Facebook users hide ads for several reasons, but now the site is making a greater effort to understand why.
Facebook announced today a few changes in the ad feedback process. When someone clicks to hide an ad, Facebook is making it easier for the user to explain why, such as the ad was irrelevant or repetitive. Facebook had been testing this process for quite some time, but now it’s fully rolling it out.
Product Manager Max Eulenstein explained the process in a blog post:
We’ve learned that the reason why someone hides an ad can be just as important as the hide itself. If someone doesn’t want to see an ad because it’s not relevant to them, we know we didn’t do a great job choosing that ad and we need to improve. If someone doesn’t want to see an ad because it’s offensive, it probably isn’t a good ad for other people on Facebook, either.
With this update, News Feed is going to take into account the reasons why people give us for hiding an ad. When we identify an ad like this, we’ll show it to fewer people on Facebook.
Facebook is also giving more weight to feedback from users who rarely give feedback. They figure that those who don’t speak up often must’ve really objected to an ad if they’re blocking it. Facebook noted that those who rarely hide ads ended up hiding 30 percent fewer advertisements after giving feedback:
We know that a small group of people share feedback less frequently than others, and this is especially true for ads. So, we’ll now weight feedback differently based on how often someone hides ads and other content in their News Feed. If someone hides things very rarely, we’ll consider that when we choose what to show them. If we think there is even a small chance they might hide an ad, we won’t show it to them. This affects the type of ads we show everyone, but has a bigger impact for people who don’t often hide ads.
Readers: How often (and why) do you hide ads in your News Feed?
Article courtesy of Inside Facebook
Many marketers think of Facebook marketing as a brand activity – not one that can drive conversion directly. However, it doesn’t have to be an either-or proposition. By combining brand marketing and direct marketing actions, social media marketers can drive both amplification and conversion.
Companies are growing their social media budgets and with more money comes increased expectations (and scrutiny). The need to prove ROI of efforts and social media’s role to the bottom line is becoming essential. This still isn’t down to a science, however. As Social Media Examiner points out in its 2014 Social Media Marketing Industry Report, 88 percent of marketers still want to know how best to measure social media ROI.
This makes Facebook ripe for a convergence of brand marketing and direct marketing. Why? Because by combining brand marketing and direct marketing actions, social media marketers contribute to specific data and revenue objectives, allowing them to show ROI and measurable business impact. In the process, they prove the value of the social media investment and the social marketer’s value as well.
This is already starting to happen, and there are several things we can learn from early adopters. They are combining brand and direct response marketing by:
1) Using Facebook as a ‘point of conversion’ for their other marketing activities. That is, they give customers a way to respond via social channels to what they see on TV, billboards or even email.
2) Creating conversation opportunities linked to premium brand content. Engaged customers appreciate “VIP access” and are often willing to share their data and insight in return for exclusive content.
3) Creating programs that incorporate Facebook actions and behaviors into a brand’s broader, cross-channel “Customer Journey” – in measurable way.
Early adopters who have successfully blended brand and direct response marketing in this way consistently see added benefits from their existing social media strategies. It’s also worth noting that these benefits play off of one another, creating a positive ROI cycle. Specifically, early adopters are:
1) Identifying more qualified consumers and in the process getting products directly in the hands of their best customers.
2) Achieving higher amplification, allowing consumers to amplify a brand’s message, boosting their organic Facebook reach.
3) Gaining greater efficiency. New, automated social response solutions allow brands to convert consumers at scale.
4) Increasing campaign effectiveness with new insights analytics that go beyond engagement and tap into social conversation rates, sales and consumer profile data.
It should come as no shock that Gartner Research found that “42 percent of respondents see analytics as a top future investment for Social Marketing.” With greater budget comes greater responsibility to drive concrete outcomes. And while many marketers are focused today on how best to measure social marketing efforts, they should also explore new opportunities to combine brand marketing and direct marketing activities within social to drive additional ROI.
Kevin Tate, CRO, Chirpify
With eighteen years of software marketing and sales experience in fields including social media marketing, enterprise SaaS, web analytics and e-commerce, Kevin is a frequent writer and speaker on the topics of social media strategy – featured in ClickZ, CMO, iMediaConnection, and at blog.chirpify.com. You can reach Kevin at firstname.lastname@example.org or @kevintate.
Article courtesy of Inside Facebook