Marketing Land's Guide to All Things Facebook

  • Launched: February 4, 2004

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:

Canal+ Turns Cannes-Winning Ad Into Interactive Web Experience

canal_bear_interactive Many of you may remember the French Canal+ ad from BETC Paris which won a Grand Prix Lion at Cannes in 2012. It featured a film director dressed as a bear with all the usual stereotypes one assumes directors embody. And it ended with a witty punchline -- the bear is actually a talking bear rug who, because he faces the TV, has plenty of opportunity to comment on what he sees. Now, the award-winning work has been transformed into an interactive adventure, Being the Bear, which allows people to view a scene, call "cut" and, when prompted by an assistant, choose another direction. Viewers c [...] Takes On Weight Loss Scam Ads, Offenders Still Spotted [caption id="attachment_87640" align="aligncenter" width="600"] Source: Bad Ads Trend Alert: False Claims in Online Weight Loss Advertisements[/caption] Lose weight without changing a thing! It's a fantasy crafted and perpetuated by direct marketing minds in the weight loss and diet pill industry. It's also a tactic used by online scammers to pedal bogus products that often have hidden recurring fees. Today,, an industry organization dedicated to "keeping people safe from bad online ads" whose members include AOL, Google, Facebook and Twitter, released a tre [...]

3 Fool-Proof Email List-Building Strategies With Facebook

facebook-email Though social followings and social engagement play an important role in any company's overall online presence, nothing beats email when it comes to accessing prospects on demand. Consequently, getting customers to make the leap from "fan" to "subscriber" is an important conversion point for many online business -- but it's often not done with much finesse. In this article, we'll look at three simple methods for taking "fans" willingly off of Facebook and onto your email list -- all without damaging your relationship with social followers. 1. Free, Specific "How-To" Content Via E-Book [...]

For Major Brands “Engagement Has Plummeted” On Facebook

facebook-crash-break-arrow-down-600 A new report from Facebook analytics provider Simply Measured finds consumer engagement with Facebook posts from a number of the top Interbrand companies is down dramatically year over year. [Update: see postscript below.] The firm says that monthly engagement is off an average of more than 40 percent since May 2013. Two brands on the list, MTV and Harley Davidson, saw increased engagement. In other cases, however, overall engagement had declined 50 percent or more. And per-post engagement is off by an average of more than 50 percent for these companies, says Simply Measured. The fir [...]

Facebook Updates Domain Insights To Roll Up Subdomain Traffic With Its Parents

facebook-magnifying-glass-600 If you manage a site with multiple subdomains, tracking Facebook referral traffic will soon be simpler. Facebook is changing how it records data on its Domain Insights dashboard to count clicks on subdomains as part of the total for parent domains. From the Facebook Developers blog post: For example, suppose a person clicks on a link for which does a HTTP redirect to Previously, we would have recorded the click in the Domain Insights for and for - and if you viewed the Domain Insights for e [...]

Facebook Will Soon Leverage Your Non-Facebook Web & Mobile Activity In Advertiser Targeting

Facebook-Ads-Targeting Facebook Ads are about to become a much more lucrative commodity to marketers. Today's Ads changes not only helped users understand why they were seeing ads, but will also allow Advertisers to target users who've taken desktop and mobile actions off of Facebook itself.   This means that a user who has searched for running sneakers on the web (or on a mobile app) will have the ability to be targeted with Facebook ads. The combination of demographic options along with these off-site interactions will be targeting gold for advertisers. The exact example that Facebook give for this [...]

Why Facebook’s Organic Reach Throttle May Be Better for Brands Than They Think

Why Facebook's throttling organic reach might be good for brands. In this column, I will make a case that Facebook's reduction of organic reach for brand pages is a win-win for both Facebook and brands. I will also assert that while Facebook's throttling of reach is indeed an attempt to make more money, it's not in the way you think. But to get there, we must talk about traffic jams. Growing up in suburban New Jersey just outside New York City in the '70s, I was all too familiar with traffic jams. But it wasn't until I started driving myself that I realized how much of the congestion was caused by roads that simply couldn't handle the volume of automo [...]

