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 Ready To Start Selling Video Ads On News Feeds

fb premium ads Facebook announced today that it will offer marketers the ability to buy video advertisements to run in users' News Feeds. Facebook, which has been testing "Premium Video Ads" since December, said it will be limiting the program to a small group of advertisers and will be rolling it out slowly in the next several months. The video spots will be 15 seconds long and play automatically (and soundlessly) when Facebook users scroll through their News Feeds. If you click on the ad, it will open and the sound will play. Facebook has been displaying video this way since last fall. It's a na [...]


Welcome Change? Facebook’s New Brand Page Design Mimics Personal News Feeds

facebook-pages-featured Facebook is simplifying the layout of its brand pages, announcing today that it will display page posts in a single column rather than the current dual display. Facebook said it will start rolling out the changes this week. The change will mean that a page's posts will appear in the main well of content on the right-hand side of the page, exactly as they appear on Facebook users' News Feeds. The left column will display information about the brand such as hours of business, contact information and URLs, as well as photo and video galleries. The change appears to be the final pullback [...]


Report Says Facebook’s Organic Reach Will Hit Zero. Our Response? Of Course It Won’t.

facebook-insights-featured A recent report from social@Ogilvy warns of a world with no organic reach for any brand pages where all brands have to pay to play. Dubbed "Facebook Zero: Considering Life After the Demise of Organic Reach" the study paints a grim picture for the free marketing that brands can harness on Facebook. While the statement may instill fear and doubt into the minds of marketers, the survey instills more questions than answers in our minds. It's quite certainly true that the overall reach of Facebook Page posts has dropped. However, a drop does not equate to a statistically relevant deduction t [...]


Instagram Strikes First Big Ad Deal In A Win For Facebook

instagram-featured Instagram had tip-toed into advertising, debuting ads in users' streams just last November. Today, it's reportedly moving into the big leagues with a new advertising deal inked with the agency holding giant Omnicom. Ad Age reports the deal is worth up to $100 million. The deal opens up ads to the brands working with agencies under the Omnicom umbrella such as Omnicom Media Group, DDB, BBDO and TBWA/Chiat/Day. "This doesn't change our advertising strategy moving forward -- people will continue to see a limited number of beautiful, high-quality photos and videos from select brands who alread [...]


Back To The Basics: Newest Facebook Layout Quietly Kills The Beautiful Newspaper Concept

facebook-like-featured It seems like it was just one year ago today that Facebook was releasing their newest News Feed vision to the world. Oh wait, that's right --  it was exactly one year to this day that the Facebook team livestreamed the newest vision of News Feed. This new layout was going to change the way that users found information and how they could separate feeds to create their own customized content. Fast forward a year and that dream has vanished. Turns out that people just want what they're used too. The new layout that was released yesterday looks, well, familiar: [caption id="attachment_7623 [...]


Study: 60 Percent Of Adults Switch Screens During The Day

facebook-mobile-phones-featured Echoing a 2012 study by Google, Facebook this morning released findings from a new research about multiple device usage. While offering some different figures and percentages it essentially backs up the earlier Google results, which show that people use multiple devices throughout the day and for different purposes. GfK carried out the research among 2,000 US adults.  The research found that "more than 60 percent of online adults in the US use at least two devices everyday and almost one quarter use three devices." It also reported that in excess of 40 percent start on one device and [...]


Flipboard Buys Zite From CNN For Deeper Personalization

Flipboard Former Flipboard competitor and news aggregator Zite will soon become the algorithm behind a more personalized Flipboard. The latter is reportedly paying roughly $60 million to CNN for Zite. CNN acquired Zite in 2011 for just over $20 million. Zite emerged from the ashes of “discovery Engine Worio.” Worio used search technology to help users discover relevant or personalized content. In a sense it was a precursor to some of the "anticipatory search" and intelligent assistant technology on display today with Google Now and Expect Labs. Zite maintained a stand-alone identity during ro [...]


