09 Nov

Everything You Need To Know About Facebook Ads

Facebook Log Out Page Ads

Facebook has come a long way in the last one year especially when it comes to advertising. It has evolved into one big marketing platform for brands all over the world. As Facebook’s COO Sheryl Sandberg says, “Facebook enables brands to find their voices… and to have genuine, personal relationships with their customers,” And certainly it does.

With more than 1 billion users now, you simply cannot avoid the power of Facebook and what wonders it can do for you and your brand. All you need is the right kind of ads for your brands to reach and connect with your target user base.

See Also: Social Media Guide For Small Businesses

Let’s take a look at different types of Ads on Facebook:

1) Promoted Posts:

Promoted Posts is a new feature launched by Facebook earlier this year that allows you to promote specific posts of your pages. This feature is only available for pages with at least 400 likes or profiles with less than 5,000 friends or subscribers. You can promote a post only within three days of its posting.

How To Promote a Post:

How to create Promoted Posts

The promote feature is available at the bottom of every post you’ve posted recently. Click on it, set your budget, choose the payment method and you’re done. It will also show you the estimated reach of the post at that amount.

You can target the promoted posts by location or language by clicking on the public button when creating the post and adjusting the options accordingly.

Create Promoted Posts on Facebook

Posts promotions can always be paused and restarted and you can even adjust your budget by clicking the “Promoted for $Y” at the bottom of your post & then clicking on the gear menu in the bottom-left-hand corner. You can also stop the promotion anytime by visiting the Ad Manager section on Facebook.

Why Promoted Posts is Useful:

Facebook uses an algorithm – Edgerank to rank posts in the Facebook News feed. Due to this, a regular post of your brand page reaches only 6-16 per cent of your fans. So, promoted posts can help you reach your entire fans base. Not only that, you can also gain new fans using “Promoted Posts” feature.
The promoted posts will appear in the news feed of the people who “liked” your page, and also in the news feed of the friends of all users who liked or interacted with your post on the Facebook page.

What Type of Content Should you promote?

– Photos and Videos that are most likely to go viral.
– Exclusive offers, news or events.

2) Sponsored Stories:

Sponsored stories are the stories about people liking a page or any specific post to their friends in the News Feed. So, basically these are the posts from advertisers that appear in your News feed when your friends engage with a Page, application or event that a business has paid to highlight so there is a better chance people see them.

Sponsored Stories and Promoted posts are the only ads that appear in the News Feed of Facebook’s mobile apps users, where more than 60% of Facebook users are.

Types of Sponsored Stories:

a) Page Like Story: Stories about people liking your page to their friends in the news feed. Make sure your profile picture is good enough to attract user attention and generate more likes and engagement.

Facebook Sponsored Stories

b) Page Post Like Story: Stories about people liking your post to their friends in the news feed. Make sure the content of the post is good enough to generate likes and shares from users.

3) Facebook Standard Ads:

Facebook Standard Ads are those ads which are shown in the right hand column of Facebook.

Types of Facebook Standard Ads:

Facebook Standard Ads

a) External URL(Website) Ad: You can create ads with destination URL of your website. These type of ads are used to bring traffic to your website. But Facebook charges higher rates when you direct users to an external URL.

b) Facebook Pages Ads: These type of ads are used when you want users to direct to your Facebook page.

c) Sponsored Post Ad: You can also show specific posts of your page as ads in the right hand column of Facebook.

d) Application Ad: You can direct users to your application using Facebook ads.

e) Event Ad: You can spread the word about your upcoming event using Facebook ads.

4) Facebook Exchange:

Facebook Exchange (FBX) is a new way of purchasing Facebook ads through real-time bidding using information about users collected from their visits to other sites. Using Facebook Exchange, you can serve more relevant ads to users via approved Demand-Side Platforms (DSPs) based on intent (cookie-based) data about users visiting other sites.

This feature is still in the early stages but various reports has shown that the results are off the charts and very effective.

Here’s the data from 3 companies in the Facebook Exchange(FBX) program:

  • AdRoll saw 16X ROI in Facebook Exchange ads for its clients.
  • TellApart  clients noted a CTR of 6.65% on FBX ads, compared to 6.41% on Google’s Adwords.
  • Triggit’s FBX Ads  noted 4X higher return on assets (or profit), 2.2X higher post-click conversion rates, and 6.5X less cost per click-through order than on traditional ad exchanges.

5) Log out Ads:

Facebook Log Out Page Ads

Log-out ads are the ads that users will see after logging out of Facebook. It is a premium promotional tool and will be shown only on the log out screen. The log out ad can include anything such as photos, events, videos, etc. The user doesn’t have to be connected to that page in any way to see log out promotions.

