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facebook-video

In the wake of Facebook’s successful video service, the social media giant is making two big changes for advertisers and users. Facebook announced it will be adjusting its new feed algorithm to reflect interactions with videos, as well as changing how it charges advertisers for video views.

The update will be rolling out over the next coming weeks.

While Facebook has already included likes, comments, and shares on videos, the new algorithm will also consider factors such as whether a video was unmuted or viewed in full screen.

Facebook said it believes the new factors are strong indicators that users specifically chose to see a video, and it will use the factors in ranking videos within users’ news feeds in the future. This also means that those who watch a large number of videos on Facebook will likely start seeing even more in the close future and those who do not tend to engage with videos should see fewer in their feed.

While the first change relates to videos shared organically on Facebook, the social media platform is also making changes that will affect promoted videos.

Starting today, Facebook says it will charge advertisers only if a video is watched for 10 seconds or longer. In the past, Facebook charged advertisers based on video impressions, which meant advertisers were charged the second the video started played.

Advertisers who prefer to be charged based on impressions can do so if they wish, but the new system provides a better guarantee users purposefully watched the ad you were charged for. The new option is like the result of many advertisers’ complaints that they were being charged for video views only because they started autoplaying as users scrolled past them.

This week, Facebook introduced a new mobile ‘Ads Manager’ app which claims to make it easier for the over 800,000 monthly advertisers on the site to manage ads on the go.

Facebook Ads Manager

The new Ads Manager app allows advertisers to create new ads, as well as tweak and monitor existing ads on the fly. It also includes budgeting and scheduling features.

This means increasing budgets for well-performing ads or drafting up new ads is as easy as pulling out your phone, no matter where you are.

The Ads Manager app is available now for American iOS users, and the company says Android users can expect the app later this year.

The timing of the new app is especially relevant as the company simultaneously announced reaching a milestone of two million unique businesses advertising on Facebook.

facebookadvertising

Facebook is usually rather tight lipped about how it measures the impact and views for ads on their site, but today the social media giant offered some rare insight by saying the company doesn’t believe advertisers should be charged unless ads are seen by real people.

This might seem like common sense, but it is actually common for online advertising services to measure impressions based on how many ads are ‘served’, not how many are ‘viewed’.

Ads are counted as being ‘served’ so long as the ad renders anywhere on pages that are opened, even if the ad ends up never actually appearing on the screen. On the other hand, ‘viewed’ impressions only counts if they are displayed on the screen.

The metric isn’t perfect. There is no fool-proof way to ensure someone scrolling down a page will actually glance at an ad, as most Facebook users can tell you. Still, Facebook’s method of measuring impressions seems to be a more accurate and fair way of counting ad views than is typically used.

Facebook explains why it counts viewed vs served ad impressions in their blog post on the subject:

“At Facebook, we agree that viewed impressions are a better way to measure ad delivery. The reason is simple: if an ad is viewed it has a greater chance to drive value for an advertiser. That’s why we use viewed impressions to measure ad delivery across desktop and mobile.”

The company hopes to expand this measuring method to organic posts on the site in the next few months.

fbadsFacebook is making it a lot easier to measure the amount of new business you get from ads on the social media site, according to a new announcement from the company.

 

Facebook has always made it easy to see how your ads are performing in terms of clicks and views, but gauging actual sales from ads hasn’t been so easy. Now, a mew metric called ‘conversion lift measurement’, Facebook claims they can accurately measure the amount of business attributed to ads.

Here’s how conversion lift is measured:

  • When a Facebook campaign begins, two groups are created. One is a random test group of people that see the ads in the campaign, and the other is a control group of people that don’t see the ads.
  • Advertisers share conversion data with Facebook throughout the campaign. Facebook determines additional lift generated from the campaign by comparing conversions in the test and control groups.
  • Any increase in sales in the test group is the result of a ‘conversion lift’ provided by the Facebook ads.

The best part of online advertisement is being able to track nearly every aspect of your advertisement’s performance, but there are still gaps where marketers have had to rely on faith and intuition. Thanks to conversion lift measurement, there’s now one less blind spot.

facebookadvertising

For many advertising platforms, the rising use of mobile devices to browse the internet has been both a boon and a relief.

While the greater number of people accessing the internet on-the-go means advertisers have a better chance of connecting with potential customers close to the point of sale, but it has also created a schism where online advertising is either mobile or desktop based.

Some advertising platforms such as Google have been able to unify their platforms in many ways, but other services are still struggling to come together. Soon however, Facebook will be making big moves to bring their advertising into a cohesive platform.

The Wall Street Journal reports that Facebook is closing in on the launch of an entirely new advertising platform which will allow marketers to more effectively reach target audiences across the plethora of different devices used to surf the web today.

