Marketing Land's Guide to All Things Facebook

Facebook.com

  • Launched: February 4, 2004
  • NASDAQ: FB

More company news: Acquisitions, Business Issues & Earnings, Legal & Privacy Policy News, Statistics

Facebook Advertising

Over the years, Facebook has launched a number of paid advertising options for marketers, including pay per click options and real-time bidding on display ads, cost per action bidding, promoted page posts and sponsored stories, local offers and coupons, as well as advanced targeting options, including custom audiences and look-a-likes. In June 2013, Facebook announced a new plan to streamline ad units to better meet advertiser goals.

See also:

Facebook Business Pages

Facebook Features

Facebook How To Guides

Related: strategic Facebook Marketing advice, tips and Facebook marketing tactics from our social media marketing columnists.

Related stories about Facebook on Marketing Land:

Facebook Continues Expectation-Beating Streak With A $2.9 Billion Q2

Facebook-Home-Logo Facebook's financial winning streak continued today, as the social network reported $2.91 billion in revenues for the quarter ending in June. Analysts had expected 2.81 billion, so this marks the ninth consecutive quarterly report that Facebook has beaten Wall Street expectations. Earnings per share were $0.42, also beating the expected $0.32. Facebook's stock, which closed today at $71.29, was up nearly 4% in early after-hours trading. The revenue total was 61% higher than the second quarter of 2013. Here's the financial tale of the tape from the Facebook release: Revenue from adver [...]


Target By Operating System & Browser Type With New Facebook Advertising Behavior Types

facebook-f-logo-1920 It's pretty clear that Facebook is leading the way in digital ad targeting, and will for quite a while. While Google is struggling with mobile and socially-driven demographic/interest targeting, Facebook keeps on releasing the hits. The newest release is key for those marketers looking to promote plugins/extensions or specific programs/apps by OS. One of the new attributes added in the behaviors section is the "Internet Browser Used." Of course this is crucial for the plugin/extension field, but could lead to other opportunities based off of the sophistication of a user's browser. For examp [...]


William Shatner Boldly Goes Into Facebook Mentions App For Celebrities, Calls It “Ill Conceived”

800px-William_Shatner_02_(7559659118) Actor William Shatner is exactly the type of celebrity Facebook is catering to with the launch of the Mentions app last week. Active, engaged and social media savvy, Shatner has a Facebook Page with nearly 800,000 likes. He even seems to run the page and his other outspoken social media efforts himself, unlike many celebs who hide behind publicists. So it's fitting that Shatner took Mentions for a test drive, and posted about his experience on his Tumblr today. And his conclusion? He was underwhelmed. Like many admins of verified celebrity Facebook Pages, Shatner was prompted to d [...]


Facebook Continues “Getting Started” Ads Series With Introduction Of Custom Audiences

Facebook-Bike Continuing its effort to demystify its self-serving advertising process, Facebook published a how-to post about its Custom Audience targeting feature today. The post, Facebook's second installment in its "Getting Started" series aimed at small businesses, describes how marketers can upload customer lists from existing phone or email contacts or data from a website or mobile app. From the post, which includes a very good video showing the drill: When you upload your contact list, Facebook hashes the information. That means we make the data unreadable, so no one — including Facebo [...]


Facebook Drives Nearly One-Fourth Of All Referral Traffic [Shareaholic Report]

shareaholic2q2014 Facebook, the king of social media referral traffic, is strengthening its reign, according to social analytics and publishing firm Shareaholic. In June, Facebook generated 23.39% of the total share of visits to Shareaholic's network of 300,000 websites. That total, a gain of 10.09% and 2.14 percentage points since March, is the highest Shareaholic has ever registered for Facebook. Meanwhile, all of Facebook's social competitors registered decreases in referral traffic since the first quarter. Second-place Pinterest (5.72%) fell 19% and 1.38 percentage points and third-place Twitter ( [...]


Facebook Save — A New Read-It-Later Option For Facebook Posts & Pages

IntroducingSave2 Facebook tied up one of the loose ends in its mobile and web product today, announcing a bookmarking feature that allows users to save posts for later viewing. The new feature, called Save, is arriving fairly late in the read-it-later game, behind well developed services like Pocket and Instapaper that have grown popular with people looking to store their reading lists in one convenient place. Those services also cache stories to be read offline. Facebook's doesn't. But Facebook's Save does has something no similar product has: the enormous scale of Facebook's 1.28 billion active users. [...]


