Successfully generating a return on investment from Facebook marketing has become more difficult than ever. With more than 1.7 billion users and a growing number of advertisers all vying to capture market share, creating a successful campaign is no easy task.
An often-overlooked source of insights that can help you better understand what makes Facebook users tick is Facebook IQ. This blog-like site from Facebook publishes regular content that uses Facebook insights and data analysis and opinions from top researchers, sociologists, anthropologists, scientists and others to enable marketers to better understand their target audiences. Categorized by topic, articles offer valuable information for those who are planning Facebook campaigns. As well, the Industry Research section of the site provides beneficial articles specifically about Facebook marketing on topics such as media planning, testing campaigns, optimizing audience buying and reaching full campaign potential.
Facebook Insights is also a fundamental resource for anyone who is considering ad spend on Facebook. This has long been used by those who understand the importance of data when making marketing decisions. And, the tools have become easier to use over the years, offering clear data sets with easy-to-navigate, customizable graphs.
What’s New in Facebook
If there’s one constant in Facebook, it’s that it’s always evolving and being updated. In fact, there have been some recent changes that marketers should be aware of. These include:
- Updated Layout – Facebook recently announced an official update to its business page layout. The changes include different positioning of images, more prominent call-to-action buttons and improved navigation.
- The End to the 20% Text Rule – Facebook recently eliminated this rule that rejected ads with more than 20% text. Now, marketers can have as much text as they want in their Facebook ads.
- New Video Metrics – Those that publish videos on Facebook will appreciate new metrics that can offer greater insights into their visibility. These include audience demographics by age, gender and geographic locations.
- Custom Audiences – Marketers can now create audiences of people who are most active on their websites. This is available to Facebook advertisers creating audiences from the Facebook Ads Manager or Power Editor.
Want guidance in your Facebook marketing campaigns? Contact the experts at Connected Culture.