The Good, The Bad, & The Ugly Sides of Boosted Posts

The top angle of a smartphone with the Facebook dashboard displayed on the screen

If you run a Facebook Business Page, you’ve probably felt tempted to click that “Boost Post” button right beside one of your posts at least once. Sometimes, you’re confident enough in your latest post that you’d want to expand your reach outside your current user base. What could this mean for your business? More users liking your posts, following your page, visits your website, product sales, new referrals, and so on.

Facebook sells it as a way to “reach thousands of people for only this minimal amount of dollars.” It makes Facebook posting look effortless, cheap, and cost-effective. I get why you’d use it and I don’t disagree—sometimes, a quality message just needs to reach more people. But if you’re paying for increased exposure, you would hope to have some control in choosing who to get in front of, right? I’m not here to say your content should go to waste or stay limited to a small organic audience; the question here is whether there are better moves than à la carte boosted posts.

Continue reading “The Good, The Bad, & The Ugly Sides of Boosted Posts”

Our Visit with our Friends from Facebook

met with Facebook to discuss the benefits of Facebook advertising

On Wednesday we were visited by our friends Brian and Nim from Facebook. We discussed the many reasons that dealers should be advertising on Facebook, and how we can improve our current Facebook campaigns. Here are some of the key takeaways from their visit: Continue reading “Our Visit with our Friends from Facebook”

Facebook Visits Strathcom Media!

Facebook logoSome of our friends at Facebook dropped by our office to share some information about their products as well as to answer some of our questions. First, they shared some of their statistics from the latest quarter:

  • There are 1.8 billion people on Facebook worldwide and 550 million people on Instagram.
  • In Canada, there are 22 million people on Facebook and 17 million of those users are daily users.
  • there are 3.1 million apps available on the App Store and 82% of time spent on apps is only spent on 5 of them; the most time is spent on Facebook.

One question that we asked Facebook was: “what benefit does advertising on Facebook have over ‘boosted’ or ‘sponsored’ posts?”. This depends on what your goals for online advertising are. If you want Likes, Shares, and Facebook Friends, boosted posts are what you are looking for. If you want leads and to sell cars, Lead Ads on Facebook are what you are looking for. If you are unsure of what the difference is between boosted posts and lead ads, here are some examples:

Example of a Lead Ad on Facebook
Example of a Lead Ad
Example of a boosted post on Facebook
Example of a Boosted Post

Now what everyone really wanted to know: What advantages are there to advertising on Facebook that you won’t get on traditional search engines – even Google. Facebook was pretty transparent on both the benefits and shortcomings of advertising on their platform. Search engines are the perfect place for a dealership to get in front of their customers at the last possible second of the purchase journey; keyword-based searches drive high-intent clicks and conversions. While Facebook doesn’t offer keyword-based search ads, they do offer something that (we think) is even better, identity-based targeting. Facebook wouldn’t share their secret sauce with us but it turns out Facebook doesn’t use the traditional cookie-based tracking that most people are used to when attributing actions or generating targeting buckets. Through their technology, Facebook is able to track their users through their actions and behaviors on the platform. Your likes, comments, uploaded photos, hashtags and more are all used to to help Facebook determine exactly who you are and what you’re interested in. Because they don’t use cookies, there’s no risk of lost data when a customer switches between devices or clears their browsing history. This revolutionary identity tracking algorithm takes the typical interest targeting accuracy from 62% to an astonishing 92%!

It’s not just how Facebook targets customers that helps win over our hearts. Facebook is Canada’s biggest media channel with the average person spending an average of 50 minutes a day scrolling through news feeds, profiles and groups – think of all the possible eyeballs on your ads!

If you’re as excited about Facebook advertising as we are, it’s time to consider adding it to your advertising repertoire. It’s not just for sharing cat videos or baby pictures. Facebook is a powerful website traffic and conversion driver that everyone should be taking advantage of. Get started with Strathcom today and receive $500 in bonus Facebook ad spend!

