20Aug

DECODING FACEBOOK ADVERTISING FOR BRAND MANAGERS

Facebook revolutionized the social marketing space with the ‘Like’ button back in 2011. Till date over a million advertisers all over the world have run campaigns to get more ‘Likes’ on their posts or pages. In India itself, there are over 200 brand pages with a million likes each and over 500 pages with over 100,000 likes each.

Most brands, if not all, have run Facebook advertising campaigns to reach these fans. Going beyond the Likes, thousands of marketers across the world run ad campaigns on Facebook targeting people by their interests, demography and psychographics to bring them to their websites and applications.

The ‘Push’ & ‘Pull’ of Online Advertising

In some ways, online advertising gives us a unique opportunity to try both the ‘Push’ & ‘Pull’ approach in advertising, Search advertising gives a cool way to reach consumers who are looking for things you sell, which can fall under the ‘Pull’ approach. While display advertising, i.e. the banner ads we see fall under the ‘Push’ Approach.

Even though Facebook or social advertising is display advertising, it does a brilliant job simulating the ‘Pull’ Approach or comes close to it. Some marketers even believe that interest based targeting is arguably equal if not better than re-marketing or contextual targeting.

Facebook’s Self-Serve and Premium Ad Inventory

As most Brand managers know, Facebook offers both self-serve and premium advertising inventory. The Premium inventory is accessible through a few partners or directly through Facebook ad sales team and is mostly CPM driven. On the other hand, self-serve inventory allows anyone to create an ad on Facebook and pay by your credit card.

In October 2013, Facebook revamped their self-serve advertising and they now offer 8 different types of advertising. It all starts with a simple question… What is your advertising Objective?

The objective could be simply getting more likes or getting clicks to your website. They could be more complex like getting conversions or getting App installs, in these cases Facebook requires you to have the tracking pixel installed on your site or have the app made on Facebook. All details on the different ad types can be found in this article.

Types of Facebook Self-Serve Ads

The most popular and effective type of Facebook ads is the sponsored story. They either show up on the right side of your feed with just a friend’s name and brand DP or they show up in your news feed with a friend suggesting it to you.

The second most seen type of Facebook ads is what I like to call “FB Stamp Ads”. These ads have a small thumbnail along with limited text and they show up in the right hand side of your feed.

Mobile App install ads and Link Post ads are also supported in different sizes. Recently, a new feature called ‘Boost Posts’ was introduced which allows users to promote the posts directly from the page and this type of ad is now the most commonly used ad type on Facebook.

Few months back, Facebook started retargeting through FBX, I will discuss this in a separate article.

Talking about business models for self serve ads, Facebook like most other publishers supports CPC & CPM models. They also support CPA models for Mobile App installs (referred to as Cost per install) or Cost per like bidding for fan pages through Power Editor or API Partners. Facebook has introduced a new business model called OCPM i.e. Optimized CPM, where your ad is shown to people who are more likely to like your page/download your app.

To sum it all up, Facebook advertising can be very effective or not so much, depending on the type of your business/product, but regardless of what business you are in or the product you are selling, Facebook does allow you to reach your audience through its various advertising options.

This article had first appeared on Social Samosa and has been reproduced here.

20Aug

FACEBOOK’S NEW AD STRUCTURE DECODED

Facebook has released a major change in its Advertising Campaign structure that apparently will ease the job of advertisers and help them to organize their ads better. This update will also impact tools like adSpringr that help in optimization of Facebook advertising.

Let us discuss what this update is and how it will impact the advertisers:

Structural update
Earlier, Facebook advertising had a two level structure. This has been changed to a three level structure now.

Old Facebook Ad Structure

Campaign

• contained one or more ads.

• You could control the budget and schedule for each campaign.

• You could activate or pause a campaign and it would be applicable to all ads under it.

Ads

• You could define creative, audience and bidding for each ad.

• You could create multiple ads so Facebook could optimize the creative.

• You could activate or pause an ad.

New Facebook Ad Structure

A new level called ‘Ad Set’ has been added between Campaign and Ads. Let us try to understand the new levels.

Campaign

According to the new structure, the campaign level has been made more powerful.

• You can setup a campaign according to your marketing objective (clicks to website, page likes etc.)

• You can get reporting on aggregate stats for multiple ad sets and ads.

• You can turn on or off campaigns and it will apply to all ad sets and ads.

Ad Sets

Ad Sets will have same functionality that Campaign had earlier.

• An Ad Set can contain one or more ads.

• You can control the budget and schedule for each Ad Set.

• You can turn on or off the ad sets and it will apply to all ads under the ad set.

Ads

Ads will function the same way they did earlier

How Does the New Structure Benefit You?

According to Facebook, the new structure has 3 main benefits for advertisers

1.Organize your campaigns into objectives

You will now be able to set an objective (eg. Clicks to website, page likes, app installs etc.) for a campaign. you will also be able to group the ads that target the same audience into ad sets. The ad sets will be used to schedule budgets for each or the audience segments.

2.Optimize audiences

It will become easy for you to compare the performance of audiences in the same campaign. Additionally, you will be able to compare the performance of multiple ads. You will be able to schedule and set the budget at the Ad Set level. You will also be able to control ON/OFF controls at any of the three levels to control delivery.

3.Measure performance with aggregate stats

Now, you can get reports of how your ad has performed including total reach, for all the three levels. You will also be able to use the ads reporting tool to breakdown ad performance according to different parameters like demographics, geography and placement. This will further help you to optimize audiences.

