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Background: Facebook Insights Definitions For Facebook Posts

August 20, 2012
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Sometimes it’s amazing what a Google search won’t yield. With all the changes going on on Facebook, it’s important to understand the definitions of the metrics they provide. Below are the definitions of the metrics provided when you export data from Facebook Insights at the Facebook post level:

Total Reach: Total FB Users who saw and/or interacted with this post.

Organic Reach: Total # of  FB Users who saw and/or interacted with this post because they were fans

Paid Reach: Total # of FB users who saw and/or interacted with this post from an ad/sponsored story/sponsored post.

Viral Reach: Total # of FB Users who saw and/or interacted with this post because their friends interacted with the post

Total Impressions: Total # of times the post was displayed to users

Organic Impressions: # of times the post was displayed to users who were fans

Paid Impressions: # of times the post was displayed to users as an ad, sponsored story or sponsored post.

Viral Impressions: # of times the post was displayed to users who saw and/or interacted with this post because their friends interacted with the post

Engaged Users:  Engaged Users is the number of people who have clicked anywhere on your post.

Talking About The Post: People Talking About This is the number of people who have created a story from your post. Stories include: Sharing, liking, or commenting on your post

Stories About The Post: Number of stories created about the post

Post Consumers: Total # of people who clicked on and viewed the photo.

Post Consumption: Total # of times the photo/link in the post was clicked on and viewed.

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Lesson #23: Rotate Your Facebook Ads Every 3 Days

June 22, 2012
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When it comes to Facebook ads, one rule applies above all others: rotate your ads often. The rule of thumb is generally 3 days – sometimes a little bit more, and sometimes a little bit less. It doesn’t matter whether the ad is performing well – even the best performing ad will stop performing well on Facebook after a few days.

Examples of Facebook Ads

As a result, it is important to refresh all of an advertiser’s Facebook ads after a few days and to monitor their performance regularly to ensure that the ads are being refreshed at the appropriate time.

Remember: Facebook is not like any other media network. Ad fatigue occurs much faster than normal, users are on the site expecting to see new and breaking content, and users are generally not looking to leave Facebook during their visit.

 

 

 

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Lesson #9: 90% Of The Time, Advertisers Pay Less Than Their Maximum Bid Per Click

May 21, 2012
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A bid is the most an advertiser is willing to pay for a click on an ad for a particular search term or on a particular site. 90% of the time, an advertiser will NOT wind up paying what they bid for a particular term – rather, they will pay LESS than their bid. An advertiser can never be charged a cost per click that is more than their max bid.

The above is true for most major networks. The Google Search Network, Google Display Network, Yahoo Display Network, MSN (Bing) Search Network, AOL, and Facebook all operate under this principle.

 

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Background: Networks: The Wide World of Facebook

May 16, 2012
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Facebook is not a search network. Unlike Google and MSN, it does not have a search component, nor does it have a network of sites on which it shows its ads (content network). Rather, Facebook only shows its ads on facebook.com, and those ads are targeted based on users demographic and behavioral preferences. In other words, Facebook is another example of “pull advertising.” Users are NOT looking for an advertiser’s ad when they are on Facebook. As a result, it is up to the advertiser to a) get the user’s attention and b) (if linking to a non-facebook page) to give the user a reason to stop browsing facebook and go to their site.

Because Facebook is a pull advertising vehicle, I have not found it to be nearly as effective in driving off-site direct response as advertising on a push search network has been. Due to the fact that Facebook targets based on the information a user has in their profile or who they know versus the content of the page they are on when they see the ad, I have also found that Facebook is not nearly as effective in driving off-site direct response as the Google Display Network. However, Facebook is a wonderful branding play and is great at driving traffic and awareness. Had a good experience with Facebook ads driving off-site direct response? Please include your experience in the comments.

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Background: Google’s Keyword Match Types

May 8, 2012
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Google has four different keyword match types:

Broad Match – Ads will show up whenever the user searches the keyword or anything Google deems to be related to the keyword.  ex. shoes -> red shoes, blue shoes, yellow shoes

Phrase Match – Ads will show up whenever the user searches the keyword or keyword phrase. The keyword or keyword phrase must be in the user’s search query for the ad to show up. Put phrase match keywords in quotes.  ex. “red shoes” -> red shoes in chicago but not red shoe

Exact Match – Ads will show up whenever the user searches for the exact keyword. If the user does not type in the keyword exactly as the keyword is written, the ad will not show up. Put exact match keywords in quotes. ex. [red shoes] -> red shoes  but not  red shoes in chicago

Broad Match Modified – While the keyword or keyword phrase must be in the user’s search query for the ad to show up, the search query can be conjugated or spelled differently than the keyword. Put a + before a broad match modified keyword.  ex. red +shoes -> red shoe

Google Match Types - Another Example

MSN/Bing has the broad, phrase, and exact match types, but does not have the broad match modified match type. Facebook does not utilize match types.

Knowing and utilizing match types is one of the biggest keys to search marketing success, so keep this crib sheet handy.

 

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Lesson #6: Have More Than One Ad Running At A Time

May 7, 2012
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Whether your campaign is running in Facebook, Google AdWords, or Bing Search, whether it’s a display campaign or a search campaign, one rule always applies: always have more than one ad running at a time.

If you are only running one version of your ad, you are missing out on one of the best opportunities digital advertising has to offer – the ability to test and optimize your ads while the campaign is still running.

Facebook, Google AdWords, and Bing Search all have settings that enable users to show the best performing ads more often in order to improve the advertiser’s performance. Take advantage of this feature!

The optimal number of ads to have in a campaign is 3-5. This provides enough ads to allow for testing, but not too many ads so that there are no statistically significant results. If your campaign budget is very small (I have a friend who spends $10 a day and another who spends $150 a week), two ads may be enough due to the low amount of traffic to your campaign.

Ad optimization is a complex topic, which we’ll cover in more depth later, but for now, always run more than one ad at a time, and make sure the one that’s performing best (whether it be the highest click through rate or conversion rate) shows up the most often. And don’t forget to pause the low performing ads.

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