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 Cuts HasOffers & Kontagent Out Of Mobile Marketing Partner Program

facebook-scissors-cuts-600 HasOffers and Kontagent are out of Facebook's mobile marketing partner program. The social network dropped the two companies for policy violations including holding onto data too long and not requiring advertisers to update their privacy policies to notify users of data collection, AdExhanger is reporting. According to the report, the app developers that rely on HasOffers and Kontagent for tracking downloads and monetization performance of their app install campaigns on Facebook will no longer have access to this data. Both companies have been removed from Facebook's list of mobile measurem [...]


Advertiser Claims Facebook Benefits From Fake Likes, But Facebook Says, “Fake Likes Don’t Help Us”

facebook-unlike-featured A report in The Washington Post yesterday claims Facebook is benefiting from click farms used to boost Followers and Likes, even though the social media site penalizes any advertisers they find using click farm services. Derek Muller says his Facebook page was spammed by Likes after he signed up for a legitimate Facebook promotional program in 2012. While Facebook penalizes advertisers that use click farm services, Muller says the site is profiting from the fraudulent activity. As The Washington Post explains "an army of fake followers" can decrease response rates, in effect, forcing adv [...]


Facebook & Twitter Data Partner Datalogix Acquires Shopper Analytics Firm Spire Marketing

Datalogix Datalogix, a third-party data partner of both Facebook and Twitter, is acquiring shopper intelligence firm Spire Marketing, according to an Ad Age report. Datalogix helps marketers marry offline purchasing data to digital ad performance. It is one of the data providers that powers Facebook's partner categories, which allow advertisers to target audiences based on Datalogix consumer data as well as Facebook's own targeting categories. Twitter has also partnered with Datalogix, initially to help CPG brands advertising on the platform to measure the offline sales impact of their digital campai [...]


Instagram Announces Physical Handbook For Brands (As Well As A Free Tumblr Content Series)

Instagram-Handbook In an effort to help brands better themselves on Instagram announced an official "Instagram Handbook for Brands" physical book yesterday. The book features 11 brands who have found Instagram success by posting engaging content. Not surprisingly, the book comes in a square profile like Instagram shots and features a pixely styling on the cover. Want a copy of the handbook? Too bad. According to Instagram, the book "isn’t broadly available." Those that will receive the book are likely to be brands that'll spend ad dollars on Instagram. For everyone else there will be a series of blog po [...]


Facebook Admins Will Soon Be Able To See The Exact Admin Who Authored Each Post

eToro-Facebook Big brands and companies with multiple Facebook Admins rejoice. It appears that by the end of the month Facebook Admins will be able to view which posts were authored by specific Admins. This gives a level of transparency and tracking that hasn't existed since the inception of Pages. AllFacebook reported that Adi Yagil of eToro received the following message when logging into their Facebook Admin Panel: New: See who’s posting as eToro. Starting Feb. 20, the names of admins will show next to their posts and comments. This will be visible to anyone with an admin role on your page. [...]


FBX Advertisers Spent More, Saw Conversion Costs Drop 18 Percent YoY This Holiday Season

fbx Facebook's ad retargeting platform Facebook Exchange continued to attract larger budgets from advertisers over the holiday shopping season.  According to new data from Facebook Exchange DSP, Triggit, advertisers spent 127 percent more on spend on Facebook Exchange (FBX) ads in November and December 2013 than the same period in 2012. Though average CPMs shot up 42 percent year-over-year, advertisers benefited from 58 percent higher click-through rates (CTR) and 18 percent lower cost per conversion compared to the 2012 holiday period. The retail vertical spent 64 percent more on FBX adver [...]


A Quick Death: Facebook Kills Off New Open Graph Collections For Developers

Facebook Large Last March, Facebook announced that they'd be making apps a "bigger part of Timeline" and that developers could create custom collections to help users express themselves. This past Friday, however, they did a 180 and pulled the ability for users to submit new collections; but, existing collections will still function. Collections allowed Facebook users to show custom flair or actions such as the following example from the Green Bay Packers. When a user participated, they would then display their collection next to the standard Open Graph elements on their Timeline: Alan McCon [...]


