February 14, 2015
Facebook has been making tracks over the last 4 quarters with the company’s rapid shift to mobile and increased focus on deepening ad penetration (ad $$ sales per user) among its user base. Total mobile users at Facebook have almost doubled in the last two years to almost 1.4 billion users (Q4 2014). Advertising sales in Q4 grew 53% vs Q4 2013, to almost $3.6 billion. Mobile ads accounted for 69 percent of Facebook’s advertising revenue in the fourth quarter of last year.
When Facebook launched their Facebook Audience Network (FAN) in April 2014, the jury was still out as to whether app developers would replace their existing ad serve technologies (e.g. Twitter’s MoPub, AdMob, InMobi) with FAN. But then in October, Facebook relaunched ATLAS, the ad serving technology it purchased from Microsoft in 2013. Atlas allows advertisers to pursue “people marketing” finally letting them serve up ads and track performance of ad content across mobile to digital and desktop to tablet to phone interfaces, wherever the user goes. Now you ask…”How does THAT work?”. Well, as users seem to stay perpetually logged into Facebook, with Atlas, Facebook can using a users Facebook ID, track all their browser activity (mobile to desktop). The technology can then target ads to users based on their profile parameters across devices and across operating systems, giving advertisers greater ad frequency per user, better performance monitoring and much better decisionmaking insights about the optimal ad media mix. This technology leap which appears to solve the cookie problem (e.g. cookies don’t work in mobile sessions) is huge. And Facebook’s launch of video ads in 2014 will further fuel their ad revenue growth.
So newsflash, here are my five best 2015 tips for small and mid-size businesses advertising on Facebook:
 Get crackin’ on advertisin’! Facebook ads (and social media ads in general) are inexpensive (have you noticed the incredible increases in prices for Adwords lately??) and combined with their improvements on the targeting front, can’t be beat for reach. When paired with the fact that virtually NONE of your organic posts are getting to your fanbase now (ok, maybe 2%), well it’s time to get crackin! Use Power Editor to set up your campaign and make sure to set up remarketing and lookalike audiences mirroring your e-list. Really get to know your fanbase using your insights. Test. Measure. Test. You’ll be glad you did.
 Use Facebook ads for promotion – use status updates for educating, informing, engaging and entertaining. Our favoriteFacebook expert, Mari Smith says it all. Use the 40/40/20 rule for posting (40% links to rich blog/site content, 40% photos linked to… and 20% status updates). Don’t use status updates for promoting your company or brand.
 Focus on engagement. Make your ads fun, engaging, entertaining and social – NOT just a smaller version of your latest print ad. Boring….You want your ad to be SO funny, so “you’ve got to see this” that it gets shared. A funny image, an entertaining headline tied into a relevant quote or recent trend or event, is far more likely to get shared than a “BUY IT NOW” ad. Social Bakers has a great “socially devoted” meter to test your engagement readiness. They require that your brand receive 50 questions or more from Fans or Followers during the quarter and that your brand possess a 65% response rate or higher for questions for the quarter. Are you meeting this standard?
 Capture Emails. Facebook is a social network. It’s vast reservoirs of data are going to be its salvation longer term as so far, no one else has been able to crack the “follow the user around their digital universe” code. But frankly, if you are advertising on Facebook for branding and awareness, you are missing the boat here. The value of Facebook is finding new audiences which might be “sympathetic” to your cause/product based on the fact that your brand’s friends and family hang out there. Being able to deepen the user experience by getting these folks to your website or app and then convert them is where it’s at. So go for it! Set up a conversion campaign on Facebook and capture that all important email. Use value as your incentive, be creative and appropriate (e.g. social) then strategically use Facebook to build your e-list of prospects.
 Cross connect everything you’re doing with Facebook. Did you know you can set up custom tabs which connect to different parts of your website (your store, your blog, your photo gallery, your client testimonials…hint, hint)? Here’s a Social Media Examiner article on the “how to’s” of setting up custom tabs in Facebook. And you can click on a post’s date stamp to get a custom url to market Facebook posts via your e-letter or other marketing vehicles. This is particularly important if you are hosting a fan-gated contest on Facebook or live streaming events on Facebook (e.g. a Google Hangout for example or a webinar).
So happy 2015 and if you need additional Facebook advertising help, just get in touch!
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