State of the facebook
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The document discusses changes to Facebook advertising in recent years. It notes that only 16% of content is seen by fans and that Facebook wants advertisers to focus on creating engaging content to build large fan bases. It outlines several changes Facebook has made, including welcome ads, mobile optimization, audience targeting, and new formats like offers and search results. Case studies show lower costs-per-sale and better performance through Facebook's advertising exchange. Key takeaways encourage focusing on the newsfeed, creating great content, using fans to promote content, and optimizing campaigns.
State of the facebook
- 1. State of Facebook Advertising http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
- 2. What we used to have… http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
- 3. This did not work too well: http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
- 4. Only 16% of your content is seen by your fans http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
- 5. What Facebook wants us to do? Create Engage Create Fan Drive Compelling directly with Base Conversions Content your Fans http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
- 6. This year – Many Changes http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
- 7. Welcome Ads on Newsfeed http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
- 8. Mobile First http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
- 9. Welcome Ads VS. Sponsored Stories http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
- 10. Optimized CPM http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
- 11. Audience Targeting http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
- 12. Facebook Offers http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
- 13. Search Results http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
- 14. FBX – Facebook Exchange "FBX Facebook delivered substantially lower cost-per-sale (CPS) than standard real time bidding. Not only that, it beat CPS for search ads on non-brand keywords (i.e. “Pizza” not “Pizza Hut”) with a 62 percent lower CPS”….. “Those results make it clear that even for Domino’s, this is a performance channel. Simon Wallis, Sales and Marketing Director at Dominos Pizza UK” http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
- 15. Key Takeaways Focus on Newsfeed Create Great Content You Content is your Ad Friends and FoF are your Ambassadors Make all your customers your fans Measure Reach & Engagement Use oCPM for better results http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044