For lazy people : bullet points on Facebook Advertising 2014 [Next steps for Brand Advertisers]
My colleague went to HEC Montreal’s library and came back with two reports. Since she’s busy these days, she asked me to sum it up to her.
On the report, it’ written…
So here is a short summary from Good Girl Gigi.
- Companies are going toward direct-response advertising (all about performance)
- Facebook Organic Reach of Brand Page has decreased
- Speaking to fans without buying advertising is becoming increasingly difficult
- Facebook Videos Ads recently introduced
- Building a presence solely on Facebook is not a good idea
The three objectives for Facebook Advertising:
- A mix of both
Top 9 Social Marketing Objectives According to Marketing Professionals Worldwide, Nov. 2013 (% of respondents)
- Increase Brand/Product Awareness (55%)
- Improve customer engagement (46%)
- Increase lead generation (43%)
- Increase website traffic (37%)
- Increase content reach (24%)
- Improve search engine rankings (22%)
- Increase lead quality (%)
- Increase direct sales revenues (18%)
- Reduce marketing costs (10%)
The biggest strength of Facebook Advertising: Digital direct response ads performance. "They outdo other big media thanks to their ability to target ads based its users’ activities on the site.”, The New Yorker said.
Three types of pay based on Facebook:
- CPM: Cost per 1,000
- CPC: Cost per click
- CPA: Cost per acquisition
The big question to be asked: Now that we know direct response is taken a bigger place, is there still room for brand advertising? Yes.
Things to consider:
- Having quality content surrounding your ads is of prime importance
- The decrease of the organic reach means that brands need to step up their game in brand awareness
- Perfect balance between ads and content.
Coming soon from Facebook:
- Facebook Video Ads,
- Instagram Ads
- Data sharing
Key lesson: Advertising without good creative is nothing. Performance is usually on top of mind of marketers, but what we need to understand is that without a good creative, your ads are worth nothing. Creative alone can be shared and get reached, but ads alone can be annoying and disrupt the user’s experience.
My recommendation: Start with the idea (from within), and adapt your media to what you’re trying to say and to whom.
If you want the full report : Facebook Advertising, Next Steps for brand Advertisers, Debra Aho Williamson, June 2014. Contributors: Rebecca Chadwick, Danielle Drolet, Tobi Elkin, Martin Utreras. eMarketer.