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:
Let’s dive in.
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.
Implementing these five Facebook bidding tactics will allow you to run successful campaigns no matter what your end goal, audience or campaign.
Image courtesy of Shutterstock.
Article courtesy of SocialTimes
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.
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?
Article courtesy of SocialTimes | RSS Feed
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, links, pages, 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?
Article courtesy of SocialTimes | RSS Feed
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.
Audience Restrictions: Publishers can determine which users would most likely not find their content relevant based on location, language, age or gender.
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.
Roybal said Audience Optimization is available via the following platforms:
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:
Facebook also provided a detailed best practices guide for adding interest tags, and the most prominent takeaways are:
Page admins: Are you anxious to get started with Audience Optimization?
Article courtesy of SocialTimes | RSS Feed
Article courtesy of SocialTimes Feed
The report is embedded below, but findings for Facebook included:
For Twitter, Kinetic Social found:
Article courtesy of SocialTimes Feed
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:
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
With Pinterest poised to take its first ad product, Promoted Pins, public, retailers and brands that have so far been testing the waters on the social pinboard are now beginning to look more seriously into optimizing their activity on the site. One company that has been helping in that area is Ahalogy, a Pinterest marketing platform which is today announcing $3.1 million in Series A funding, co-led by Hyde Park Venture Partners and Origin Ventures.
Also participating in the round were CincyTech, North Coast Angel Fund, and Vine Street Ventures. In addition, the round will see Ahalogy gaining two new board members: Origin Ventures’ Brent Hill, previously an exec at Twitter, Google and Feedburner, and Tim Kopp, former CMO at ExactTarget, and exec at Procter & Gamble and The Coca-Cola Company.
First launched in fall 2012, Ahalogy co-founder and President Bob Gilbreath has an extensive history working with brands, and a practical understanding of their marketing needs.
Before Ahalogy, he worked at P&G, later joining digital agency Bridge Worldwide, which was sold to WPP. Within WPP, the Bridge team put together digital interactions agency Possible Worldwide, where he remained for a year as Chief Strategy Officer, before moving into the world of investing at Cincinnati-based CincyTech (now also an Ahalogy investor).
While there, Gilbreath met up with his Ahalogy co-founder Michael Wohlschlaeger, who had gone through the Brandery accelerator and was working on an idea called StyleZEN, a “Pandora for fashion,” so to speak. Gilbreath invested in the startup, and joined the board, but the startup struggled to drive traffic.
Wohlschlaeger experimented with Facebook and Google to increase traffic, but nothing was working, Gilbreath explains. “Out of desperation, he began doing rapid experimentation on Pinterest, and ended up developing a methodology and writing some tools that led to some amazing growth and traffic from Pinterest,” Gilbreath says. “We sort of looked at this and said, ‘I think you just discovered what Pinterest can do at scale,’” he recalls.
They realized that the technology itself had more potential than StyleZEN did, and decided to form a company that would place it in front of the thousands of brands waking up to the realization that Pinterest now mattered. That company, of course, became Ahalogy.
Today, Ahalogy works with a little over two dozen brands, including names like Kellogg’s, Townhouse, Eggo, Rice Krispies, Kraft, other P&G brands, Gap, Piperlime, Frontgate, Grandin Road, and more. Gilbreath explains that while other firms may have hundreds of clients, Ahalogy goes deep with a smaller number – they even turn down customers when they don’t feel that they would benefit from the optimization and marketing assistance Ahalogy currently offers.
Another key difference between Ahalogy and competing firms is the business model: it’s not a social media software platform sold on a subscription basis (SaaS).
“To be honest – I know this from being there – marketers don’t have more time. They don’t have time to be experts on any one platform,” says Gilbreath. And if they don’t end up actually using the software, then renewals can become a challenge. Plus, he adds, brands don’t like a monthly fee type of model because it comes out of their cost center budget, rather than their media budget, and it’s disconnected from real-world performance.
So Ahalogy is a pay-per-performance model instead. The company works with its clients to source and optimize their content, uses a scheduling algorithm that helps to place pins at the right time, and works with brands as to what should happen when consumers then click through from the pin to the website. (Typically, they show an interstitial which prompts the user to convert to a follow, or take some other action.)
Another key thing Ahalogy has developed is a content network. Because gaining visibility on Pinterest means posting more than a pin per day and hoping for the best, the company has developed a content network to provide brands’ with things that they can pin in order to promote themselves on Pinterest. The network includes a variety of bloggers, like those covering fashion, food and recipes, or other popular Pinterest categories, plus larger groups like StyleCaster, and more. These content creators were the original beta testers for Ahalogy’s tools, and have agreed to allow the brands to use their content and images for free in exchange for access to the traffic-boosting Ahalogy technology platform.
With the content in hand, and the marketing optimization technology from Ahalogy that helps drive traffic to the brands’ own sites, Ahalogy is now seeing a million-plus run rate, says Gilbreath, with pricing that’s at a minimum in the $5,000-10,000 range. In return, brands see 80% re-pin rates, and 1-2% average click-throughs.
With the additional funding, Ahalogy will grow its 23-person team, and will focus on expanding its efforts on Pinterest when Promoted Pins goes live. It will also expand its content network to assist with brands’ needs on other social networks, as well, including Facebook and Instagram.
“We have over a thousand content creators, 140,000 pieces of content with images, all categorized by topics..and the analytics as to what’s working right now,” Gilbreath notes. “We’re figuring out ways to take the great content that’s out there, scoring it on quality, then giving the brands the flexibility to share that in many ways,” he says.
Article courtesy of TechCrunch