Facebook giveth, and Facebook taketh away? Some advertisers, including Swedish ad agency Limebound, are reporting that the cost-per-click option has been removed from the “Optimization & Pricing” tab in Power Editor.
We call it MAA (not MMA or AMA) — and it stands for Metrics > Analysis > Action. The idea is this: Sort to find the top performers, ignoring the rest. Don’t mass-multiply; spend a few minutes per day, not three hours once per month. Amplify what’s working by using different forms of social retargeting via sponsored stories, sponsored results, and custom audience targeting. Don’t waste time making reports, unless you’re in that type of company — focus on insights and actions. Software is nice, but expert action is better. Software can’t mask missing competency. Repeat these cycles quickly — you can get them down to minutes and multiple cycles per day.
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.
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.
Facebook Thursday will announce a feature for advertisers called action tracking, which will enable them to move beyond likes and track conversions and downstream activity, according to social ad-management software provider Buddy Media, which offered details on the new capabilities in a post on its blog.
Facebook ad-management system Social Ads Tool introduced optimized CPM (cost per impression) bidding, which allows brands to take advantage of Facebook’s internal bidding and ad delivery system and focus their attention on certain metrics.