Fush And Clicks

A Blog On All Things Digital (And Not).

Facebook Tests Sponsored Results in Search Bar

Originally posted on Search Engine Watch:

Facebook’s search box could become home to a new form of advertising known as Sponsored Results.

The ads would appear alongside Facebook’s organic results when users conduct searches for specific pages or places (rather than keywords, ala Google AdWords) on the social network. No word yet on if or when the ads will launch to a larger audience.

Testing began last week. Ads will be sold on a cost-per-click basis and will only appear in Facebook’s search typeahead, not on a search results page.

TechCrunch was first to report the Sponsored Results test. Facebook later confirmed its existence.

“We are currently testing a feature that surfaces sponsored results along with the organic results when people are looking for things on Facebook,” according to a Facebook spokesperson. “We try to show people apps and pages they’ll be most interested in.”

Facebook post-IPO monetization push continues. If you need a recap of all the recent Facebook ad changes, Hollis Thomases offers a recap on ClickZ.

News of the new ads has some speculating whether this will hurt the relevance of Facebook’s search results (really?). Others have noted that Facebook search is more targeted toward finding specific people, places, or apps, whereas Google search is more about discovery.

Leave a comment »

Mobile Facebook Ads Generate 13X More Clicks Than Desktop Ads

Originally posted on HubSpot:

Recently, Google launched the ability to set up mobile-only ads, allowing advertisers to ability to test the effectiveness of desktops vs. mobile, allowing them to optimise their budgets to the best performing devices. According to new data from three of Facebook’s biggest API partners (who purchase the ads) mobile Sponsored Stories are generating 13 times the click-through rates of all Facebook desktop ads.

The articles notes that the Sponsored Story format is the only Facebook on mobile devices – however even looking the Sponsored Story performance on Desktop, the results still indicate the mobile-format is pretty compelling.

The chart below shows an average click-though rate of 1.14% for mobile devices which cost per clicks comparable to that of desktop formats. TechCrunch also suggests that the success of the format could be a potential game-changer for Facebook since they earn considerably more than the combined desktop ad offerings. Furthermore, mobile Internet users are expected to grow significantly, with more than 25% of users accessing the Internet from a mobile device in NZ last year.

It remains to be seen how successful the ad formats would be driving particular actions beyond the click  and the desktop formats still provide a number of advertising options that could be more engaging (such as polls).

Leave a comment »

Things To Know About Facebook Promoted Posts

Originally posted on Search Engine Watch and as article proving some tips around running Promoted Post ads on Facebook. Promoted Posts were introduced recently by Facebook as a means of getting a paid message into a user’s News Feed. For brands getting lost in the clutter of life, this would be a viable Facebook advertising option, coupled with free trials and incentives. The author highlighted four key things to know about Facebook Promoted Posts, as below:

 

1. Promoting Posts Feature Limited by Time

Once a post is shared on a Page’s Timeline Community Managers have the option to promote posts at $10, $20, or $30, will run for three days and are auto-optimized by for CPM.

facebook-promoted-posts-buy

Take note, this feature is only available shortly after you post. Attempting to go back and promote older posts to push to users’ News Feeds to Promote Posts won’t work.

2. Re-Name Posts in Ads Management Platform For Easy Reference

Facebook auto-generates the name of the ad with the post ID number. Therefore, it is essential, if only for your own sanity, to re-name the ad upon creation to easily go-back and reference.

facebook-ad-list-view

Employ consistent naming conventions, especially with promoted posts, to keep them grouped in the “All Campaigns” page (e.g., PromoPost – Post Name).

3. Adjust Targeting of Promoted Posts

While changing the ad name for the promoted post, check the targeting. Facebook, by default, targets not only the U.S., but a whole slew of other, potentially irrelevant countries from the Ukraine to Indonesia.

facebook-promoted-post-default-targeting

4. Auto Post – Consider Yourself Warned

Take care not to get too click-happy in the ad interface, Facebook now has an option to “Always promote my most recent post.” This may be a great option for some Facebook marketers, but it’s also no doubt a way to blow through media spend quickly.

facebook-promoted-posts-auto-promote

Facebook’s new promoted posts are an excellent way to buy your posts way into more user’s news feeds and drive visits to your content. The test conduced by this author resulted in USD$0.35 per click, which was reasonable for them. We have yet to have any clients using this format but are interested in seeing how this initiative develops and what other possibilities it could lead to later.

Leave a comment »

GM Pulls $10M Facebook Campaign Because Its Ads Don’t Work

Interesting article from the Business Insider  stating that over in the States, General Motors has pulled $10 million in ads (its entirety) from Facebook because they don’t work (source from a Wall Street Journal reporter’s Twitter page).

