Adobe Q1 report: clickthrough rate up, cost per click down

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Adobe, a Facebook Strategic Preferred Marketing Developer, released Monday night its Q1 2014 Social Intelligence Report, showing that Facebook’s ad performance has kept chugging along — especially on Fridays.

Among Adobe’s clients, cost-per-click (CPC) is down 2 percent year-over-year and 11 percent quarter-over-quarter, while clickthrough rate (CTR) rose 160 percent YoY and 20 percent QoQ. Facebook ad clicks overall were increased by 70 percent YoY and 48 percent QoQ. Impressions are up 40 percent YoY and 41 percent QoQ.

Joe Martin, a Senior Analyst for Adobe Digital Index, talked with Inside Facebook about Facebook’s ads performance in the first quarter of the year:

A lot of the Facebook changes are around making sure people see the content they want to see. Even though that’s making brands possibly pay for more impressions than they were before, it’s keeping News Feeds clean of excessive brand posts. If I like 100 brands, and I saw every post, that’s all I’d ever see on my News Feed. So Facebook is really rewarding people for original content, media-rich content and people are responding with some higher engagement rates.

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‘Related’ posts on News Feed now shown vertically

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Facebook has made a slight change to the way related posts are shown, after a user clicks on a link in News Feed.

Previously, when someone clicked on a link in News Feed, Facebook would show a few stories related to the topic. This used to be done horizontally, but now it appears that Facebook is testing this vertically, taking up more room in the News Feed.

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3Q Digital Q1 report: 45 percent increase in mobile ad spend on Facebook

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Facebook will announce its Q1 2014 financial report on Wednesday, but reports are pouring in from analysts and Facebook Preferred Marketing Developers.

3Q Digital, a digital advertising agency, shared with Inside Facebook samples of its clients’ performance on Facebook for the previous quarter. They found that mobile is still going very strongly for Facebook in Q1, as the company has seen a 45 percent quarter-over-quarter increase in spending on mobile.

Dayna Moon, 3Q’s Senior Director of Social Advertising, commented on Facebook’s Q1 advertising performance:

It’s safe to say we’ve moved beyond the “Year of Mobile” to the “Decade of Mobile” and can continue to place bets on the next targeting craze. I’m rolling my dice on the geo side, as Facebook announced an optional rollout of the “nearby friends” feature early this week. Marketers are likely to see this feature “pop-up” sooner rather than later.

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Report: Facebook to announce mobile ad network at F8

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Advertisers are increasingly falling in love with Facebook’s mobile ad offerings, but a more powerful solution may be on the way.

According to re/code, Facebook will reportedly announce next week at F8 a mobile ad network that would allow advertisers to utilize Facebook data for targeting outside of Facebook. The company started testing this on a small scale in January and a few executives from Facebook Preferred Marketing Developers have said that an external ad network is the logical next step.

Facebook declined to comment, which is standard procedure for rumors.

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Easter: What are the top 15 candy brands on Facebook?

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As Easter approaches, many kids (and adults) will wake up Sunday morning to baskets waiting to be filled with Easter eggs and chocolate.

So we took a look into PageData’s numbers to find out what candies are most-liked by Facebook users. While Hershey’s, Snickers, Reese’s and M&M’s were near the top of the list, the candy page with the most likes on Facebook doesn’t have any chocolate.

Find out what it is below.

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Can Facebook, Instagram posts predict buying behavior?

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There’s an interesting way marketers are reaching out to customers through Facebook, Twitter and Instagram. When users post that they’re pregnant, or recently engaged — or another significant life event — that’s data marketers can use to predict buying behavior.

Viralheat, a social marketing management firm, says that many clients are seeing success by tracking this type of conversation. For instance, a variety of retailers could target ads toward a user (or join the discussion) who posts a picture of a ring on Instagram with the hashtag #Engaged or makes a public post about an engagement.

Viralheat spoke with Inside Facebook about how brands can use more information that users freely post in order to turn fans into influencers.

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DataPoint: Spotify app shows strong user growth and higher engagement

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Spotify’s Facebook app has been topping AppData’s leaderboards for some time now. It’s the top gainer this week in monthly active users (MAUs), accumulating almost 1.4 million new MAUs. Spotify has over 32 million MAUs, and its DAU/MAU engagement has increased five percent in the past week.

Back in 2011, the music streaming service angered many users (and potential users) when it made Facebook Connect its only means of signing up for the platform. The company had to defend itself from the onslaught of complaints, and eventually backtracked on the policy about a year later. While the company had hoped its integration with Facebook would help boost its user base, the app’s recent growth shows that you don’t need to make Facebook the only option in order to be successful on the platform.

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Facebook shows actual rating on place-based pages

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Facebook appears to be doing what it can to spark reviews from users. Earlier, Facebook tested a script on the review field that would lead a person to write a longer, more descriptive review.

Now, as Inside Facebook reader Matteo Gamba noticed, some place-based pages are seeing the actual rating next to the star symbols on a page’s timeline.

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Facebook launches Nearby Friends feature for mobile

 

Wondering which of your Facebook friends are in the neighborhood? Facebook now gives you that answer. Soon, Android and iOS users will be able to opt-in to a location service called Nearby Friends.

Facebook stressed in the blog post announcement that this is opt-in (compared to many other services Facebook launches, which are opt-out). Facebook has done something similar in the past, where users are notified when a friend checks in somewhere nearby, but now you’ll be able to see who is around without them checking in.

Users who do this will be able to choose who can see their location.

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Case Study: Retailer uses Custom Audiences to drive 35:1 ROI

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One of the most popular ad tools on Facebook right know is Custom Audiences. An online retailer recently tapped Facebook Preferred Marketing Developer SocialWire to reach current customers with targeted ads via Custom Audiences, experiencing an average last-click return on investment of $32 for each $1 spent.

The campaign opened up the client’s inventory of 50,000 products, pushing advertisements for 600 of them. SocialWire found that 89 of these products had an ROI greater than 35:1, with some hitting as high as 45:1.

How did they do it?

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