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The Latest Facebook Advertising Update Explained

SEO’s Guide to FaceBook Advertising Part III

Writing this week-long series of posts about the opportunities available with [tag]Facebook[/tag] [tag]advertising[/tag] and marketing could not have been better timed, as today’s announcement that Facebook’s advertising scheme is slightly changing proves.

I am therefore going to change my original plans today, and write about the new features put in place for advertisers by Facebook. All of the old features are still there, only they have been slightly re-branded and repackaged.

Some new features have appeared, and most of these features will benefit corporates and marketers, especially SMEs and local businesses.

The New Features

First of all, and probably the most important thing to note if you’ve been researching advertising on Facebook or have read the last couple of this week’s posts on [tag]Facebook Advertising[/tag], is the fact that the vocabulary has slightly changed.

When logging onto the ‘Facebook Advertisers’ page, you now have two choices: either go for the ‘social ads’ which are simply the same flyers as before, but with a new name, or go for the ‘Facebook Pages’ which are the completely new feature.

Previously, if a business wanted to build an online presence on the social networking site, it had to create profile page pretending it was a person or make do with a group. Furthermore, there have been rumors that businesses setting up personal pages to promote themselves were having their page removed.

Facebook obviously wanted to find a way to differentiate between corporate and personal pages.

Who knows, maybe in the future you ll have a professional and a personal page on Facebook…

So what can a business do with a ‘Facebook Page’? Well, they can build up their database of customers and carry out some marketing/advertising, they can message all of these members when they have a promotion on, they can post pictures, videos, flash animations, and add any application already available on Facebook!

Basically, you can now do for your business what you have been doing for yourself: absolute self-promotion!

Here is a screenshot of the newly created [tag]SiteVisibility[/tag] Facebook Page:

Once you have created your Business’ page, you can then start undertaking advertising campaigns to bring Facebook users to your page, which ultimately should increase the amount of traffic to your website, or brand awareness at least.

To do this, you simply need to click on the Page Manager icon at the top left hand side of your screen, underneath the search box.

The Page Manager is the application which allows you to create these pages. this is the new application Facebook has rolled out to allow businesses to advertise on Facebook, and is basically an Editor.

I am still learning about the functionalities of the new Page Manager, but it seems to be the only to edit information. You do not need to install it, as it will be done automatically when you go to the advertiser page and start creating your Facebook Page.

I was supposed to review Facebook polls today, but these new announcements and changes to the structure of Facebook deserved the attention! Plus I can’t find the polls anymore…

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15 Comments
  • Marc Levy on November 9, 2007

    Great info… how do you actually set-up a ‘business page’ on facebook? Do you have to sign-up again, but as a business?

  • Marc Levy on November 9, 2007

    Great info… how do you actually set-up a ‘business page’ on facebook? Do you have to sign-up again, but as a business?

  • Eloi on November 9, 2007

    If you already have a profile on facebook, all you need to do is click on the ‘advertisers’ link at the bottom of the page, and select the left hand side option of ‘creating a Facebook page’.

    This will allow you (the person you were logged in as in the first place) to create the profile, and automatically become administrator of the group, giving you all the usual group functionalities.

    Alternatively, if you do not have an existing Facebook profile, you can create a page by clicking on the same advertiser link on the facebook.com page, and then specify that you do not have an existing profile. Facebook will then create one for you, and associate your profile with the group and all admin functions.

  • Eloi on November 9, 2007

    If you already have a profile on facebook, all you need to do is click on the ‘advertisers’ link at the bottom of the page, and select the left hand side option of ‘creating a Facebook page’.

    This will allow you (the person you were logged in as in the first place) to create the profile, and automatically become administrator of the group, giving you all the usual group functionalities.

    Alternatively, if you do not have an existing Facebook profile, you can create a page by clicking on the same advertiser link on the facebook.com page, and then specify that you do not have an existing profile. Facebook will then create one for you, and associate your profile with the group and all admin functions.

  • Nick Christian on November 14, 2007

    You’ve turned me into a Facebook AdStats geek!

    I’ve just posted our first facebook ad for the highly economical sum of 10 cents per click.

    I’m going to spend the rest of the day refreshing the stats page and getting a thrill each time the click count increases.

  • Nick Christian on November 14, 2007

    You’ve turned me into a Facebook AdStats geek!

