<< by on December 5th, 2012
I’m in Vegas! So far I haven’t had any Hangover, the movie experiences, but there is still time…. Just kidding! I’m attending Search Marketing Expo: Social Media Marketing. I just checked in, got some coffee, and now am ready to get started.
This session is called “Decoding Facebook Ads: Strategies & Tactics for the New Ad Environment” and I thought this was a perfect follow up to Michelle’s Facebook advertising blog post from last week. Greg Finn is moderating this session with 5 (!!) speakers. I have a feeling each presentation is going to be jam packed with information because they have less time to speak. The speakers are Addie Conner - SocialCode, Zvika Goldstein - Kenshoo, Nate Luman – Zappos, Merry Morud – aimClear, and Christina Park – TriggIt.
Merry kicks off the session and highlights different Facebook ad units and strategies for using Facebook Ads. I’ve heard aimClear speak several times before, so check out this Facebook Advertising posts for more detail.
What I thought was really cool was her take on using FB Ads for press coverage. When Marty wrote a blog post about GM ending their Facebook ad program, they promoted that post to people with interests with Advertising Age and were able to get a story in Advertising Age based on the post! For businesses looking for this kind of coverage (all of you!) this is a great way to get your message into the right hands.
Also, when creating blog posts or content on your site, know that page post ads use a square image, include about 90 characters of the wall post and allow for about a 55 character headline. Keep those details in mind for the best optimization of your posts and ads!
Merry admitted she doesn’t yet have access to the sponsored results, but she learned it is only accessible in power editor and with API. She has heard it’s really expensive and showed examples when Mitt Romney’s sponsored Facebook page showed up on Barack Obama and Bill Clinton searches.
Next up is Zvika of Kenshoo. The consumer cycle is awareness, consideration, research, intent (bring her back with Facebook exchange?) and then purchase or convert. Multi-touch attribution is not just about paid media; measure your owned and earned media as well. A goal should be to learn how these are connected and how you can connect your prospects with both of these strategies.
Next up is Zappos! He gave out an email to get a 20% coupon – I hope someone on my holiday shopping list wants a new pair of shoes!!
Zappos is based on downtown Las Vegas and Nate seemed really excited to be on this panel with people/businesses they have connected with over the years. Facebook advertising has greatly reduced their dependency on large media channels. Zappos continues to research the best way to measure success and attribute revenue. There are so many touches a person may have with your brand, so patience is key and as FB ads are not search it may not directly perform as well.
Zappos is looking to dig into Facebook Exchange, Custom Audiences, Creative Automation and mobile ads! If you are a shoe shopper, keep a look out for how you are being targeted. They know your brand preference and what you’ve looked at, so the creep factor will continue in the future.
Christina is going to talk about Facebook Exchange! I’m stoked. This is something I’m really excited to get started using because I think retargeting is already so powerful that when you add Facebook to the mix. Wham.
Triggit is an FBX DSP. Facebook interests or profile data aren’t used with Facebook Exchange, you can only use retargeting as you would on Google, for instance. Hopefully the marketplace data would be available in the future.
Facebook is so powerful – there are 1 billion active users and 1 our of every 4 web impressions are driven by Facebook. That is huge! Facebook users check it in the morning, during work, after work, when watching tv, before bed, etc.
The stats Christina provides are really impressive and lead to a more efficient CPA. The dynamic creative feature is great because retargeting works the best when you can get the exact product in front of the visitor. I can’t wait to get started with this!
Addie Conner ends the panel with some great case study data. Facebook ads can help you effectively drive awareness, grow a fan base and proactively drive fans to some action – in her example to the movie theater.
Facebook can act as a live focus group. She argues the post-like engagement rate is much more useful than page like data. When people engage on the page, you start to earn earned media impressions that count as residual benefit.
Facebook marketers are realizing that frequency of views is down, but with promoted posts you can raise the lift of engagement through the earned media that comes with growth of reach.