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Facebook is sprucing up its mobile app install ads by adding more customizable actions for developers as it seeks to boost user engagement and discovery. Starting today, developers can take advantage of custom calls to action — specific things that can be incorporated into a mobile ad tied to specific areas of the respective app itself to encourage users to tap and interact with the program.
Facebook is enabling developers to utilize custom calls to action, such as “Open Link”, “Use App”, “Shop Now”, “Play Game”, “Book Now”, “Listen Now”, or “Watch Video”. Mobile app install ads first arrived for the social network in October with promises of 50 percent higher click-through rates and 10 times the reach.
While it’s fascinating that companies are using this form of advertising, it is a challenge to scale it and show conversions. Sure, the ads have been tweaked so that the system will let developers target by operating system or data connection speed, and now the entire creation process has been simplified, but that’s only to get users one step in the general direction. Facebook hopes that this new feature will help increase usage of apps — a recent study by Localytics, one of its Mobile Measurement Partners, shows that 66 percent of app users only open apps between 1 and 10 times.
It probably shouldn’t surprise anyone that Facebook is rolling out this new feature for developers and advertisers — it serves two purposes: the first involves helping app creators find value in using the platform as a means to do business, while the other is to help Facebook make some money. The social network is already seeing tremendous growth in the mobile space, more so than on the desktop — in the last quarter, it had more than 819 million monthly mobile active users.
Facebook says that advertisers can create mobile app install ads with the new feature right through its power editor. Based on company data charted for us by BI Intelligence, most of Facebook's revenue growth is coming from mobile advertising and payments.
In June 2015, Facebook gave marketers the ability to run full-screen mobile advertisements.
For example, the Wendy’s “Take It From the Top” campaign includes a GIF of ketchup as it’s squirted into a “w” shape, which then moves on to a “Fixins” screen boasting a rotating carousel of pictures such as pickles, onions, and tomatoes. SUBSCRIBE Get Tubefilter's Top Stories, Breaking News, and Event updates delivered straight to your inbox. If you have a great news tip, are interested in advertising on Tubefilter, thinking about possible partnership opportunities, want to find out more about our upcoming events, would like to write a guest post, or just want to say "hello," be sure to drop us a line. After Facebook's disastrous IPO leading some to speculate Facebook's actual worth is in the $16-$24 range, it's worth examining what went wrong. After Facebook's disastrous IPO leading some to speculate Facebook's actual worth is in the \$16-\$24 range, it's worth examining what went wrong. If you’ve experienced success with paid search, you may have given thought to social media advertising. However, if you run a small business, you might be wondering whether social media advertising is a good fit, especially if your current advertising budget is stretched thin. We’re going to assess the strengths and weaknesses of four major social networks: Facebook, Twitter, Google+ and LinkedIn. This type of ad is known as a Page Post ad, because it invites the user to “Like” a specific brand page.
You can create variations of these ads to include product-specific landing pages, as seen in the example below. If you’re hoping to increase your potential reach on Facebook, you can also use the sidebar ad type to boost the number of Likes of your brand page.
These ads usually appear in groups that can be navigated by swiping horizontally on a mobile device, or by clicking a directional arrow.
There are a number of other ad types available to Facebook advertisers that fall within the three main categories.
These CTRs align with typical benchmarks for display advertising campaigns on the Google Display Network.
As you can see, some Facebook ads offer remarkable ROI, such as the Sponsored Place Check-In Story ad type, which has the highest CTR with the lowest CPC. Facebook is also a strong performer in terms of the options available to advertisers for demographic targeting.
The diversity of Facebook’s audience means that many different types of businesses can benefit from advertising on Facebook. For small businesses, Facebook represents an unparalleled opportunity to increase their reach. Twitter users seem to fall into one of two camps – those who love it and use it frequently, and those who really don’t get it or see the appeal. Twitter has a dedicated and loyal user base, making it an option worth considering for advertisers who want to target a reliable audience.
