{"id":2699,"date":"2011-10-13T05:07:54","date_gmt":"2011-10-13T09:07:54","guid":{"rendered":"https:\/\/webhostinggeeks.com\/blog\/?p=2699"},"modified":"2021-10-19T06:48:29","modified_gmt":"2021-10-19T10:48:29","slug":"facebook-new-king-advertise-in-their-kingdom","status":"publish","type":"post","link":"https:\/\/webhostinggeeks.com\/blog\/facebook-new-king-advertise-in-their-kingdom\/","title":{"rendered":"Facebook is the New King \u2013 How to Advertise in Their Kingdom"},"content":{"rendered":"<p>If it seems some days that we focus a little heavily on Facebook when discussing things World Wide Web in the 2010&#8217;s, it&#8217;s not because we&#8217;re personally addicted to <a href=\"https:\/\/www.facebook.com\/login\/?next=https%3A%2F%2Fwww.facebook.com%2Fbejeweled\" target=\"_blank\" rel=\"noopener\">Bejeweled Blitz<\/a>.\u00a0 We are, but that&#8217;s beside the point.<\/p>\n<p>A recent study released by <a href=\"https:\/\/www.emarketer.com\/\" target=\"_blank\" rel=\"noopener\">EMarketer<\/a> officially tolled the bell.\u00a0 Facebook, with its half-billion users, is about to become king of the advertising world.\u00a0 The estimates are that Facebook will receive $2.2 billion dollars in advertising revenue this year, accounting for 17.7 percent (or better than 1 in 6) of all online advertising dollars spent.\u00a0 Former champion Yahoo! will account for 13.1 percent.<\/p>\n<p>If you are attempting to procure advertising for your site or service, then these are numbers that you cannot ignore.\u00a0 It also means that you are going to be fighting against other advertisers for the attention of those half-billion users.\u00a0 If you are new to this game, you could use some pointers.\u00a0 Here are some of the best bits of advice we found from those who are experienced in this game:<\/p>\n<p><strong>Split your ad campaign and test the results<\/strong><\/p>\n<p>The marketing world is long familiar with the fact that the change of so much as a single word or image can alter the flow of traffic to your destination immensely.\u00a0 To see this in action yourself, split your ad campaign.\u00a0 Post at least 2 different ads simultaneously, with some slight change between them.<\/p>\n<p>What should you change?\u00a0 Here are a few suggestions others have listed:<\/p>\n<ul>\n<li><strong>Ad text<\/strong> \u2013 This one is obvious, and yet still undervalued.\u00a0 Change one adjective.\u00a0 Make one ad short and one long.\u00a0 Make one serious and one lighthearted.<\/li>\n<li><strong>Image<\/strong> \u2013 There are entire schools of thought based on how different images elicit different emotional and instinctual responses (look up \u201cSemiotics\u201d if you are curious about this field).\u00a0 Switch it up and see what happens.<\/li>\n<li><strong>Market targeting<\/strong> \u2013 Use Facebook&#8217;s different behind-the-scenes parameters to target different audiences. Facebook allows you to adjust your targeting by age, geographic location, education and interests, just for starters.<\/li>\n<\/ul>\n<p>One important rule for all of the above: if you make any changes, make them one at a time.\u00a0 If you change multiple parameters all at once, and you see a difference in response rates, you&#8217;re not going to know for certain which ones were responsible for the differences you saw.<\/p>\n<p>This leads us to the second major piece of advice:<\/p>\n<p><strong>Keep close tabs on your ad&#8217;s response rates<\/strong><\/p>\n<p>This is non-negotiable.\u00a0 If you want to know how well your ads are doing, you cannot just go on instinct or anecdotal evidence.\u00a0 You need to keep a close, scientific eye on their results.\u00a0 One page suggested that you would need to use third-party software to analyze the information, but from the reports we saw it seems like even the beginner user should be able to decipher it without too much assistance.\u00a0 Go to your ad&#8217;s \u201cReport Manger\u201d and download the information.\u00a0 You can easily upload it into a basic spreadsheet program from there.<\/p>\n<p>The terms in your report are explained by Facebook, so we won&#8217;t waste space here repeating it all.\u00a0 What we will do instead is to remind you that you have several target goals that you are going to be looking at simultaneously.\u00a0 For your dollar you are going to have raw numbers of \u201cImpressions\u201d, \u201cClicks\u201d, \u201cActions,\u201d \u201cSocial Impressions,\u201d and \u201cUnique Impressions,\u201d with corresponding proportions and percentages for each (\u201cClick Through Rate\u201d is Clicks divided by Impressions, for example).<\/p>\n<p>You will need to decide which of these is how important to you on a per-dollar basis.