Facebook continues to roll out enhancements to its advertising options, particularly on the mobile side, announcing Monday that mobile applications can now be promoted via cost-per-action buying, and videos can now be included in creative for ads promoting mobile apps.
Cost per action
Spruce Media, a Facebook Strategic Preferred Marketing Developer, examined the state of Facebook advertising in the first quarter of 2013, and reported mostly positive results, in advance of the social network’s first-quarter earnings call Wednesday afternoon.
Facebook announced Wednesday that advertisers that want to grow their fan bases can now pay based on a cost-per-action basis. For instance, if brands want to gain more likes and are willing to pay $2 per new fan, they can simply bid $2 CPA and pay no more than that when users like the page through ads. This is only available in the ads application-programming interface — not yet in Power Editor or Ads Manager — but Facebook may make it available on those platforms in the future.
Through custom audiences, Facebook pages can launch highly targeted marketing campaigns. Sister site Inside Facebook reported Monday that Facebook has launched lookalike audiences, allowing advertisers to target users who are similar to those in the custom audience database. Currently, this is in beta for U.S. users.
Marketers are always trying to figure out which kinds of Facebook ads will net the most bang for their buck, and a recent Nanigans study may have the answer. Nanigans discovered that page post ads (located in the news feed) easily outperform marketplace ads, which are featured on the right side of the page. The company found that page post ads in the news feed have click-through rates that are 45 times higher and generate 14 percent better return on investment.