Study: Audience Network has higher conversion rates than News Feed, display ads

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How effective is Facebook’s Audience Network? A new study by Fiksu looked at the Audience Network performance of eight of its clients, finding that Audience Network ads outperformed News Feed and display in key areas such as average revenue per user and conversion rate.

While News Feed ads brought the highest percentage of returning users (65.16 percent), Audience Network was stronger than display at 58.55 percent. Fiksu also found that the cost per purchasing user for the Audience Network was roughly a fifth of display.

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Infographic: Facebook vs. LinkedIn for professionals

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Facebook might be building a professional network, but for now, LinkedIn is still the default professional social network for many people. But maybe the two aren’t so different after all.

A new infographic by the Brighton School of Business & Management shows the similarities and differences between Facebook and LinkedIn. Which do you prefer for professional networking?

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Facebook testing ‘Sell Something’ button in groups

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Facebook is conducting an interesting test, acknowledging that many people use groups to sell and trade items locally. Some Facebook users reported seeing an option in the status update box for groups, prompting them to Sell Something.

Facebook told The Next Web that this is a test:

We are testing a new feature within Facebook Groups to help people better organize posts about items they’d like to sell to other people on Facebook. This is a small test limited to select Facebook Groups that have active selling communities today.

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Atlas: Is Facebook’s demographic data a marketing silver bullet?

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Marketers have a Faustian pact with cookies. Every marketer knows deep down that a cookie is a blunt instrument and its limitations are woefully apparent when dealing with cross-channel campaigns. Unfortunately, cookies are the best and arguably the only way to track the effectiveness of wide-reaching online campaigns. That is, until this year. The relaunch of Facebook’s Atlas and Twitter Fabric have arguably heralded a brave new world in online marketing.

Focusing on Facebook’s Atlas, it is a major move by Facebook to take on Google on its home turf — display advertising. Aside from dispensing with cookies, Atlas purports to bridge the gap between the offline and online advertising worlds by linking the interactions of customers in the real world to their Facebook profile.

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How did Facebook build auto-enhance for iOS?

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Your iPhone’s camera might sometimes stink at taking a good, clear photo. But Facebook wants to help, introducing an auto-enhance feature for photos uploaded through the iOS app.

Facebook’s lead engineer explained in a new blog post how this technology came to be.

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Facebook: More than 200M ‘Say Thanks’ videos created

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Facebook has some very thankful users. When the site introduced the ability to create a special Say Thanks video for a friend, using Facebook photos and memories, people jumped at the chance.

Facebook announced today that more than 200 million Say Thanks videos have been created. At its peak, 3.3 million videos were created per hour. Brazil is the most popular country for these videos, followed by the U.S.

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Facebook Engineering VP Cory Ondrejka, key in Oculus acquisition, to leave company

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Cory Ondrejka, Facebook’s Vice President of Engineering, announced Tuesday that he will leave the company on Dec. 22. Ondrejka led Facebook’s acquisition of Oculus, the virtual reality company the social network purchased earlier this year.

Ondrejka announced in a Facebook post that he’ll start his own company, but didn’t offer specifics:

December 22nd will be my last day at Facebook. From high-performance javascript through mobile to virtual reality, I could never have predicted a journey quite like this one. I will miss working with everyone, but I am excited about building my next company from scratch. More on that in a few weeks.

It has been a privilege to be a part of this company and community for the last 4 years and thrilling to work with so many amazing teams. Rather than break the tagger, I will just say that you all have pushed and taught me more than I could have imagined – and I can imagine a lot. I look forward to seeing what comes next because “we are 1% done” will be just as true in 2015 as it was the day I joined. No one has a greater opportunity and capability to continue connecting the world than Facebook.

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Should Facebook add a ‘Call’ CTA button on mobile ads?

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Facebook has been adding call to action buttons, including a way for page owners to have one in their cover photo area, but there’s one call-to-action option that could be huge for mobile advertisers: Call.

Eric Holmen, the President of Invoca, feels that adding a call CTA button would be a huge help for direct response mobile advertisers. Holmen pointed out that businesses such as health and auto insurance providers reaping the most value from a call CTA button on mobile.

As Custom Audiences grows into a more mature offering, businesses could target ads based on phone numbers gathered in current lists. For instance, insurance providers could target ads to current customers who need to renew their plan, offering them a special rate. Holmen discussed the implications of a call CTA button on mobile ads:

Facebook is having a lot of success with call to action. If you look at the larger story on Facebook’s platform, they’re helping advertisers get more efficiency through call-to-action. … They’re also allowing targeting based on phone numbers, so if you have a customer list that has phone numbers or email addresses, you can upload that and target ads based on existing customers. Those phone numbers are already part of the identification. They’re testing click-to-call technology, in a very small scale, as part of their ad platform. So you can see these things lining up.

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How much traffic did Facebook deliver to Bing? Very little

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As Facebook reportedly drops the search results on its site from Microsoft’s Bing, it’s a little easy to see why: not many people went from Facebook to Bing results.

New figures from SimilarWeb show that Bing is No. 19 on top referral destinations from Facebook, with a paltry 0.52 percent of traffic share. YouTube draws the most traffic from Facebook of any site, at 16.62 percent of traffic share.

SimilarWeb’s Sr. Director of Corporate Marketing, Ariel Rosenstein, explained how not many people were clicking on Bing links from Facebook:

SimilarWeb data show that Facebook traffic to Bing was quite minimal. While Mark Zuckerberg talks about 1 billion searches on Facebook a day, few people were clicking on the Bing results. With the reported disconnect happening over the weekend, there was little, if no drop in traffic for Bing.com’s global traffic.

Overall Bing wasn’t even one of the top ten sites that Facebook sent traffic to. Google.com earned almost 4x more traffic from Facebook than did Bing even with the partnership. YouTube, a Google company, received the most outgoing traffic from Facebook, which would explain why Facebook is looking to build their own video platform.

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Report: Facebook cuts Bing results

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Facebook is going after YouTube with a robust video platform, but according to reports, the social network could be going after Google with an aggressive move. Reuters reports that Facebook has changed its relationship with Microsoft’s Bing, no longer supporting the site’s results.

A Facebook spokesperson explained the search moves to Reuters:

We’re not currently showing web search results in Facebook Search because we’re focused on helping people find what’s been shared with them on Facebook. We continue to have a great partnership with Microsoft in lots of different areas.

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