Infographic: Facebook’s 10th Birthday, Key Milestones To The Anniversary

Ten years ago, Facebook was born. Since then, it has been transformed from "The Facebook" that aimed to connect students at Harvard together into a service with about 1 billion active global users. Facebook founder and CEO Mark Zuckerberg reflects briefly on Facebook turning 10 in a post today. And below, an infographic covering that growth and some important milestones along the way. Produced by the people at DPFOC, it covers things like Facebook News Feed being launched in 2006, the Like button appearing in 2009 or last year's launch of Facebook Graph Search and Facebook going public (cli [...]


How To Market On Pinterest And Instagram — Even If You Don’t Have A Branded Account

pinterest-explore-interests Looking for ways to boost your organization's social media engagement in 2014? As a marketer, you're tasked with the slippery job of putting together content strategies in an environment that's constantly changing, thanks to social media's seemingly infinite capacity for rolling out new channels and products. Who could blame you for focusing on the one or two networks where your brand already has a presence? Companies that don't yet have profiles on Pinterest or Instagram tend to overlook these platforms when it comes to planning their marketing campaigns. After all, most social prog [...]


Facebook Maps Super Bowl Fan Engagement From 185 Million Conversations

facebook-hashtags-featured Facebook reported earlier today that 50 million people ("unique people") globally were communicating about the Super Bowl via the site or apps last night. The 50 million people apparently had 185 million "interactions." That's roughly 3.7 interactions per person on average. Facebook has been eager to insert itself into real-time communication about live events and news along the lines of its rival Twitter. As one part of its strategy Facebook reportedly offered celebrities increased exposure and free "amplified distribution" as a kind of quid pro quo incentive for posts about the game. F [...]


3 Ways To Leverage Social PPC To Gain More Targeted Customers

ppc-advertising Jacob Baadsgard, CEO of Disruptive Advertising, spent most of his professional life guiding Fortune 100 companies to greater profitability with Pay-Per-Click advertising at Adobe. He was responsible for adding $30M a year to Adobe’s bottom line. That was before he started his own PPC Management firm. Jacob attributes much of his success in PPC to doing proper market research and using all the tools that Google, Facebook, Linkedin and Twitter make available to marketers. He also says that social is one of the most underutilized tools in AdWords. (Google allows you to include social extensi [...]


Report: In Q4 Facebook Once Again Dominated The Social Login Landscape

Social-Sharing It has been an excellent run for Facebook over the past few months. Not only was their Q4 earnings report stellar, they've  also owned the overall social referral space. To top things off, Gigya, a consumer management suite, is showing that Facebook is yet again dominating the social login space. According to Gigya, Facebook held steady in Q4 and holds 51% of all social logins worldwide with a 51% marketshare. Google+ obtained the silver with a 28% share (up 2% from Q3): Facebook continues to dominate the mobile login space as well with 63% of the marketshare. Google+ jumped a full 5 pe [...]


A Sneak Peek Into Volkswagen’s Super Bowl Social Media “War Room” Plans

volkswagen-ad-featured This is shaping up to the most digitally-enabled and interactive of Super Bowls, with many of the advertisers -- and even some non-advertisers -- thinking very holistically about their Big Game marketing. Oreo raised the bar with its rapid-response Tweet during the #BlackoutBowl last year, and, now, such quick wit and equally speedy media creation capabilities are coming to be expected. What does it take to mount a social media operation worthy to accompany a Super Bowl ad in these days of second-screening, mobile video, and the like? To find out, we spoke to Super Bowl advertiser Volkswage [...]


Facebook Custom Audiences Add Better Targeting Options & New CTA Buttons

Facebook TV ads Today Facebook has officially rolled out (and improved) their audience capabilities that were announced last October for general use. This release is far and away the most sophisticated social advertising product to date. Advertisers can harness the existing functionality of Custom Audiences, use the Facebook remarketing pixel on their site or app for detailed tracking and then customize an offer directly to that Facebook user. Once the tracking code has been placed within the site or mobile app, Custom Audiences of users & visitors can be built around specific actions. In the exam [...]


