Wondering how to optimize your Facebook advertising campaigns for business-to-business? We’ve broken down the process into eight essential steps.
Many advertisers have been unhappy with Facebook over its rule that ad images must contain no more than 20 percent text. Sister site Inside Facebook recently sat down with a member of Facebook’s policy team to gain a better understanding of the company’s controversial guidelines.
Facebook rejiggered the process of creating ads on its power editor advertising platform, giving page administrators greater flexibility in choosing what types of ads they want to create, rather than starting out by specifying what they were trying to promote.
Facebook marketing expert Jon Loomer is 100 percent annoyed with Facebook’s 20 percent rule, as in, from Section III.D of the social network’s advertising guidelines: “Ads and sponsored stories for news feed that originate from pages may not include images with more than 20 percent text.”
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.
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.
Facebook recently launched a new conversion metric, making it easier for businesses to tell if users made purchases based on advertisements on the social network. Social media expert Jon Loomer illustrated how businesses can use this new practice to create offsite pixels, which signal events that happened while users browsed websites.
In an effort to help marketers better track sales, Facebook launched a new conversion measurement Tuesday, allowing advertisers to measure the return on investment of their Facebook ads by tracking user actions such as registrations and shopping cart checkouts motivated by people seeing the ads. It allows marketers to track when someone sees an ad on one platform and switches to another to make the purchase.
Facebook ads that appear in the sidebar can now feature customized headlines, much like similar ads that link to sites outside of the social network, as reported by sister blog Inside Facebook.
My name is Heather. You don’t know me. I’m Jewish, so growing up I once spent the entire year trying to guilt my parents into buying me a $100 American Girl Doll, instead of just penning you a simple request. I was eventually successful, but I remember feeling that corresponding with you would have been much easier. I hold onto that childhood memory as I write to you today.