The new platform is rumored to be a reworked adaptation of the Atlas Advertising Suite, an ad-serving platform purchased from Microsoft last year, and will supposedly be rebranded to just ‘Atlas’.

Beyond just improving ad targeting across devices, Atlas will also supposedly be able to help marketers see which ads are being viewed and which are drawing clicks or influencing purchasing decisions.

Current reports say Atlas will work by collecting data from Facebook and other third-party applications and services that serve Facebook ads. It will also come equipped with an automated ad-bidding tool which will facilitate the ability to buy targeted advertising space.

The Wall Street Journal cites an unnamed executive who claims to know Facebook’s plans as their source. The executive is quoted as saying:

The biggest impact of this will be in mobile. People spend more time on mobile than on desktop, but marketers don’t spend there because cookies don’t work. This could finally enable us to spend more money in mobile.

With its ever decreasing organic reach, Facebook is putting a lot of attention into their paid ad platform, especially the ads shown on mobile devices. Now, the reporting side of Facebook’s paid ad is getting improved to reflect the huge increases in mobile ads in recent times.

One of these improvements is the launch of cross-device reporting for Facebook ads. Now Facebook advertisers are able to see how users move throughout their sales process, even if they move across devices. The announcement described just how advertisers may benefit:

Imagine seeing an ad for a product on your mobile phone while in line at the bank. Do you immediately make a purchase on your phone? Probably not. But perhaps you go back to your office later that day and buy on your desktop computer. Such cross-device conversions are becoming increasingly common as people move between their phones, tablets and desktop computers to interact with businesses.

Cross-device reporting allows advertisers to be able to see which devices ads were viewed on, and on which devices conversions subsequently occurred. That means you can see how many people clicked an ad on iPhone but then later finished their conversion on desktop, and vice-versa.

In a recent analysis of US Facebook campaigns, it was found that of the people who show interest in a mobile Facebook ad before converting, over 32% converted on desktop within 28 days.

You can view the cross-device conversions for campaigns by going to your Facebook Ad Reports, where you will click Edit Columns, and select Cross-Device on the left-hand menu.

Example of the Stock Photo InterfaceFacebook advertisers won’t have to rely on expensive stock photo subscriptions of licenses soon, as Facebook has announced they have formed a deal with Shutterstock to allow advertisers to access millions of stock photos for all Facebook ad formats, provided at no extra cost. They will be fully searchable and accessible directly through the ad creation tool, making it much easier to add quality images to your ads.

The announcement from Facebook said, “High-quality, engaging photos often increase the performance of ads, particularly in News Feed. And now, through our collaboration with Shutterstock, it will be easier for businesses to integrate beautiful photography into their Facebook ads.”

With the addition of this new feature, Facebook advertisers will also be able to create multiple ads at a time with several images. The image uploader has been improved to allow users to select from a range of photos from your Page, as well as previous ads and the Shutterstock library. This also opens up the possibility of creating multiple ads for a single campaign and testing images to increase performance.

As Facebook establishes itself as an option to gain a piece of your advertising budget, you may find yourself wondering if can actually give you a solid ROI. Because it is a fairly new platform, some are still a bit skeptical about the realistic expectations they should have when they dump money into a Facebook ad.

iMediaConnection set out to investigate this matter and returned with an interesting case study about how Facebook advertising has worked for one specific company. Follow the link and watch the included video interviews with a car dealership’s marketing manager to hear about how they found success through Facebook advertising and parlay that into success with your own campaigns.

When it comes to online marketing, images are very in. Facebook has taken notice and plans to up their advertising haul by expanding image size within their sidebar ads and tweaking the format.

Jennifer Van Grove, of CNet, writes that Facebook is currently testing the new ads on a small percentage of U.S. users’ screens. The image is larger and stretches from border to border of the right-hand column. Ad text, including a bold headline then appears underneath the ad.

This change makes Facebook ads more attractive to users, which in turn makes them more attractive for advertisers and brings in more money for Facebook.

Your ad for Facebook should be different from ads on other platforms. Even if you’re also advertising on other social media sites, your Facebook ad has to be unique, as would an ad for Twitter or Tumblr. That’s because you need to consider not only who is going to encounter this ad, but where they will see it and what mindset they’ll be in when they do. That seems like a lot but it is the key to crafting the ideal ad.

Robin Bresnark has an article at Business2Community that delves into this idea of incredibly specific audience targeting. Although I disagree with some of his finer points, everyone should agree on the core of the article, which is simply to think of who you are selling to before creating your selling tool.

The prevailing thought is ‘Facebook isn’t for selling’ so you’ll need to take a different route. Once you figure out what exactly works for Facebook, you can start trying to work within those parameters to find what works for your key demographic.