How Will this Change Affect Your Existing Ads?

This change will not affect the delivery, spend or performance of the ads in your current campaigns. The only change that will be seen would be that a default ad set would be created within your old campaigns and it would contain all the ads under that campaign.

How do you think Facebook’s new Ad structure will affect you? Do you think it is going to be having a great impact on your advertising? Or do you think it is merely a cosmetic change? Tell us in comments below.

This post had first appeared on Adspringr and has been re-published here.

13Aug

How To Generate 44X Higher CTR and 5X Conversions from Facebook Ads Without FBX

Facebook Advertising has evolved a lot in the last 2 years and today interest based targeting is just one of the many features it offers. Facebook Exchange (FBX) which is the cookie based remarketing platform of Facebook, was touted to deliver 44x higher CTR & 5x conversion rate in a few reports last year.

This was compared to Facebook’s interest based targeting, but FBX is only available through third party partners and mostly works on CPM based pricing only.

Earlier this year Facebook rolled out Website Custom audiences, which essentially means that you can now target any visitors or customers coming to your website through Facebook ads tool or any Facebook ads api tools like AdSpringr.

It does not matter if the visitor logs in or not, or what page they visit, once you integrate Facebook’s pixel (i.e. a piece of code similar to Google analytics code, available through Facebook Ad’s tool) Facebook starts tracking who is visiting your website and starts creating a custom audience list for you which can be selected to target in your ads.

This feature, in addition to Custom audiences, where you can upload your lists of subscriber phone numbers or email addresses (specifically people who read your emails), along with an effective mix of targeting fans can deliver the same ROI as FBX.

One might ask, doesn’t this compete with FBX? In some ways it does, but the way Facebook explains it is that both services are complementary – “For advertisers who have a large number of products and advertise to multiple audiences, FBX is the better solution.

For businesses that don’t typically work with third parties, website and mobile app Custom Audiences will allow them to show ads to people who have been to their site or mobile app and still utilize Facebook’s targeting abilities.” More information can be found here.

Website Custom Audiences offer lot of flexibility in terms of targeting people who visited specific pages, when they visited the site (1-180 days) etc. You can make the audience targeting as complicated as you want by using and/or statements or keep it simple like we do by two different things:

• General Audience who visited any page on your website.
• Audience that visited a specific “thank you” page.

I believe today Facebook offers the most powerful targeting available today. With Website custom audiences you can drive more traffic, get more relevant fans and above all increase your sales.

This post had earlier appeared on Social Samosa and has been re-published here.

12Aug

Understanding the Real Value of ‘Quality’ Facebook Likes

Facebook Page Likes has been questioned not just in legitimacy but in value as well. Although Facebook Fans/Likes have been popular for almost 3 years now, but not everyone understands how they can attract Likes which provide ‘Real’ value. Recently a Youtube video claiming that most of the Facebook Likes are Fraud became viral.

I will not attempt to counter this video, as many experts have already done that and one such great response can be found here. The point here is to understand how to attract ‘Quality Likes’. Almost every digital marketer today understands ‘Real’ Facebook Likes are gained by running Facebook ads. Some also understand that the cost per click and hence the cost per like can vary hugely depending on interest/demographic targeting (between 1 Rs/Like to 50 Rs/Like or more).

However, Facebook advertising has evolved way beyond interest based targeting, making it easier for brand marketers to acquire ‘Quality Likes’. An important question here is that what is the difference between ‘Quality Likes’ and ‘Real Likes’ and for that it is important to understand why people Like a Brand on Facebook. Below is my version of characterization:

1) The Loyalists:
These are the rarest of all. Unless you are Apple or a brand who people love or an ‘A’ Grade Actor, it is hard to get loyalists. You don’t need to find them on Facebook, they will find YOU. These fans are the ones who will fight for your brand and promote your brand from their rooftops! Typically this audience would be in a single digit percentage or less, in your Facebook fan base.

2) The Enthusiasts:
This category is biggest of all. These are people who get excited by a cool post or when they see a friend liking/commenting on a nice brand page/post. They might be interested in offers or just information coming from your brand. They typically like a lot of pages, but way less than my third category i.e. The contest geeks!

3) The Contest geeks:
These are scouters of Social networks and they only scout for FREE stuff or contests, sometimes just for the fun of it. This audience is following your brand and 100′s of other brands only to participate in contests and win! They don’t expect to win a car or a gold watch, but get pleased by vouchers of popular e-commerce portals or movie tickets or an occasional contest to win a tablet! This audience is also in single digit percentages but they are active and more visible than 1 & 2, hence might feel like a much higher percentage of your Likes.

4) The Customers:
These are the people who have actually bought a product from you or experienced your service. These are the ones who have “Liked” your page because they really liked your product/brand/service. These are the ones who will recommend your products/services to their friends when they get an opportunity. They might also want to win an occasional voucher or get a special discount… remember everyone likes a special treatment! Depending on how you have build your fan base on Facebook, this audience can be 0 to 90% + of your fan base.

With this characterization and my experience, Quality Likes are a mix of audience 1, 4 and ‘Look Alike’ of this audience. The next big question arises is that how can you find audiences 1, 4 and their lookalikes on Facebook? You can easily find your customers on Facebook through custom audiences and website custom audiences.

Once you have this audience following you on Facebook, then there is a very high probability that you will see HUGE ROI from your Facebook page and more! Don’t forget to share your feedback on Facebook Likes and if you find value in it.

This post had first appeared on Social Samosa and has been re-published here.

© Copyright 2014, All Rights Reserved