What about Facebook Premium Ads
For managed accounts working with a rep or through the Ads API, Premium
placements are a way to “go big” with home-page and logout placements. These
units have been employed by movie studios, automakers, and other advertisers
wanting to reach a mass audience. Generally, they cost around $10 per thousand
impressions, and require a minimum spend of $10,000 a month.
Premium placements include home-page placement in the right-hand column
(for nonfans), or within the home page and mobile newsfeeds (for fans), as well
as large banner ads displayed after logout. Premium ads are now social, so
interactions with them appear as “stories” in the newsfeeds of friends of fans.
Therefore, Facebook calculates that for every 500,000 fans, marketers.
Other than the logout banner, Premium ads don’t physically differ much from
Marketplace ads, Promoted Posts, or Sponsored Stories. They do feature a bigger
image, as well as a prominent “social context” element (“Jane Doe and 14 others
liked this”). These details, plus the greater reach afforded by home-page
placement, set them apart.
According to Facebook, the combination of Premium placement and the new
format and social reach yields maximum impact:
1. New Premium ads and Sponsored Stories on the right-hand side are 40%
more engaging and 80% more likely to be remembered than previous
Facebook ad offerings
2. Premium ads show a 16% increase in fan rate
3. Campaigns that leverage social reach can drive ROI of 3x or greater
Going Mobile
Over 450 million people a month access Facebook from a mobile device, and the
rate of mobile use is outpacing desktop use by a factor of two to one. Facebook
reaches 80% of the total mobile audience, and the Facebook app is the third most
popular of all mobile apps.
Despite all that, Facebook has been criticized (and has publicly criticized itself)
for being late to the mobile game—especially from an ad-serving perspective. In
2012, it claimed less than 3% of mobile ad spending, distantly trailing Google,
Pandora, Twitter, and others.
However, Facebook has hastened to answer its critics and get up to speed on
mobile advertising options. Sponsored Stories and Marketplace ads are now
fully distributed on the mobile-optimized website and Facebook mobile app.
Facebook has also announced it is testing a mobile ad network, allowing
advertisers to place ads on the mobile applications of third parties.
The New Stuff
You’ll constantly hear rumors about beta tests and limited releases of new
Facebook advertising options: new mobile ad units, newsfeed ads targeting
nonfans, paid ads from other websites that are shareable on Facebook via
integration with the Open Graph API—the list goes on. As I mentioned earlier,
to stay up to date you’ll need to do all of the following:
1. Frequently visit the leading blogs
2. Book a regular call with your Facebook ad rep
3. Set up a Google Alert for “Facebook ad
Do Facebook Ads Really Work?
So how do you make sense of this flurry of new ad units? Do Facebook users
love them or hate them—ignore them or respond to them?
Facebook itself reports that a variety of third-party studies of over 60 ad
campaigns on Facebook have found that 70% achieved a return of 3x or better
on ad spend. Of those, 49% achieved a return of 5x or better.
Not everyone is confident that Facebook advertising is effective. On the very eve
of Facebook’s public offering, automaker General Motors pulled its Facebook
advertising—a hefty $10 million a year media buy. “We currently do not plan to
continue with [Facebook] advertising,” said GM at the time. Forbes magazine
reported that even after meeting with Facebook to air their concerns, GM execs
“remained unconvinced that advertising on the site made sense.”
Since then, GM has dipped a toe back in—and Facebook has done much to
improve the landscape for advertisers. Yet it’s a far different landscape from the
ones you’re familiar with from using paid search on Google AdWords, or doing
banner advertising campaigns. Facebook and other social networks suffer as
advertising venues because (1) users are on the site primarily for entertainment
and interaction with friends, not for commercial transactions, and (2) even when
they’re willing to consider brands and their products, they don’t want to leave
Facebook to shop.
However, things are changing remarkably fast. Consumer acceptance of ads in
social media is growing. Social networks are delivering powerful and innovative
new advertising options that should be very exciting to any marketer.
Social media platforms are unsurpassed in the wealth of personal and
demographic information they maintain for each member. But as much as they
know about their users (including gender, age, education, interests, alma mater,
industry or employer, and so on), social networks have little insight into when a
consumer is most leaning toward buying from a business. Search engines, by
contrast, know exactly what your customers are looking for when they’re
searching for it.
Facebook has moved closer to the end of the purchase funnel by offering
Facebook Exchange remarketing ads. Facebook is eager to demonstrate that its
demographic infoplus exciting other integrations with outside applications and
cookies from sites like yours will capture just as much “user intent” to buy
from customers as any search query can capture.
More important, by building ads into the organic fabric of “stories” on the site,
and by enabling targeting options from outside its walls, Facebook offers
advertisers something new and valuable: the ability to identify customers in a
noncommercial setting and engage with them in fun and creative ways. That
allows businesses to cultivate a deeper relationship with them in the long term—
and be in the front of their minds when that Facebooker is ready to buy.
Summary:
I’ve been spending online ad dollars ever since GoTo launched for pennies a
click in the late 1990s I have seen great ad
platforms delivering high ROI
I and I’ve seen many ludicrous ways to pour
perfectly good money down the drain.
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