a primer: facebook advertising

Facebook Advertising

@CarolynLKentsavvysocialist.com


1.18 trillion “likes”140.4 billion friend connections

219 billion photos17 billion check-ins

Facebook reaches 1 billion users

Facebook provides a wealth of options for brands to acquire likes and create a captive audience


Direct Ads, or Like Ads, appear on the right side of the News Feed and help to drive web traffic or page likes


Can drive to web site or drive likes on Facebook page

Can include social context

Can include custom branded image

Can be “served” based on standard Facebook targeting

Buy on a fixed budget/CPC/CPM model

Sponsored Stories leverage the power of mobile (60%+ FB users are mobile) and social context to suggest pages and content that are most relevant


Call to action remains within Facebook ecosystem

Uses social context exclusively


Can target desktop & mobile, desktop only or mobile only

Buy on a fixed budget/CPC/CPM model

High volume of users may mean that it’s easy to acquire likes (if you have the budget); but sustaining meaningful connections has proven challenging


Are larger brands being “punished” for doing well?

How is “doing well” defined – by fan volume, or by quality of content?

Should Facebook be serving the interests of consumers or of brands?

Facebook continues to favor consumer interests; brands’ content has experienced a drop in reach since mid-September


EdgeRank

What is EdgeRank?


Ultimately, EdgeRank determines the order of posts visible on the News Feed.

Why do some Facebook marketers hate EdgeRank?


Facebook’s solve: pay to get your content out there!


Promoted Posts use a Page’s content to spread its reach to the News Feeds of people who may not see it organically


Pay flat campaign fee based on how many fans and friends of fans you’d like to reach

Helps to boost engagement IF your content is solid


Is shown on both desktop & mobile

Offers makes it easy to engage people and their friends on Facebook; it also helps drive new potential customers to your Page


Pay flat campaign fee based on how many fans and friends of fans you’d like to reach

Virality is a key component to success of an Offer


Is shown on both desktop & mobile

Regardless of changes to the Facebook advertising landscape, there are some best practices that brands should always follow


1. Leverage Facebook’s scheduling feature to test publishing times and learn the optimal day/time to achieve highest reach

2. Target posts based on gender, location, interests, etc. so that you are only serving up the most relevant content to your segments of customers

3. Maintain a focus on creating and curating strong content that is interesting and adds value to your customers’ News Feeds

a primer: facebook advertising

Business

facebook marketers

pages content

facebook advertising

quality of content

relevant content

strong content

friends of fans youd

power of mobile