Promoted Page Likes Now Available Globally

Today we're announcing the global rollout of Promoted Page Likes, an easier way for Page owners to run ads that promote their Pages. First made available to U.S. businesses in December, Promoted Page Likes allow Page owners to create ads aimed at gaining new fans directly from their Page.
 
Promoted Page Like ads can run on both the mobile and desktop News Feed. Getting started is easy: simply click the Promoted Page Likes panel in the Page admin view and select your budget. You can target your audience by selecting a location.
 
To learn more and start your Page Like campaign, visit www.facebook.com/business/promoted-like.
 
 
 

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Announcing the Winners of the 2013 Facebook Studio Awards

Announcing the Winners of the 2013 Facebook Studio Awards

In late March, members of Facebook's Creative Council gathered in New York to review hundreds of campaigns submitted for the second annual Facebook Studio Awards. Serving as the jury, they debated work submitted by brands and agencies from 59 countries around the world to decide this year's winners. Take a look at the winning work here.

This year, there was a noticeable shift from application development to a focus on content that tells a story in the News Feed through compelling copywriting and photography:

"Every day we work with brand and agency partners to help them understand the benefits of Facebook and leverage its creative canvas and unmatched scale. Last year, brands tried to push the technical limits of Facebook, and digital platforms overall. Now, in just one year’s time, we were pleased with the renewed focus on the craft of great storytelling through publishing.” – Mark D’Arcy, Head of Global Creative Solutions, Facebook

The Oreo Daily Twist campaign mastered that approach and the jury selected it for the Blue Award. To celebrate the brand's 100th anniversary, Oreo used Facebook to create 100 Page Post ads in 100 days. The ads were beautifully designed, timely and relevant, referencing current events from around the world, such as the Olympics and Mars Rover Landing.

According to D’Arcy:

"Oreo, 360i and Draftfcb were successful because they had an approach that used creative talent designed around a marketing structure to keep pace with, listen to and connect with people. The structure is like a current-day version of a newsroom environment and people love itand the numbers prove its success.”

Congratulations to the agencies and brands behind this year’s outstanding work. See you next year!

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Announcing the UK Advisory Board

At Facebook, we are always working to improve the service we deliver to marketers. That means being in constant contact with our industry partners, listening to their needs, and working together to help make their marketing efforts on Facebook more effective and efficient. Today we are announcing the creation of the UK Advisory Board, a formal body that will further enhance that working relationship. The board, which includes representatives from several brands and agencies, will meet approximately four times a year to discuss product development, campaign measurement and insights, and marketing best practices.

The formation of the UK Advisory Board is the latest step in our ongoing commitment to the country's marketers and our desire to give them the support they need to get the best results on Facebook.

Under the leadership of Christian Hernandez and Stephen Haines, our UK brand and agency teams are able to offer a complete range of marketing solutions – from brand building to direct response advertising. In the past year we have also created industry-specific teams, with specialized knowledge across different fields, including telecom, FMCG, automotive, and fashion.

Facebook UK Advisory Board members are:

Brand Representatives

  • Matt Atkinson – Tesco

  • Sarah Mansfield – Unilever

  • Spencer McHugh – EE

  • Jason Richards – PepsiCo

  • Jon Woods – Coca Cola

Agency Representatives

  • Karen Blackett – MediaCom

  • Gerry Boyle – ZenithOptimedia

  • Phillippa Brown – Omnicom

  • Mark Creighton – Mindshare

  • Pippa Glucklich – Starcom MediaVest

  • Rob Horler – Aegis

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Announcing a New Mobile Layout for Facebook Pages

Announcing a New Mobile Layout for Facebook Pages

Each day, millions of people visit Facebook Pages—and almost half access them from their mobile phones. This is why we developed a new mobile Pages layout tailored to the way people look for information on their mobile devices.

A Page is a business’s identity on Facebook, so we’re making it easier for your current and potential customers to interact with your Page in a way that’s both efficient and useful.

