Facebook is sharpening the precision of the targeting options available for its mobile application ads, allowing developers to target specific devices, rather than simply operating systems and versions.
When it came to boosting its customer base during the holiday shopping season, apparel retailer Banana Republic didn’t monkey around, using Facebook’s lookalike audiences to achieve a return on ad spend that was four times higher than via other advertising channels.
Every picture tells a story, but what about every Facebook ad campaign? The social network teamed up with Strategic Preferred Marketing Developer and social media advertising technology firm Adaptly on a study in which two separate campaigns were run this past May for independent fashion and lifestyle website Refinery29. The results were detailed in a post on the Facebook for Business page.
Facebook is beefing up its custom audiences ad-targeting options, adding multi-product ads, which allow brands to feature three products within a single ad unit, as well as enhancements to custom audiences for websites.
The Israeli Building Center was created to serve as a source of information on Israel’s construction industry, and when it decided it wanted to do some building of its own — of awareness of a major housing fair taking place in Tel Aviv – it turned to Facebook’s advertising products, with the help of agency Fialkov Digital.
Many Facebook users will be happy to learn that the social network will soon roll out ad preferences, a tool that explains why specific ads are served to them and allows them to choose which interests should be used in determining the ads they see. However, some of those users may not be too thrilled with Facebook’s simultaneous announcement that it will also begin factoring in data from websites and applications outside of the social network, although it stressed that users can opt out of this form of ad targeting.
A Facebook Strategic Preferred Marketing Developer took a giant step forward in tying search-engine ads and targeted audiences on Facebook together, as Kenshoo announced the beta release of its Intent-Driven Audiences solution.
I caught up today with Tavy Ronen, co-owner of The Yarn Co., a yarn shop in Manhattan, to discuss how her small business markets its products around the world using Facebook. The Yarn Co. has six employees, including Ronen and her brother, the other co-owner. Ronen was on a panel at the Facebook Fit conference for small businesses Tuesday at Skylight Clarkson Square in New York. I asked Ronen how she chooses which countries to market to using the social network, why she doesn’t like to schedule posts ahead of time, how lookalike audiences has helped The Yarn Co. boost its number of Facebook fans in only three weeks, and more.