On any given day we receive 5 to 50 stories to post on AllFacebook, however there’s no way for us to currently cover everything that goes on. Determining which stories to publish is part art and part science, however that doesn’t mean you shouldn’t be aware of all the things going on related to Facebook. That’s why we’ve decided to post occasional updates on the stories that we couldn’t get to the day before. Today we have 3 stories from yesterday that you should be aware of.
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On Monday we wrote about the first third-party Facebook Ads manager to leverage the Facebook Ads API. Today, 77Agency is the second company to announced their own Facebook Ads campaign management software. Additionally, the company is already involved in licensing discussions with a number of third-parties. Just like the Alchemy service which we covered on Monday, the 77Agency Facebook ad manager, enables advertisers to optimize bids in real-time.
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Back in July we first wrote about the impending launch of the Facebook Ads API and today marks the launch of the first ad manager built on top of the Facebook Ads API. Alchemy, which has received just under $500,000 worth of initial funding from the TechLightnment team, is a proprietary tool for planning and buying social advertising. The initial campaigns have seen anywhere from 500 to 1,000 percent increases in click-through-rates according to the company.
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Back in July we were the first to post about an impeding Facebook Ads API for agencies and large advertisers. Today, Justin Smith posted the latest documentation of the Facebook Ads API as provided by an unknown source. The service is just as we’d expect given that Facebook’s existing advertising platform uses JSON-encoded methods to generate CPM, CPC, and demographic data. The API methods enabled advertisers to create and modify the following: ad groups, campaigns, and individual ads.
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This afternoon Facebook announced a new targeting feature for advertisers: friends of connections targeting. The feature enables advertisers to target those “users whose friends are connected to” specific Pages, Events, Groups, and Applications that you currently manage. It’s an improvement upon the “connections” targeting feature that we previously wrote about. It’s an interesting feature which enables advertisers to take advantage of Facebook’s social graph.
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Last night Facebook restated their commitment to fighting off aggressive advertisers and as part of that commitment they have shut down two more ad networks which continue to violate the platform terms. Unfortunately we have no idea which ad networks they shut down and even after talking to multiple sources we have yet to uncover who those networks are. Perhaps the people who were shut down are irrelevant, but as I wrote at the beginning of the week, casualties were inevitable.
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To see the ongoing conversation about aggressive online advertising is both reassuring as well as disconcerting. The reason that it’s disconcerting is that Mike Arrington has just begun to breach a much greater issue by randomly attacking one (or a couple) companies in this space. If this attack was done just for page views then writing about the issues are almost as bad as the people performing the act.
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There’s a running “joke” among industry insiders about one of the ad network companies, who’s founders need bodyguards. The reason is that they’ve received death threats and are harassed as a result of the deceptive ads being run on their network. It’s not really that funny though because it’s true. It’s the part of the seedy side of the social platform business and while not all developers are deciding to participate, it’s big money which brings in over $1 million a day for some of the ad networks.
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Over the past month we’ve been testing out the new Facebook ad manager and according to a post from Facebook yesterday, it will be rolled out to all users “in the coming weeks”. For those of you who haven’t had the opportunity to test out the new ad manager, we thought it would be good to share some of the new features.
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The saying goes, “It doesn’t matter how many fans [users, visitors, etc] you have, it’s the quality that counts.” Unfortunately that’s not the way marketers and brands see things. How are they measuring things? By the number of fans of course! Take a recent article by Jared Stevens in which he compares Bacardi to Absolut in regards to their Facebook presence. As of October 14th, Bacardi had “32,187 fans on its official Facebook page; compare that to the more than 432,000 fans Absolut vodka has”, Stevens writes. So does that mean Absolut has been more successful in their marketing?
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