Facebook Pulls Back The Targeting Curtain & Gives Users More Control Over The Ads They See

Facebook-Ads Ever wonder why you keep getting that workout ad on Facebook?  Want to hide everything from that manufacturer? Today, Facebook has announced a new policy and feature that will give users clarity (and choices) on the messages that they view. Advertisers have flocked to Facebook Ads due to the massive amount of targeting options offered. In the next few weeks, each user will be able to see how and why they've been targeted, pulling back the curtain on why they are seeing each ad: Users will have the option to respond to the ad with the following old choices: I don't want to [...]

Facebook Redesigns Embedded Posts To Boost Photo And Video Display

fifa-post Moving to make its content look better and appear faster on third-party sites, Facebook has made adjustments to its embedded post feature. Embedded posts will load up to twice as fast, Facebook announced in a blog post today, and posts that include photos and videos will display the visual elements above the textual descriptions (the opposite of how they appear on Facebook. The new look for such posts is very similar to embedded tweets. For example: // Post by FIFA World Cup. Facebook also has given publishers slightly more control of display, adding an option to adjust the wid [...]

Robot Circumvents Non-Existent Instagram API To Poke Fun At Your Friends’ Overshares

ag_picnix Here's an interesting time-waster -- and it's not even for a brand! This campaign exists to allow Boston-based a&g Labs, the "innovation unit" of allen & gerritsen, to flex its muscles. And flex they did. If you're on Instagram, you know there are plenty of "those" people in your feed -- the ones who post constant selfies, snap every meal they eat, or document each time their cat rolls over. But short of unfollowing the guilty parties, there hasn't been a way to subtly hint that they're overdoing it. Until now. a&g Labs created Pic Nix, a program that allows people to [...]

Facebook And Twitter Want You To Talk About The #WorldCup On Their Field

twitter-worldcup-hub Facebook and Twitter, locked in a battle to be the world's leading source of what used to be called water-cooler conversation, are both targeting the World Cup, the month-long quadrennial soccer event that starts Thursday in Brazil. It's a huge and passionate target audience. FIFA, soccer's international governing body, said that 3.2 million people watched at least one game of the 2010 event. And Twitter and Facebook, hoping for a piece of that action, each rolled out campaigns today aimed at encouraging soccer fans to use their respective platforms to talk about the games. Facebook's [...]

New Facebook Analytics Team: EdgeRank Checker And Socialbakers Join Forces

logo-socialbakers Socialbakers and EdgeRank Checker, two leading social media analytics providers, are joining forces, AllFacebook reported today. The partnership will combine EdgeRank Checker's Facebook News Feed analytics and engagement optimization with Socialbakers' social insights for Facebook and other networks, including Twitter, YouTube, Instagram and LinkedIn. EdgeRank Checker customer accounts will be transferred into the Socialbaker system today, according to an email from EdgeRank Checker: ... there should be no interruption in service or change of data. There will be a few minor changes [...]

Instagram Will Extend Ads To Canada, Australia & The UK

instagram-ads Instagram, continuing its measured approach to advertising, today announced that it will offer ads in three new markets -- Canada, the United Kingdom and Australia -- "later this year." The visual social network first started selling ads last November, limiting access to a small group of advertisers and emphasizing that it would work to avoid alienating its users. In today's announcement, Instagram continued to stress that cautious theme: As Instagram builds its business, we’ve put our community first every step of the way. And since introducing ads last November, we’ve worked w [...]

