Did you see this today?
It’s in the ads manager.
You used to have just workplace targeting.
But now it’s expanded into 4 categories with subcategories.
Look at office type, for example.
If you’re selling enterprise software, like Marketo, you’d want to choose “corporation”.
But if you’re selling marketing automation software to small businesses, you’d choose “small office” or “home office”.
This is super cool for B2B marketers. Take any of your already performing ads and duplicate them, filtering down by these work categories.
We did have job title targets before, embedded in precise interest targets. But now it’s in its own bucket.
And now that it is, we can do combination targeting, which wasn’t possible before.
If you’ve always wanted to filter down by people who are marketing managers AND are high income AND like Eloqua, now it’s possible.
Before, you could only target folks who like Eloqua OR are marketing managers, which might be too big an audience.
For the ad geeks, feast yourselves on boolean logic here.
For the rest of us, continue to use workplace and job title targets to make sure you’re influencing the influencers, such as the press and industry folks.
Here’s a fun example:
We co-presented with Marketo at Marketo Summit on how Marketo drives leads using Facebook
We posted it our blog and then ran ads targeting people who work at Marketo.
Less than 1,000 folks, but they’re all high quality.
Of course, we can target folks who like Marketo
And target folks who have job titles of “digital marketing” and “chief marketing office”, filtering by corporations:
We might even target folks who work at Eloqua, like Eloqua, work at Forrester, like Forrester, and so forth.
And to think that some people say that B2B lead gen via Facebook isn’t possible?
Hey, that’s more traffic for the rest of us!
Who doesn’t like the surprise gift in their mailbox?
One of our favorite things to do after meeting with friends and business partners is to choose something relevant to our conversation and find something on Amazon Prime.
They usually reciprocate, especially if they’re social media people. Yes, I’m looking at you, Heather Dopson, Jason Miller, and Jay Baer!
Maybe you notice a friend is celebrating an accomplishment. Then go to Amazon and find something appropriate. It’s not how much you spend, but the thought that counts.
Or check out how my friend, Kelly, started a business selling Go-Kart plans. So we sent him a Hot Wheels Go-Kart.
This is for our buddy, Jeff, who runs social at the University of Louisville (from above).
We taught a class at the University of Louisville, courtesy of Karen, who is a professor teaching social media there.
You know this is going to get posted to Facebook and twitter, then get shared.
Our friend, Ken, runs a PR firm in New York. He sent an email celebrating their “big leap” in the last year.
So this is what we did.
And with Amazon Prime, it’s one click to send and is free shipping.
Zero extra cost to include the gift message.
Zero time standing in line, wrapping gifts, going to FedEx, or messing around.
If you’re really lazy (efficient, I mean), you just tell your VA (virtual assistant) to look up your friend’s mailing address, enter it into your Amazon address book and get the gift.
Have you tried this?
Facebook on mobile is fantastic– it’s about half of their traffic. But you don’t need to build a mobile app to get mobile traffic.
Your page’s newsfeed is already designed to work on mobile.
And your ads should work on mobile. No touch needed from you.
If you do mobile anything, just make sure your website is mobile-friendly/responsive.
And you may build an iTunes app or Google Play app if you’re a major brand with an interactive app that does something.
Canvas and tab apps largely died two years ago, although you can still run some contests and landing pages if you amplify them with ads.
Focus on content and content amplification if you’re a small business or don’t have a large dev team.
This was our favorite ad type, especially for the busy marketer that doesn’t have time to set up ads against every single post.
So now the world of Facebook advertising becomes just a little bit harder.
No more set it and forget it.
The good news is that you won’t have to deal with mass disapprovals.
When you mention “Facebook” in your post or violate the 20% text rule, all your “always on” ads get disapproved.
We believe that Facebook will suffer a revenue hit in the short run by taking away this feature, since having to boost each piece of content manually is a chore.
Most will forget to do this.
But with smarter targeting options available in the “boost post” feature, to be able to run ads straight from the timeline, ad creation won’t be quite as painful.
