For us who manage complex multi-channels PPC campaigns, the Facebook custom audience is as awesome a tool as we could ask for! It allows us to create highly targeted audiences based on specific actions or content that we actually control instead of a post written on a page by a user or some unverified information….
Do you live, breathe, and eat social media? Are you managing Facebook Ad campaigns? Well, then, this section of the blog might be right up your alley. Here, you'll find tips and tricks for getting more out of your Facebook Ad campaigns. And if you like what you ready here, we'd encourage you to check out our Facebook ad management software. We kind of built it for people like you.
So it’s a little late in the game for me to start telling what you should do (or could’ve done) to get the most out of your ecommerce strategy for the holidays. Thanksgivukkah is a distant memory, and there’s only a dozen or so shopping days left before the presents under the tree day, so you don’t have that much time to start tweaking and optimizing campaigns in any meaningful matter.
Come 2014, though, you’re going to be looking at your ecommerce conversions and starting to think forward to how you’re going to sustain or maximize your their growth in the new year. Well, here’s a few tips and tactics you might’ve not employed over the last year that can give you that extra ecommerce edge in 2014….
There has been a significant amount of buzz lately about Facebook considering a new Revenue Model which will allow users to pay for an Ad-Free Experience and that my friends will put a big wrench into the “ultra-targeting” that marketers are currently doing as part of their online strategy. Many studies have been performed which say that Facebook will make even more money from its ads just by offering to get rid of them for a price. Let’s Discuss
Facebook Ads Not Looking To Good:
According to an article entitled “Could Facebook Make More by Dumping Ads?” by wallstcheatsheet.com, a recent study by Greenlight Digital shows that not only 70% of users almost never click on FB Ads, but users would be interested in paying a monthly fee to NOT show any ads. Here’s the snippet:
A recent study from Greenlight shows that Facebook could make even more money from its ads, by offering to get rid of them for a price. The group polled 500 people globally to see how willing they’d be to pay Facebook to not see ads. Fifteen percent responded that they’d be willing to pay a monthly fee to keep their Newsfeeds free of ads, with 8 percent saying they’d pay up to $10 per month for such a service.
“The Greenlight study also showed that 70 percent of users “rarely” or “never” click on ads on Facebook, leading Greenlight to suggest that the social media site “pace itself a little less aggressively” on allowing ads to fill up users’s Newsfeeds. Pouros noted that a similar problem killed search engine AltaVista, when Google (NASDAQ:GOOG) brought in a cleaner and more user-friendly search experience.”
In another related, yet very humorous article from Business2community.com, author Rachael Parker states that “What used to be a friendly place to catch up with friends, family and, yes, a few trusted brands has turned into a cacophonous Grand Central Station of advertising, my once-cozy News Feed now infested with pushy promos from companies I’ve never heard of. “
Future of Facebook Ads:
Ok, now that we are getting the sense that Facebook is turning itself into a typical Diner-Sized Paper-Mat or a Nascar Sponsorship and Users and Advertisers are starting to get very “turned off” by it. With that said, all of the Strategies of “slicing and dicing” GEO, Ages, Marital Status, Interests, Partner Categories, etc, are eventually going to be useless if FB decides to offer to allow users to pay to remove ads. Moreover, if this does happen, it will also affect any Google Display strategies which have been leveraging FB learnings.
We all know that Facebook Ads is not the best-converting platform for most advertisers. Marketers have had to dissect their audiences down to micro levels to try and make the strategies work. Now, with all of the negative commentary, research and studies, Facebook Ads is starting to become obsolete and it’s now up to Facebook Execs to please their shareholders as to the next step. Perhaps, Facebook Ads was expected to be just a “Phase” or an experiment that was destined to fail because of fatigue. Whatever FB does, they need to be careful not only how much they monetize, but which people they want to annoy (shareholders or their users).
I’m going to paint a little scenario here: you’re a new or niche company with a smaller budget. Say maybe a software startup or a niche college program. You’re anxious to start pushing your products and programs through paid search, but find yourself facing immense competition and $20-$30-$40 CPC’s. So what should you do? Turn to Facebook!
Most marketers would tend to write off Facebook as a direct-response marketing tactic, simply because the conversion rate is usually well below that of typical search/display channels. But Facebook will often generate CPC’s in the area of a quarter or below, dropping further and further depending on your CTR. When you have a CPC that’s 99% cheaper in Facebook vs. search, you can afford to take a bit of a hit in conversion rate….
Look, we all like to take potshots at giants, and that’s the reason that Facebook gets a lot of hits from, well, almost everywhere. Whether it’s consumers who hate that the free service they’re using has to show them advertisements, or advertisers complaining about how Facebook ads don’t work, or investors losing confidence in Facebook and dropping its stock price about $20 over the last four months, one thing is certain: there are a million Davids throwing stones at this Goliath, and there always will be. I’ve even been one of them….
Happy Friday! I’m thrilled to be contributing to the Acquisio blog. Every other week, I’ll be talking about a variety of digital marketing topics, ranging from SEO, SEM, analytics, and importantly, how to tie them all together.
Yesterday, I had the opportunity to read this really great article from eConsulstancy. In this article, a couple of top execs from Facebook are quoted with their reasons for why ROI is an irrelevant metric for measuring the success of your Facebook campaigns. These guys, as smart as they are, are incredibly close to getting the point, but they’re just not quite there yet.
Incredibly, Facebook has been doing more to hurt the image of what’s actually possible through advertising on their platform than anyone else by failing to understand that, through cross-channel attribution, one can actually measure the results of using Facebook ads as part of a larger strategy….
The Facebook Ad Exchange is the current big news item in this current news cycle. Some say monetization attempts will drive people away, some say something better will come along, while others insist Facebook will stand the test of time. The question remains, though, whether or not Facebook will last at its current stature. Facebook’s anticlimactic entrance and steady decline on the stock market casts a dreary shadow on its future path.
A decade ago the Internet was all about amassing information. Today it’s also about social connections. If history tells us anything, it’s that the only thing we can count on is change. If we can count on it so definitively, then why not plan for it?
This is pretty old news by now, but this week I want to write a timely post about how Facebook is one whole evolutionary step beyond Google and how it is going to eat the search engine’s lunch.
Google has become one of the biggest businesses on the planet by positioning itself and its advertising exactly one click away from any desired action:
▪ Immediately before finding the new novel you want to buy.
▪ One click before a mortgage application.
▪ Or even one click away from finding some videos of people doing things that are all together less savoury.
The problem for Google is that it cannot affect people’s behaviour before the last search.* Google search is all about the fulfilment of demand; it does not shape, nor does it generate the demand.