Last week we tackled the question many people were asking following Facebook’s IPO bust: “Is Facebook a growing fad?” So it came as perfect timing that Social Fresh invited us to listen in on a live webinar yesterday called “The Truth About Facebook Ads & the Facebook IPO,” which helped answer marketers’ other burning questions:
Are Facebook ads still worth investing in?
What does the IPO mean for the future of Facebook?
Why is Facebook buying and creating so many apps?
What are Facebook Promoted Posts?
Social Fresh Founder & CEO Jason Keath walked participants through an informative Q&A session with Webtrends’ Director of Social Products Justin Kistner. The basic gist was this:
Facebook ads work just fine, it’s just all about strategy.
“When it comes to social ads, Facebook is the best game in town by far,” said Justin, while sharing his tips for a successful Facebook marketing strategy.
Here are a couple highlights from the webinar:
- The average CTR for Facebook ads is only .05% — half the standard for banner ads. But if you understand Facebook fundamentals and do it right, marketers can achieve a 2% CTR. At just 1-5 cents per click, that’s a huge return on investment.
- Facebook fans click 7X more on ads than non-fans, which means cheaper CPC. With that said, it’s a cheaper cost per fan (or should we say “CPF”?) when using a sponsored “Like” to acquire new fans.
- Use many highly targeted Facebook ads as opposed to one “big reach” ad.
- Facebook ad CTR peaks within 72 hours, so refresh creative and messages accordingly. Even something as simple as resizing an image counts as a refresh.
- Link your Facebook ads to an app – NOT your website! You’ll get at least double the conversion rate.
- Facebook is doubling down on mobile. Credits are also seeing growth. Facebook’s big moneymaker will be its Apps Center.
(Full slide deck from the webinar can be found here.)
The other big Facebook marketing news this week?
Lots of changes to Pages!
For one, Facebook finally let Page Administrators schedule posts and assign different roles to shared Admins – a huge benefit for marketers and agencies! (See our breakdown of these new Admin roles here.)
Two, you can now schedule posts up to 6 months in advance directly through Facebook instead of using a third-party app like HootSuite.
And three, you can now choose to promote individual posts from within the newsfeed with Facebook’s new paid promotion feature. You can also see how many people see your posts organically and virally be clicking on the stats under each post.
Here’s what the rest of the Web was saying about Facebook marketing this week, including our picks for the top Facebook news bytes of the week!
5 Hot Facebook Marketing Trends, Mashable
Facebook looks completely different than it did a year ago, so it shouldn’t be surprising that marketing on the social network has also changed a great deal…. The combination of influences has ushered in the following trends. Read More>>
Facebook Marketing News – Best of the Week
Facebook Makes Its Own Advertising Problems, The Atlantic Wire
Facebook’s Advertising Problem, InformationWeek
On Facebook, ‘Likes’ Become Ads, NY Times
Facebook Marketing Best Practices
How to Improve your Facebook Marketing Campaign, Impact Branding & Design
New Facebook Features
Facebook Launches Promoted Posts For Pages, AllFacebook.com
Facebook Starts Folding Instagram In To Their Mobile App, Simply Zesty
Facebook Testing Page Like Sponsored Stories In Mobile News Feed, AllFacebook.com
More Facebook News
FTC eyes social-media ads with perks, USA Today
Facebook Tries, Tries Again on a Smartphone, NYTimes.com
Facebook Phone Faces Uphill Battle, InformationWeek
Study: Social media losing some pull with shoppers, Chicago Tribune
Facebook To Snap Up Face.com?, Huffington Post
Facebook Page Management Just Got Better: Discover the New Admin Roles, Emeric Ernoult, Director of Business Development