LEARN: Lucy The Movie’s Web Site Teaches You To Speed Read Scarlett Johansson-Style

lucy_movie Movie websites, more than any other type of marketing site, seem to span every point of the scale between horrifically lame and ingeniously brilliant. Far over on the ingeniously brilliant end of the scale is this promotional area within the Lucy web site, the new movie starring Scarlett Johansson movie, Lucy. Lucy is written and directed by Luc Besson and features Johansson as a drug mule who gains superhuman mental capabilities after taking a drug. The movie's promotional site keys in on that plot element by encouraging visitors to test their own brain power. But what's the drug that w [...]


E-Commerce Gets Social: Facebook Is Testing A Buy Button In Ads And Page Posts

facebook-magnifying-glass-600 In another move to blend social media with e-commerce, Facebook announced today that is testing a Buy button that will enable users to purchase products from businesses without leaving the social network. The button, which is being tested with a few small- and medium-sized businesses in the United States, can be placed in either Facebook ads or Page posts. Here's how the test unit looks: Clicking the Buy button launches the user into a buying process that Facebook was built "with privacy in mind." "None of the credit or debit card information people share with Facebook when com [...]


Facebook Launches Mentions, An iOS App To Help Public Figures Connect With Fans

facebook-mentions Facebook's latest app is not for you, unless you are a public figure. The new iOS app, Facebook Mentions, will make it easier for celebrities and other public figures to interact with fans on the social network. Here's the explanation from Facebook product manager Allison Swope: Nearly 800 million people are connected to public figures on Facebook, and interacting with athletes, musicians, actors and other influencers is an important part of their experience. From cheering on World Cup players to checking out updates from favorite celebrities, there are more than a billion interactions [...]


Facebook Rolls Out Ads Manager For Mobile Devices

facebook-like-600 Facebook announced today that it is launching a mobile ad manager to give advertisers the means to better manage their accounts on the go. The mobile manager will allow users of the iOS and Android apps and Facebook's mobile site to: Pause or resume campaigns Edit budgets and schedules View insights Respond to alerts Facebook said the new feature will be rolled out globally in the coming days and be available to all advertisers by the end of the summer. It will be accessible via an Ads Manager bookmark within Facebook apps or the mobile site: [...]


Survey: Best Way To Reach Millennials Is On Social Media

social-media-spying SDL a "customer experience" software and services provider has released results of  multi-country survey of roughly 1,800 millennials (18 - 36). Not unlike other surveys the picture that emerges is of a highly mobile-centric audience that is willing to engage with marketers that earn their trust but are otherwise hard to reach. Most Millennials use at least two internet devices every day. A minority use three or even four -- 37 percent in the US. The survey also found that "19 out of 20" Millennials (globally) own smartphones and check them an average of 43 times per day (in US it's 45). [...]


Study: Facebook Ads That Tell A Brand Story Beat Traditional Performance Ads

Adaptly Facebook test of Refinery29 funnel ad series vs. standard CTA ads [caption id="attachment_91128" align="aligncenter" width="600"] A new study tested a sequence of Facebook ads (left) that took users through the marketing funnel versus a set of standard  call-to-action ads (right).[/caption] What if, instead of focusing on getting the immediate conversion from key prospects, a social media ad campaign served a set of creatives sequentially to tell the brand story and lead viewers through the marketing funnel before going for the hard sell? A new study shows that a sequential story-telling social media ad campaign can outperform a typical campaign in wh [...]


Facebook Vs. YouTube: Which Site Has More U.S. Visitors?

Compete-U-S-Monthly-Unique-Visitors-in-millions-YouTube-Facebook_chartbuilder Measuring Internet traffic is a notoriously slippery science. So when I read a headline that YouTube has passed Facebook as the largest social network in the United States, I took it with a dose of skepticism. Then I checked it out. And while time didn't permit a definitive study, I can report that the unique visitor battle between Facebook and YouTube is far from settled. Yes, they each report more than 1 billion active users globally. But who the leader is domestically depends on whose data you query. (I'll leave aside for the moment the question of whether YouTube is a true social net [...]


