Tag Archive | "optimization"

Facebook Begins Prefetching to Improve Mobile Site Speed

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Facebook announced Wednesday that it will begin prefetching, or preloading advertiser sites, in order to boost its mobile performance and ease users’ frustration with slow load times.

The social network also revealed in a Facebook for Business post that website landing page speed will become a factor in deciding which ads to show in order to ensure that mobile users have the best experience, adding that this will occur “over the coming months.”

The thinking behind implementing prefetching was described as follows in the post:

Our goal is to improve user experience by helping businesses be the best mobile advertisers they can be, so we’re always developing new tools and insights to improve mobile experience. Today, we’re introducing prefetching—preloading mobile content in the Facebook in-app browser before a link is tapped. This can shorten mobile site load time by 29 percent, or 8.5 seconds, improving the experience and decreasing the risk of site abandonment. Learn more about prefetching, especially if you use third-party tag-based measurement.

Over the coming months, we’re working to improve ad experiences for people by considering website performance and a person’s network connection in our ad auction and delivery system. In this way, we can better match ads to the moments when people can best engage with content. Helping to ensure the best ad experiences on mobile is key to providing value for both people and businesses on Facebook.

Facebook pointed out that up to 40 percent of website visitors abandon those sites after delays of three seconds:

People are spending more and more time on mobile—consuming content, interacting with businesses and making purchases. However, since it’s a relatively new channel, many businesses haven’t optimized their websites for mobile yet and still have very slow loading times. This can lead to negative experiences for people and problems for businesses such as site abandonment, missed business objectives and inaccurate measurement. That’s why Facebook is sharing tips and investing in solutions to help businesses optimize their websites for mobile.

Nobody wants to wait ages for a website to load. A better mobile experience helps businesses form a stronger connection with the people interested in them. Plus, site abandonment hurts business objectives, like completing a purchase or filling out a form. It can also bring challenges to measurement—people often abandon sites before third-party site analytics have time to register a page visit. This can make it harder to track and optimize ad performance.

The social network also provided the following suggestions for businesses looking to optimize their sites for mobile:

  • Minimize landing page redirects, plugins and link shorteners.
  • Compress files to decrease mobile rendering time.
  • Improve server response time by utilizing multi-region hosting.
  • Use a high-quality content delivery network to reach audiences quickly.
  • Remove render-blocking JavaScript.

Readers: What are your thoughts on Facebook’s efforts to improve its mobile experiences for advertisers and users?

Image courtesy of Shutterstock.

Article courtesy of SocialTimes

Optimization startup SigOpt raises $6.6M

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Scott Clark

5 Facebook Bidding Tactics to Beat Your Competition

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Facebook bidding has always been an elusive part of advertising, but it doesn’t have to be as hard as it may seem. Here are the key points that you need to know about bidding for Facebook ads and when manual bidding is better than automatic.

There are four different ways to optimize your Facebook ad delivery and 15 different campaign types to choose from, ultimately allowing for 60 different ad combinations (and this before we get to manual vs. automatic bidding).

In order to wrap your head around all of this, you really only need to know three major factors:

  • Your end goal.
  • Your audience.
  • Your campaign.

Let’s dive in.

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The three major factors that I listed above all run in tandem in campaigns. Your end goal is usually pretty self-explanatory (brand awareness, sales, etc.). Your audience could be a remarketing pool, a customer-relationship-management list, a lookalike audience, etc. Finally, your campaign could be an evergreen one, a holiday sale or perhaps brand awareness.

  1. If you are looking to build your remarketing pool in an evergreen campaign, you will want to optimize for “Link Clicks to Your Website” and let Facebook do the automatic bidding for you.
  2. If you are looking to broaden your local awareness, you will want to optimize for “Daily Unique Reach” to get your ads in front of as many eyeballs as possible and let Facebook do the automatic bidding for you.
  3. If you are looking to drive sales with a larger audience–say 1 percent to 3 percent lookalike audience of website clicks–you will want optimize for “Conversions” and then test automatic bidding vs, manual bidding in an A/B test. You should manually bid off of what a conversion is worth to you.
  4. If you are looking for straight sales with a smaller, remarketing audience, you will choose one of two things–“Impressions” or “Conversions”–and then manual bid based on the suggested bid that Facebook provides. I usually place my bids at the top one-third of the suggested bid, but you should test this out on your own.
  5. If you have a holiday sale–say Memorial Day or Black Friday–you will have some stiff competition for ad space and, therefore, you will need to be a bit more aggressive. During these sales, you will more than likely be remarketing to people that already know your brand, like your CRM and website visitors, so you want to get your ads in front of their eyes as often as possible. With these types of sales, it’s best to optimize for “Impressions” and manual bid more than the suggested bid. Why this tactic for holiday sales? It all comes back to the amount of competition. Keep in mind that there are companies that spend millions of dollars advertising on Facebook any given month. You will never beat them if you go toe to toe with them on manual bidding, but do you know who you will beat out with manual bidding? Your real competition–the small and midsized businesses that are making the mistake and still optimizing for conversions when the audience they are targeting is likely to convert anyway. That is who you will beat with this tactic.

