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Author: Dennis Yu

Facebook advertising is not a stand-alone skill

I recently spent the afternoon with Dr. Karen Freberg, professor of social media at the University of Louisville.  Unlike most educators in this space who teach “social media” basics according to an outdated curriculum approved 3 years ago, she has a capstone structure.  Working professionals come in to teach current practice, imparting real-world, relevant skills. Take […]

What do you really “like” on Facebook?

Look closely at the boosted post results here. 170 people liked the post. 78 clicked to read the article. This means that nearly 100 people clicked like on the post, but didn’t read it. Are they merely agreeing with the headline of the article? Or maybe they just like the person making the post or the […]

71 video views but 1428 likes?

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Impressions, ad spend, and interactions come in at different intervals. That’s why you can have CTR higher than 100% at times, as you’ve seen. Or sometimes an absurdly high CPM, such as $20 to serve 50 impressions. But in the case of this video, which comes a few minutes after the Golden State Warriors win […]

Saved target audiences save you time

You used to need Power Editor to create and use a saved target audience. But now you can use them when boosting posts straight from your timeline – super convenient. And you can create saved audiences in any of the other three ad interfaces: timeline, Ads Manager, mobile Ads Manager, and Power Editor. A saved target audience […]

Why some Facebook ad pros should be worried

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You probably have seen Facebook Go or related programs where Facebook will set up ad campaigns directly for clients. They’ll consult on strategy, explain how certain features work, build ads with you, and suggest optimizations. But wait… If Facebook is building the ads, then what about you as an agency, consultant, or in-house marketer? Certainly there’s no […]

If you’re doing only Facebook retargeting, prepare to get left in the dust

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You’ve probably heard me say that smart social advertising is starting to look like paid marketing automation. In other words, you’re sending micro-targeted messages via channels other than email, triggered by a user action. Thus, the most powerful of marketing automation techniques is retargeting, by this broader definition. You’ve seen how custom audiences on Facebook are […]

You’re about to lose the majority of your Partner Category targeting!

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Better create your ads now or lose access to the majority of PC targets, unless you are connected enough to be able to make requests. Most people are not using partner category targeting because: –oCPM works so well– doing most of the heavy lifting. -They’ve gotten into content marketing, driven by multiple custom audience and […]

5 (shaky) reasons for B2B Marketers to avoid Facebook

So you’re a B2B marketer, and maybe you’re wondering whether Facebook advertising can work for you. Maybe you haven’t checked in on the platform much lately and wonder and why stock prices have shot up over the last six months. Maybe you’ve heard that Facebook advertising absolutely doesn’t work for B2B. Well, let me tell when that […]

Paid Facebook impressions have no correlation to organic? False!

Some folks recently said that there was no correlation between amplifying a post and the number of organic impressions. The analysis had 5,000 posts from 1,500 pages, which should be a decent sample size. But there are a bunch of arguments to make against this position; I’ll outline just a few of them here. 1)     Paid posts […]

Facebook making a big push with direct sales

Facebook has been expanding their sales team to businesses of all sizes. They are now positioned as “Facebook Ad Experts” instead of newly minted sales reps. Here’s what we’re seeing: Historically, reaching a live person at Facebook was hard, as it meant you were talking with an engineer, product, or marketing person in Palo Alto. […]

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