For Rosetta Stone, at first, we first targeted people who wanted to learn how to speak Spanish, were Spanish teachers, or liked competing products. Failure. Then we started targeting people who liked the BBC, were high-income, and had status in frequent-flyer programs. Interesting content begat emails, and emails begat sales. Success! Lateral targeting is key to winning on Facebook.
Have you played with the news feed position report on Facebook? In addition to the standard ad-level metrics of impressions, clicks, and spend, you can see news feed click-through rates and news feed position.
I get it. You’ve got 30 other things to do besides trying to follow Facebook’s every change. So follow these simple steps and you’ll be able to run your Facebook ads on auto-pilot. We’re not going into the finer points of multiplying ads in power editor, conversion spec, custom audiences, or any of that — just the basics you need for a solid campaign.
In the past six to 10 weeks, we’ve found choosing optimized CPM (cost per thousand impressions) to be magical in our Facebook ads. It improves click-through rate, decreases cost per click, increases fan conversion rates, generates a lower cost per action, and removes stubborn ring around the collar (just kidding on that last one). It shows that Facebook is trying to make success in Facebook advertising possible for the common person, as opposed to a freak result of random ad combinations submitted on a full moon.
We caught up with Chad Wittman, founder of EdgeRank Checker, to see what factors are affecting the drop in impressions for Facebook pages — whether fans aren’t sharing anymore, content is less engaging, ads are crowding out organic content, or other factors.
People are shocked when Facebook launches new ad products every few days — targeting your search queries, what sites you’ve been to, or taking your Facebook information and injecting it into other websites. You can even upload customer email lists and phone numbers to Facebook, too. But if you want Facebook to be able to measure your return on investment, it must know who the friends are of all your fans.
You might have noticed, when searching on Facebook for a brand page, that other related companies show up in the search results. Facebook last month rolled out sponsored results as a new way for advertisers to get more bang for their buck, and so far, it’s working pretty well.
Elaine Mesker-Garcia, who manages social media for Fuddruckers and Luby’s, talks about the difference between running corporate pages and franchisee pages on Facebook.
Here’s how to spread your fans’ likes into their friends’ homepages.
Don’t be fooled by the latest hijacking scheme that displays Facebook security icon and a warning that you need to verify your account.