Facebook Q4 2013 Earnings: Big Quarter Beats High Expectations, Mobile Drives 53% Of Revenue

facebook-earnings-money-featured Facebook released a fourth quarter earnings report this afternoon that will make many investors very happy. Analysts were expecting good things, but the numbers beat those rosy predictions. Revenue was $2.585 billion, up 63 percent year-over-year and above the $2.33 billion that had been pegged. Earnings per share (Non-GAAP) hit 31 cents, also above expectations of 27 cents. The company had strong growth in the fourth quarter and Facebook's stock has been rising in after-hours trading and is currently up nearly 5 percent from its close at $53.53. Advertising revenue was $2.34 billion in [...]


High Fashion Dominates The Most Engaging Brand Photos On Facebook Last Week

fashion-brands Some of the most engaging photos from brands last week likely featured some of the most expensive fashion products. Zoomsphere, an online system for managing company profiles on social networks, has begun chronicling the most engaging brand pictures. Last week, 3 of the top 5 finishers were from luxury fashion brands, Chanel and Louis Vuitton. Chanel took the number 1 and 2 spots thanks to their 2014 Haute Couture show, while Louis Vuitton's cobalt collection bag from their recent fashion show finished 5th. Not surprisingly, one of the most popular brands was the ever popular Playboy. Th [...]


Sloppy Study Likens Facebook To Disease, Facebook Offers Sarcastic Retort

facebook-thumbs-up-featured Academic research ain't what it used to be. As you've undoubtedly read, researchers from Princeton applied an infectious disease model to analyze Facebook usage and potentially predict the future trajectory of the social network. The researchers relied primarily on Google Trends search data to glean traffic patterns and audience interest in Facebook. The conclusion of the study was that "Facebook will undergo a rapid decline in the coming years, losing 80% of its peak user base between 2015 and 2017." Facebook's response was humorous and highly sarcastic. Taking a methodologically simila [...]


Facebook Advertisers Doubled Ad Spend in Q4 [Kenshoo]

facebook-sign-featured By nearly all accounts, e-commerce had a banner 2013 holiday season, including a record-setting Cyber Monday. Advertisers also committed larger budgets to digital in Q4, and according to new data from Kenshoo Social, they doubled-down on Facebook ads. Ad spend on Facebook rose 101 percent among compared to Q3. Holiday competition drove up costs with cost-per-click (CPC) rising 21 percent, and CPM rates increasing by 33 percent from Q3. Ad efficiencies increased despite the heavier competition, however. Facebook ad click-through rates rose 10 percent in the Q4 shopping season from the thi [...]


Facebook To Start Running Ads In Mobile Apps, Building Foundation For Mobile Ad Network

facebook Facebook announced today on its developer blog that it will begin running ads in third-party mobile apps, laying the foundation for what will likely become the site's mobile ad network. From the announcement: We are running a small test to explore showing Facebook ads in third-party mobile apps. In this test, we'll be extending Facebook's rich targeting to improve the relevancy of the ads people see, provide even greater reach for Facebook advertisers, and help developers better monetize their apps. Facebook says it's working "directly" with a small number of advertisers and publishers [...]


Facebook Tweaks News Feed: Text Updates Aren’t Working, Won’t Be Shown As Much

facebook-newsfeed-featured Facebook wants Page Owners to stop sharing so many text-based updates and instead try other types of updates that the company says get higher engagement in the News Feed. In a blog post today, Facebook's News Feed Ranking Product Manager Chris Turitzin says the company has tweaked the News Feed algorithm to downgrade text updates from Pages because they don't perform as well as text updates from friends. ... the latest update to News Feed ranking treats text status updates from Pages as a different category to text status updates from friends. We are learning that posts from Pages behave [...]


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