Marketing takeaways from Facebook's new look
Published: March 26, 2013
Author: Molly Shotwell
Today’s post is by Matt Prater, Director of Analytics at BlitzMetrics.
With Facebook’s recent announcement of Graph Search and the redesigned News Feed, marketers are planning how to take advantage of the new real estate.
The most obvious change is a much wider, cleaner News Feed that merges mobile and desktop into one unified experience. Content is now front and center, and we can apply different filters that allow us to choose from a stream of photos, music, or updates from our closest friends. Facebook has emphasized their passion with delivering the best mix of content to each user, and the new News Feed is a huge step forward.
What can we do as marketers to take advantage? Easy.
Explore new ad types and focus on content!
The new real estate allows us to deliver rich, engaging content sized up to 600×600 pixels. Page post ads will almost take up the entire screen, so we’ll need to make sure our content is relevant and engaging.
You should also plan to mix different ad types into your campaign. Last fall, “Sponsored Results” started appearing in the search bar. Even though there isn’t much traffic, these ad units are surprisingly powerful. We’ve seen CTR as high as 5-10%, and CPCs of $0.05 – $0.10.
So how will these ads look inside the new Graph Search? It’s a much wider bar – wide enough for them to have removed the Facebook logo! Another difference is that type-ahead results are much more responsive.
As more users start playing around with Graph Search, we’re expecting traffic to spike and Sponsored Result prices to catch up to the rest of the market, but this doesn’t mean that you shouldn’t use it!
Advertisers can use this ad unit to “brand bid” on competitors’ names or, even more powerful, target a set of users and bid on a wide range of popular keywords. This technique is especially sneaky because it isn’t even that obvious that the ads are “sponsored.”
Facebook’s ever-changing UI keeps everyone on their toes, and the most agile marketers who can adopt new techniques will be the winners every time.
– Matt Prater spends his professional life managing Facebook marketing campaigns, training agency partners, and working with brands such as Nickelodeon, Nike, Viacom, and PBS. His area of expertise includes ad campaign management and project development. Matt, a Colorado grad, has been a featured speaker at several social media workshops for agencies in Colombia as a part of the BlitzMetrics Certified Partner program. He is an avid tennis player and enjoys rock climbing, cycling, and travel.