Sit Down Super Bowl. World Cup Final Was The Most Talked About Sports Event Ever On Facebook

facebook-worldcup-final Now what will we talk about? The World Cup, which wrapped up Sunday with Germany's 1-0 victory over Argentina, was the Facebook's biggest social media event ever, with 350 million users participating in conversations about the month-long event, according to the social network. Those users -- more than one-fourth of Facebook's active roster of 1.28 million -- generated three billion posts, comments and likes related to the World Cup during the tournament. Sunday's final also set a Facebook record, with 88 million people generating 280 million interactions, blowing past the 245 million [...]


Facebook Offers New Advertisers Personalized Support With “Start To Success” Program

start-race-600 Facebook, adding a personal touch to its mostly self-service advertising process, is offering new advertisers a dedicated account manager. The "Start To Success" program offers direct access to a Facebook representative to businesses that commit to spending at least $50 a day for a month (in other words at least $1,400). Facebook Page administrators started seeing a message on pages they manage today, promoting the offer: Clicking the link took them to a sign-up form, that included more details about the program: Start to Success is a program to help new advertisers succeed on Fa [...]


Just Like Facebook, Twitter’s New Impression Stats Suggest Few Followers See What’s Tweeted

twitter-analytics-600 Twitter has new analytics available that let anyone understand exactly how viewed their tweets are. Those stats also clear something else up. Just like Facebook, what you share on Twitter isn't seen by all your followers. Facebook has been under fire for over a year as brands have noticed that their posts have gotten less engagement than in the past. A common reaction is that Facebook's news feed shouldn't be artificially deciding what to show to a brand's followers. "Just show everything, like Twitter does it," is a general refrain. Twitter even took a shot at Facebook over this, in [...]


Facebook Adds Ability To Sell Virtual Goods To Desktop Gamers Via Ads

facebook-like-600 Facebook has always allowed desktop gamers to spend real money for virtual currency. Starting today, it's giving game developers the ability to sell virtual goods within Facebook advertising. The new product -- for News Feed and right-hand column ads -- has already shown success in reducing the friction for gamers to pull out their credit cards, according to post by Pin Lu on the Facebook Developers blog. Kixeye tested the new ad product to promote its Battle Pirates game, offering discounts on virtual gold and "saw over a 10 percent click-through rate and a 50 percent conversion rate fo [...]


Internet Provider ‘Downloads’ Christ The Redeemer Statue From Brazil to Italy Overnight

fastweb_christ_redeemer If you live in Brazil, you are not very happy this week following your crushing loss to Germany in the World Cup semi-final. But Italy is having a blast at your expense. Italian broadband provider Fastweb "downloaded" the Christ the Redeemer statue which overlooks Rio de Janeiro from Corcovado Hill and magically erected it in Piazza Dante in Naples, Italy. You know, as an example of Fastweb's super fast download speeds. The 20-meter-high statue is said to be an exact replica -- and exact weight -- of the original even though it's just half the height. Fastweb worked with M&C Saatch [...]


How Happy Would You Be After 99 Days Without Facebook?

facebook-edit-erase-featured How would you like to turn the tables on Facebook? Chances are you weren't one of the 689,003 people that Facebook manipulated emotionally during the now infamous 2012 experiment. But you could have been, and Facebook is not sharing the list of human guinea pigs. And you probably feel a bit creeped out by Facebook's ongoing social engineering, especially given all you know that the social network knows about your likes, opinions and daily habits. So how about joining an experiment you can control? Stop using Facebook for 99 days to test "how life without Facebook impacts user happi [...]


Study: Only 22 Percent Of Top 200 Apps Using Deep Links

mobile-apps-featured Among the top 200 mobile apps only 22 percent are using "deep links" from their websites into their mobile apps. This is according to an analysis by URX. Deep links are those that send a user from a website to a relevant page, piece of content or search result within a mobile app as opposed to the app's homepage. Google and Facebook are both promoting this as a way to webify the mobile app universe. URX details its methodology in its blog post. Essentially the firm looked for "tag sets proposed by Twitter, Facebook, Google, or URX omnilink tags." Below are the findings by platform -- mea [...]


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