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Reach, Social Reach, Frequency and Connections in Facebook Advertising

February 15, 2012 By Leave a Comment

If you’ve been sitting on the sidelines trying to decide if Facebook advertising is right for your business, there’s no time like the present to jump in and give it a try. As with any performance based advertising campaign, you won’t know unless you test it, then measure and optimize accordingly.

Before you get started, there are a few campaign performance terms you’ll need to be familiar with. If you have experience with display advertising, you’ll recognize a couple, but others are specific to Facebook ads….

Filed Under: Marketing for Beginners, Social Media Tagged With: , ,

Adding Value Through Facebook Advertising

January 26, 2012 By Leave a Comment

Facebook Ads

Convincing brands to allow your agency to spend their money on Facebook ads is a tough sell.

It’s a ‘tough sell’ because they know, as well as you do, that Facebook is an emerging channel where few of the rules are known, and in which the conditions are constantly changing.

With this knowledge many brands say that they should manage their own Facebook ad campaigns or avoid serving any ads at all. Some report that they have tested Facebook ads with other agencies and that it didn’t work or that they have heard many stories of ad campaigns going wrong and that they don’t want to waste their budget.

A disconnect often occurs where Paid Search Experts at agencies take the opinion that Facebook ads will run the same as Google ones, while brand managers on the client side hold the view that Facebook ads are more akin to Display advertising; totally different to Google.

The upshot of this is that brands are not convinced by the credentials of Agency-Land to deliver Facebook ads successfully. Yet.

I am sure that this will ring true for every one of you.

It is my intention with this column to give an insight each month into how you may be able to better-demonstrate value to your clients with this challenging channel, making it easier for you to win, grow and keep Facebook advertising business in 2012….

Filed Under: PPC Marketing, Social Media Tagged With: , , , , ,

Display Network Strategies to Get The Most out of your Budget

November 17, 2011 By 1 Comment

The Google Display Network is making a HUGE comeback and Advertisers are migrating back to that platform. In fact, Google’s Display Network Revenue increased by 28% and CPC’s increase by 5% from last year.

However, spending these ad dollars effectively requires a deeper understanding of data and putting together solid strategies  that will continue to improve the ROAS%. Even with Google’s revenue increase, there are still flaws in the system that do not benefit the advertisers and it’s up to the PPC marketer to identify them and start taking advantage of all of the targeting options available….

Filed Under: AdWords Tips, PPC Marketing Tagged With: , , , , , ,

Beyond Google Adwords: 9 Alternative Ad Networks

November 30, 2009 By 4 Comments

Google AdWords, Yahoo! Search Marketing and Microsoft adCenter form what’s known as the Tier-One auction-based, PPC networks — with Adwords dominating. Below these are the Tier-Two networks. These are smaller, often niche-based ad networks that combine keyword or contextual advertising on a cost per click (CPC), cost per thousand (CPM), or less often, cost per action (CPA) bidding model.

Depending on your advertising goals, some of these second tier networks may be worth considering. So any serious online marketer should know (1) what are some of the better alternatives out there, (2) what the advantages are to considering any of them, and (3) what to consider/look for once they decide to expand their online marketing reach….

Filed Under: PPC Marketing Tagged With: , , , , , , , , ,