Facebook’s Advertising Ecosystem

Creating a Facebook page is free to set up, but once you’ve chosen a category and a page name, set a profile picture that people can easily associate with your business, and written a small description, you shouldn’t stop there.  Facebook has many tools and options to help grow your business within Facebook’s Advertising Ecosystem.

According to Facebook, people who like your Page spend an average of 2 times more as your customers than people who aren’t connected to you on Facebook.

In the past year, Facebook has rolled out many different advertising products; with at least 7 major ways to advertise.  The 7 notable ad products are:

1.            Brand pages

2.            Display ads

3.            Sponsored stories

4.            Promoted posts

5.            Page post ads

6.            Mobile app install ads

7.            Log-out screen ads

Facebook also shares some great tips for writing posts:

Keep it short: Posts between 100 and 250 characters get about 60% more likes, comments and shares.

Use visuals: Photo albums, pictures, and videos get 180%, 120%, and 100% more engagement respectively.

Be optimized: Page Insights help you learn things such as what times people engage most with your content so you can post during those hours.

As part of Facebook’s advertising ecosystem, it is also important to look at the pricing methods.  Introduced last month, Facebook now offers a CPA payment method.  The acronym CPA stands for Cost-Per-Action.   Instead of paying per-click, or on an impression basis, advertisers can pay for a certain number of Likes, Link Clicks (these are clicks on a specific link, not the whole ad), or Offer Claims.

The new method is meant to help attract performance-oriented marketers to Facebook — as opposed to brand marketers, who often simply go for reach.

One other thing mentioned in the article is Facebook Exchange (FBX).  Facebook is following suit with the rise of data-enriched, real-time digital ad sales.   FBX is an ad exchange that allows advertisers to serve ads to users on Facebook based on past actions they have taken online.

Too much to take in? Let the Ravens help you explore your options and find what works best for your business.

To read the article that inspired this post click here.

Jaclyn Bickerton, Raven5 Ltd, Oakville, Ontario October 2013

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