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Since the many changes to Facebook since the Timeline update to Pages, we’ve found great successes in utilizing Facebook Advertising.
A recent campaign we ran for specialty-retail client Swoozie’s produced a .35 cost-per-acquisition (CPA) of new Fans to their Facebook Page, helping us to reach the 15,000 Fan level in a very cost-effective way.
A few best practices we’ve found to be helpful in driving success for your campaigns.
Set a single, very specific goal for each Ad you run. The more focused you are on your goal,the easier it is to accomplish. Facebook Ads are shown to produce better results if what you’re trying to accomplish lives on the same platform, for example, driving Facebook Event RSVPs or new Likes to your Fan Page, as opposed to driving a contest on your brand website.
Dive Into Your Target
Go deeper than the standard demographic targeting you’d normally use. One of the best things about Facebook Advertising is the specificity in which you can target by lifestyle, behavior, interest and so much more. And, remember you can use the visual component of the ad to mimic the segment you’re targeting.
Tap into the Power of Referral
Add a deeper level of referral to the “Sponsored Stories” Ad type by also targeting “friends of Fans” of your Fan Page. The old saying is true – birds of a feather flock together. Friends are more likely to trust and join in the fun because they see others in their peer group are taking action. I bet you’ll find this to be one of your top producers campaign after campaign.
In a time where advertising is not always glamorized (excluding Super Bowl Sunday, of course) one TV show has helped bring back the industry’s cool factor among the general public.
And while this show may have led to some interesting conversations about how I spend my day at work (No, we don’t drink whisky and smoke cigars all day. Only in the afternoons.) it has brought a lot of welcomed attention to the industry. The show’s stellar ratings have proven that ad-folk and non-ad-folk alike enjoy reminiscing on the glamor, controversy, and history of the advertising industry.
So when I heard about Newsweek’s Mad Men issue, I was giddy. Not only is the magazine’s cover a throwback to the 1960’s design, but the publication is filled with retro ads. Can you imagine being assigned to create an ad for a brand – and make it in-line with how it would have looked in 1965? Best costume contest ever.
Click over to AdAge to check out 22 pages of retro ads for Bloomingdales, Lincoln, Tide, and more. Plus, you can even vote for your favorite. Which has your pick?
From Media Post:
To help marketers boost their reach on Facebook, the company has added an option that lets companies advertise to friends of their brand fans on the social network.
The new “Friends of Connections” targeting feature allows you to “expand your audience reach by delivering your ads to the friends of people already connected with your Page, Application, Group or Event,” according to a a post on the Facebook Ads Page. So when someone sees the ad, they will see which of their friends is a fan.
Previously, advertisers could only target people who “fanned” their pages, used their applications, or signed up to any company groups or events via the site.
The new targeting capability “should lead to increased conversion on Facebook Ads (Facebook’s performance advertising system), because users will find the social context and implied endorsement more interesting,” according to the Inside Facebook blog. That’s the idea, anyway.
While the company has allowed marketers to include social actions in ads before, this is the first time they can specifically target just friends of connections. If users don’t want their Facebook actions in the ads that friends see, they can use the site’s ad privacy setting to turn off that feature.