Implementing these five Facebook bidding tactics will allow you to run successful campaigns no matter what your end goal, audience or campaign.

Jackson Salzman is a paid social account analyst for Elite SEM.

Image courtesy of Shutterstock.

Article courtesy of SocialTimes

Facebook Live Video Extended to All U.S. iPhone Users

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Facebook began testing live video by users in December, and the social network announced Thursday that the feature has been rolled out to all iPhone users in the U.S.

Product manager Vadim Lavrusik made the announcement in a Newsroom post, saying that it will be extended to other areas globally “over the coming weeks,” and adding that bringing live video to Android users is in the works, as well.

Lavrusik said live videos from friends and public figures followed by users will appear in users’ News Feeds, adding that users can tap the subscribe button while viewing live videos to receive notifications when those friends or public figures broadcast more live videos.

He wrote:

To share live video, tap on update status and then select the live video icon. You can write a quick description and choose the audience that you want to share with before going live. During your broadcast, you’ll see the number of live viewers, the names of friends who are tuning in and a real-time stream of comments. When you end your broadcast, it will be saved on your Timeline like any other video, which you can then delete or keep for your friends to watch later.

iPhone users: Will you experiment with Facebook live videos?

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Article courtesy of SocialTimes | RSS Feed

Facebook Expands 3-D Touch Options for iPhone 6S, 6S Plus

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Facebook users accessing the social network’s flagship iOS application via the iPhone 6S and iPhone 6S Plus can now “peek and pop.”

Mashable reported that the latest update for users with those two devices expands upon the 3-D Touch features that were introduced last October, which allowed users to access a quick action menu from their home screens, offering them the options of writing posts, uploading photos or videos or taking photos or videos.

According to Mashable, the update allows users to take advantage of 3-D Touch features directly from News Feed. Pressing lightly on Timelines, linkspages, groups or photos will bring up previews of those respective elements, while increasing the pressure will open them.

Facebook told Mashable the update began rolling out to “a small number” of iPhone 6S and iPhone 6S Plus users Thursday, and it will be expanded “in the coming months.”

Readers: Have you used the 3-D Touch features on the iPhone 6S or iPhone 6S Plus? What are your thoughts?

iOS3DTouchPeekAndPop

Article courtesy of SocialTimes | RSS Feed

Audience Optimization: Tools to Help Facebook Page Posts Reach the Right Users

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Facebook launched a powerful arsenal of tools to help pages ensure that their posts are being seen by the users who are most likely to engage with them.

Product manager Peter Roybal announced the launch of organic targeting tool Audience Optimization in a Facebook Media blog post, saying that the tool and its new features are available to all English-language pages, and they will automatically be turned on for pages with more than 5,000 likes.

The three main features of Audience Optimization, as described by Roybal, are:

Preferred Audience: Publishers can add interest tags to their content, and those tags help the social network prioritize the content most likely to interest users and ensure that it appears in their News Feeds.

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Audience Restrictions: Publishers can determine which users would most likely not find their content relevant based on location, language, age or gender.

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Audience Insights: Separate from Facebook’s already existing Page Insights, Audience Insights provides analytics for each post and breakdowns by interest tag, helping publishers determine which tactics are working and which need to be tweaked.

AudienceOptimizationAudienceInsights

Facebook’s Get Started page for Audience Optimization provided the following instructions for page administrators who want to begin using the features:

  • Go to your page.
  • Click settings in the top-right-hand corner.
  • Click general in the tab column on the left side of the page.
  • Find the row labeled “Audience Optimization for Posts” in the middle of the page and click edit.
  • Check off the box that that allows you to begin using the feature.

AudienceOptimizationAllow

Roybal said Audience Optimization is available via the following platforms:

  • Page post composer: In your composer, use the targeting icon to add tags and restrictions.
  • Graph API: Add interest tags to your posts through the Graph API.
  • Third-party publishing tools: Add tags and restrictions directly to your posts in third-party publisher platforms like SocialFlow and Sprinklr.
  • Instant Articles: When adding an Instant Article to your RSS feed, add tags straight to your stories.

He added:

The variety and amount of content available to people is growing, so having more information about who is likely to be interested in your content helps us get your posts to the people who will care about them most. We heard feedback from media publishers that they were looking for products to help them better target their posts, so we worked to improve the suite of Publisher Tools we launched last year and are replacing Interest Targeting with Audience Optimization. Unlike the Interest Targeting feature that preceded it, the tags in Audience Optimization help a post reach the most relevant subset of a publisher’s audience without restricting reach.

