Women may like Facebook more than men, as evidence by the fact that approximately 60% of the social network's population is female, but for marketers looking for consumers who like their ads, targeting men may be a more effective and cost-efficient approach.
That's according to a new study conducted by marketing software firm Kenshoo and Resolution Media which looked at 65bn Facebook ad impressions and 20m clicks over the course of the last year.
Mark Zuckerberg generated some headlines last week by saying that ‘at some point’ Facebook wants to be in the search business.
Speaking at the TechCrunch Disrupt conference in San Francisco, ‘The Zuck’ said that Facebook is generating around a billion queries a day already “and we’re not even trying”.
His comments pushed the Facebook share price up by more than 4%. So could Facebook be a Google killer? Is search the answer to its share price malaise?
Facebook certainly has the audience and a billion queries a day, if that’s accurate, is an impressive number. But if it were all about volume of users then Facebook would already be a bigger business than Google.
The reason why it’s not and why it may never be is down to a few obvious fundamentals.
Thank goodness it's Friday - and thank goodness Facebook updated their Mobile Application for the iOS. If there is anything worth doing before this weekend, it's making sure you have updated/downloaded version 5.0.
“We’ve rebuilt the app from the ground up, so now the app opens much faster and your news feed and notifications load right when you open Facebook,” the company’s product manager, Mick Johnson, wrote in a blog post on Thursday.
The iPhone (and iPad]) application has been notoriously slow for quite some time now. Uploading your own status updates and images was slow - trying to scroll through the newsfeed and view several hours of status updates was a sub-standard experience as well. Supposedly, the iOS Facebook App is two times faster because it’s built on Objective-C not HTML5. The navigation is mostly the same, with the exception of being able to side-swipe out of the newsfeed and into menu options.
Click fraud is an issue that just about every company using PPC advertising like Google AdWords must address at some point. While generally manageable, if you're not aware of it and you're not paying attention, click fraud can be the source of a costly lesson.
Much of the click fraud in the search PPC world comes from rogue publishers, who have an obvious incentive to inflate clicks to boost earnings.
Facebook has said all along that CTRs are irrelevant as a metric for social ads, instead trotting out the line that “you can’t click on a TV ad, but we know that they still work.”
If you were cynical you may think this was a way of masking the fact that people don’t click on Facebook ads in huge numbers.
But should social ads be treated differently to other digital channels such as display ads found on other sites or Google’s PPC ads, which are judged to a varying extent on their CTR?
A recent infographic from Wordstream compared the effectiveness of ads placed on Google and Facebook, highlighting that the average CTR for Facebook ads is 0.051% compared to 0.4% for Google.
But this discrepancy is to be expected, as Google ads are presented when a user is actively searching for information about a particular topic or product while Facebook ads appear when the user is essentially socialising.
Following GM's decision to ditch paid Facebook ads prior to the social network's much-anticipated IPO, reports surfaced indicating that the break-up was due to Facebook's refusal to allow the automaker to run bigger, bolder ads.
Although the world's largest social network has been ratcheting up its monetization efforts, it has understandably been cautious about giving advertisers free reign. After all, if advertisers had their way, Facebook would probably be plastered with ads.
Facebook has launched a marketing classroom that aims to help businesses build their presence on the social network.
It features video demonstrations, livestreamed events and worksheets that focus on areas such as Sponsored Stories, as well as how to measure and improve ad campaigns.
The first live learning event is scheduled for Thursday afternoon at 5.30pm GMT and is entitled ‘Exploring the New Facebook Pages’.
Social enterprise software company Buddy Media has acquired Brighter Option in a move that extends the company’s services to include paid Facebook ads.
London-based Brighter Option is a Facebook Ads API partner that provides social ad management software.
With more than 750m users, Facebook is one of the most populous online
hubs through which consumers can be reached.
That, not surprisingly, has
made it a platform of significance to brands which thrive only when
they reach consumers.
On the surface, many brands are succeeding, piling up 'likes' for their
Facebook Pages by the tens of thousands, hundreds of thousands, and in
some instances, millions.
But according to London-based monitoring and
analytics company Market Sentinel, brands aren't doing as well on
Facebook as it might appear.
Many advertisers are increasingly making room in their budgets for Facebook ads, but over the years, there's been a lot of talk about the general ineffectiveness of them compared to say, Google AdWords.
One of the obvious challenges with Facebook ads is that it is a social network. Unlike search, which lends itself to ads targeted to a particular search query, the site is generally being used as a tool of leisure.
That makes creating ads that stand out difficult.