Facebook Automotive Partners Summit

We were one of only a few Canadian agencies invited to attend the 2nd Facebook Automotive Partners Summit in Menlo Park, California on Tuesday.  It’s always great to be recognized by a world class company like Facebook (it’s also very nice to leave the snow behind in Edmonton and hang out in Silicon Valley) but the greatest value comes from the industry-specific training and advanced learning that Facebook provides us.  So, here is the highlight reel of what we learned.

Facebook office in California

It was a jam packed day with over a dozen speakers covering over a dozen topics, as well as a tour and happy hour (more on that later).

First off, the technology that Facebook is working on and putting out is pretty slick, check this video out: http://newsroom.fb.com/news/2016/04/using-artificial-intelligence-to-help-blind-people-see-facebook/. This isn’t going to revolutionize the auto industry, but it gives you an idea of what they are capable of and that Facebook truly can reach everybody. Just wait until Oculus is full swing!

I’ve said this before and I am going to continue to say it again: Facebook is not about likes and shares. It is about highly targeted advertising, to relevant people, with a variety of ad formats.  We know that consumers go on a journey when they buy a vehicle.  Facebook enables you, as a dealer, to provide impactful advertising from consideration to ownership. So, what does this look like in terms of format or targeting?

  • Local awareness ads and videos with broad targeting focused on reach
  • Carousel ads to showcase inventory or features of vehicles with in- market auto data or website retargeting and look-a-like audiences
  • Lead ads for test drives and website clicks to VDPs with MAX in-market auto data and/or website retargeting
  • It doesn’t end with sales though, there are huge applications for fixed ops
  • Messenger is going to be big, not sure how big, but it is going to be big and it is going to have an impact in the auto industry
  • The other takeaway that I found very interesting were the abilities Facebook offers you to market to a multi-cultural nation.  Obviously this is very applicable in Canada, take advantage.

Facebook office in CaliforniaBeyond the great information and data presented, it would be a shame if we didn’t talk about the campus. Security is tight so don’t show up just expecting to have lunch with Zuck’.  Once you are in, it is like digital Disneyland; in fact, Facebook COO Sheryl Sandberg sits on the board of Disney and had them come out to help create the community.  It is truly amazing, and the California weather doesn’t hurt either. They have everything that you would expect your typical Silicon Valley company to have: cafeterias and food, a bike shop, a spa, a bank (of course), an ice cream parlour, a BBQ smokehouse, a woodworking shop, and a pop up shop that local businesses from Palo Alto can occupy so that Facebook can support the local economy.  Watching people work on their laptops while eating ice cream truly makes one envious.  One of the most interesting and important parts of Facebook HQ, in my opinion, is that it is located in the old Sun Microsystems campus and left they some of the logos around to remind everyone how quickly everything can change.  It is a good message for all: keep pushing forward.

Facebook Visits Strathcom!

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Being a Facebook Partner definitely has its perks!

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The visit wasn’t just to bring us Facebook swag – even though we really appreciated it! We got to learn all about advertising on Facebook. We received some training on Facebook’s ad formats and learned some really interesting stats. For instance, did you know that Facebook drives the most traffic to Youtube? Or that there are over 3 million apps out there? We also learned that out of the millions of apps available, about 82% of time spent on apps is spent on about 5 of them. These apps include YouTube, ESPN, and Google, but  the most time is spent on Facebook and Instagram. Facebook is very quickly moving away from being a social media platform, and moving towards being a media and advertising platform.

In some of our recent  blog posts, we have discussed some of the benefits of Facebook advertising. It is a cost-effective, and excellent advertising medium that is very underutilized, especially in the automotive industry.

facebook

We are very excited about our new partnership, and are looking forward to seeing what Facebook comes up with next. And, of course, to be able to share their innovations with with you.

For more information on Facebook advertising, please feel free to give us a call. We would love to help you out!
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