Facebook Advanced AUTHOR-ity: Facebook Marketing Week in Review

Facebook Exchange - FBXFacebook advertising has taken a beating in the last, well…ever since it came to existence. But new data this week from several partners finally bears good news for Facebook advertisers: Facebook is outperforming Google in browsing ad clicks.

In the just three short months since Facebook’s real-time bidding system, Facebook Exchange , was introduced, its already earning businesses massive return on investment – between 4X and 16X ROI, to be exact. This is compared to other real-time bidding systems, including Google’s AdX.

If you’re not familiar with real-time bidding, here’s how it works: advertisers tap into users’ browsing habits and compete to deliver ads to users whose browsing history matches their marketing profile. TechCrunch explains:

 

Facebook Exchange ads allow businesses to retarget visitors to their websites when they next visit Facebook. For example, someone who checks out a pair of shoes on a clothing site but doesn’t end up buying could see ads encouraging them to buy those same shoes next time they’re on Facebook. Retargeting lets businesses reach potential customers who’ve shown purchase intent and have a much higher likelihood of conversion. This means advertisers may be willing to pay much higher prices than for standard ads.

Real-time bidding currently represents about 16% of the $12.6 billion U.S. market for display ads, but is predicted to capture 27% of the projected $18.9 billion market in 2015, according to researcher IDC.

Google has been retargeting ads for a while now, but it’s new to Facebook. In a matter of mere months, FBX ads are outperforming Google’s AdX ads, according to data from three companies picked to try out the new platform for the first time. Here’s what they report:

  • AdRoll has seen a 16X ROI in FBX ads for its clients. Advertisers who used to get $10 for every $1 they spent are now making $16 for every dollar spent on FBX, AdRoll says.
  • TellApart clients averaged a 6.65% CTR on Facebook Exchange ads compared to a 6.41% on Google’s AdX. All of TellApart’s clients using FBX experienced a 10-20X ROI on ad spend.
  • Triggit saw 4X higher return on profit, 2.2X higher post-click conversion rates, 6.5X less cost per click-through order (CPA), and 18%-30% lift in FBX conversions compared to traditional ad exchanges.

What are your thoughts on Facebook Exchange? Do you plan on using it? Have you had the same sort of success? Let us know in the comments section below after you check out our picks for the Top Facebook Marketing News of the Week and upcoming Facebook Events, including how to win FREE tickets to Facebook Success Summit 2012.

 

Facebook Marketing News – Best of the Week

5 Ways to Increase Your Facebook Engagement, Social Media Examiner

What is it that makes some Facebook fan pages wildly successful with constant high engagement rates where the fans and their friends eat up the content like there’s no tomorrow… while other pages sit there dormant with hardly any activity, yet they produce great content, too? Here are five factors that contribute to exceptional engagement and measurable results. >>Read More

 

10 Ways Leading Brands Use Facebook Ingeniously For Their Marketing, Business2Community

12 Revealing Marketing Stats About Facebook for Business, HubSpot

Facebook Drives Most Retail Traffic, But Pinterest Drives the Big Spender, WebProNews

Permission Marketing: Facebook’s Cash Cow and a Marketer’s Dream, Huffington Post

Five Ways Facebook’s iOS Update Saves Time for Marketers, iMediaConnection

Are Facebook apps a must-have feature for brands?, Smart Blogs

Facebook’s Open Graph: 5 things marketers must know, iMediaConnection

Facebook Marketing Bible, Inside Network

 

Facebook Best Practices

Top 10 Small Business Facebook Pages: 2012 Winners!, Social Media Examiner

‘Elle’ Invites Facebook Fans to Collaborate on Photo Shoot, Mashable

Grey Poupon Ups the Ante on Assuming an Elite Image, Mashable

10 Things Companies Should Never Do On Facebook, Social Bakers

 

New Facebook Features

Facebook Platform Updates: Targeting Posts & Ads, Simply Zesty

 

Other Facebook News

Study: Only 6% of top online retailers include a Facebook login button, The Next Web

235 Million People Play Games on Facebook Every Month, Mashable

Instagram Has Grown Over 1000% Since Facebook Deal, Web Pro News

 

From Facebook Advanced

The Secret to Getting 10,000 Facebook Likes, Joel Bornzin

 

Facebook Events

Facebook Marketing Intensive Workshop @ SMX East, from aimClear
October 1, 2012, New York City

From killer Facebook ads to essential organic community management tactics, this all-on intensive training will increase your confidence and ability to dominate the world’s largest social network like a true cutting-edge marketer. Seating is limited, so register now!

 

Facebook Success Summit 2012, from Social Media Examiner
October 2 – October 23, 2012, Online

This online conference features the world’s top Facebook marketing experts sharing their tips for helping your business quickly implement effective Facebook marketing strategies and tactics so you can gain more exposure, build a more loyal following and grow your business. Register early and get 50% off! Plus, win FREE tickets to Facebook Success Summit 2012.

 

Free Webinar: The Science of Facebook Marketing, HubSpot
October 4, 2012 @ 2 p.m. EST, Online

Interaction on Facebook is a science. In this webinar, HubSpot’s social media scientist, Dan Zarrella, will discuss the sociology of the Facebook community and the scientific way of leveraging marketing opportunities on Facebook. This webinar will cover:

  • The behavior of demographic groups on Facebook
  • The sociology of the Facebook community
  • The difference between men and women’s interactions on Facebook
  • Scientifically proven ways to get your content shared on Facebook

AllFacebook Marketing Conference, MediaBistro
December 4-5, 2012, New York City

Get an inside look at Facebook innovations and monetization issues impacting today’s top digital media and marketing experts. Packed with case studies and real-world perspectives, AllFacebook Marketing Conference offers attendees a deep analysis of the latest Facebook tools, apps, demographics, research and advertising trends. How are brands measuring ROI in the post-IPO Facebook? Are we entering an era of consolidation in the social media ad buying world? Register Early (before September 28) and SAVE with an Early Bird Discount!

Sarah Pierce

Sarah Pierce is a freelance writer, editor and content strategist for print and online media. Sarah graduated from the University of Arizona with a degree in Journalism and served as Assistant Online Editor for Entrepreneur Magazine, Senior Writer for Hitched Magazine, and Senior Editor for TopClassActions.com. Sarah specializes in helping companies attract, acquire and engage audiences with highly-targeted, valuable content that drives profitable action. She has written over 300 magazine articles, online articles and blogs about a broad scope of topics, including: Marketing, SMBs, Technology, E-Commerce, Law, Manufacturing, Automotive, Health, Relationships, Food, Wine, and Spirits. Sarah has helped numerous small businesses develop and manage their digital content, helping them to achieve #1 search engine ranking through SEO.

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