Using Data To Lower Your Facebook CPA > eMetrics

The following is a rough transcript of my deck from eMetrics San Francisco on the 19th March 2014.

If you want to read this along with the slides, they can be viewed from slideshare below:

Transcript

Good afternoon. What a great conference this has been so far, I’ve certainly learned a lot and hopefully you have too. My session is going to continue the marketing data theme, by covering the topic of “Using Data To Lower Your Facebook Cost Per Acquisition”. First of all though, who am I? I’m Ben Harper, co-founder of Datify, and the token British person on the bill! You can reach me on any of these details, and please feel free to tweet me @benharper87 at any time during or after with any questions or comments. Continue reading →

Using Call To Action Buttons On Facebook

In February, Facebook added the ability to add call to action buttons to newsfeed based ads. This means that advertisers can now tempt users with the following call to action messages direct in their newsfeed ads:

Here’s an example of how the ads can look with the call to action fixed in the bottom right corner:

If you use Facebook advertising, this is something you must test. We’ve already seen clickthrough rates (for website clicks) increase by around 25% and cost per acquisition figures falling from the ‘official’ inclusion of a call to action.

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Facebook Core Audiences Are Coming

Facebook has announced that ‘core audiences’ are being rolled out in the coming weeks. This again changes the ad creation flow slightly within the platform, and also adds some interesting new options. Facebook continues to change it’s system regularly with new rollouts in the quest to monetise the platform as strongly as possible, and below we’ll take you through the latest changes.

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Why You Need To Boost Your Facebook Content

So, you’ve got your Facebook page up and running but all of a sudden your organic reach is dropping. This is common, and is down to two main factors:

- Lack of, or declining engagement

- Increasing competition for your audience’s attention

What can you do about? Well, with Facebook, you can boost your posts to achieve a consistent level of reach. By boosting posts, or amplifying your content, you can ensure that your best content is seen in the news feed of relevant users on Facebook.

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Making The Most Of Website Custom Audiences On Facebook

Making The Most Of Website Custom Audiences On Facebook

Facebook told us it was testing new custom audience features back in October, and this week it’s been announced that they are being rolled out for all advertisers.

The new developments are the ability to create custom audiences for mobile app users, and from your website via a remarketing pixel. The ability to create a custom audience from your website users is hugely powerful for Facebook advertisers, and here we talk about how to set this up, and how to take full advantage of the change. Continue reading →

bitpix-facebook-v-google-hpMedium

Facebook v Google: Revenue Wars

With Facebook and Google releasing their Q4 2013 earnings just a day apart, we thought now would be a great time to compare the revenue of these two digital advertising behemoths. In the below deck, we’ve outlined the revenues of Facebook & Google over the last year or so, analysing their growth rates comparatively. We’ve also gone a bit further back in order to compare Google’s first 6 quarters post-IPO to Facebook’s to show the difference in growth rate. Whilst 2004 was a very different time to now, this is still an interesting comparison of the two big-players at a similar stage in their developments. Continue reading →

Facebook

How To Take Advantage Of Facebook’s Trending Content

Facebook has finally launched trending content for some users. This roll out has been long anticipated since Facebook launched hashtags officially last year. The presence of the trending content section gives businesses on Facebook new opportunities to increase their reach and their brand awareness in a natural way. Continue reading →

remarketing_-_Google_Search

Why Remarketing Should Be A Crucial Element Of Your Marketing Mix

Remarketing is a hugely powerful way of re-engaging with potential customers who have visited your website. Advertisers now have the capacity to remarket to browsers of their site across the Google Display Network and Facebook in an intelligent way.

Regardless of your marketing strategy as a whole, remarketing should play an important role in your marketing mix. The majority of users do not buy on the first visit to a website, regardless of acquisition channel. Even with all of the intent shown in organic & paid search, the social recommendation element of social and the advantages of other channels - it is very hard to convince a user to buy first time. Continue reading →

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