Posts Categorized: Facebook Advertising

Google absolutely crushes other social networks and here’s why

Special thanks to BusinessInsider.com for this image.

Special thanks to BusinessInsider.com.

It’s fashionable to say social is popular, while old dogs like Google are on the decline.
You can cite a litany of failures in Wave, Google+, Orkut, Latitude, Buzz, or whatever.
And you might note that Facebook will earn $4.8 billion in display ads this year versus Google’s $4 billion– pulling ahead for the first time.
In the last year, Facebook has added 200 million users. The  stock price is at $74, and the company is worth $206 billion.

Yet Google makes $30 per user per quarter, while Facebook makes only $6.
Twitter makes only $3, so a tenth of what Google makes and half of Facebook’s monetization.

96% of Google’s revenue comes from advertising, most of which is search.
And what advertiser doesn’t want to put their dollars where consumers are buying?

Here are a few things to consider for this tide to turn:

  • Last click attribution is still strong: As long as people are using last click attribution, they’ll put money into branded search terms and other over-weighted sources of “conversions”.  Heck, they don’t even know what last click is, since a conversion is a conversion. Multi-touch and assisted conversions don’t matter yet for the mainstream.
  • Social networks are not just people posting personal statuses and pictures: Google and Facebook both know that whoever controls the log-in controls the content production. I believe recently, because of mobile logins, more people are logging into Facebook to communicate than mail platforms. But of the Four Horsemen, you could even say that Apple will win, since they’ll own the device, but that Amazon will win, since they own the credit card. So do you want to own the user’s content (Facebook), their logins (Google), their device (Apple), or their credit card (Amazon).  The lower in the stack, the more you can pull the rug out from the others above you.  And Facebook is at the top of this stack.
  • People’s ingrained habits change slowly: A decade after ATMs were available, most people were still going into the bank with their check ledgers. Most small business owners still make orders via fax machines and advertise in the yellow pages. If you’re reading this, you’re a technology early adopter– not representative of the mainstream customer.

Google still has plenty of time to own the customer data.

They own a quarter of Uber, you know, plus are building self-driving cars.
Most people spend 22 minutes each way in their commute. Of those who go in a driver-less car, that’s 44 minutes a day to show ads to people.
You think wifi on airplanes or movie theater popcorn is expensive?  Try valuing the captive audience in a moving capsule.

The telcos and mobile device manufacturers have battled it out on walled gardens, but where do you really think the consumer’s attention and wallet is?
It’s retail, not online. And the physical world is where Google is preparing to dominate.  

The real social network is the shopkeeper who remembers the preferences of his best customers, not video snapchats.

Is Facebook Atlas the Google AdSense Killer?

Alex Houg will be speaking at Pubcon Las Vegas on Thursday, October 9th, where he’ll discuss Facebook Atlas and other topics in-depth. Check out the panel “Real World Results” at 12:40pm-1:35pm in Salon E.

Not so fast.

Facebook announced this today, creating broad speculation by non-marketers that this is the event years in the making.  Finally, a response to Google’s AdSense. The Atlas ad serving platform, bought from Microsoft, which in turn, was part of the Razorfish (agency) acquisition, is just an ad server.

2014-10-09 03_25_10-Is Facebook Atlas the Google AdSense Killer_09302014_v2 - Microsoft Word

Warning: geek talk ahead, but worth it for practical-minded, non-geek marketers.

The talking point of “people-based marketing” is strong. It means that Facebook is targeting based on what we know about people via the Facebook login, as opposed to only cookies.  While cookies are faulty across mobile, which is 60% of Facebook’s traffic, a true marketing solution must accommodate tracking users by cookie (website pixels), email, and native userids.

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To show ads triggered by remarketing and general social targeting is certainly interesting.  Facebook’s existing data platform will eventually squish 3rd party cookie collectors, DSPs, 3rd party ad servers, and most independent data providers.  There will certainly be a hold-out audience of folks who still buy on insertion orders, for negotiated impression-based rate card deals.

The discussion of tying to offline sales is not Atlas-specific.  Facebook already has conversion tracking and Datalogix integration, the latter of which is only to big brands with a large retail footprint.  Facebook’s cross-device tracking is perfect for mobile and only they have the scale necessary to tie users. DSPs are dead, as well as many in the inefficient middle.

