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:

iPhone Has Largest Market Share Growth Over Past 3 Years

iphone-5-featured With US smartphone penetration among mobile subscribers now at 70 percent, comScore released its May smartphone data yesterday. Compared with last month there isn't much change in the numbers. Android remains the top OS, the iPhone is the top individual device and Facebook is the most widely distributed and used mobile app. When we look at the data over the past three years however it becomes more interesting. BlackBerry has seen a precipitous decline in share (you knew that). Microsoft's share is essentially flat and so is Android's (despite millions more devices in the market in real numb [...]


Facebook Reports Month-Long “Discrepancy” In Reach & Engagement On Pages

facebook-pages-600 If any Facebook Page administrators were wondering about iffy reach and engagement metrics for posts recently, Facebook quietly provided an explanation today. As reported first by the Inside Facebook blog, Page managers who access the Insights dashboard are seeing this message: There is a discrepancy in the engagement and reach metrics for all Page Posts and Boosted Posts between 5/30 and 6/30. We are working to resolve the issue as soon as possible. Inside Facebook was tipped to the notification by Rachel Globus, social media strategist for ABC 10News in San Diego, who said Faceb [...]


Privacy Watchdog Group Files Complaint Against Facebook: They “Messed With People’s Minds”

facebook-newsfeed-featured A privacy watchdog group today filed a formal complaint with the U.S. Federal Trade Commission claiming that Facebook "purposefully messed with people's minds" with its psychological research in 2012. The Electronic Privacy Information Center charged that the research study -- which manipulated the News Feeds of nearly 700,000 Facebook users to study their emotions -- was a deceptive trade practice and violated an FTC privacy consent order. EPIC is seeking sanctions, including forcing Facebook to make public its News Feed algorithm. "At the time of the experiment, Facebook did not state [...]


Facebook Wants To Know If Posts In Your News Feed “Feel” Like Ads

facebook-ad-survey-span Facebook has set a very high bar for advertising on its network, pushing for ads that "delight" users as much as posts from your friends and family. Hitting that mark -- or at least approaching it -- is important for Facebook as it works to balance revenue generation with the need to make sure its users aren't flooded with advertising. That's why Facebook engineers are continually fiddling with the dials of the News Feed algorithm to make sure users are being served content that will keep them satisfied and coming back for more. Most of that tinkering happens under the hood, without users' [...]


20 Reasons Why Social Analytics Is A Nightmare — And What To Do About It

nightmare-shutterstock Social media managers and analysts have one of the toughest jobs in digital marketing today. Imagine trying to be an expert in content marketing, acquisition and retention marketing, brand management, word-of-mouth, customer advocacy, paid media, reputation management and viral marketing -- all across five different media channels and dozens of accounts. This is a day in the life of a social media manager. Due to its complexity, social media is also one of the least understood of all marketing channels. Learnings around social media management are largely limited to high-level best pract [...]


Whoopsies: A System Mix-Up Sent The Wrong Facebook Ad Receipts & Data To Advertisers

oops-mistake-featured If you are a Facebook Advertiser that found yourself perplexed by your most recent ad receipt you can breathe a sigh of relief as the mix-up was likely the result of a system-wide issue. This issue delivered the wrong receipts and data to other advertisers that included the ad name, clicks, impressions and amounts causing much confusion. Thankfully, this receipt issue had no outcome on the actual ad delivery or billing for your account. This issue has been resolved now, and Facebook released the following on the topic: You may have received email receipts for advertising charges unrela [...]


New Global Facebook Ad Places ‘Missed Calls’ On The Behalf Of Users

Missed-Call While you may have the most recent Samsung or Google smartphone model to access the internet (and Facebook), you may be surprised to find that globally, you are in the minority. Worldwide, 7 out of every 10 people use simpler, feature phones when accessing the internet. This usage is mainly in high growth countries like India, Brazil, Indonesia, Mexico, South Africa and Nigeria. In some of these locations (especially in India) the high cost of voice calls lead to users placing a call, quickly hanging up before the other end answered. Much like a pager, this format would allow for communicat [...]