\u00a0 If your goal is simply to generate higher name recognition, then \u201cImpressions\u201d is going to be more important for you.\u00a0 If you measure ad effectiveness by user participation, then \u201cActions\u201d is going to be a greater target.\u00a0 Decide ahead of time which metrics matter the most to you, and focus on what most efficiently increases their values.<\/p>\n<p><strong>Some miscellaneous tips<\/strong><\/p>\n<p>In addition to these major ideas, there are some minor ones worth remembering:<\/p>\n<ul>\n<li><strong>Work with Facebook<\/strong> \u2013 This means a number of things, but the primary point you want to remember is that it is still people that approve or disapprove ads.\u00a0 You don&#8217;t get some automatic place just by throwing Facebook some money.\u00a0 In particular, read and follow the ad submission guidelines.\u00a0 If your ad runs into any trouble, work with their account representatives.\u00a0 Remember also that they are working on Pacific Standard Time (Facebook is based out of California).\u00a0 During business hours it takes about 1-6 hours to get your ad approved.<\/li>\n<li><strong>Consider your destination <\/strong>\u2013 You have the choice of sending your users to either a page on Facebook or your outside web site.\u00a0 Different authors have a differing opinion on which is better.\u00a0 It probably comes down to personal preference, though note that you will get more support from Facebook by keeping it \u201cin the family\u201d.\u00a0 Whichever you do, though, do it right.\u00a0 If you send them to a Facebook page, make sure the page is well-developed and maintained.\u00a0 If you send them to your external site, send them to a landing spot designed specifically for them.\u00a0 You&#8217;ll probably want to complete the loop by making your external site Facebook friendly.<\/li>\n<li><strong>Consider using Friends of Connections \u2013<\/strong> Using this option will give your advertisement greater impression weight to people whose friends have interacted with it.\u00a0 This does narrow down your field of who might see the ad, but most marketers believe, rationally so, that it will increase your click-through effectiveness.<\/li>\n<li><strong>Test by time<\/strong> \u2013 This is only an option to those who can really stay on top of things, but one option to consider is to test your ad&#8217;s effectiveness by time of day.\u00a0 Facebook does not give you the automatic ability to select when you want your ad to run, but they do allow you to manually turn your ad off and on.<\/li>\n<\/ul>\n<p><strong>Keep up with the times<\/strong><\/p>\n<p>As a last bit of over-arching advice, keep tabs yourself on Facebook marketing.\u00a0 When we did our research, a common suggestion was to use the \u201cReveal Tab\u201d.\u00a0 That seems to no longer exist.\u00a0 Facebook will probably continue to change their system on a rapid, unpredictable basis.\u00a0 As long as they do, and you want to succeed with your marketing, you will need to react just as quickly.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>If it seems some days that we focus a little heavily on Facebook when discussing things World Wide Web in the 2010&#8217;s, it&#8217;s not because we&#8217;re personally addicted to Bejeweled&#8230;<\/p>\n","protected":false},"author":3,"featured_media":2706,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wds_primary_category":0,"footnotes":""},"categories":[7],"tags":[3124,288,3122,628,3123,3125,2350,3126],"class_list":["post-2699","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo-sem","tag-ad-response-rates","tag-advertising","tag-emarketer","tag-facebook","tag-market-targeting","tag-social-impressions","tag-target-audience","tag-unique-impressions"],"views":86,"_links":{"self":[{"href":"https:\/\/webhostinggeeks.com\/blog\/wp-json\/wp\/v2\/posts\/2699","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/webhostinggeeks.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/webhostinggeeks.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/webhostinggeeks.com\/blog\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/webhostinggeeks.com\/blog\/wp-json\/wp\/v2\/comments?post=2699"}],"version-history":[{"count":0,"href":"https:\/\/webhostinggeeks.com\/blog\/wp-json\/wp\/v2\/posts\/2699\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/webhostinggeeks.com\/blog\/wp-json\/wp\/v2\/media\/2706"}],"wp:attachment":[{"href":"https:\/\/webhostinggeeks.com\/blog\/wp-json\/wp\/v2\/media?parent=2699"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/webhostinggeeks.com\/blog\/wp-json\/wp\/v2\/categories?post=2699"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/webhostinggeeks.com\/blog\/wp-json\/wp\/v2\/tags?post=2699"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}