If this sounds like technical ad geek stuff, this is what you need to know:

  • If you’re a small business, you don’t need to know anything about ad servers.You’re not selling your inventory for money, and even if you were, you don’t have enough to make it worth your time. Your customers are worth more than a few pennies of selling banner ads. Don’t run ads on your own properties and don’t buy ads except directly on Google and Facebook.
  • If you’re a marketer of any type, you need to first focus on understanding marketing automationbefore you worry about negotiating traffic to buy or sell. Unless you must buy or sell banner ads, focus on buying on native platforms (directly via Facebook and Google).
  • If you are a major publisher (over 10k uniques a day), this is your answer. You probably won’t be kicking out your ad sales team, but you can look at replacing stuff from other vendors. The cookie-only guys don’t have an answer here, especially on cross-device tracking.
  • If you’re a technology player, especially an ad serving player, time to update your resume. You knew it was a matter of time before the money got connected to the technology.
  • If you’re a student, learn all you can about the data you can collect from all free platforms(Google, Facebook, LinkedIn, twitter, etc).  These guys let consumers play for free in exchange for data that powers ads. So you’ll need to help businesses bridge this gap, to use data to help drive smart marketing and sales. This trend is not going away.

Here is their product tour.

Facebook has their javascript tracking on over a million sites, last time we heard a couple years. Who knows what the number is now. With the roll-out of Altas, we can expect this number to jump.

Javascript pixels allow Facebook to collect an immense amount of information about users on a site.  And when they authenticate to Facebook, their system can then tie that web user to a Facebook userid, allowing Facebook to track the user into mobile and cross-platform.

Nobody disputes that Facebook has the widest footprint of any network, cookie-based or not. What we don’t know is how much of this web-collected and natively-collected data can be used to help us as marketers. A lot, I’d imagine.

What do you think about this?

8 Links you MUST have, but probably don’t, to keep up with Facebook

8_things

1) These are the 9 public ad types on Facebook with how to use them, ad dimensions, and so forth.
The local awareness ads might not be showing for you yet.

https://www.facebook.com/business/ads-guide/

2) Hard to find, but get to the education section at:

https://www.facebook-studio.com/education/index
You’ll have a ton of videos and courses to take.

3) Custom audiences are critical to your conversion.

https://www.facebook.com/business/a/online-sales/custom-audiences-tips

4) Because Facebook is 60% mobile, you must measure traffic that crosses from mobile to desktop, especially if you’re in e-commerce.
This is one part of how Facebook lets you set attribution by view and click windows. Default is one day view-through and 7 day click, but you can change it.

https://www.facebook.com/business/news/cross-device-measurement

5) And because you need to have an app (iOS or Android mainly), Facebook created a streamlined method for you to connect it Facebook.
Then you’ll be able to run app install ads and app engagement ads.

https://developers.facebook.com/quickstarts/

6) Facebook has great interviews with other ecosystem players.

https://www.livestream.com/fbmarketingtalks

7) If you can get into this group, you’ll get notice of the latest releases before everyone else, even if you live in New Zealand (the country that gets the updates first).

https://www.facebook.com/groups/pmdprogram/

8) Or you can just search Google for the latest docs.
Do a query for site:https://developers.facebook.com/docs/reference

751 notifications on my Facebook page

Screenshot_2014-07-26-17-31-50

The big brand pages we have insights access on usually show 50-100 unread notifications at any point in time. If you get a few hundred public interactions and messages per day, you know how hard it is to get this number down.

If you are a small page or just getting going, you may welcome this level of activity. Like when you got your first cell phone, the novelty wears off.

Why does Facebook show this?

Because they know managing a Facebook page is not solely a marketing activity. Having a store in the mall isn’t purely a marketing activity for the same reason.

You are building relationships in a Ted Rubin or Heather Dopson-like way.

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Behind these clicks are real human beings. Behind your Google Analytics or traffic reports are people just like you.

Nurture them like potential friends, not numbers, and you will have mastered the “secret” of social!

My friend Dennis Yu experienced this first-hand a few years ago in New York City. He lost his wallet and was stuck. Ted Rubin came to Dennis’ rescue with cash, food, a hotel room, and his full attention. No amount of marketing or public speaking could ever equal the indelible impact he created there.

Now go forth and make raving mad fans of your business, organization, and initiative.

