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.
Kenshoo, a Facebook Strategic Preferred Marketing Developer, announced Wednesday the launch of Intent-Driven Audiences. This new tool matches clicks on search ads with audiences on Facebook in real time. The technology allows marketers to show ads to consumers who have searched for certain keywords, also using Facebook’s targeting to find similar customers.
Blake Chandlee, Facebook’s Vice President of Partnerships, congratulated Kenshoo on this launch:
Facebook’s Custom Audience targeting capabilities allow marketers to reach the people that matter most to them – their loyal customers. Kenshoo’s Intent-Driven Audiences allows advertisers to bridge audiences across marketing channels by bringing together consumer intent signals from search campaigns and Facebook’s Custom Audience targeting capabilities to drive better results for their marketing efforts.
Though many marketers see Facebook and Google as opponents in the advertising world, more companies are finding they actually complement each other quite well.
A new study by Facebook Strategic Preferred Marketing Developer Marin Software shows that search campaigns actually perform better when they are done in concert with a Facebook campaign. The study discovered that users who click on both a company’s search and Facebook ads are much more likely to purchase a product. People who clicked on both a search and social ad contributed 4x more revenue than someone who just clicked a Facebook ad only.
Marin Senior Marketing Manager Dan Morris talked with Inside Facebook about how advertisers are getting smarter about utilizing both Facebook and Google/Bing advertising:
When you look at all this data and synthesize it together, it becomes very clear that there’s an opportunity. It shouldn’t be about search or social. It should be how to use search and social. … When you think about it from a customer-centric perspective, (you can) use the two channels as a means to get to the customer the right message at the right time.
One of the biggest questions in online advertising is whether search or social advertising is the best route to go.
Kenshoo, a Facebook Strategic Preferred Marketing Developer, recently compared how search advertising is performing in Q1, compared to Facebook ads. Though Facebook advertising’s cost-per-click has risen 35 percent year-over-year, it has decreased 26 percent quarter-over-quarter.
Other key findings (YoY):
- Search ad spend increased 10% and Facebook spend increased 37%
- Search advertiser revenue increased 12% and Facebook revenue increased 191%
- Search clicks increased 8% and Facebook clicks increased 1%
- Search average cost-per-click was $0.59 (up 2%) and Facebook was $0.25 (up 35%)
Learn more about the trends in search vs. Facebook advertising by reading below.
According to AllThingsD, Facebook’s Engineering and Products Vice President, Greg Badros, will leave the company in a few weeks.
Badros, who has been with Facebook for four years, confirmed his departure in a statement:
I’m grateful to Mark and everyone at Facebook for creating an amazing company that provides an enormous ability to have positive impact in the world. I will very much miss the teams I worked with and interacting with such amazing world-class talent every day. Finally, I’m excited to start iterating on what’s next for me: I’ve learned so much over my many years working and leading at each of Facebook and Google. I’m looking forward to finding new ways to continue my positive impact on the world both as an individual and through companies I invest in and advise.
Badros, who was one of five chief product VPs who reported directly to CEO Mark Zuckerberg, has not given a definite departure date nor has he said exactly where he’s going next. With Facebook, Badros was responsible for monetization and advertising products. He also led Facebook’s search efforts.
Facebook issued a statement to AllThingsD regarding Badros:
Greg was a valuable member of Facebook’s team, and we wish him the best of luck in the future.
Image courtesy of AllThingsD.
Shortly after Facebook borrowed from Twitter (and Instagram) by making hashtags clickable on the site, industry leaders and other Facebook marketers wondered when Facebook would import another Twitter staple: trending topics.
According to AllThingsD, Facebook is testing a trending section on its mobile website for select U.S. users. When a user taps on a topic that is trending (for instance in the above photo, Alex Rodriguez, Shark Week, Jeff Bezos or Vince Young), they’ll see posts from their friends about that topic, as well as public posts — similar to what happens when a user searches something via hashtags on the desktop version of Facebook.
Facebook’s June 20 new product announcement is gathering a lot of curiosity by the technology business world. We are all in anticipation over what Facebook will release and how we think it will affect the lives of Facebook users, which now account for 1 in 7 people across the planet. Early indicators based on code released by Facebook point to some form of an RSS tool.
From a user functionality point of view, a feature with RSS feed could be a new channel to find information, or track trending topics within Facebook. Similar to how Reddit has built a very successful aggregator of information through user submitted and promoted content, Facebook could potentially optimize its News Feed to include trending topics amongst Facebook users. Recent interface changes would also support this theory. For example, Facebook has added nested comments making it easier to for users to have conversations based on comments as is popular in Reddit.
Facebook went old school in announcing the launch event for its newest product, sending invitations out to the media through snail mail.
The company told members of the media that it will introduce something new at its Menlo Park, Calif. office on Thursday, June 20. Reporters received an invitation from Facebook, with the words, “A small team has been working on a big idea. Join us for coffee and to learn about a new product.”
It’ll be interesting to see what Facebook introduces. The company has been aggressively launching new products and rebuilding old ones in the past few months. As Mark Zuckerberg, the company’s Co-Founder and CEO, previously explained, there are three pillars of Facebook: timeline, News Feed and Graph Search.
While both timeline and News Feed have undergone heavy renovations and redesigns, this could be a chance to introduce something new with regard to Graph Search, which has largely been unchanged since its introduction.
As part of its recent advertising simplification push, Facebook is eliminating its sponsored search results ad unit. A Facebook spokesperson told Inside Facebook that the reason why the sponsored results will be nixed is because the most common marketers for them were app and game developers, and Facebook feels that the mobile app install ads and page post link ads are more efficient ways to reach this goal.
A Facebook spokesperson announced the news to Inside Facebook:
In keeping with the goal of streamlining our ad products, starting in July advertisers will no longer be able to buy sponsored results. We’ve seen that most marketers were buying sponsored results to advertise their apps and games, and we already offer mobile app install ads and Page post link ads on desktop to achieve these same goals.
Facebook noted that this won’t happen immediately. Starting in July, Facebook will no longer offer sponsored search results as an ad unit and by mid to late July, users will stop seeing sponsored search results.
Hashtags were rumored to be coming to Facebook earlier this year, but the site officially announced Wednesday that it has added support for the popular Twitter and Instagram staple. Now whenever a Facebook user puts a hashtag in their status update or comment, it connects it to others talking about the same thing.
For instance if you leave a comment on a post, something like “Go #Spurs!”, you can then click the #Spurs hashtag and see the discussion around the keyword on Facebook. This could be huge for Facebook’s Graph Search, which will now allow users to search by keyword.
Several users have reported that hashtags aren’t linked yet, so it appears that this is a gradual rollout by Facebook.