What Does The WhatsApp Deal Mean For Brands?

social-comms-facebook-600x450 Unless you’ve been hiding under the digital equivalent of a rock, or perhaps living in China, it’s almost certain that you’ve heard by now about Facebook buying mobile messaging app WhatsApp for $19 billion. There has been a huge amount of discussion and speculation about why Facebook spent more than it cost to put men on the moon to buy a product built off the back of open source software, but as WhatsApp is an ad-free product, it’s more important to think about what broader lessons the purchase has for brands and marketers. First is the fact that WhatsApp’s founders have alwa [...]


Ellen’s Record-Breaking Oscars Selfie Is Big Hit On Facebook, Too

ellen-oscars-tweet-600 There's no question that Ellen's selfie taken during the Oscars and surrounded by celebrities has set a new record on Twitter. But the picture has proven a huge hit on Facebook, too -- rivaling Twitter's figures and perhaps heading toward a Facebook record. On Twitter, Ellen's selfie has over 1.5 million retweets at the moment, well past the 887,000 record that was held by Barack Obama's reelection tweet: If only Bradley's arm was longer. Best photo ever. #oscars pic.twitter.com/C9U5NOtGap — Ellen DeGeneres (@TheEllenShow) March 3, 2014 On Facebook, the picture was also shared on Ell [...]


Facebook Cuts Into Google’s Lead As Top Traffic Driver To Online News Sites [Report]

parsely-january14 Add this to the ongoing debate over whether social or search is driving more traffic to online publishers: new data from Parse.ly shows that Facebook took a big bite in January out of Google's lead as top traffic source for some of the biggest news publishers on the web. The numbers come from Parse.ly's latest authority report, a regular newsletter that aggregates data and insights from the company's content analytics platform. Parse.ly's network of sites sees more than five billion page views per month and more than 190 million unique visitors. It includes sites like Reuters, Mashable, The [...]


A Well Needed Change Will Simplify (& Revolutionize) Facebook Ad Campaigns

New-Facebook-Campaigns Until today, Facebook campaigns consisted of two things: campaigns and ads. On March 4th, this will change to include another level, the ad set. This additional level of structure will have Facebook advertisers rejoicing as there will be a clear format for organization, tracking and administration within the core Facebook ad product. The problem with the old Facebook Campaigns was that there was nearly no way to properly run a marketing campaign without outside tools. Two main problems existed that hindered the marketing efforts with Facebook ads. Firstly, the sheer number of campaigns that [...]


Digital Ad Spend Quickly Shifting To Mobile: Are You Ready?

mobile-devices-featured Recent projections from eMarketer show that mobile ad spending will surpass desktop spending by 2017, reaching more than $35 billion compared to desktop based advertising at $27B. The ultimate force behind the growth in ad spend is the massive increase in mobile web usage and smartphone activity by consumers. In order for the market to reach these lofty projections, it will be of paramount importance to work through key challenges such as fragmentation and cookie-based targeting. The Opportunity eMarketer reports that the global smartphone audience surpassed the 1 billion mark in 2012 [...]


Facebook, Google Get American Idol Partnerships, Take Aim At Twitter’s Second Screen Dominance

american-idol-600 Aiming to cover all its bases, and upend the current "second screen" hierarchy, FOX's American Idol announced partnerships with Facebook and Google today to give AI fans new ways to interact with the show during the live finalist performances. Facebook will power real-time voting progress updates on-air during select live shows. Facebook's on-air visuals will let viewers see how finalists are faring in the voting for the first time. Facebook has been making a play for second screen viewers for some time now, but the real-time data angle is a newer tactic for the company. You can tell fro [...]


