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Facebook Ad Performance

     
3:57 pm on Jan 9, 2015 (gmt 0)

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Looking ahead, I am interested in using this forum to have robust conversations regarding the performance of FB Ads.

Anyone else here interested in working with me?

In a sentence or two, describe your view of Facebook ad inventory.

Here is mine - the most diverse and targeted advertising inventory that has existed on-line to date. When extreme precision is combined with scale, ad dollars follow.
7:36 am on Jan 10, 2015 (gmt 0)

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@ Chicago:

You've mentioned in a few places about the targeting with FB ads being superior.

Could you elaborate?
4:17 pm on Jan 16, 2015 (gmt 0)

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Planet,

Thanks. I can talk so much about it. But from our perspective as search marketers, it is like night and day. We think in terms of words, content, pages, and links. Throw it all away with FB. All of it.

It brings us back to classic target market segmentation. A lost art.

I happy to talk more. These are big topics.
5:08 pm on Jan 16, 2015 (gmt 0)

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>In a sentence or two, describe your view of Facebook ad inventory.

Off target, or generic, or very annoying and persistent IBAs. However, i'm not your average surfer. ;)
5:59 pm on Jan 16, 2015 (gmt 0)

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>>Off target, or generic, or very annoying and persistent IBAs. However, i'm not your average surfer. wink

My friend, you speak from the perspective of a user and not an advertiser. But if we were, I would first look at the quality of the footprint that you have left online as an indication of the quality of the ads that you ingest on FB.

There are factors that come together to make the inventory work simply based upon scale and targeting ability alone. The mere fact that one user might not currently be enjoying their ad experience in their feed speaks little to what is available to us as advertisers. At least for now.
3:18 pm on Jan 20, 2015 (gmt 0)

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I'm sorry to say that Facebook advertising for me has been quite a bad experience overall. The software is clunky, slow and non-intuitive compared to Google. (At the moment, I'm trying for the fifth time to restart a campaign, but the bidding page just churns without updating.)

The targeting appears to be good, but conversion via multiple campaigns and many thousands of dollars is much weaker than Google. And customer service is horrific.

I'll also say that I resent the fact that I pay quite a bit to get Facebook likes, and then Facebook blocks my ability to send updates to those likes because it wants to force me to pay for more likes!

Otherwise, it's a good product. :)
12:43 pm on Jan 22, 2015 (gmt 0)

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to have robust conversations regarding the performance of FB Ads

Thank you for taking the initiative!

Facebook Ads convert better than AdWords, depending on what you want to sell:
Promoting local events: Facebook
Promoting local services: AdWords

Yes, facebook ad manager is not that developed, difficult to maintain an overview. But FB CPA can be much lower than AdWords.
Targeting: Works fine with Facebook. With AdWords? Not sure.

Mobile: Works with Facebook, not with AdWords. (Based on limited experience, will continue to experiment.)

I need both, but my budget shifts more and more towards Facebook.
4:21 pm on Jan 22, 2015 (gmt 0)

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interesting set of data released by sales force

[4.bp.blogspot.com ]
12:46 am on Jan 23, 2015 (gmt 0)

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Tried it last week and paying $0.70 per click so far. Way too expensive, few times more than adwords. I don't even know how to add trigger words if that is even possible.
8:48 am on Jan 23, 2015 (gmt 0)

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trigger words

facebook is less about words. Adding a more appealing picture can reduce the CPC drastically.
1:36 pm on Jan 23, 2015 (gmt 0)

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CPCs, click rates and conversion rates also vary based on business category. What works well in one category may perform badly in another and vice versa.
1:49 pm on Jan 23, 2015 (gmt 0)

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Right on, guys.

Michael, turn of the right hand rail, run ad in newsfeed only, really look though that targeting options- particularly, interests and launch with a large image and tell us what happens.
2:10 pm on Jan 23, 2015 (gmt 0)

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Also Michael when you .70 CPC what are you referring to - clicks to web site and clicks to fb page? More importantly, what is your pricing configuration? At one hand you can give a cpc to work with otherwise you can allow them to optimize on cpm or cpc basis. what are you choosing?
3:15 pm on Jan 23, 2015 (gmt 0)

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Noob Question:

One person I know says that you have to have lots of likes already (social proof?) for your facebook ads to be effective.

Although I thought to get facebook likes, you would need effective advertising on FB.