Design improvements to mobile Pages include:

For people

  • A cleaner, simpler look, with better Page layouts for mobile viewing

  • More relevant information up front so people can see the information they care about most—such as location and photos—at a glance

  • Streamlined and prominent ways to interact with Pages, including actions such as Like, Call, Message, and Share, all of which now appear at the top of Pages

For Page owners

  • Higher-appearing pinned posts, where admins can pin important posts (including offers or videos) from their desktops; these posts are now front and center when Pages are accessed on mobile devices

  • Easier mobile management, allowing Page owners to easily switch between public and admin views directly from their mobile Pages/devices

Starting today, these updates are accessible via mobile browsers and the Facebook iOS app. New mobile Pages on the Android app are coming soon.

As a Page owner, there’s no need to do anything to prepare your Page in advance of these updates, but it’s important to make sure the information currently listed on your Page is complete and up to date.

For more information on these updates and Facebook Pages, click here.

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Join Us: Live Q&A with the Mobile App Install Ads Team

Join Us: Live Q&A with the Mobile App Install Ads Team

Come hear directly from the team that built mobile app install ads about the new features and best practices for using the product. You’ll also have a chance to ask live questions. We will be holding this live event on Wednesday, April 17 at 10:00am PST/1:00pm EST.

Click here to register.

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Partner Categories, a New Self-Serve Targeting Feature

Today we’re launching partner categories, a new way to target ads to more categories of people. For example, a local car dealership can now show ads to people who are likely in the market for a new car who live near their dealership. To date, advertisers have been able to show ads to people based on their expressed interests on Facebook. Now with partner categories, they can also show ads to people on Facebook based on the products and brands they buy across both desktop and mobile.
 
Partner categories uses data from select third parties including Acxiom, Datalogix, and Epsilon.  No personal information is shared between Facebook, third parties or advertisers. Partner categories work the same way all targeting on Facebook works. The advertiser only knows the size of the audience and can’t access any information about individuals included in a category. For more on this, see our post here.
 
Companies have long used this type of targeting off of Facebook, and we are excited to make this available to advertisers of all sizes on Facebook.
 
At launch, partner categories includes more than 500 unique groups. In addition, partner categories works with other Facebook targeting options, so advertisers can further refine their campaigns to reach only the right people. Ads that are well targeted benefit the advertisers who run them by driving higher return on investment and are a better experience for people who see more relevant ads. 
 
Partner categories will be available to US advertisers in Power Editor and through the API starting today. Here's a preview:
 

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Ads Manager: Making it Easier to Track Campaign Performance

The main goal of Facebook’s Ads Manager is to give advertisers insight into how their ad campaigns are helping them to achieve their marketing goals. Every month, hundreds of thousands of marketers use Ads Manager to monitor campaign performance and optimize their ad budgets, delivery, bids, targeting, and creative.

Today we're announcing updates to Ads Manager to make it even easier for advertisers to see how they're performing against specific goals and to calculate their return on investment. These updates address feedback we’ve heard from advertisers who use Ads Manager to monitor their Facebook campaigns.

A bigger focus on specific advertising goals
We know that marketers on Facebook have various goals. Some might care about app installs, some might want new fans for their Page, and some might want to increase people’s interactions with their posts. We are now helping marketers better identify what user actions drive their specific advertising goals. When advertisers create their ads in the ad create tool, they can choose from any of the following advertising goals. Now Ads Manager will display the actions they care about most more prominently in their campaign summary page.
 
 
 
For example, if an advertiser says their advertising goal is "Get More Page Likes," the campaign summary page in Ads Manager will now show "Page Likes" more prominently, and it will calculate "Cost per Page Like" for your ads. We're giving advertisers the tools to more accurately track cost per action so they can better evaluate how their ads are performing against their goals and make appropriate optimization decisions.
 
 
Matt Polito of the Café Press company, Invitation Box, sums up this change: "In the past, Facebook's Ads Manager would show me a summary of all the actions for my campaign. Now it clearly shows me engagement and cost per engagement for my ad so I can quickly determine if my campaign is performing well against my goal of increasing engagement."
 
Making it easier to assess campaign ROI
Just like we are making it easier to focus on a marketer’s specific goals, we are also making it easier to calculate an ad campaign’s return on investment. If an advertiser is running ads to drive people to its website and is using conversion tracking with their ads, the advertiser will automatically see their resulting conversions reported back to them more prominently in Ads Manager. The advertiser will also see the calculated "Cost per Conversion" for each ad. Additionally, if they assign a value to each conversion in their tracking pixel, we will calculate the total “Conversion Value” of all conversions for that ad.
 
