Marketing Pilgrim Published: “Facebook Launches Custom Audience Ads to Promote Mobile App Engagement” plus 1 more

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Facebook Launches Custom Audience Ads to Promote Mobile App Engagement Posted: 28 Jan 2014 03:05 PM PST Facebook just launched an ad customization tool to help mobile app owners keep their users engaged. With a few simple clicks, a marketer can design a campaign that speaks to a very specific sub-set of users nudging them to complete or continue a desired behavior. There are probably a hundred different ways to mix and match the available data but you’re mostly looking at four types of actions; registration, purchase, app opens and rewards. For each campaign you create a new “custom audience.” Let’s say we want to nudge people who haven’t made a purchase in awhile to come back and buy again. After filling in the description boxes, you choose “Mobile Purchase” from a selection of completed events. (Other events in this field include “Mobile App Launches”). You can then specify the dollar amount spent over what time period. Pick all of the people who spent more than $100, or go for the cheapskates. The strength of this new tool lies in the “exclude” option. So in the above example you could pick everyone who shopped in the past 30 days, excluding people who shopped this past week. Remember, the idea here is to nudge people who are slacking. Don’t waste your time chasing (and potentially annoying) folks who are active users. One of the most powerful parts of this tool is the ability to target customers who left items in an app shopping cart or who started but didn’t complete the registration process. You can also target users who have used the app but haven’t returned recently and users who have reached a certain level in a game app. Says Facebook: JackThreads tested this new capability and achieved over 8x Return on Ad Spend by targeting people from their mobile app who added items to their carts but did not complete a purchase. And in another campaign, JackThreads achieved over 4x Return on Ad Spend by targeting purchasers from the last 30 days, but not from the past day. An example of the custom ads is on the mobile image at the top of this post. The custom audience ads for mobile apps is rolling out now. If you don’t have the option yet, you’ll have it soon. Next, Facebook will roll out the ability to create similar ads based on website actions. For example, target people who visited your website in the past week with an ad suggesting they try your app. Or targeting people who registered on your website, suggesting that they can now easily shop through their mobile app. All in all, a very powerful tool if used wisely. Click here to learn how to create your own Facebook custom audience campaigns.

Facebook Leads Revenue Per Visit but Tumblr is Number 2 Posted: 28 Jan 2014 01:27 PM PST Hear that? That’s the sound of a massive Tumblr rolling right at you. While you’ve been busy with Pinterest and Instagram, this beast has been slowly gathering mass and and now it’s too big to ignore. According to Adobe’s just released Q4 2013 Social Media Intelligence Report, Tumblr’s RPV (Revenue Per Visit) rose 340% year-over-year making it the fastest growing network. But the real proof is in the dollars. Let me clarify some of these numbers for you. Blue bars are Q4 2013, gray bar is Q4 2012. On the left we have Facebook rising from $0.71 to $1.22 (72% growth). On the far right we have Tumblr jumping from $0.25 to $1.10. Twitter and Pinterest both come in under $1 RVP but they both showed impressive growth – 244% for Pinterest, 131% for Twitter. Facebook’s growth of only 72% is an interesting sign. Sure, they’ve got the highest dollar figure right now but are they pretty much maxed out? Unless something changes drastically in the next year, Tumblr and Pinterest could be topping Facebook by Q4 2014. How weird would that be? Here’s another sign of trouble. Though a clear leader in social referrals,  Facebook lost ground this past year while Pinterest and Twitter showed gains. The problem is simple, once everyone in the world already uses your service, there’s no room to go anywhere but down. Their only hope is to open a kids division for the 0-13 crowd. Kids have more discretionary income than your average adult, right. . . ? A few other facts from the report: Paid Social Trends: Facebook's ad click through rate (CTR) is up 365 percent YoY and Facebook cost per thousand impressions (CPMs) increased 437 percent YoY. Facebook CPCs were even YoY, with the exception of a 29 percent spike during the holiday season. Facebook ad click volume is up 125 percent YoY. Earned Social Trends: Social engagement with brand posts on Facebook rose 180 percent YoY Brand post impressions are up 150 percent YoY. Brand posts with images produced a 650% higher engagement rate than regular text posts (up 10%) Posts with links, text or video yielded less engagement YoY. First thing I see here is that it wasn’t my imagination, people on Facebook aren’t clicking “like” as often as they used to. I think that’s “like” fatigue. That button is on every article, photo and video all over the web and people just don’t see it or care enough to us it anymore. The report also states clearly that photo posts are the only types people are responding to. Engagement rates on text, links, even video posts have decreased. What I take away from this is that when it comes to social media, people don’t want to work for it. They don’t want to read or take the time to watch a video. They want to see an image and make a decision – click to own it or keep scrolling for more. That makes me sad. How about you? Are you willing to go all image all the time if that’s what it takes? Join the Marketing Pilgrim Facebook Community

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