4 Big trends teach you to play social ads

Facebook builds the largest and most interactive user platform on the planet, with a large percentage of the world's people using Facebook every day. This is even more pronounced after Facebook acquired WhatsApp. With such a large user base, Facebook has more than 1.19 billion active monthly subscribers, but it is still growing at a high rate, and users are spending more time than ever. In fact, Facebook's active users grew 25% to 2013 Q3 728 million, according to Facebook's earnings.

For advertisers, Facebook's high growth and sheer volume of users means creating a huge opportunity for brand recognition and revenue. The brand has to go where the user spends the most time, and it's obvious that users spend the most time on Facebook. The good news is that by using Facebook and third-party advertising management tools, you can achieve the goal of reaching a high participation user. Advertisers can not only convey the right information to the right users, but also with loyal users to establish a continuous relationship.

Marinsoftware's copy of the Facebook ad white paper sums up 4 of Facebook's most important marketing trends for 2013 years and prompts advertisers to improve their marketing ROI in 2014, and 199IT translates the key points as follows:

1, advertisers as the information flow ads as an important platform for primary advertising

The information flow has become the most concentrated media form of user's attention and interaction, which provides a huge marketing opportunity for advertisers.

Note: Facebook's two major types of advertising, the right to display ads and the ads inserted into the user's information flow (feeds ads), feeds ads because in the user's visual focus, there is no escape, without accidentally better advertising performance. 2013 Q3 Facebook feeds Advertising Ctr 44 times times higher than the right-hand display, with a 5 times-fold conversion rate.

Marin's data found that 2013 years Q3 Facebook's information flow was growing 140% per cent, and the cost of information-flow advertising was 67% lower than that on the right side of the ad.

In view of the excellent performance of feeds ads, advertisers should optimize their content in the flow of users in the performance of the mobile phone This is particularly critical, after all, feeds advertising is currently the only one can find the combination of the most perfect form of advertising.

For advertisers, the original advertising strategy should grasp three points:

Allocate at least half of the budget to feeds ads. The advantage of the feeds advertisement is that the touch and participation of the mobile user is high, and it can be carried out with the right advertisement of high exposure amount.

Using the unpublished and existing Page Post ads:unpublished allows you to publish content that is flooded with advertising information to the right side of the page, rather than to the center of the stream, to prevent you from creating too much interference with your fans, The information that really matters to the fans is released to the center of the content.

Monitor the performance of feeds ads: one is to separate feeds ads from the ads on the right side of Facebook; the 2nd is advertisers not only to monitor conversion and ROI, but also to monitor the long-term life value of PCs and mobile users.

2, Facebook users have embraced the future of mobile media

Smartphones have grown faster than any consumer technology in the history of the human race, with smartphones based on nilesen,61% 's American mobile phone users. The popularity of mobile internet in the 2013 has boosted the growth of Facebook's mobile users, bringing new opportunities to advertisers. In Q3 's 2013 earnings, Facebook said 74% of users use the platform's mobile apps. Users who only use mobile devices to access Facebook have also grown by 19% a quarter. 2013 Q3,facebook Mobile Month active users reached 874 million, an increase of 45%.

(Taking into account Facebook's acquisition of Instargram and Whatsapp,facebook mobile users is an amazing -199it note)

In response to the user's preference for mobile apps, Facebook launched mobile app advertising solutions for the advertising industry in 2013. According to Venture Beat, the mobile app market will grow 257% to over 200 billion apps between now and 2017. Facebook's most widely used mobile advertising program is mobile app ads, which primarily help users discover and use new, relevant, and interesting apps. With enough installation cost advantages, mobile app ads are quickly the most effective way for advertisers to expand their mobile market. By combining with custom audiences and/or Partner categories orientation, advertisers can also target Facebook users based on online and offline purchases, directing them to use mobile apps. Facebook apps are a good way to get apps down, app experience and scale mobile sales

As mobile users and PC users behave more and more clearly, Facebook's ads begin to specify different marketing strategies for users of different devices. One of the major strategies is to treat PCs separately from mobile users, rather than using a common strategy. Marin's data show that the number of Q3 mobile marketing programs increased by 45% in the 2013 years. The performance of the Mobile Information flow advertisement is also obviously better than the PC information flow advertisement, the Ctr high 187%,CPC is 22% lower, but with the increase of mobile competition, the price of CPC is expected to rise.