Finally, manage multiple client Facebook ad accounts!

Screenshot 2014-07-17 19.10.23Screenshot 2014-07-17 19.10.34
Google had had the MCC (My Client Center) for at least a decade, where you can request access to manage the client’s ad account like an agency.
And now Facebook has it with their Business Manager!
Rejoice, my agency friends, since you should be getting access soon, if you don’t have it already.
Go to business.facebook.com to find out.
And check out this handy FAQ.

FAQs for PMDs and FBX on Business Manager

Smart Facebook Remarketing- use FBX or WCA?

Screenshot 2014-05-28 20.41.12
I just did a search on Hipmunk.com to fly one of our new folks out here to Minneapolis.
Minutes later, on Facebook I get a retargeted ad with the fare I was just looking at.


This is something called dynamic retargeting, where you can show messages based on a rule– the product they just saw, how many pages on your site they visited, if they are a high value customer, or whatever.


If you’re e-commerce or have a LOT of product SKUs, then you need to use a 3rd party retargeting partner (through FBX– Facebook Exchange).
If you don’t need complex logic, then use native Facebook retargeting (called WCA– Website Custom Audiences), where you can still apply url-level rules.


Google has been doing this for years, so if you want the “full embrace”, you’d run with Facebook and Google retargeting together.
An AdRoll or Perfect Audience can do this for you via one-stop shopping, but if you’re a small biz or not super complex, you’re better off setting up retargeting directly.


And they’re still at it, but with a different variation.

Screenshot 2014-05-28 21.03.01

What converts best: Facebook or LinkedIn? Here are the results…

Interestingly, Facebook mobile converts slightly better than desktop newsfeed, but it depends on the product you’re selling, the content you’re promoting, and how much you’re asking for on the landing page.

The right-hand side ads fared poorly here, but delivered the most clicks and the highest share of new visitors. Of course, new visitors convert at a lower rate than retargeting traffic. So make sure you’re apples-to-apples.

Will the new RHS ad format convert better, as opposed to only delivering a higher CTR?

LinkedIn converts 70% better than Facebook, but the traffic costs 4 times as much.  Once they’re a lead, the conversion rates are similar, largely because we use ad copy that qualifies leads.

Some B2B players say that Facebook is for generating awareness (top of the funnel), since they have the greatest reach, while LinkedIn is for converting.  I’d say that was true a year ago, but not anymore because of website custom audiences and email custom audiences. The new workplace targeting options help mid-funnel activity, too.

So the question is not “Is Facebook better than LinkedIn?”
Rather, keep the highest performing segments from both networks. If you can spare the effort to run campaigns on both networks, it’s well worth your time.

Your own results will vary, so test it on your own data and let us know!

$50 in your pocket from Facebook is great news!

2014-05-15 17_13_57-Fwd_ $50 USD Ad Coupon to try Custom Audiences with Facebook Ads - max.darby@bli
And I’ve been saying that custom audiences are the most amazing thing about Facebook.
We can use them to rekindle customer relationships, help us convert new customers, drive engagement with the right audience segments, and make our email performance stronger.
Did you get one, too?

3,815,7771 travelers can’t be wrong! The best targeting platform in the world

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Are you excited about the new unified interest targeting in Facebook ads?

We can now target people who are currently traveling.  How does Facebook know?
They look at your activity by check-ins and current location, which includes mobile.

What’s awesomely scary is how Facebook has been tying together what’s in your profile (precise interests) with your offline behavior, your email lists, your website traffic, and the apps that your users have, and people who look like your best customers.

Isn’t this amazing?

New RHS ads on Facebook increase CTR 300%

Screenshot 2014-04-17 21.20.02
The lowly RHS (Right Hand Side) ads, relegated to equally lowly CTRs, is revamped.
It uses the same aspect ratio as newsfeed ads, so you can reuse your creatives.

Should Facebook marketers rejoice?

If you’re bidding on oCPM, then probably not, since Facebook will already balance placement selection for you.
The net effect is a higher average CTR across all placements, which should translate to a slight improvement in your ad campaigns.

Do I need to do anything different?

Not really.  The point of simplifying ad creation is that you need only one image across all ad types. And oCPM is all about having Facebook do the work for you in audience selection and bidding.

Read Facebook’s announcement here.