Airline Takes Inflight Experience To The Streets And To Social Media

air_nz_cal_london With a bit of guerrilla/ambient marketing, Air New Zealand has launched the #AirNZLondonReady Truck Tour which will make stops throughout the Southern California area to tout daily flights from LAX to London as well as showcase the airline's inflight products to travelers and the travel trade. The roving truck will feature Air New Zealand’s Economy Skycouch, a row of three Economy seats that together create a couch-like space upon which to relax. It will also feature the airline’s Premium Economy Spaceseat, which is designed to give passengers an increased sense of space and privacy. [...]

Is Facebook Down Again? Yes, For Some People

fb-down-new Are you having problems getting into Facebook today? It's not just you. At about noon Eastern people started complaining about Facebook access issues on Twitter: Tweets about "FacebookDown" !function(d,s,id){var js,fjs=d.getElementsByTagName(s)[0],p=/^http:/.test(d.location)?'http':'https';if(!d.getElementById(id)){js=d.createElement(s);;js.src=p+"://";fjs.parentNode.insertBefore(js,fjs);}}(document,"script","twitter-wjs"); Like last week's outage it's not hitting everyone. We've reached out to Facebook and will update if we get a response. [...]

Facebook Again Explains Why Organic Page Reach Is Falling, But Will That Satisfy Marketers?

facebook-edit-erase-featured Stop me if you've heard this before: Marketers are frustrated by plunging organic reach on Facebook Pages. Pages formerly accustomed to percentage per fan reach in the mid-teens are seeing low single digits. Facebook gets it. So today Brian Boland, Facebook's vice president of ads product marketing, posted a detailed explanation of why reach is falling and why marketers, businesses and other social publishers shouldn't give up on the platform. Facebook has tried to explain before, but Boland's FAQ post is the most complete rundown the company has offered. You can read it in full here, but w [...]

Reach & Frequency Capping Along With Video View Targeting Arrive For Facebook Ads

Video-Views-example Two major new features have hit the Facebook Ad Platform. One that will help those looking to display a message with video. The other that will help limit ad exposure and control the overall audience delivery. The new ad type "video views" will be rolling out over the coming weeks that will allow advertisers to push more video views to those that have already viewed one of their videos. This is quite different than the premium ads in the Newsfeed; instead of reaching new audiences this will allow for re-engagement, awareness and affinity. The video views will have two new targeting s [...]

4 Tips To Instagram Your Business

Starbucks Instagram Featuring Real Photos By Real People I'll admit, I was late to hop on the Instagram bandwagon. I kept hearing it was all the rage with the youngsters these days and that Facebook was now considered "lame" (aka "the new MySpace"). Apparently, anyone under the age of 20 thinks Facebook is for us oldies (most likely because their moms are on it, and that is, like, so not cool). When I finally did join Instagram, I really liked the simplicity of it for users. One stream. One type of media to consume. Since I was a late adopter, it wasn't long before that one medium became two, as videos were introduced as Vine gained in popula [...]

Kenshoo Brings Search Intent To Social Retargeting On Facebook

Kenshoo Intent-Driven Audiences For Facebook Advertisers can now bridge the gap between search intent and social retargeting. Kenshoo's new Intent-Driven Audiences match clicks on search ads to audiences in Facebook. Kenshoo developed the solution with Facebook to allow advertisers to target users who clicked their ads on search engines like Google, Yahoo and Bing when they browse Facebook. A build on Facebook's "custom audiences", which allow brands to import first-party data such as email addresses or use a tracking pixel on their own sites to retarget their site visitors on Facebook, Intent-Driven Audiences brings search-intent [...]

Facebook’s New Look For Brand Pages Will Be Available To All This Week

fb-chowder Nearly three months after introducing a redesign of Facebook Pages, the social network announced today that the new look will be available to all users this week. Many pages have already made the switch, which replaces the two-column Timeline with a single column and removes the thumbnail images for custom tabs from their position under the cover photo. We reported last month that Facebook had started to grant access to more page administrators. Today, Facebook said that those who haven't switched will be presented with an option to tour the new design and switch immediately -- or de [...]

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