GM is the first major advertiser to show disappointment with Facebook and reduce  entire spend so publicly. GM is the third-largest advertiser in the U.S., and although the cancellation isn’t material to Facebook’s numbers it will be psychologically devastating to sales management there. The Journal reported:

  • GM, started to re-evaluate its Facebook strategy earlier this year after its marketing team began to question the effectiveness of the ads. GM marketing executives, including Mr. Ewanick, met with Facebook managers to address concerns about the site’s effectiveness and left unconvinced advertising on the website made sense, according to people familiar with GM’s thinking.

The Journal also noted that of the $40 million GM devotes to creating content for Facebook, only $10 million of it actually went to Facebook in the form of paid media. The report comes awkwardly in front of Facebook IPO, expected Friday. It’s part of a drumbeat of background noise to the offering, suggesting that advertising on Facebook is less effective than some clients would like.

Click-through rates on Facebook have long been lower on average than that of Google, largely due to the environment and type of user, but ultimately attention should be paid to clicks and conversions. The two platforms have vastly different environments – someone searching on Google is actively interested in information, whilst the Facebook user is operating in a social space. These factors should be the guidelines to planning decisions based on the specific objective of the campaign.

Leave a comment »

Facebook Testing Highlight Feature

Facebook is testing a new feature called Highlight which allows users to make their posts more prominent in other’s new feeds by paying a fee. Given that Facebook makes 85% of its revenue from advertising, it could be the first time it attempts to make profits from ordinary posts.

Although some have labelled the concept shallow and monetizing narcissism, other have noted that it could be legitimate in the case of organising a charity event, major announcement or special concert. Since being reported in Stuff, it has attached a large volume of comments and given that the first highlight is free, it may be popping up in a news feed near you.

Leave a comment »

Facebook Potentially Fourth Richest Flotation in Stock Market History

According to the Guardian Facebook is likely to be the fourth richest flotation in stock market history with almost certain IPO success.

Some 338m shares are being sold off at a price between $28 and $35 USD which could could potentially raise almost $11bn in ready cash, potentially valuing the company at up to $100bn.

“That will make it substantially bigger than Google’s 2004 IPO, which raised $1.66bn. Some think the company will push up the offer price even higher; beyond $38, it would be the fourth-largest IPO in history, beating Deutsche Telekom’s $13bn in 1996. The final pricing is expected on 17 May. The social network is emerging into the sunlight after years in which its finances and operation have been surrounded by guesswork. It turns out to have a solid advertising model built around knowing precisely what people are interested in at any time – because its 900m users tell it through their self-penned biographies, updates and connections with each other”.

“The numbers are amazing: 125bn connections between those 900 million people (an average of 139 each). The “Like” button is pressed 2bn times a day. More than half – 526 m – of the users log on each day. And 488m connect using their mobile at least once a month. Of the daily active users, 152m are in Europe, and 129m in the US and Canada. The adverts that generate most of its money can be carefully targeted by age, interests or location – although, to advertisers, Facebook is in effect a black box that they push their requests into; it does not sell them the data”.

Leave a comment »

Dove Facebook App Replaces Ads

UPDATE: campaign pulled after three days here

“Dove’s cutesy new Facebook campaign is revolutionary but threatens to disrupt campaign planning, a divided media industry has proclaimed.

The launch of the ‘Dove ad makeover’ Facebook app, which allows Facebook users to displace existing advertising messages on their pages with positive ads from Dove, has sent advertising and media bigwigs into a flap as they scramble to make sense of its wider consequences for the industry.”

See more at B&T.

Leave a comment »

Facebook Topples Google as Most Visited Site in Brazil

Image

“Saturday and Sunday, 11 percent of all Internet traffic in Brazil went to Facebook.com, pushing the social network just past Google Brasil as the country’s preferred online destination.

Experian Hitwise has been tracking both properties and released a graph demonstrating Facebook’s steady growth, even as Google Brasil’s has begun to drop off.

The Brazilian market is one to watch; the country of 194 million is the largest Latin American e-commerce market and saw record online spending in 2011. A total of 32 million consumers shopped online from Brazil last year, resulting in total e-commerce spending up 26 percent over 2010 to $11 billion.

As of December 2011, Brazilians spent an average of 26.7 hours per month online, according to acomScore report. The federal government is phasing in an Internet access program, National Broadband Plan (PNBL), expected to bring more citizens online. In 2011, 78 million people in Brazil were online and 87.6 percent of those using the Internet were on social networks like Facebook and Twitter (eMarketer).

Facebook’s Ads platform shows a market of over 38 million Brazilian consumers over the age of 18 are using the social network.”

See original article here.

Leave a comment »