Categorie: facebook ads

Facebook may one day let advertisers target mobile users based on their exact current location, but VP Carloyn Everson did not confirm that such a product is in the works to Bloomberg, Facebook tells me. The New York media company misinterpreted statements from Everson, who merely said you could imagine the product evolution afforded by a mobile phone’s location awareness.

So we won’t say Facebook is “readying” such a product, but that doesn’t mean it won’t emerge eventually. let’s imagine how it could look. Real-time hyper-local Facebook advertising could allow local businesses to advertise to people in sight of their brick-and-mortar store, or let travel companies target people when they’re away from their home city. And competition to reach those out-and-about users could drive up ad prices and earn Facebook more money.

Marketers don’t actually want clicks, they want the downstream conversions and the return on investment that follow. So today Facebook begins allowing advertisers using its API to ask it to show their ads to people most likely to take any specific post-click action on the social network, such as sharing a brand’s content to the news feed, buying virtual goods in their apps, or redeeming one of the new Facebook Offers at a local brick-and-mortar store. Previously Facebook’s Ads API and self-serve tool only permitted optimization for clicks, Page Likes, app installs, and check-ins. Data on conversions 1, 7, or 28 days after a click will now appear in the Ads Manager.

Rather than having to deduce what demographics are most likely to convert, and being unable to tell if those conversions came straight from ads, today’s improvements give advertisers more transparency, and will make it easier for a much wider range of businesses like social games, local businesses, and big brands to earn money from Facebook marketing.