The log out ads could cost you anywhere between Rs. 30-40 Lakhs and can only be purchased through Facebook’s Internal Sales team.

How To Improve ROI on Facebook Ads?

– Take advantage of unparalleled targeting parameters of Facebook while creating ads such as demographics, interests, connections, etc. Your ad will perform better if it is targeted to users who are interested in your product or service. For better targeting and functionality of ads, use Facebook Power Editor (facebook.com/ads/manage/powereditor/).

– Promoted posts and Sponsored stories are the most effective ads (both results in higher CTR) whether you want to increase your likes or engagement.

– Do not use only one type of ad for your brand. Try different types of ads, measure the effectiveness and focus on the one with best results.

– Try a new ad copy 1-3 times per week. Use close-up pictures of people in your ad copy or readable text with vibrant colors to increase CTR.

– Use effective call-to-action words such as ‘Grab this deal”, “Don’t miss this opportunity”, etc.

So, are you using Facebook ads? Which of these ads has proved to be most effective for your brand?

16 Sep

Facebook Advertising for Ecommerce (Infographic)

Facebook Advertising for Ecommerce

 

The retail industry is the highest-spending sector when it comes to online advertising. By the end of 2012, Retail Industry Advertising will represent 22% of all online advertising spend.
Retailers are turning to Facebook in order to meet its target registrations, viral invites, email subscribes, add-to-carts, & ultimately purchases and lifetime customer value. Facebook with its unparalleled targeting parameters from interests to demographics and actions, is certainly doing wonders for Advertisers.

See Also:
The Power of Facebook Advertising (Infographic)
Facebook Ads Vs Google Ads ( Infographic )
10 Helpful Resources on Facebook Marketing

Check out the Infographic to find out how Ecommerce companies are leveraging Facebook Ads.

Facebook Advertising for Ecommerce

Source: Nanigans

24 Aug

The Power of Facebook Advertising (Infographic)

 

There’s been a lot of debate lately about the performance of Facebook Ads. Prior to IPO, GM ended their US $10 million advertising campaign with Facebook saying that paid ads had a very little effect on the customers. Falling Stock price is also a result of weak ad revenue model of Facebook.
Facebook just released this Infographic to explain the effectiveness of their Ads. There are 955 million monthly active users on Facebook. On an average, every user spend 6:35 hours on Facebook per month. Facebook also explains how you can target the right customers with better targeting.

See Also:
Facebook Ads Vs Google Ads ( Infographic )
10 Helpful Resources on Facebook Marketing

The Power of Facebook Advertising

23 May

Facebook Ads Vs Google Ads ( Infographic )

 

Facebook released its IPO last week and there’s been a lot of debate about the performance of Facebook ads since then. Two days before IPO, GM pulled its advertising campaigns from Facebook, saying that their paid advertisements had very little effect on the customers.
Though the social networking site is growing in popularity but the Click Through Rate was only .05% in 2010 compared to Google’s .4%.

In the first quarter of 2012, it is reported that advertising rates by Facebook increased by 40% while CTR fell by 8%.

Check out more details in this amazing Infographic by Wordstream:

facebook ads vs google ads

01 Mar

Facebook Ads Announcements [ Complete Guide ]

facebook ads

Apart from launching Timeline for Brand Pages, Facebook also announced new Ads Placements in the Facebook Marketing Conference.

facebook ads
Various Facebook Ads Placement shown in the picture above

Reach Generator

– With Reach Generator, brands will be able to connect to more number of their fans.
– Facebook said that Reach Generator guarantees that brands reach 75% of your fans each month and approx. 50% fans each week.
– Fans will see these ads as a sponsored story on the right-hand side of their homepage and in their news feed on both Desktop and Mobile.
– Facebook will charge a fixed fee price structure based on the number of fans of a Brand Page.

Log-Off Promotions

Another premium promotional tool that Facebook launched is “Logout Experience”. A page that users will see after logging out of Facebook.
The premium ad will be shown on the logout screen. The ad can include anything from videos, offers, photos, events & questions.
The user does not have to be connected to a page in order to see ‘Log-off Promotions”.
These ads will go live in April.

Our Take: Because most of the users stay logged-in all the time, Log-off Promotions might not have much reach. And Brand pages may not even get more likes after users get logged-off from Facebook.
But it’s still a good way to use the untapped space for advertisement.

Mobile News Feed Ads

Though News Feed ads on Desktop were already there but now these are available on Mobile too. These ads you will only see when you or your friend had interacted with the brand.
Facebook Tests shown that these kind of ads receive the highest click through rate.

Apart from these, Facebook formally announced its “Offers” paid coupon news feed stories and sidebar ads which have been already there and were appearing on Facebook since December 2011.