Unfortunately for advertisers hoping to gain insight into how well each of Twitter’s ad formats performs, Twitter remains notoriously tight-lipped about how its ads stack up against the competition. However, Twitter ads have an average CTR of between 1-3%, which is considered reasonably standard in the social advertising space for these kinds of ads.
Believe it or not, Twitter is far more than just angry updates about sports teams and pictures of cats.
Though its user base may be relatively small in terms of global reach, Twitter has a strong dedicated fan base who use the service frequently.
Twitter ad performance at least mirrors that of traditional paid search ads, but leverages the power of mobile in a way that is not overly intrusive to users, which is a major plus. For B2B advertisers, LinkedIn – the world’s largest professional social network – offers valuable opportunities to get their message in front of the right people.
Again, much like traditional PPC ads displayed on search engine results pages or Twitter ads on the Twitter desktop client, LinkedIn Display Ads appear on the right-hand side of a users’ screen. This relatively new ad format is not yet available to all advertisers, and is still in the pilot phase being tested by a select few major brands. The network average for LinkedIn Display Ads is 0.025%, which aligns with paid search benchmarks for this ad type. Sponsored Updates’ performance varies widely depending on the publisher and the targeting options selected, and no data is yet available for the Direct Sponsored Content advertising format.
LinkedIn offers unique targeting options to advertisers that leverage the platform’s strengths as a professional social network. The two biggest advantages to advertising on LinkedIn is its growing worldwide audience and the breadth of options available for user targeting. It’s hard to imagine the internet without Google’s search engine, but what about its social network, Google+?
It can be tricky to calculate the reach of Google+ as an advertising platform due to its integration with many of Google’s other products. Advertisers who are considering using Google+ as part of their social advertising strategy may want to bear in mind that Google describes active users as those being “in the stream.” This means that the true audience of Google+ as a social network may not necessarily be 300 million, but an aggregate of users taking advantage of Google’s other products such as YouTube. Something else that makes Google+ unique as an advertising platform is that its single ad format, the +Post ad (see below), can be displayed across the entire Google Display Network, significantly expanding advertisers’ potential reach.
Any YouTube video can be easily imported into Google+ and transformed into a +Post ad, and users can join live Google Hangouts on Air simply by clicking on the ad.
The potential performance of Google+ +Post ads varies the most of any social advertising solution. Again, it can be difficult to pin down the precise targeting options available to Google+ advertisers due to +Post ads’ dependence on the Google Display Network. It’s no secret that marketing professionals love Google+, simply because of the additional ranking factors that the platform may (or may not) offer. According to Patel’s infographic, 68% of Google+ users are male, making Google+ an ideal platform for small businesses targeting a predominantly male demographic.
Google’s remarketing options make Google+ ads a strong choice for advertisers who want to recapture missed conversion opportunities. Of course, restrictions on who can create +Post ads is a major drawback, particularly for smaller businesses or those new to social advertising.


So, we’ve covered the Big Four™ social media platforms, but they’re not the only players in the game. The biggest drawback for small businesses hoping to advertise on Instagram is its sheer popularity. A relative newcomer to the social media advertising party, Pinterest could prove an interesting platform for advertisers in the future.
Although Pinterest’s user base is much smaller than those of its peers (with just 70 million registered and 20 million monthly active users), many Pinterest fans are highly loyal to the platform. However, Pinterest has just one advertising format – Promoted Pins – and it’s too early to say how effective they are, as the advertising program is still in a closed beta testing phase. Before choosing a social channel on which to advertise, consider your needs and budget carefully.
Great post, I was looking post about social media advertising, and you have fulfill my need. 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.
While Facebook is not accepting any additional participants in its mobile ad program right now, the site has provided a sign-up form for anyone who wants updates on the program. Amy Gesenhues is Third Door Media's General Assignment Reporter, covering the latest news and updates for Marketing Land and Search Engine Land.