 
We're rolling this out globally and it will be available to all advertisers in the coming weeks. To find out more about these updates please visit our Help Center. To learn more about Ads Manager best practices, download our Ads Manager Guide.
 

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New Updates to Mobile App Install Ads

In the fall we introduced mobile app install ads, a way for developers and marketers to drive people to download apps directly from the News Feed. Today we’re excited to announce two new updates that will make it easier for marketers to create and tailor mobile app install ad campaigns. 
 
More ways to reach the right people on the right devices

We've enhanced our device targeting to allow you to reach people on specific versions of Android and iOS mobile operating systems and devices with Wi-Fi only connections.

Now you can tailor specific messages to people based on which operating system version they are using (e.g., iOS 6 or Jelly Bean 4.2), which means that you can reach people with the version of your app that will work best on their device. 

You may also want to target campaigns to reach only people who are connected to Wi-Fi, because it signals a person may have more time and bandwidth to download and check out your app. This new targeting option is a particularly good fit for apps that require significant data usage. 

Build and launch mobile app install ads more easily through the ad create tool

The ad create tool is an easy way to design ad campaigns.  Just like you create ad campaigns for sponsored stories and Page like ads, you can now use the ad create tool to get a mobile app install ad campaign up and running in minutes. 

These updates to the ad create tool will be available starting in the English version of the tool, and will roll out to other languages soon.

We hope that these updates will help businesses more effectively design mobile campaigns. Brands across verticals and countries have already seen great success using mobile app install ads. For example, O2, a UK communications company, used mobile app install ads to catapult its new music app, O2 Tracks, to #6 in Apple’s App Store just days after launching and reached an audience of over nine million people during its three-day marketing campaign on Facebook. And Poshmark, an online retail business, has seen 3x greater ROI from Facebook mobile app install ads compared to other advertising channels.

For more information on mobile app install ads, check out a recent panel discussion we hosted about running mobile app install ad campaigns. We will also be holding a live Q&A with the product team on April 17, 2013– click here to register.  During the Q&A, you will hear directly from the team that built mobile app install ads about the new features and best practices for using the product.
 

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FBX Now Both in Desktop News Feed and Right-Hand Side

FBX Now Both in Desktop News Feed and Right-Hand Side

Last fall we introduced Facebook Exchange (FBX), a way for businesses to show ads to people on Facebook based on their online browsing interests. Today we are launching a small alpha test to introduce FBX-targeted ads in News Feed.
 
We wanted to give advertisers and agencies the opportunity to deliver highly relevant ads in News Feed, the most engaging place on the web. Previously, advertisers could run standard ads on the right hand side of Facebook on the desktop.  Starting today, advertisers can run Page post link ads on the right-hand side of Facebook and in News Feed on desktop. As they do today, these ads will point back to specific landing pages to help direct-response advertisers drive conversions.  
 
Allowing advertisers to reach people in News Feed is important because people spend more time in News Feed than any other part of Facebook. We also believe that ads delivered through FBX will create more relevant ads for people. Introducing Facebook Exchange in Desktop News Feed will not change the number of ads people see in their News Feeds.
 
As part of this closed alpha test, we are working with a small number of demand side platforms (DSPs) including TellApart, MediaMath, and Nanigans. Over the coming weeks, we’ll expand to make these ads available to additional DSPs and advertisers.
 
 

Tags: facebook exchange,  

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Measuring Success: Cross-Publisher Effectiveness

Measuring Success: Cross-Publisher Effectiveness

In today's complex media landscape, marketers want to know how to move beyond media silos to measure holistically across publishers.

James Dailey from Facebook’s measurement team and Rob Gatto, president of Aggregate Knowledge, met up recently to discuss how to approach consistent, cross-publisher advertising measurement. According to James and Rob, the key metrics that matter are reach and overlap, cost per unique user reached, and each buy’s contribution to actual business metrics like sales. 
 
Key takeaways from their discussion include:
  • Holistic, consistent measurement across platforms is key to understanding ad effectiveness
  • Focusing on business outcomes rather than only media metrics like clicks is also critical
  • The tools exist today to gain intelligence quickly, make decisions, and take action
Watch the 15-minute talk to learn more:
 

 
 

Tags: measurement & insights,  

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