesses to gather browsing data from their website users in order to create targeted Facebook ads when those same users login to the Facebook platform. This is revolutionary for small businesses (SMBs) looking to drive targeted traffic to their site and convert more site visitors.
Even as the cost of Facebook advertising rises, is the social network’s offering the most efficient for marketers? According to a new study by Neustar, Facebook advertising in Q2 beat out other avenues (network, portal and exchange) in terms of reach efficiency and average cost.
Neustar’s study shows that Facebook’s cost efficiency in Q2 indexed 70 percent cheaper than the industry average. It was also the only channel that out-performed the indexed average for reach efficiency, beating ad portals by 286 percent.
Two of the major reasons for Facebook advertising’s popularity? Mobile and video. Rob Gatto, Neustar’s Senior Vice President of Media and Advertising, feels that we’ve only started to see video’s potential:
One interesting thing I see in video is that most advertisers are content to buy it simply with age and gender as an overlay. After all, that’s typical of how you buy television.
But in the digital world, you can buy video with a far deeper level of audience, attribution and behavior. Advertisers aren’t yet taking advantage of that.
There are all sorts of opportunities for sequential messaging with video: creative that moves a customer along at different touchpoints, aligned to the buyer journey. We already do a lot of these things in the display world, but haven’t yet duplicated them into video.
Norwegian Facebook Preferred Marketing Developer Fanbooster announced recently that the company has launched a Facebook ads platform. Fanbooster started four years ago as an app creator, but now the company is evolving to support advertising.
Fanbooster aims to make Facebook advertising simpler and more time-efficient. Through the company’s ad offerings, advertisers can create and save target groups, split campaigns and utilize Facebook’s complex targeting and bidding motels with just one button.
Fanbooster’s Vice President of Marketing, Alex Grimstad, described the new vision of the company to Inside Facebook:
We spend a lot of time working with Facebook ads, for both ourselves and for our clients. We’ve seen that the Boost Post button is really powerful as it gives advertisers a really quick way to get your messages out there. Meanwhile there are some really great targeting options in Power Editor and Ads Manager that you don’t get by hitting the Boost Post button. With the launch of the Fanbooster ads platform, our ambition is to reinvent the Boost Post button, and we call it One-Click Promotion. It’s as easy as boosting a post and equal to setting up an advanced campaign. The best from both worlds.
Facebook has made the event much more powerful for page admins.
In the next few weeks, Facebook is rolling out the ability to make it easier to promote events (not just boost a post about an event), as well as insights showing how many people have seen the event.
Many marketers think of Facebook marketing as a brand activity – not one that can drive conversion directly. However, it doesn’t have to be an either-or proposition. By combining brand marketing and direct marketing actions, social media marketers can drive both amplification and conversion.
Companies are growing their social media budgets and with more money comes increased expectations (and scrutiny). The need to prove ROI of efforts and social media’s role to the bottom line is becoming essential. This still isn’t down to a science, however. As Social Media Examiner points out in its 2014 Social Media Marketing Industry Report, 88 percent of marketers still want to know how best to measure social media ROI.
This makes Facebook ripe for a convergence of brand marketing and direct marketing. Why? Because by combining brand marketing and direct marketing actions, social media marketers contribute to specific data and revenue objectives, allowing them to show ROI and measurable business impact. In the process, they prove the value of the social media investment and the social marketer’s value as well.
Facebook on Wednesday introduced a new way to target ads: based on bandwidth connection. This will help advertisers reach users whose mobile connection may not be best for video ads or other data-hungry methods.
This new feature allows advertisers to target based on mobile connection: 2G, 3G or 4G.
Facebook Product Marketing Manager Brendan Sullivan announced this in a blog post:
Targeting by mobile network type helps advertisers choose creative that will run smoothly on any given device and connection speed. For example, serving a video ad to people in Indonesia with 2G connections may mean wasted impressions if people are unable to load the video or it buffers for minutes when clicked. Optimizing the creative — for instance, targeting a video campaign to people with high-speed connections, and swapping in an image or link ad for people with slower connections — means ads can perform more efficiently for the people seeing them.
As the school year begins, are parents (and students) spending more time on Facebook?
According to Facebook Preferred Marketing Developer Marin Software, around this time of year, clicks on Facebook ads tend to have a huge spike. Looking back at 59 million Facebook ad clicks throughout 2013, the company found that activity takes off as summer gives way to fall. Marin also examined ad clicks for Google and Bing in the same time frame, finding that Facebook really charges ahead around the time of back to school.
In July 2013, Facebook experienced its second lowest volume of ad clicks at a level 25 percent below the baseline (January). But after that, Facebook ads are much more active. From July to August, there’s a 38 percent upswing.
Marin Software feels that this spike is due to parents having more time once their kids are back in school. Additionally, college students could be using the site more around that time too.
It’s becoming more evident that search and social are not exactly separate silos.
As customers use both search and Facebook in their purchasing decisions, it’s important for companies to make sure those presences are optimized. Jim Yu, the CEO of search and social optimization firm BrightEdge, spoke with Inside Facebook at the company’s Share14 conference in San Francisco about the relationship between the two platforms.
Inside Facebook: Can you talk about the way that the relationship between search and Facebook is evolving?
Jim Yu: What we’re starting to see is that you really have to think about the content that you’re creating and then you have to think about the integrated strategies across the different channels. Here’s what’s happening: I’m creating this piece of content. How am I going to drive engagement to this? A big part of it starts with understanding the demand. What do people care about? Once you figure that out, then you can create the content. Then you can drive that into different channels.
Facebook’s retargeting offerings, such as Custom Audiences and mobile app ads, have given a huge boost to the gaming and retail advertising sectors. Through retargeting, game developers have been able to gain installs and re-engage lapsed players, while retailers have been able to target users who stopped somewhere along the conversion funnel.
So what’s the next frontier for this kind of advertising? According to AdRoll, a Facebook Exchange partner, it’s the B2B sector.
AdRoll’s President and CMO, Adam Berke, talked with Inside Facebook about how B2B is the next big vertical for retargeting:
Generally, retargeting is known to be focused around retail, travel and classifieds, but one of our biggest verticals is actually B2B and technology. Those businesses use us because it’s very hard to find B2B decision makers and CIO types and people who are making those types of buying decisions for their companies. Once they find it, that data is really valuable. Once they identify their audience, whether it’s a SAAS product or a free trial or a freemium model, that has been a really big growth area for us. They’re starting to figure out ways to use mobile, also.
Facebook is constantly trying to balance user experience with marketing potential in its News Feed. Upcoming changes to the News Feed will alter the frequency with which users see a certain ad.
As first reported by Digiday, Facebook is loosening restrictions on ad frequency within its marquee product. An email sent from Facebook to advertising agencies illustrates three key changes:
- A single ad can be inserted in News Feed up to twice per day (up from one).
- Ads from a page that a person is not connected to can be inserted into News Feed up to twice per day (previously only one per page, per day).
- Ads from a page that a person is connected to can be inserted into News Feed up to four times per day (remains consistent from before).
A Facebook spokesperson told Inside Facebook that this will not mean that users see more ads in News Feed:
This does not change ad load. We will not show more ads; rather, we are updating the spacing between ads, and relaxing some of the parameters around insertions of ads from the same advertiser.