Facebook Strengthens Its Video Ad Tech With Acquisition Of LiveRail

facebook-magnifying-glass-600 In a move to bolster its position in the lucrative video advertising space, Facebook today announced the acquisition of video ad tech startup LiveRail. LiveRail's automated platform helps publishers, such as Major League Baseball, ABC, A&E Networks, Gannet and Daily Motion, serve ads on the videos that play on their sites and apps. "LiveRail also helps marketers by providing them with access to premium video inventory and the information that they need in order to decide where to show their ads," Facebook said in a blog post. "What LiveRail ultimately offers is a complete advertising [...]


Facebook Touts 1 Billion App Links Served, Adds Support For Mobile App Ads

facebook-app-links Facebook's App Link program, an open-source, cross-platform standard for linking on mobile devices, has been widely adopted since the program was introduced on April 30 at the F8 Developers conference. Today Facebook announced in a blog post that developers had enabled more than 1 billion of the links that drive users directly to apps, or specific content within apps. The links can be published from an app, a Facebook page or copy-pasted URLs and have been adopted by apps such as Spotify, Mailbox, Quip, Hulu, Redfin, Goodreads, Live Nation and Vimeo and third party SDKs such as the Xama [...]


Was Facebook’s “Mood Experiment” Partly About User Retention?

facebook-newsfeed-featured If you've been online in the past 72 hours you're probably aware of the controversy surrounding a piece of 2012 research conducted on Facebook by researchers from Facebook, the University of California and Cornell. The research sought to investigate the phenomenon of "emotional contagion" on a massive scale. Since the publication of the research a debate has been raging about whether it was ethical (the consensus is no). Users were not informed about the experiment, which showed slightly different versions of the News Feed (more positive vs. more negative) to a limited number of people to s [...]


Spotted In The Wild: Facebook Advertising Prompt Seen On Pages’ ‘About’ Sections

About-Ads As Facebook's stock continues to trend upward, so does their advertising push. A new test feature was spotted in the wild by Matteo Gamba on InsideFacebook that shows a new ad prompt that some Page Admins are seeing. A new ad prompt is showing up on the 'about' tabs of Facebook pages featuring a "Promote" button with a prompt that tells admins to "Get people you care about to visit your website. When clicked, it takes the URL from the about page and lets the Admin quickly create an ad around it. From headline to image, location to demographics, a full ad can be created from this single [...]


“Getting Started” Series Aimed At Marketers Helps Explain (& Entice) Facebook Ads

Facebook-101 Still haven't tested Facebook Ads? Well, if you've been afraid of taking the plunge a new series of posts from Facebook can help you get your feet wet. "The Getting Started" series from Facebook is a new series of posts on the Facebook for business blog. The highlight of the posts are the very descriptive and educational video that quickly breaks down the specific aspects of Facebook Ads. This inaugural post explains how the ads themselves work. Facebook highlights the unique marketing abilities such as demographics, interests and behaviors and the video does a great job of giving real- [...]


Google’s Answer To Facebook’s Oculus Rift Is Cheap “Cardboard”

Google Cardboard VR Goggles I was blown away when I recently strapped on the Oculus Rift headset and experienced the potential of virtual reality (VR). Facebook saw that potential and spent roughly $2 billion on the company earlier this year. At last week's Google I/O, the company introduced its answer to Oculus Rift and may have largely undermined Facebook's move to dominate the virtual-reality future of the internet. The image at right is Google's cardboard headset. It uses a smartphone, some open-source software and a few other bits of inexpensive hardware to create a low-cost VR headset. The company introduced [...]


Socialbakers Study: Facebook Page Engagement Has Grown 30% Since January

facebook-pages-600 Social media analytics firm Socialbakers today weighed into the Facebook organic reach debate with some counterintuitive data. Analyst Phillip Ross wrote: The conversation that seems to be dominating the Facebook marketing community is all about how algorithmic changes to Facebook’s News Feed are hurting organic reach. Our numbers say the opposite; brands have never had a better opportunity to have their best content placed in front of so many people. Let's be clear. There's no denying that organic reach is down on Facebook Pages overall. Facebook has confirmed it and explained why, many t [...]