To respond to mobile users, the Facebook advertiser's strategy should:

Mobile advertising and PC advertising programs are treated separately: Of course somtimes you can integrate marketing

Play the advantage of mobile app ads: your important asset on your phone is the app, which is just as important as the resource on your PC.

Make sure your mobile promotion plan is consistent with mobile user behavior: Is it home or outside, or is it on WiFi?

(In the current cellular network traffic rates are still high in the environment, if there is no WiFi environment, users may not be happy to download, will lead to low conversion rate; Therefore, it is critical to differentiate the user from the Internet scene, and should also give the main advertising options.) 199IT Note)

3. Facebook users prefer to do business with previously communicated brands

Facebook is known for its users, providing advertisers with a range of crowd attribute-oriented choices. But the crowd attribute also has two big insufficiency: one is relies on the user to fill in the personal attribute information, if the user makes the false statement or does not fill will be more troublesome; Secondly, the population attribute is not an important choice for all advertisers.

Facebook introduced custom audiences, which can select users and push ads based on user's browsing record and purchase record. Custom audiences allows advertisers to achieve user orientation based on Facebook's user interest data and user data that advertisers have mastered, helping advertisers better target audiences

Custom audiences provides advertisers with a first-party data orientation and marketing solution that offers greater flexibility, transparency, and control than Third-party Facebook Exchange (FBX) orientation. The innate advantage of custom audiences has led to a surge in its adoption rate, Marin data show that the proportion of advertisers using custom audiences grew by 82% in 2013 Q2 to Q3

Marin's data show that custom audiences has a higher conversion rate and lower cost. The CPC is 14% lower than the simple category or interest orientation, and the cost of users is reduced by 64%. The conversion rate is 3.87 times times higher than the advertisement using the population attribute and the category orientation.

For advertisers, playing with these advantages of Facebook requires:

Foster Web site sales leads: Through the CRM system to collect information such as email, Facebook account and so on with Facebook's direct docking of users, so as to achieve data through and marketing.

Redirect users who give up their shopping baskets: FBX has become a tool for user marketing

Reach out to your existing customers ' friends: to magnify your potential customers

(for domestic, collect QQ number and mobile phone number for the significance of marketing may be particularly large, if there is no advertising platform to provide such a solution; At present, it seems that the QQ home has not launched to allow advertisers to import QQ number for the marketing solution; mobile phone This more sensitive, estimated short-term also difficult to see- 199IT Note)

4. Facebook users prefer to embrace fresh ideas

With the increase of the number of advertisers increased competition, advertising creativity in the capture of users eyeball, the role of the fore is more and more important. If your creativity is old, and the material is stale, wait to be discarded by users and advertising algorithms.

Good Facebook advertisers have an average of 2-3 days to replace a batch of footage, sometimes changing the frequency of the material at the hour level. According to Marin Data, 41% of the ads will CTR change as a basis for material replacement, advertisers believe that CTR will mean that the decline in exposure to further atrophy. Because Facebook is going to hit the ads that depress clicks.

The second way to keep the exposure stable is multiple-material carousel, with 35% of advertisers using Facebook-provided carousel options

The promotion plan that uses the carousel strategy often also brings the better effect, the core problem is that your material is better than new

For the material, advertisers should take the strategy is:

Implementation content is communicated correctly: first advertisers ' advertising material should conform to Facebook's best design practices. Text should be within 90 characters, carefully select the image. For ads on the page, the article should only account for 20% of the ads and include social scene information such as web links to improve conversion rates.

Continuous analysis of the material to provide information optimization: the same material to the user to show 1-5 times is enough, do not exceed 10 times, through the analysis of the relationship between various indicators, advertisers can find suitable for their own users of some material and put control methods

Use automation to optimize the carousel to enhance the advertising performance: through the provision of different forms of material, so that the system automatically select and determine the best choice

Via:199it compiled from Marinsoftware