a primer: facebook advertising
TRANSCRIPT
Facebook Advertising
@CarolynLKentsavvysocialist.com
@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
@CarolynLKentsavvysocialist.com
Direct Ads, or Like Ads, appear on the right side of the News Feed and help to drive web traffic or page likes
@CarolynLKentsavvysocialist.com
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
@CarolynLKentsavvysocialist.com
Call to action remains within Facebook ecosystem
Uses social context exclusively
Can be “served” based on standard Facebook targeting
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
@CarolynLKentsavvysocialist.com
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
@CarolynLKentsavvysocialist.com
EdgeRank
What is EdgeRank?
@CarolynLKentsavvysocialist.com
Ultimately, EdgeRank determines the order of posts visible on the News Feed.
Why do some Facebook marketers hate EdgeRank?
@CarolynLKentsavvysocialist.com
Facebook’s solve: pay to get your content out there!
@CarolynLKentsavvysocialist.com
Promoted Posts use a Page’s content to spread its reach to the News Feeds of people who may not see it organically
@CarolynLKentsavvysocialist.com
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
Can be “served” based on standard Facebook targeting
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
@CarolynLKentsavvysocialist.com
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
Can be “served” based on standard Facebook targeting
Is shown on both desktop & mobile
Regardless of changes to the Facebook advertising landscape, there are some best practices that brands should always follow
@CarolynLKentsavvysocialist.com
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