September 24, 2010 by Richard Meyer
"An advertiser can produce the best creative ad in the world, but knowing your friends really love drinking Coke is the best endorsement for Coke you can possibly get."
–Mark Zuckerberg, Facebook founder, as quoted by Bloomberg Businessweek
Product websites are not dead as some would have you believe and you don't always need to deep Facebook brand page to succeed but Facebook has so many eyes right now that you have to think of Facebook as an extension of your website and search marketing.
Facebook's appeal to large brand advertisers is at least partly a function of its size.Facebook has around 550 million members around the world, about 165 million in the U.S. alone. In contrast, about 106 million people watched this year's Super Bowl—the most watched TV program ever.
According to Nielsen Facebook users average about six hours a month on the site, dwarfing the time spent on old-line portals such as Yahoo and AOL (each about two hours)
I my opinion marketers waste a lot of money on search marketing. They'll routinely purchase a lot of keywords but fail to do an ROI analysis on things like cost per targeted action or cost per conversion. That's OK Google will convince you that you need to spend more money to get better results but coming up fast in their rear view mirror is Facebook.
Facebook campaigns should be run by search marketers who have to the time to really analyze results and who understand how your target audience searches the Web for information .Search engine marketing reports with Facebook results should be integrated as one report much the same way that Google, Bing and Yahoo are integrated in the report.
Some people think that you need a Facebook branded page rich in content and games to get the attention of users but this is not always true. As with any social media strategy start with your objectives and develop tactics that support your key objective. I have seen some great results, as an example, for marketers who are using Facebook pages as a website alternate home page entry.
What about advertising on Facebook ?
"Half the money I spend on advertising is wasted; the trouble is I don't know which half"
Well I believe the jury is still out on that because frankly a lot of people access Facebook via mobile and more people do NOT click on the annoying ads because most of them are not relevant. In order to improve the conversion of Facebook ads Facebook needs to do a better job of targeting ads. The Web has now advanced to the point that most large sites can serve ads based on a user's browsing history. Google, which intercepts users at the vulnerable moment when they're searching for information, has ridden its refined brand of targeting to $23.6 billion in revenues last year. Facebook takes targeting even further. If you recently got engaged and updated your Facebook status to reflect it, you might start seeing ads from jewelers in your hometown.
Facebook's ad philosophy differs from Google's in a lot of ways as well. The search giant operates under the orthodoxy of traditional media. Just as in a magazine or newspaper, advertising on the site is explicitly labeled and separated from its editorial content—in Google's case, search results are separate from sponsored links. Ads on Facebook, however, can transform into casual buzz inside a user's news feed, the online equivalent of water-cooler conversation.
Instead of allowing advertisers to be flashy and creative, Zuckerberg and his colleagues want to provide them with more data to improve their targeting ability. For example, the company recently entered the field of location services, pioneered by outfits such as Foursquare, which allows people to "check in" from various physical locations. Use this tool, and Facebook will not only know who you are and what you are interested in, but also where you are and when. That could unlock a potentially rich trove of data for small local businesses, which have had few opportunities to build their brands, save for perhaps Yellow Pages listings and billboards.
Facebook quietly rolled out an ad tool called "learned targeting" last year, which lets companies pitch ads to the friends of their existing fans or to people that Facebook believes share common attributes. Bowen Payson, manager of online and digital marketing at Virgin America, calls this "a marketer's dream." Unlike other data collection companies, Payson says, this kind of targeting on Facebook "is not based on intuition or science. It's more based on reality." He plans to begin experimenting with the service later this year.
Facebook is quickly moving into's Google's bread & butter area and to date Google's attempts at social networking have been pretty bad. The winner of this battle is going to be marketers who will go with whomever provides the best reach and exposure to their audience. Digital agencies also need to have full time people analyzing search marketing and it needs to be continually optimized to ensure improvements in ROI.
http://socialmediatoday.com/richardmeyer/187260/facebook-new-search-marketing?
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