Tag Archive | "other-targeting"

Facebook Tests Its First Graph Search Ads, But They Aren’t Targeted To Your Queries

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Facebook Graph Search Ads

Investors hope Facebook will eventually sell lucrative demand-fulfillment search ads, but it’s starting conservatively. Today it begins a small test of its first ads on Graph Search, but they’re not targeted to your search queries. Instead, they use standard Facebook targeting and retargeting, look like its sidebar ads, and appear at the bottom of the page — and only if there is more than one page of results.

Mark Zuckerberg hinted that ads would come to Graph Search when he answered my question about monetization at the launch event for the new internal search engine for people, places, and interests. He said “You build a good business by building something people want,” but noted that Facebook’s old search typeahead ads “extend quite nicely to this.” Zuckerberg stressed that user experience comes first at Facebook, but admitted search ads “could potentially be a business over time.”

But instead of search typeahead ads that let companies appear above their competitors or related businesses in the drop-down menu of real-time Facebook search results, the first Graph Search ads are really just a new placement. For now they’ll only appear to a small subset of users who have Graph Search, which itself is only rolled out to a small fraction of Facebook’s full user base. When people in the test do a Graph Search and wind up on the results page, if there are more results than will fit on one page, they’ll see two or three ads in a row below the fold and just before the second page of results auto load. The ads look like Facebook’s sidebar units with a headline, thumbnail image, body text, and that link to an on- or off-Facebook destination.

The Graph Search ads rely on the same targeting techniques as most of Facebook’s ads: biographical characteristics like age, gender, current city, and employer; Likes, Open Graph activity, and retargeting based on cookies from websites they’ve recently visited.

If the tests go well and the ads lead to clicks and brand lift, they’ll likely be rolled out to all Graph Search users.

The question remains whether Facebook will then start letting advertisers target based on the keywords people search. If combined with Facebook’s other targeting techniques, Graph Search ads could let businesses reach users as they’re making a decision about what restaurant, retail store, or professional service to go to. Right now Graph Search ads can only be targeted by demographic, interest, and browsing history, but eventually you might get ads for dentists when you search for “Dentists nearby.”

This bottom part of the purchase funnel is worth a lot more than the demand generation top of the funnel because the ads can be directly linked to purchases and return on investment. That would let Facebook charge more for them, and gain access to huge budgets reserved for Google and other search advertising. It’s this new category of ads, rather than subtle improvements to its existing revenue streams, that really get investors excited and could finally pull $FB (which closed today at $26.92) above its $38 IPO price.

Article courtesy of TechCrunch

Facebook Rolls Out Ad Conversion Measurement Globally So That Marketers Know When One Of Their Ads Did The Trick

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Facebook today took one more step in making its advertising more accountable for media buyers: it has now rolled out a conversion measurement system  across its global footprint. Aimed at direct marketers, the optimization and conversion toll was first announced back in November; now it’s available globally, and can be used on all Facebook ads and sponsored stories, the company says, as well as in combination with any other targeting services. And, in a sign of increasing cross-platform marketing, Facebook says that its conversion measurement tool is  can report when a user views an ad on one platform, like mobile, but then converts on another, like a PC. It’s the only tool so far that can do this — but as Facebook continues to expand its advertising business, it’s not likely to be the last.

That is a win-win for Facebook: if it can show that marketers can save money by using these tools as part of their campaigns, it will also mean that they will ultimately spend more money and effort advertising on the social network. It’s also one more sign of how Facebook is continuing to extend its influence outside of its own platform and walled garden — although it’s still stopping short of advertising on third-party sites.

What the tool does is it allows advertisers to put some code on their sites to track when actions like checkouts/payments or registrations have been driven by an advert seen on Facebook. This then feeds back into how marketers run their campaigns on optimized CPMs for more effective responses.

The conversion tool is largely aimed at direct marketing campaigns tied to specific actions, and are most suitable for sites that have transactional elements to them, such as those for e-commerce, travel, retail, and financial services, says Facebook. It notes that hip home goods site Fab was an early tester, and it reduced its cost per new customer acquisition by 39%. 

Another early tester shows that the tool could be used for less commercial efforts, too: the Democratic Governors Association used it to track mailing list sign-ups, and using it reduced its cost-per-conversion rate by 85%.

Facebook says that the conversion tool is currently available for marketers using three of its different ad products power editor, the ads manager, and for its large-scale marketers that use Facebooks advertising API, and the service is now live.

Article courtesy of TechCrunch

Mobile Ad Wars: Augme Slaps Millennial Media With Patent Lawsuit Over Targeting Technologies

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After debuting on the New York Stock Exchange last week with a huge pop in stock value, mobile ad network Millennial Media is now facing potential legal trouble from another mobile ad player. The company is facing a patent lawsuit by mobile marketing service, Augme Technologies. We’ve embedded the lawsuit below.

The lawsuit, which was filed in Delaware, says that the patents in question are all generally relating to “systems and methods for providing targeted content over the Internet.” From the patent lawsuit: “The ’721, the ’636, and the ’691 Patents are generally directed to the manner in which content provided in a Web page, such as advertisements, music, videos, and the like, is customized based on the end user’s computing environment, connectivity, bandwidth level, geographic location, gender, age, or other targeting criteria such as behavioral marketing data.”

As we’ve written in the past, Augme’s mobile advertising platform, called Ad Life, allows marketers, brands, and agencies to plan, create, test, deploy, and track mobile marketing programs. The foundation for this patented-technology is the ability to reach targeted groups while remaining device-agnostic. Augme also recently acquired mobile marketing and advertising platform Hipcricket for $44.5 million.

Millennial is one of the largest remaining independent mobile ad networks and currently serves ads to 200 million unique users worldwide, including approximately 100 million unique users in the United States alone. More than 30,000 apps are enabled by developers to receive ads delivered by Millennial.

Augme is seeking damages for the patents potentially infringed upon in the form of royalties and interest. The company also sued Velti in March for infringing upon similar targeting patents.

It’s certainly interesting timing on Augme’s part with Millennial’s recent IPO and cash infusion of over $130 million in the offering. We’ve contacted Millennial for comment and will update when we hear back.



Article courtesy of TechCrunch

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