Am I missing something?
3:31 pm on Jan 23, 2015 (gmt 0)

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Planet13, if the purpose of your campaign is to gain likes, then no, you don't need a lot of likes to gain more likes. I launched a campaign for a new page that had only 20 likes and gained hundreds in a short period of time with a small budget.

But it's important to make sure the Facebook page is robust and interesting. Otherwise, converting clicks to likes is much harder.

If the purpose of the campaign is to send people outside of Facebook, again the answer is no. Facebook will distribute your ad to people who have not liked your page if your campaign is set up that way.
3:40 pm on Jan 23, 2015 (gmt 0)

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run ad in newsfeed only

Yes, other places seem to be a waste.
4:37 pm on Jan 23, 2015 (gmt 0)

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Guys there are now a number of really important topics from this thread. I would like to begin separating them into meaningful dialogue. I think a great starting point is FBs first step:

•Send people to your website
•Increase conversions on your website
•Boost your posts
•Promote your Page
•Get installs of your app
•Increase engagement in your app
•Reach people near your business
•Raise attendance at your event
•Get people to claim your offer

And from this basis there are 10s of thousands of options. Let us speak less in terms of keywords and more in terms of campaigns and targeting.

The nomenclature that I am bias towards is Stories and Experiences.
5:00 pm on Jan 23, 2015 (gmt 0)

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@planet

>>you have to have lots of likes already (social proof?) for your facebook ads to be effective.

>> I thought to get facebook likes, you would need effective advertising on FB.

I hate sweeping generalizations. With respect to FB ad inventory, people tend to generalize.

No real dialogue regarding FB inventory is effective unless you qualify and quantify your goals. Per your comment, that you "you have to have lots of likes already", I would say to you for what?

Social proof is powerful and what we are referring to here is the dynamic nature of the ad unit to leverage the graph to promote conversion. Tom likes this, so should you.

But, look, there is a considerable set of campaign goal option within FB that must first be considered. Which brings me back to my first point ---

Anyone who says things like facebook ad inventory sucks or facebook ad inventory rules...... themselves kinda suck. There are so many configurations available in this inventory and the eyeballs are there. Right now. I have spent nearly 20 years studying ad inventory and what we are looking at is a first of its kind.
5:02 am on Jan 25, 2015 (gmt 0)

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Ineffective and overpriced.
10:33 pm on Jan 27, 2015 (gmt 0)

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Love love love FB ads. Reaching my competitor's audience easily. Getting very low CPC and CPWC for my brand. Videos are destroying all with $0.01-$0.03/engagement. I'm super impressed.

For my brand I find it as a great tool for awareness campaigns. Then when we release products, we use conversion tracking pixels and optimize our CPM based on conversions.

The thing with FB ads is that you have to add value first. FB is a social platform and people need to be social. Cold product ads or ads that don't engage or strike a chord with your target audience will be expensive and will show poor results.
10:50 pm on Jan 27, 2015 (gmt 0)

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>>The thing with FB ads is that you have to add value first. FB is a social platform and people need to be social. Cold product ads or ads that don't engage or strike a chord with your target audience will be expensive and will show poor results.

Yea. Stories appear to be the popular nomenclature. What it is not for certain is keywords, flat, or static. It is the goal, ad unit, creative, landing page, conversion and consumer experience.

Combine this with strong targeting and the combination can be incredible. Doing another car dealership today and one of the behavior targets is DLX auto data powered by POLK. It is an example of a single behavioral target that reaches consumers at the late stages of the auto-buyer lifecycle.

People have used FB and threw the baby out with the bathwater when they had bad results. Meanwhile its growth is staggering and results, very real.
9:16 am on Feb 9, 2015 (gmt 0)

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@Chicago - it's good to see your enthusiasm and willingness to share.

Which verticals are you working with and how large is your geo market footprint?

For me personally I'm finding reliable information hard to come by. With uncertainty comes a lot of claims which are difficult to substantiate and as a business owner, hard data, proven practices and $'s are what we focus on. But one thing I am picking up on is localization and niche is potentially strong. A lot would also depend on the micromanagement of the numbers. Feedback here suggests problems in this area with the tools ease of use.
1:58 pm on Mar 26, 2015 (gmt 0)

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Michael, turn of the right hand rail, run ad in newsfeed only


after a sudden drop in lead quality I will try this as well.... strange because i started the side ONLY, the newsfeed i was paying for actions and things I didn't care about... don't like my ad, CLICK MY AD. I was setup for CPC but paying for any action on that ad...which was annoying.