You will have to now schedule time each week, if not more often, to promote posts.
Maybe the tool providers will jump in where Facebook left an opening.
It was good while it lasted, just like the search ads (promoted results) and the soon-to-die separate sponsored stories.
Friends, what do you think?
Yes, it is. But only on super-targeted audiences.
If you are targeting customers who have already bought from you, such as in these email custom audiences, then you’re shooting fish in a barrel.
Most folks are lucky to get a 1% CTR on Facebook.
But 20-40% is common with custom audiences (your emails loaded to Facebook or the website pixels).
Here’s one at over 80%.
And the high CTR means you get a low CPC (cost per click), which translates into a low cost per sale/conversion.
Are you using Facebook to squeeze more out of your other marketing efforts?
A couple weeks ago, Facebook quietly released business.facebook.com.
Go check it out, if you haven’t already.
It’s all right there in their video.
You can manage pages, multiple accounts, users, and anything an agency would need to directly manage clients on Facebook.
Sensationalists like TechCrunch believe it’s the doom of many folks in the PMD/API program, of which we’re a member.
And Wildfire announcing they’re shutting down is auspicious, too.
But for folks who have the inside track, we know that Facebook for years has been telling tool providers like us these things:
It’s the same thing with Google branching out into delivering better search results. If you’re a travel fare quote provider, you know Google already embeds fares/rates right inside searches. If you are a news site, they embed news right there.
Do stuff they can’t or won’t based on the expertise you have.
Have you focused on your topic of passion/expertise yet? Define your niche so tightly that nobody can compete with you!
Google PPC pros have long-awaited this.
First off, relax!
You don’t need to do anything with your existing campaigns.
Each of your ads lives in their own ad set (or ad group, as most people call them).
Budgeting and end dates are at the ad group level.
So now you don’t need to create one campaign per post anymore.
Fewer campaigns to manage, less mess!
There is a new tab to look at ad sets, just like you used to look at campaigns and ads.
And the on-off toggle buttons are cute.
To be able to see pacing ($X of $Y spent) or delivery status is interesting for an agency.
But you’ve had this data all along, anyway.
The best way to use ad sets is to test out creative combos.
Within an ad set, you’d have multiple ads, each with different targets, but against a particular post.
It’s no different than Google AdWords, where you have ad groups that are around the testing of ads. The reason why they’ve been called “ad groups” the last 15 years, as opposed to “interest groups” is that it’s around ad copy.
On Facebook, it’s about the organic post creative that you’re amplifying.
And the campaign is still by objective.
So the audience > engagement > conversion framework is still rock solid.
What do you guys think?
That works out to a $240 CPM, which, if true, would be double what we’d pay on LinkedIn. Good news below…
However, that’s not what will actually happen, since Facebook’s estimator for boosted posts is not accurate when you add additional budget to a post that has already been boosted.
You can expect the true CPM (bid on oCPM, which is why there is a range) to be in the $15 range in the newsfeed.
We’ve been able to get a reach of 50,000 on this very post for only $72, which is only $1.44. So it’s unlikely that it would jump to $240.
Net-net, Facebook is an incredible deal, even on boosted posts, when you have great content and great targeting.
Are you boosting posts? And are you adding budget later to posts that performed?
In B2B, few would dispute that LinkedIn has the highest quality traffic. Expensive, yes, but we can target by workplace, seniority, skill, interest, industry, geography, and so forth.
Some counts and analysis, if you’re interested.
But here’s what happens when you sponsor a post indiscriminately.
Look at the comments below:
When you match the right audience against the right content, you get recommendations that people appreciate. They don’t see it as advertising.
But when your targeting is off, especially in the sacred newsfeed of friends and companies that users want to follow, you’re branded as a spammer.
Isn’t it interesting to see that spam is not about viagra or weight loss supplements, but often the unintentional by-product of great brands who indiscriminately target?
It’s up to all of us to help companies of all sizes be more effective marketers.