I noticed today that Facebook is showing an interactive widget that shows my campaign activity for my Facebook Ads. It shows a top level view of how many adverts you have, how many campaigns and even how many page likes your campaigns are producing.
You can click through on the different stats to take you through to the Adverts Manager dashboard. It’s a nice simplified reporting platform but possible suited more towards smaller campaigns.
Facebook has started pushing out organic messaging to those who engage with shared content in what looks a strong attempt increase the audience of fan pages. Once you like the shared content you are encouraged with a message “Want to see more from The Sun” along with a someone intrusive popup highlighting the “Like Page” button. Looking at the source code it doesn’t appear to be an FB ad but is it a new item just for media partners as we haven’t seen it on other content we liked.
Yahoo has today rolled out an updated to their Buzz platform that put’s it far ahead of Google Trends and Google Real-time and the usability places it in the grasp of being useful to everyone who is able to operate a mouse. I really love the potential power of the platform combined with its pure simplicity with huge vaults of almost real-time demographic data and is large enough that I can see what users in Queensland, Australia are looking putting it on par with many enterprise social media platforms.
The platform is very much pitched around what celebrities get the most buzz but I see the platform has some very powerful features outside the paparazzi knowing who to stalk online for the next high of traffic to their fashion blogs. If you are involved in marketing or search you should be testing some of your primary keywords to see what insights you can learn and measure this against your Facebook fan page analytic data to gauge the variance in the data, but I can tell you damn it’s cool!
What it Yahoo Clues tells you
- what other popular queries relate to your term
- what is the previous search query before your term
- what is the next likely query after your term
What can I do with Top Trends?
This platform is very cool because it offers the ability to quickly filter through data to find most popular search queries and then drill down by time period, gender, age range, location and even category of interest. If you were a Melbourne based travel site looking for content ideas of what to write about you could see what are the current top search queries but also where you should considering buying PPC traffic or adding to your weekly email newsletter.
Melbourne Most Popular City Search Queries
There are some limitations currently around the depth of categories but this will hopefully increase as more data is added to the platform, so best you look at using “trends” to find specific keywords or terms in more detail.
What can I do with Trends Analysis?
I have run two quick sample queries to show you if you were looking to understand the demographics of people who are searching for SEO online and even where you might be targeting your Facebook Ads you can do in an instant.
Yahoo SEO Trends
SEO versus PPC Traffic
See Yahoo Clues in Action!
I did a video review of the platform and how you can use Top Trends & Trends Analysis for your keyword or article research, but also so you know more about your Facebook demographic before you start targeting them via Facebook Ads, please check it out below and then go and play with it for yourself.
Facebook has today rolled out a new feature which allows advertisers to broaden the target age range automatically with its broad age match setting. The move which will increase the clicks and impressions your campaign receives but will also benefit Facebook with an increase in ad space being sold outside the key demographics. The basis for the change is that Facebook claims if you are to target 24-35 then someone who is 36 might be just as interested in your advert and possibly be as valuable as someone who is 35. While this might in part true if someone has just had a birthday or lies about their age on their Facebook profile but it may also cloud your analysis of your campaigns if you focus on demographics.
Downside to broad age match
If you are a university and targeting school graduates who are under 18 or if you are a nightclub or concert promoter you requirements for what age brackets you want to attract. The setting is also for all your campaigns across Facebook which seems to be a grab at revenue as it needs to be campaign specific not account based to be of any use to advertisers. How far will Facebook start to push the age demographics above or below what you campaign against your settings will likely continue to expand.
Benefits of broad age match
Facebook is currently discounting the extra impressions and clicks for the expanded target age range, but how much will they discount the broad age match and it will likely only be a short-term offering. Once its enabled like most Facebook features its likely hard to disable once it has been activated, so should you enable it and how?
How to active Facebook Ads Broad Match
- Login to your Facebook Ads account
- Select Advert account Settings
- Scroll down to Broad targeting opt-ins
- Select Update button
- Confirm to update all existing adverts to enable broad age targeting
Does Broad Match offers move value?
It might be suitable for a number of advertisers but if you are not effectively monitoring and tracking your campaign you will just be spending more money and hoping you get increased value from the campaign unless you are measuring your social media ROI
. The shotgun approach to demographics might cause chaos in some campaigns and dramatically uplift impressions and quality of traffic in others, you need to make sure you understand the possible impact before you enable Facebook Ads broadmatch.
Google Adsense has moved towards a dominate position with its expanded support for trusted third-party networks to use its Adsense platform but its latest ad was game changing. Google has always run a walled garden around its ad networks but as more features and technology are imported from DoubleClick such as a more powerful Small Business Ad Manager it looks promising for advertisers.
Google has started heavily promoting the external Google certified ad networks will start to appear on Adsense pages, with a promise of increased earnings for its Adsense partners. The inclusion of a advertiser like Facebook is likely to accelerate the adoption of the Google Adsense network as a defacto standard for publishers.
If you want to learn more about what is a Google certified ad network check out the YouTube clip below.
The Facebook connect ad I saw was running on my Ideal Marketing blog and shows a sponsored placement of Facebook Connect, promoting KISSmetrics Facebook fanpage. The placement was quite relevant and also stood out from the typical ads and the nature of the ad made it appear much more interactive and more likely to be clicked.
The fact that the Facecook ad has a better call to action, means that advertisers get more clicks and those websites running Google Adsense get much more revenue for their content. But the question is now will websites remove the static Facebook links and replace them with Adsense in the hope of receiving Facebook placements? Also does this mean that more Facebook features and technology will begin to populate Google Adsense ads or is this just a test?
It is now clear how this will impact on Microsoft PubCenter beta network, which is slowly expanding in reach and websites included in its content network but it might have to move quicker.