    I’ve just posted our first facebook ad for the highly economical sum of 10 cents per click.

    I’m going to spend the rest of the day refreshing the stats page and getting a thrill each time the click count increases.

  • Eloi on November 14, 2007

    Haha !! Well done Nick, I have become a little bit of Facebook geek as well since these advertising progras have been rolled out… There is a great market to tap into on Facebook, but I don’t think it’s for ervy business.

  • Eloi on November 14, 2007

    Haha !! Well done Nick, I have become a little bit of Facebook geek as well since these advertising progras have been rolled out… There is a great market to tap into on Facebook, but I don’t think it’s for ervy business.

  • Nick Christian on November 14, 2007

    No but for ours it’s ideal. We have one ad so far for our student jobs site and the ad program is perfect because it enables us to specifically target students within a particular age range which really minimises waste. It should work the same with our ski jobs site, just aiming at people who have the word “ski” in their profile.

    One thing I don’t understand is the relationship between your bid and the number of impressions. We At 10 cents per click it seemed to top out at 25,000 impressions, so I increased it to twenty and the numbers went up again. Is there some small (or large) print that i should have read but haven’t?

    Y’all are providing an outstanding service.

    *salutes*

  • Nick Christian on November 14, 2007

    No but for ours it’s ideal. We have one ad so far for our student jobs site and the ad program is perfect because it enables us to specifically target students within a particular age range which really minimises waste. It should work the same with our ski jobs site, just aiming at people who have the word “ski” in their profile.

    One thing I don’t understand is the relationship between your bid and the number of impressions. We At 10 cents per click it seemed to top out at 25,000 impressions, so I increased it to twenty and the numbers went up again. Is there some small (or large) print that i should have read but haven’t?

    Y’all are providing an outstanding service.

    *salutes*

  • Eloi on November 14, 2007

    Mm That’s really interesting Nick, I am going to have a look into this relation between the minimum bid and the amount of maximum impressions… I haden’t heard of it before.

    In your client’s case, Facebook seems to be a perfect platform for recruitment!

  • Eloi on November 14, 2007

    Mm That’s really interesting Nick, I am going to have a look into this relation between the minimum bid and the amount of maximum impressions… I haden’t heard of it before.

    In your client’s case, Facebook seems to be a perfect platform for recruitment!

  • Brad on December 24, 2007

    Nick,
    I think you have the facebook advertising scheme backwards. Your price per click that you set is a bid. What facebook does is take the highest bidders and fulfills their ad quotas first, and then works down the bid list. This maximizes facebook’s revenue. By raising your bid 100%, you more than doubled facebook’s revenue off of you for almost the same output. It’s a reverse auction and unfortunately you were bidding up instead of down.

    Instead, what I suggest you do is slowly decrease the cost per click you bid until your daily quota falls below what you require. Then return to that minimum bid number that provides you the number of clicks you want. That will provide you the number of clicks-throughs you want at the minimum price for your desired to quota to be met.

    Additionally, if you have data that tells you what your profit per site visit is from this demographic, then you can incorporate the facebook bid price and number of click-throughs to maximize the profit for your company, which may or may not be the minimum bid price or maximum number of click-throughs.

    Hopefully that will help a little bit and good luck!

  • Brad on December 24, 2007

    Nick,
    I think you have the facebook advertising scheme backwards. Your price per click that you set is a bid. What facebook does is take the highest bidders and fulfills their ad quotas first, and then works down the bid list. This maximizes facebook’s revenue. By raising your bid 100%, you more than doubled facebook’s revenue off of you for almost the same output. It’s a reverse auction and unfortunately you were bidding up instead of down.

    Instead, what I suggest you do is slowly decrease the cost per click you bid until your daily quota falls below what you require. Then return to that minimum bid number that provides you the number of clicks you want. That will provide you the number of clicks-throughs you want at the minimum price for your desired to quota to be met.

    Additionally, if you have data that tells you what your profit per site visit is from this demographic, then you can incorporate the facebook bid price and number of click-throughs to maximize the profit for your company, which may or may not be the minimum bid price or maximum number of click-throughs.

    Hopefully that will help a little bit and good luck!

  • Dan Callaghan on September 21, 2010

    I havenet really thought about Facebook as a form of promotion, as am a bit wary of them, and none of my clients have really needed this type of promotion or so I thought, i will howevery after reading this post have a look

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