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.
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.
So you’ve painstakingly built a Facebook ads audience of a few dozen interest or workplace targets. What a chore to have to rebuild that targeting each time, right?
Saved audiences allow you to take a well-performing audience and store it for later use, cutting down on the drudgery of re-entering your targets all the time.
But how do you choose which one to save? One of our ads had a 6.7 percent click-through rate (CTR) and a lot of engagement, so we’d love to keep this around for future use on business targets.
Much like its advertising offerings, Facebook recently put an objective-based spin on its marketing platform, formerly known as Facebook Preferred Marketing Developers. Now these companies, which offer advertising and marketing services to brands and businesses, are known as Facebook Marketing Partners and are divided based on what objective they specialize in, such as ad technology, media buying, small business solutions and content marketing.
So what does this shift mean for the companies, as well as their clients? We spoke with Lance Neuhauser, CEO of Facebook Marketing Partner 4C, about Facebook’s decision.
Inside Facebook: What was your first reaction to the change?
Lance Neuhauser: We heard a while ago that the program would be changing. They just announced what some of those changes would look like. We’re really excited, both for Facebook and the entire ecosystem. For Facebook, we really do believe that they have done a good job in creating an ecosystem of partners who can deliver value-added services on top of whatever Facebook already does, by advancing technology, by providing better content, by providing marketing expertise, etc.
It’s been a big week for Facebook Marketing Partners (formerly Facebook Preferred Marketing Developers) as Fanbooster announced a 2 million Euro investment and partnership with Innovation Norway, the Norwegian Research Council, Komplett.no and others to find the best way to measure the return on investment of social media.
Additionally, IM.MK launched Take An Ad — a way to create a Facebook ad on your iPhone.
As search and marketing evolve, new advances – particularly Facebook’s recent re-launch of its Atlas ad platform, which measures ad campaigns across screens and allows brands to target real people across mobile and the web – pose questions like how much is too much tracking, and how will consumers react to brands becoming more targeted in their marketing efforts? With careful targeting, tracking, and second screen integration, brands can easily nurture their relationships with customers.
However, at some point, will consumers equate marketing to stalking?
Advertising is often the first point of contact between brands and customers, and advertisers need to be careful about targeting too narrowly. The temptation is certainly ripe. Unlike TV and print marketing, where broad brand messages are ideal, appropriately targeting all possible demographics in one fell swoop is entirely possible online. With search, brands can target a specific set of customers on Google, a different set on Facebook, and even another set on their mobile platform. With the availability of all these different platforms, brands can easily fall victim to overly diversifying platform experiences.
Mobile advertising was the star of Facebook’s Q3 earnings call, as 66 percent of the company’s advertising revenue comes away from desktop. The shift to mobile is a major trend industry-wide, according to a recent study by mobile-focused Facebook Marketing Partner Ampush.
Ampush studied the cost of mobile advertising on Facebook and Twitter, finding that while it is getting more costly to advertise to mobile users — it’s highly effective. Ampush’s study combined Facebook and Twitter. In Q3 2014, Ampush — which recently announced a new look, as well as 185 percent year-over-year growth — discovered that mobile ad spend on the two platforms is up 233 percent year-over-year. Mobile app installs have also gotten a little more expensive, as the average cost per install (CPI) has grown 29 percent year-over-year, but it’s a little more even-keel.
Inside Facebook talked with Ampush CMO and Co-Founder Chris Amos about the growth of mobile advertising on Facebook.
Facebook, yet again, posted arguably its best quarter ever, reaping $3.2 billion in revenue in Q3, with 66 percent of their ad revenue coming from mobile. Facebook now has 1.35 billion users (1.12 billion on mobile).
But is the best for Facebook still to come? Here’s what we learned from Facebook’s quarterly earnings call on Tuesday.
1. Facebook thinks it can fix digital advertising
Chief Operating Officer Sheryl Sandberg knows that there’s still a gap between how people interact with advertising (on mobile) and how advertisers still prefer to deliver messages (display and desktop).
How important is mobile for Facebook? Mobile advertising now accounts for 66 percent of Facebook’s advertising revenue, according to Q3 figures announced by the company today.
Facebook posted its most successful quarter to date, in terms of revenue. The social network reaped $3.2 billion in revenue this past quarter, beating Q2 totals ($2.91 billion).
Other key figures:
- Daily active users (DAUs) were 864 million on average for September 2014, an increase of 19 percent year-over-year.
- Mobile DAUs were 703 million on average for September 2014, an increase of 39 percent year-over-year.
- Monthly active users (MAUs) were 1.35 billion as of September 30, 2014, an increase of 14 percent year-over-year.
- Mobile MAUs were 1.12 billion as of September 30, 2014, an increase of 29 percent year-over-year.
More key stats and facts from Facebook’s Q3 can be found below.
3Q Digital, a digital media agency, recently analyzed its clients’ performance with Facebook ads, finding a huge drop in impressions, but a pretty big jump in clickthrough rate. This illustrates that while reach may be tumbling on Facebook, those who are seeing messages are the most willing to take an action.
Year-over-year, there has been a 54 percent decrease in impressions (taking into account both mobile and desktop campaigns), a 56 percent increase in cost per click, a 342 percent rise in clickthrough rate and a 224 percent increase in ad spend. Since Q2 2014, 3Q Digital’s clients have seen a 136 percent decrease in impressions, a 53 percent increase in clicks, a 262 percent increase in clickthrough rate and a 54 percent increase in spending.
However, much of the cost increase and impressions decrease appears to be on desktop, as mobile numbers are more positive.