The Get Started page also includes a frequently asked questions section, and highlights include:

  • What’s in it for Facebook? This is the latest step in Facebook connecting people with the unique set of content that will inform and entertain them.
  • What are Preferred Audience interest tags based on? Preferred Audience interest tags are created from popular Facebook Open Graph pages, Facebook ads tags and other Facebook-specific data sets.
  • Does Preferred Audience limit your reach? No, it does not stop posts from appearing anywhere on Facebook.
  • How does this impact organic reach? In tests, we’ve seen that organic reach stays about the same while engagement goes up. Interest tags help Facebook better match content with audiences, prioritizing posts on particular topics for the users who are most likely to be interested in those topics. Interest tags don’t limit a post’s distribution—they just help it reach the most relevant subset of an audience.
  • Can you target people that are not fans of your page? (Can you target your post beyond people who have liked your page?) No. Posts made to your page with Preferred Audience will help improve visibility for the right segments of your page’s audience.
  • Is this News Feed targeting? Page post gating? Both? Preferred Audience does not prevent a post from appearing in the News Feeds of people who don’t have that interest—unlike its predecessor (Interest Targeting, launched in December 2014), which did remove posts from News Feed and, thus, limited reach. Instead, Preferred Audience prioritizes posts on topics to users who share those interests. Audience Restrictions, sometimes called “gating,” is designed to limit the visibility of a post everywhere on Facebook. For example, if a publisher restricts a post to age 18-plus, younger people will not be able to see the post.
  • Can I create my own custom interest tags? No. You cannot create custom tags.
  • Can I add interest tags when posting to my page from a mobile device? No. Interest tags currently must be assigned through the desktop website.
  • What happens if I want to boost a tagged post or advertise a tagged post? Do I have to use the post’s interest tags? No. The boosted post will be treated as a regular ad, and you can set up the targeting separately.

Facebook also provided a detailed best practices guide for adding interest tags, and the most prominent takeaways are:

  • Target audiences with relevant tags.
  • Tag with a mix of broad and narrow terms.
  • Think associatively about related interests.
  • Consider including organizations and brands.
  • Use tags with small audiences strategically.
  • Save locations for relevant stories.
  • Use trending memes and hashtags.

Page admins: Are you anxious to get started with Audience Optimization?

Article courtesy of SocialTimes | RSS Feed

Facebook Marketing API v2.4 Is Coming: Are You Ready?

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Article courtesy of SocialTimes Feed

What Steam Engines, Robots And Analytics Have In Common

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robotboss

STUDY: Facebook Video Ads Thrive; Twitter Advertisers Must Go Mobile

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KineticSocial2015Logo650Social advertising and data company Kinetic Social, a Facebook Marketing Partner, offered a look at first-quarter-2015 ad performance on Facebook and Twitter.

The report is embedded below, but findings for Facebook included:

  • Overall ad performance on Facebook was up 266 percent year-over-year.
  • Click-through rates for video ads (desktop and mobile) were up 57 percent in the first quarter of 2015 compared with the fourth-quarter of 2014. As a result, 31 percent of Facebook ad budgets have shifted to video ads.
  • Mobile accounts for 57 percent of Facebook ad budgets.
  • CTRs in the travel category were up 98 percent versus the fourth quarter of 2014.

For Twitter, Kinetic Social found:

  • Effective ad prices have decreased, making Twitter a cost-effective option for advertisers using optimization tools.
  • Mobile makes up just 25 percent of ad spending on Twitter, and advertisers should change their focus to mobile, as costs per engagement are far lower than those for desktop.

Kinetic Social Q1 2015 SOCIAL TRENDS REPORT

Article courtesy of SocialTimes Feed

AppsFlyer, a Facebook Preferred Mobile Measurement Partner, launches ‘AppsFlyer for Agencies’

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AppsFlyer, a Facebook mobile measurement partner, launched “AppsFlyer for Agencies” this week in order to enable ad agencies to provide their clients with mobile media buying expertise to optimize campaigns.

The company provides real-time mobile app tracking and campaign analytics that allows both ad agencies and advertisers to manage, measure and optimize mobile marketing.

Oren Kaniel, AppsFlyer CEO, said in a press release:

AppsFlyer simplifies mobile marketing for agencies, freeing them from complex integrations and multiple SDK updates. We allow them to focus on their growth targets with the best tools designed especially for the mobile environment.

Here’s how AppsFlyer for Agencies is helpful:

  • it provides access to more than 450 sources of traffic to ensure each campaign reaches its intended target audience;
  • it enables accurate monitoring and measuring of campaign ROI, Lifetime Value (LTV) and Payback period;
  • it allows discovery of the most profitable channels for each campaign and adjusting of budgets based on real results in real-time;
  • it facilitates the optimization of the entire mobile customer acquisition process across multiple channels, including social, ad networks, search, discovery platforms, organic reach and more; and
  • it supports managing mobile retargeting and re-engagement campaigns.

AppsFlyer also provides agencies with research to support agency strategic planners like the company’s Mobile App Discovery Report which highlights the relative effectiveness of mobile marketing via different media sources.

Article courtesy of Inside Facebook

September 2016
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