MarTech: The Marketing Tech Conference is for marketers responsible for selecting marketing technologies and developing marketing technologists. SMX Advanced, the only conference designed for experienced search marketers, returns to Seattle June 22-23. Any of these can be deep linked to specific areas of any app, whether it’s content or for a sale or promotion. This year alone, Facebook says that thousands of businesses have used this placement type, driving more than 145 million installs from Apple’s App Store and Google Play. People are curious to know what the return is and simply saying that X number of users have installed it versus remain active, is pretty significant. With this focus on engagement and conversions, the social network company hopes this will encourage repeat behavior when it comes to mobile apps. Company CEO Mark Zuckerberg said during its Q2 2013 earnings that he expects there to be more revenue on mobile than on desktop, a repeat from October 2012. But, as the company looks to further connect the next 5 billion people in the world, it’s apparent that the mobile app install ads will play a big part in Facebook’s plan, especially when you look at Zuckerberg’s “build, grow, monetize” strategy that he touted at the TechCrunch Disrupt conference in San Francisco. He carries around a big camera & likes to write about tech, startups, parties, and interesting people. Non-mobile revenue and revenue from payments and fees like in-app purchases through Facebook continue to remain consistent, but mobile revenue has exploded since 2012, as it now makes up roughly 66% of Facebook's total revenue. The ad format starts as a plain, regular old Facebook ad on a user’s feed, but expands to fill the screen when the user clicks. The food chain has capitalized on the new Facebook format to create a Snapchat-style (in that it takes up the entire mobile screen a la Snapchat ad) mobile campaign dubbed “Take It From the Top.” The ads include GIFs and videos to show how the restaurant’s burgers are made layer-by-layer.
The Wendy’s Facebook ads finish up with an image of lettuce, a GIF of flapping cheese, and a video of a cooking beef patty. Was it the Nasdaq computer glitches, which some claim resulted in $100 million in losses to investment firms? I put a 'pretend' disclaimer 'Facebook Amazon Affiliate link' next to the Star Trek Blu-ray.
Was it the Nasdaq computer glitches, which some claim resulted in \$100 million in losses to investment firms? Increasing numbers of small businesses are bringing paid social into their social media strategy, and the diversification of online advertising into social media channels can be seen everywhere.
Boasting an enviable user base and a sophisticated platform, Facebook is an attractive option for advertisers hoping to increase their visibility – but is it a viable solution for small businesses?
It looks similar to the type of post you’d share with your friends, but you have the option of “Liking” the Optimizely page. Placement of these ads can be affected by the app usage of people in your network, as well as your personal behavior on Facebook.
Although the CTRs themselves may be low, these advertisements can still benefit your business, as their placement within users’ timelines can significantly boost brand exposure and awareness. Other ad types, such as the Sponsored App Action Story, are the inverse, with high CPCs and low CTRs. However, some businesses can tap into Facebook’s primary strength – the prevalence of images – more than others.
With unsurpassed audience reach and strong targeting options, Facebook is a great choice for businesses hoping to increase foot traffic to stores, web traffic to their site, or maximize brand exposure. As such, the expense of Facebook ads may be prohibitive to some businesses, and certain ad formats may not offer the kind of ROI to justify their cost. For social media advertising, Twitter can be very effective, but it is not without its drawbacks. Advertisers can choose to have their accounts promoted to users based on a wide range of targeting options (see below). They will often appear at the very top of the list of topics currently trending on Twitter. As they are primarily text-based, these ads perform comparably to text ads on the Google Search Network. Publishers and B2B companies can gain significant brand exposure and user engagement by advertising on Twitter.
The service’s extensively customizable targeting functionality enables advertisers to tailor their messaging to highly specific demographics of their target market, and integration with televised broadcasts offers excellent brand awareness opportunities. The cost of a Promoted Trend, for example, recently surpassed $200,000 per day, putting this ad format out of reach for all but those with the deepest pockets. With a growing audience and excellent targeting options, LinkedIn Ads are worth considering for advertisers who know exactly what type of professional they want to reach. Two professionals join LinkedIn every second, and the service is becoming wildly popular in emerging markets such as India, making it a solid long-term bet in terms of consistent audience growth. The only thing that differentiates Sponsored Updates from typical updates is the small “Sponsored” label in the top-right corner.
