Month: December 2011

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Special Insights Into Using Facebook Advertising

We’ve started to do quite a bit more Facebook advertising management for clients. Here are a few insights that I wanted to share with you about our experience so far for clients.

  • Even if you choose to spend more than Facebook recommends per click, Facebook will not preferentially serve your ad program more to give you more impressions.
  • Change your ad creative every week. I recommend only two ad creatives running at a time per typical business account that is spending around $1,500 per month in clicks. Even if you put more creatives in the account, you will find that Facebook simply will not serve them.
  • There are limited places for ad placement on Facebook pages. Just this last week I saw that now Facebook is serving more than three or four ads in the sidebar. There is pent up demand and limited ad real estate. Just because you have a big spend budget does not mean that Facebook will be able to serve your ads to spend it. In fact we have found that clients whose 30 day ad spend budget is $2,000 do not even get near that spend using the Facebook pay per click ads.
  • It appears that Facebook is now tracking the CTR of ads in some accounts and will pause a creative or tag it to not show based on click through rates.
  • We are seeing strong website referrals in Google Analytics from Facebook for clients that are advertising there and pointing the ad to their website.
  • We have not had any clients be able to state unequivocally that Facebook is really driving strong leads or sale conversions at this point. Although we typically drive Facebook users to special landing pages with special Facebook lead forms, we are not having clients tell us that lots of sales are being generated from the advertising on Facebook.

If you would like to try advertising on Facebook for your business, I think you will be surprised to see how low our account management fess are. Please visit our Facebook advertising management page for more information and pricing.

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Facebook Nails Small Businesses With News Feed Changes

Are you finding that your fan engagement has dropped on Facebook? If you have under 1,000 fans most likely your activity has dropped or come to a crashing halt on your Facebook Business Page. Why? This study may shed some interesting insight in regards to what is happening to the traffic on your Facebook Business Page.

“Pages with less than 1,000 fans saw a decrease in engagement. Pages with more than 1,000 fans saw a steady  increase in engagement, right up to Pages with over 100,000 fans, which saw a 27.8% increase in the rate of engagement.”

“When you consider how the news feed now works, with the vast amount of  content and updates being shared, it is evident why the number of fans will  become more important. You need a higher number to increase the chances of your  content being found.” Read the full article and see the graphs.

So far in our testing on engagement levels including likes, comments, and interaction, we are seeing a marked decrease in participation and exposure for the 22 clients that we are monitoring since the changes. Although our testing and monitoring is not over yet, what we see it important in regards to how businesses may want to consider using Facebook in the future.

“The study from Edgerank Checker has found that over a sample of over 5,800 random Pages, 82% experienced a reduction in the amount of impressions on the Page.”

Yikes, that is scary. Your content, that you are working so hard to create for Facebook users, is getting lost in the noise. It appears that a standard two updates a day that many were using (to prevent spamming readers) in this new world on Facebook, will mean that your message gets lost in the shuffle. However if your users are on Facebook enough, they will see your content appear in the
right sidebar ticker, so take heart.

I personally am predicting a strong push from Facebook to move businesses into their pay per  click program. If you are interested in trying Facebook advertising. I invite you to review all Facebook our service offerings.

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How to Let Google Serve You Better Ads

Okay, the truth is that you are going to see ads where ever you go on any Google property including inside your GMail account, so why not tell Google what you would like to see?

Well, you can. You can click this link while logged into your Google account and tell Google the types of ads and ad categories you would like to see.

What I find interesting is what Google has already identified for you. With that information on the page, you can add, edit or remove preferences. Why not make the advertising you are going to see anyway more tailored to what you might actually want to see? To me that makes perfect sense. Remember Google is collecting this information, but it is not personally identifiable to you to third party advertisers – just Google.

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Be a Part of Our Test on Facebook

I am in the process of creating a new white paper on if moving your posting times on Twitter and Facebook increase your level of engagement. Additionally, I am testing the number of posts that fans like to see on Facebook. I invite you to become a part of the process and get our white paper when we publish it for free.

Here’s how to participate:

Facebook McCordWeb
On this Facebook business page, we are posting five times a day. We would very much appreciate it if you would like our page and then let us know if you can see our updates in your news feed. Do they appear, are they too frequent, do you only see them in the ticker, is the timing right? We appreciate your letting us know your thoughts as this will change our service offerings and how we manage our clients for Facebook services.

Facebook McCord Web Services
On this Facebook business page, we are only posting once and maybe twice a day. Here we are testing to see if you can even see our update. Can you see our update in the news feed, is our update lost in the shuffle or noise, can you even see the update in the left sidebar under your page likes. We would very much appreciate your liking this page to help with this particular test.

Remember, we are not trying to spam you but really want to evaluate what fans want and see on Facebook. We will continue our test until the end of December. If you choose to participate, we will post a link to our white paper for you to get it free when it is completed.

Thanks for considering joining our test and letting us know feed back on what you see. Although we test what can be seen on other Facebook accounts, to have a more sets of eyes letting us know what they can see if truly invaluable.

Thanks!

Nancy McCord