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Category Archives: Facebook

Will Custom Audiences Replace Fans in Facebook Advertising?

By Terry Sheridan

Digital Advertisers, with some minor deviations, mostly understand the Facebook conversion funnel as a four step process:

1. Grow fan base.

2. Promote a genuine interest in your community and product.

3. Host contests and giveaways to excite, surprise, and delight

4. Drive traffic to your website to convert. Continue reading

3 Statistics to Judge Early Facebook Advertising Performance

By Noah Jarosh

In baseball, the two most important stats are the number of runs scored against your team and the number of runs your team scores. For individual players, things like ERA, OPS, and batting average are key statistics. They are the numbers that directly weigh how well you are achieving your end goal—to get on base for batters, to keep players off the base paths for pitchers.

However, outside of these primary statistics are a number of peripheral figures that can help indicate future performance: strikeouts and walks, batting average on balls in play, etc. These aren’t figures that show an end-goal, but they can be excellent resources when attempting to estimate how a player will perform moving forward.

There is a similar concept with Facebook advertising. There are, of course, KPIs that are expected to be met. These are things like acquiring a certain number of new fans for a Facebook page, earning a certain number of engagement, and driving ROI in e-commerce advertisements. Likes, engagements, conversions, app installs, etc. The end goals.

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Understanding the Facebook Ad Funnel

By Tim Bosch and Michael Harari

The Facebook algorithm has significantly changed over the last year. Because of this, it’s now harder to organically reach your fans with content. Obviously, your brand wants its photos and videos to be seen, so promotion through Facebook’s ad platform is necessary. But on what terms? Not every single piece of content deserves to be promoted, yet, the right piece of content (visual, message, etc.) has the potential to go further than promoting every post.

What does targeting look like? What type of ads work best in each segment of the funnel? How do you measure for success? The infographic below will help guide you through the Facebook Ad Funnel.

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3 Reasons Why Getting Rid of “Like-Gating” is a Good Thing

By Dylan O’Shea

As you may have heard by now, Facebook has announced that it is no longer allowing “like-gating” to be used.  The “like-gate” is a frequently-used method which requires users to “like” a page before being able to enter a competition, use a particular app, or view content within that page.  This method was deployed in an effort to drive up the number of “likes” for a respective Facebook page which has long been one of the key performance indicators of a brands Facebook presence. Continue reading

The Dos and Don’ts of Posting on Facebook

By Corey Smock

Navigating Facebook’s ever-changing algorithm can be a tall task for marketers. Organic reach is becoming more difficult to come by and engagement rates are plummeting. Facebook remains overly picky about what it does and doesn’t like to see from brands. Luckily, there is still hope for us out there. We just have to be strategic. Continue reading

Facebook’s Right-Rail Ads Making a Comeback

By Tim Bosch

The original Facebook ad placement goes by many names: right-hand column, right sidebar, and right rail. Whatever you choose to call this placement, the right column has been the slowest area on Facebook to evolve. They have had the same 100 X 72 specs for years. The other ad placement options, the mobile and desktop News Feeds, have become the clear favorite when it comes to driving meaningful user-action on Facebook. However, with organic reach dropping and advertisers beefing up ad spends in the News Feed, Facebook has become an extremely competitive marketplace. Starting today, Facebook will begin rolling out a new design for ads in the right column. Continue reading

5 Things to Know About Facebook’s New Audience Insights Tool

By: Noah Jarosh

In recent weeks, Facebook has been rolling out a new feature to advertisers: Audience Insights. Much like page insights, Audience Insights allow page managers to see information about their specific audience on Facebook. Here are five things you should know about this great new tool before jumping in!

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3 Ways to Use Active Social Listening as a Priceless (and Free) Market Research Tool

By Candie Harris

As a former brand marketer, if someone had told me I could have access to the hearts and minds of my most loyal consumers (as well as my competitor’s), my first question would be: “How?” My second question would be: “How much will it cost?” Having spent hundreds of thousands of dollars on various market research studies, I know how valuable key consumer insights are and how difficult they are to get. The explosion of social media platforms and communities provide a great amount of consumer insight treasures if you know how to find them. And, although there are a plethora of listening tools out there, true insights come only when individuals listen and think about how their brands could potentially be impacted.

Here are three quick (and free) tips to get you started: Continue reading

5 Ways to Get Your Facebook Reach Back

By Tim Bosch

Every day, the Facebook News Feed is capable of showing a user an average of 1,500 potential stories, but the network only prioritizes about 300 of these posts. Therefore, it’s essential that marketers know which posting tactics will keep a brand in users’ feeds. Below are 5 ways to start improving your Facebook reach today. Continue reading

3 Reasons Why Facebook Should Still Be The Center Of Your Social Media Strategy

By Tiffany Hopkins

Teens aren’t into it because their parents are on it. Marketers are bitter because they’re being forced to spend ad dollars to reach fans. Have you joined the anti-Facebook bandwagon? Before your brand follows Eat24’s lead and bids adieu to the platform, make sure you seriously consider these three reasons why it’s probably not a good idea.

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