However, initial reports suggest that engagement with these advertisements is strong, which indicates that this ad format will soon be made available to all advertisers.
After all, selling to the public is one thing – selling to other companies is another matter entirely. Firstly, the minimum CPC of a LinkedIn advertisement is $3.50, making advertising on the platform very expensive compared to other channels.
For example, any content a company posts to Google+ can be turned into a +Post ad, including images, video, and text.
This flexibility makes +Post ads much more engaging and social than traditional display ads.
If you’re an experienced GDN advertiser, you will likely have a better idea of the kind of performance you can expect from a +Post ad campaign. However, while big brands often maintain a strong presence on Google+, that doesn’t mean there’s no room for the little guys. In addition, businesses that cater to marketing and B2B professionals can benefit from using Google+ advertising due to the prevalence of professionals in these industries on the network.
The potential control offered by the Display Network’s Contextual and Placement targeting functionality also makes +Post ads a contender for businesses that know where and when they want their ads to appear.


The potential costs of ads with high impression volumes may also create problems for advertisers with limited budgets. Facebook’s acquisition of the image-sharing social network propelled Instagram into the big leagues, but it was popular with the cool kids long before Zuckerberg and his crew got their hands on it.
However, the platform’s integration with Facebook means that advertisers hoping to leverage the power of Instagram may be able to reach significantly more potential customers.
Instagram operates on a CPM advertising model, meaning that advertisers are charged per 1,000 impressions their ad receives. Major brands such as Etsy have experienced tremendous exposure thanks to Pinterest, meaning that for the right businesses, the platform could be worth looking at from an advertising perspective. Just because big brands were early adopters of social advertising doesn’t mean that smaller businesses cannot benefit from leveraging the power of social media in their promotional efforts. Social media advertising helps in brand building and increases more opportunities to reach and convert. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. Some examples include having consumers listen to a new playlist, having a travel app promote discounted fares and getaways, and more. He’s looking to build a better ecosystem with the right partners, grow the number of apps powered by the social network, and help people find them and make developers some money. So far, only a few brands have started experimenting with the new addition to the social network’s advertising portfolio.
The interactive ads ask mobile users to tilt their phones to create a digital experience where a new layer slides up from the bottom of the screen to “build” a burger.
From industry news, to web series reviews, to related events, and one heck of an Awards Show. My thinking here is that since Facebook is not an e-commerce site like Amazon or eBay, they can leverage the fact that Amazon pays affiliates a commission on products to the website that referred the customer. These ads appear directly in users’ News Feeds, which means they’re typically dispersed among posts and updates made by people you’re connected to. Finally, these ads appear to the right of users’ News Feeds, usually alongside at least a couple of other similar advertisements.
While the organic reach of Facebook traffic has fallen steadily, there are numerous opportunities for paid search advertisers to get their messages in front of Facebook’s vast audience. Promoted Tweets can make use of hashtags and include links to dedicated landing pages, just as regular tweets do. Again, all that separates Promoted Accounts from those suggested algorithmically is the small “Promoted” label. This placement makes them an ideal opportunity to reach vast numbers of users, and dominate the conversation around a given topic. One of the major benefits of this ad format is the ability to include more interactive content than that of a typical display ad, further boosting user engagement.
Fortunately, LinkedIn advertising is an excellent way for small businesses to connect with companies seeking their services. Secondly, there are currently no remarketing options available, meaning that advertisers could be missing out on significant conversion opportunities. Basically, people can interact with +Post ads just as they would with a typical Google+ post from wherever the ad is displayed without having to visit Google+ itself. Finally, the highly interactive nature of +Post ads can significantly boost user engagement, thus improving ROI.