What’s The Most Expensive (Per User) Acquisition? Hint: Not WhatsApp

money-cash-600 Last week when Facebook made its jaw-dropping $19 billion announcement that it was buying messenger WhatsApp many people, including me, marveled at the astonishing figure. But almost immediately others said, "Facebook got a deal; WhatsApp was actually cheap." I certainly wouldn't go that far but by some measures WhatsApp (even at $19 billion) is not the most expensive startup acquisition in memory. If one considers the price per user, WhatsApp does emerge as a relative bargain. This morning, I was pointed to a chart, based on public/third party data, created by Brightside that compares a [...]


How Facebook’s News Feed Now Lets Brands Ride The Coattails Of Other Brands

facebook-tagged-featured Facebook has announced a change today that means users will begin seeing posts about Facebook pages they follow, even if those posts are made by pages they do not follow. It all comes down to Facebook tagging, and it's a way that one brand can extend its audience with a tagged shoutout to another brand. Consider this example that Facebook has shared, of how the new system works: In this example, the Facebook user follows Houston Rockets basketball player Dwight Howard's Facebook page. That means they see some of the updates from Howard's page, ones that Facebook's news feed algorithm dec [...]


AdRoll Launches Mobile Retargeting Solution For Cross-Device Campaigns

AdRoll Logo Today, AdRoll announced a private beta launch of a new mobile retargeting offering that enables marketers to retarget users across devices. The mobile retargeting solution allows marketers to identify high-intent desktop users and target them across mobile devices to promote app installs and conversions on mobile optimized sites. AdRoll, currently the only ad tech that integrates with both Facebook and Twitter, enables advertisers to retarget desktop site visitors as they visit Facebook and Twitter on their smartphones and tablets. Marketers can also retarget mobile web visitors when they b [...]


Facebook Rolling Out New Targeting Mechanics, All US Advertisers To Get Partner Categories Access

facebook Today, Facebook announced changes to its ad targeting features will be rolling out globally. Additionally, all advertisers in the US, including local businesses, will have access to the third-party targeting data available in Partner Categories. The new targeting options will be based on four primary targeting types: location, demographic, interest and behavior. Location: Build campaigns around any combination of geographies, including country and city (France and London), country and state (Canada and Texas), state and city (Maine and Houston), and in the U.S., state and zip code (New [...]


Will Facebook Advertisers Look Abroad? 85 Percent Of Ad Dollars Spent On Just 15 Percent Of Users [Study]

facebook-international-600 While just 15 percent of global Facebook users are in North America, the region accounts for nearly half (48 percent) of the Facebook advertising spend. In a new report that analyzed over 200 Facebook marketers, Marin Software says advertisers are under investing in Facebook in regions outside of North America. North America's user share is expected to shrink to 12 percent of Facebook users by 2015, while the Asia-Pacific region's share is expected to grow from 28 percent to 32 percent of global users by 2015. Asia-Pacific already has more Facebook users by volume than any other market but [...]


Shrewd Or Desperate: Facebook To Buy WhatsApp For $19B In Cash And Stock

money-cash-600 It's mostly a stock transaction: $12 billion in Facebook shares and $3 billion more to retain WhatsApp employees over four years after closing. (It will cost Facebook only $2 billion if the deal doesn't go through). Beyond this, WhatsApp founder/CEO Jan Koum and his fellow workers will get an additional $4 billion in cash up front. That's roughly how much it was rumored that Facebook (and Google) unsuccessfully offered for Snapchat a few weeks ago. By comparison Facebook bought Instagram for about $1 billion. That seemed like a premium way back in 2012. Now it seems like lunch money by com [...]


5 Killer Marketing Strategies Your Competition Isn’t Using…Yet

marketing strategy Small business owners don't typically have the time or resources to design and execute cutting-edge marketing strategies; that's the way of the marketing world. Big corporations like Coke and Microsoft test out new ideas in big ways, and then smaller companies adopt the new strategies that proved worthwhile. Because of this "trickle down" marketing process, insights often come to small business owners after enough time has passed to analyze the results of the big firms' efforts. In this article, we'll discuss new marketing ideas that are proven, but still fresh -- fresh enough to put your b [...]


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