Powerful New Multi-Product Ads & Retargeted Custom Audiences Arrive On Facebook

Multiple-Products Remember back when Facebook went public and the stock dropped due to the lack of any significant monetization plans? Nope, me either. Today Facebook has unloaded two potent new tools for Facebook advertisers: Multi-Product Ads and better audience creation For Custom Audiences (including solid retargeting options). This catches Facebook up to Twitter on the retargeting forefront and gives eCommerce marketers a serious new ad unit. The boldest visible change will be the Multi-Product ads. This ad unit will allow for ads to scroll various products within the ad unit. Each item has its own [...]


Restaurant Chain Asks Customers to Punk Competitors On Facebook And Instagram

behind_enemy_lines In a new marketing campaign, health-conscious restaurant chain Muscle Maker Grill, with help from Pittsburgh-based agency Brunner, is sending its clientele “Behind Enemy Lines." It's asking its customers to head over to any of its competitors’ fast food restaurants and engage in a little Facebook/Instagram foolery. Through July 28, Muscle Maker Grill fans, which the brand refers to as “Warriors,” are asked to be seen, and photographed, making the three-finger “Warrior W” at some less-healthy chain eatery. Those who do and post the image to Facebook or Instagram with the hash [...]


Twitter Wins Real-Time Marketing Smackdown; Agency Strategist Declares Facebook Organic Reach 100% Dead

snickers-twitter-v-facebook It looks like the perfect A/B test of real-time marketing. One tweet, one Facebook post for all the marbles. Snickers, like many a brand yesterday, joined the bite-jacking fray after Uruguay's Luis Suarez appeared to sink his teeth into an Italian defender during a FIFA World Cup soccer match. Snickers posted similar messages on both Twitter and Facebook. And what happened? The tweet -- "Hey @luis16suarez. Next time you're hungry just grab a Snickers. #worldcup #luissuarez #EatASNICKERS" -- got 39,000 retweets and 17,000 favorites. The Facebook post -- "Next time you're hungry just grab [...]


Facebook’s Media APIs Bring Social Conversation To “Today Show” and “Street Outlaws”

facebook-today-show Facebook's courtship of live television took a couple steps forward this week as NBC's "Today Show" and Discovery Channel's "Street Outlaws" rolled out features tied to the social network's media APIs. This morning the "Today Show" debuted a real-time trending-on-Facebook screen, said to be the first use of Facebook's Trending API. Last night, on the season premier of "Street Outlaws," viewers were able to vote for their favorite street-racing team using the Hashtag Counter. Both of the features were developed by Spredfast, one of the partners that Facebook tabbed to work to integrate t [...]


Facebook’s AppLinks Hit More Than 1 Billion Deep Links & Adds Back Button For Previous App

App-Links This year at f8, Facebook announced AppLinks, a solution to link from app-to-app easily. This essentially gave marketers and developers a way around the browser, instead going straight from one app to another. Today, Facebook has announced that developers have enabled more than one billion unique deep links with App Links. This means that users can now deep link to more than one billion locations from their apps, a feature that many prominent apps have taken advantage of. Now, partners like Live Nation, Vimeo, Spotify, Mailbox, Quip, Redfin and Goodreads have taken advantage of this lin [...]


Wait A Minute. Facebook Is Still A Big Hit Among Teens

facebook-teens-youth-featured It's an idea with staying power: Teens are abandoning Facebook, moving on to messaging apps, and leaving the social network to their less-cool elders. The notion picked up steam last October, when Facebook signaled that there was a slight reduction in youth use of the network, and since then it has become almost a truism among social media professionals and other smart observers. Parents of adolescents have added their experiences into the mix and soon even President Obama was saying that kids "don't use Facebook anymore." But the data don't support that conclusion. Yes, there has been s [...]


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