This week I attended Digital Summit Denver where I watched some of the top minds in digital marketing share their expertise. Speakers included superstars like Seth Godin, as well as accomplished corporate marketers like Cisco's Tina Shakour and Facebook's Jason Dailey. Below I've shared a summary of some of the top Facebook advertising insights shared at the conference.
Facebook is pay to play
Just two percent of business pages’ audiences are reached through organic methods, according to Tina Shakour of Cisco. However, paying to play is worth it as long as you are on the right (relevant) platform for reaching your audience. Social advertisements generate an eight times higher click through rate than display on desktop and a nine times higher CTR on mobile, according to Shakour.
Facebook is cheaper than other social media ad platforms
Good Facebook campaigns should be run for under $1.10 cost per click, says Shakour, and the average is under $.50. This compares to an average of $5.74 on LinkedIn. This is not to say LinkedIn can’t be incredibly valuable for B2B ad campaigns even with its higher cost, however.
Pay attention to Facebook’s relevance score
Facebook’s relevance score ranks the relevancy (not quality) of your ad — i.e., how relevant it is to the audience you are serving it to. The more positive interactions with your ad, the higher its relevancy score. Shakour says to aim for a score of 8. The key takeaway is that higher your relevance score is, the lower the cost per click is and the better the click through rate.
Facebook can drive more search
Facebook ads drive more mobile search volume, according to Jason Dailey of Facebook. In addition, he says combining Facebook ads with search campaigns can increase return on ad spend and conversions. His point — integrating your Facebook ad campaigns with your search strategy will generate better results.
First-party data is your competitive advantage
Your first-party data is your competitive advantage in both your Facebook and your search campaigns, according to Dailey. Everyone can access Facebook’s interest, partner, and demographic data, but your audience data is yours. Leverage this data in Facebook remarketing and Google retargeting campaigns.
It’s a mobile-first world
It is important to consider device targeting in your paid campaigns and to remember we are now in a mobile first world. Marketo’s Mike Tomita says he has found mobile traffic to be higher via social than search (34 percent v. 17 percent).
Look at which channels are producing more traffic from mobile vs. desktop and run campaigns accordingly. In addition, test square images vs. horizontal in your campaigns, particularly those you are running for mobile.
Do you have comments or questions about the Facebook ad insights shared at Digital Summit Denver? Post them in the comments section below.