The problem is that due to the number of Instagram users, and the platform’s popularity with major brands, the costs involved are likely to be prohibitive for the average small business. How will you calculate the ROI of a social campaign compared to a traditional paid search campaign?
This means anyone who sees a +Post ad displayed on a Google Display Network can +1 the ad, leave a comment, and interact with the ad, all from another site - functionality that makes +Post ads radically different from any other social advertising format. These are all important questions for people who are thinking about paid social media advertising, so in this post, we’re going to dive deep into the data and examine the pros and cons of each social channel from an advertising perspective. Is the IPO debacle due to Facebook not monetizing its huge base of mobile users though advertising?
The ROI on affiliate links is often better than page impressions or pay-per-click (PPC), so this is another avenue Facebook can explore.According to Business Insider, "Mark Zuckerberg has been extraordinarily clear that he cares more about Facebook's social mission than its business. Unless he has a major change of heart, he is not going to suddenly reverse course and start larding up the service with crap just to generate revenue." Yeah, well you've got thousands of shareholders to answer to now, so good luck with that.Will I like advertising cluttering my mobile Facebook app? Look at a screenshot of the Facebook app running on an Apple iPhone where there are no ads to be seen:Mobile advertising is a huge opportunity wasted by Facebook. But if Facebook can display ads without it being overly obtrusive, I think users are willing to accept them.
That's a lot of eyeballs that see absolutely zero ads.If you think Facebook has only a mobile problem, you'd be wrong. There is limited screen real estate on mobile devices, but certainly adding a few ads into the News Feed is a quick way Facebook can do this today without a major UI design of their mobile apps on iOS or Android. Combine mobile advertising with my News Feed and left sidebar advertising suggestions plus affiliate links and I think Facebook could make those who are mocking their $38 IPO look like fools in the near future.
Case in point, here's how Facebook looks with no ads under Sponsored (red arrow):Ad blocking problems isn't necessarily just a Facebook problem - it affects any website dependent on advertising.
Facebook could stick advertisements within the scrolling News Feed in the middle where most eyeballs are drawn. I can envision Facebook detecting your "Likes" and then displaying relevant products or services with affiliate links. I can envision Facebook detecting your \"Likes\" and then displaying relevant products or services with affiliate links. For instance, one of my Likes is "Star Trek", so why not display a Blu-ray of one of the Star Trek movies or TV series in the News Feed?Also, the current crop of sponsored links in the right sidebar is boring.
For instance, one of my Likes is \"Star Trek\", so why not display a Blu-ray of one of the Star Trek movies or TV series in the News Feed?Also, the current crop of sponsored links in the right sidebar is boring. However when you are searching for something, you might see an interesting text link relevant to what you are looking for at that particular time. If graphical photo ads are going to compete with other photos on the page they need to be bigger.The other problem with Facebook using your "Likes" to build your personality & advertising profile, is that it's not time-sensitive like Google (or Bing) searches. If graphical photo ads are going to compete with other photos on the page they need to be bigger.The other problem with Facebook using your \"Likes\" to build your personality & advertising profile, is that it's not time-sensitive like Google (or Bing) searches. If you like Mitt Romney, display a Mitt Romney ad or if you like President Obama display one of his ads.
There are several viral YouTube videos - often with humor - that can impact people's perception of Romney or Obama. Cases in point, 'Hitler Finds Out Obama Ate His Dog', President Obama: "Dog Eater," the Music Video, or Time for Some Campaignin'. Cases in point, 'Hitler Finds Out Obama Ate His Dog', President Obama: \"Dog Eater,\" the Music Video, or Time for Some Campaignin'.
So why not offer photos, videos, or links to propaganda pro-Obama or pro-Romney puff-pieces articles?
By appearing as a News Feed item, Facebook users can Like or Share the item therefore leveraging the social media sharing power of Facebook, which can make stories, videos, or photos go viral.So in summary, here's my proposed mark-up of Facebook ads in the News Feed, right-sidebar, and the the left sidebar.



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