Facebook’s Audience Network Expands Reach of Digital Ads

Facebook Audience NetworkEarlier this year, SocialTimes reported a change to Facebook’s Audience Network that will allow even non-Facebook users to see Facebook-powered advertisements as they surf the web. Since its launch in 2014, the Facebook Audience Network has become one of the largest ad networks in the world. So what does this new policy mean for businesses and organizations trying to gain a cutting edge in the cutthroat world of digital advertising?

Originally, advertising partners with Facebook simply reached Facebook users through ads displayed on the site. But with the launch of the Facebook Audience Network two years ago, the social network enabled advertisers to extend the impact of their ads beyond Facebook. On a select number of mobile apps, partners could display ads with the added capabilities of the same targeting and measurement tools used on Facebook. However, these ads only reached users who were simultaneously logged into Facebook.

Facebook’s recent announcement removes even this restriction. Ads that take advantage of the Facebook Audience Network now have the capability to reach even users without Facebook accounts. This offers a further incentive to advertisers looking for the convenient and comprehensive metrics Facebook’s business program provides. In addition, it increases Facebook’s clout in the world of online interest-based marketing, alongside other services like Google.

Ultimately, Facebook has stated that they aim to improve users’ experience through their new advertising program as well. One of the benefits of the common ad platform will be to improve the overall quality and relevance of the ads users see, while individuals’ tools to opt-out and control their ad preferences are maintained. One can hope that the increased reach of the Facebook Audience Network will prove to enhance both advertisers’ and users’ online experience.

At the Public Relations and Marketing Group, LLC (PRMG), we can help your company develop strong and well-coordinated Facebook advertising campaigns to broaden your exposure and drive people to your business. For a free consultation or for samples of previous digital advertising campaigns, please contact us at (631) 207-1057 or at johnzaher@theprmg.com.

Marketing and Communications: A Crucial Part of Brand Management

Brand management is all about genuine audience engagement and its consequential consumer action—whether that is good or bad all depends on the reflexes and wit of a given brand’s communications team. When things go south, marketing professionals protect a brand’s reputation. So what is it that mar-com people know that companies don’t? Communications is all about, well, communicating, and in today’s digital atmosphere there’s no better way to connect than through the web. Marketing professionals are experts in digital communications, social media, content creation, and reputation management. To be an expert in this field you need to know the following:

1. What it takes to be a pro in digital communications

While print and TV/radio marketing is still vitally important, the crux of public relations now rests in digital communication. United Nations stats from May of this year show that there are more than three billion internet users worldwide. When the whole world is turning to online marketing, shouldn’t you be, too?

Digital communications is not just social media. Rather, it applies to e-blasts, online newsletters, blogs, ads and email correspondence with your target audience. Today, over 20 billion ads are viewed through sites like Google, Facebook and Amazon each day. Communications professionals know how to include the new audience you want without making them feel they’re being sold something. And keeping the loyal audience on board is equally important, so staying conversational with consumers will garner you profit as well.

2. How to navigate social media

Social media is a great way to connect your digital communications audience and direct more traffic to your company website. Companies that are active on social media have active followers and friends who share, like, tweet and repost status and articles that interest them. This is one of many ways to promote positive and profitable customer action.

Facebook and Twitter seem simple enough, but there’s a real art to crafting genuine and concise posts and photos that will keep a reader’s interest. And that’s not to mention Google+, Instagram, Snapchat, LinkedIn, Pinterest, and the list goes on.

3. How to create content that grabs the reader

Advertising material is all about developing a “strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly-defined audience,” according to Joe Pulizzi, founder of the online school Content Marketing Institute. Content isn’t just about throwing as much out there as possible, it’s about creating personalized material that makes your brand stand out. You want to engage a specific audience with authentic content. Having too broad a customer base will make readers feel disconnected, as if they’re not part of the conversation.

4. What to say to protect a damaged reputation

Public relations is crucial to any brand. It takes 20 years to build and five minutes to ruin a reputation, as was smartly summed up by business magnate and self-made billionaire Warren Buffet. What if your Vice President slips up in an interview? What if the company’s associated with a scandal? PR professionals handle all of the stress of the virulent consumer eye so you can focus on the next great initiative on the business side of things.

Public relations professionals know all about the ever-changing market landscape, whether it’s digital correspondence, social media engagement, content creation or reputation management. Without a PR team, your business could be lacking. Why wait?

The Public Relations and Marketing Group, a full-service public relations and marketing agency based in New York, offers all of the above mentioned services and more. For samples of our work, go to theprmg.com. Contact us at info@theprmg.com or 631-207-1057 for further information.


Targeting Customers with Facebook Advertising

Last week, we discussed pay-per-click advertising on LinkedIn. With a similar model as LinkedIn, Facebook advertising also empowers advertisers to reach very specific demographics, while only paying for prospects that respond to a call to action, typically “Like our page” or “Visit my website.”

To begin an ad campaign, sign onto your personal or business account. On the left-hand side below, go to “Create Group…” You will see a button called “Ads” (you may need to click the “More…” link). Click that button and you will be taken to a blank report. Click the green “Create an Ad” button at the top right. Now you’re in business. The form to create a Facebook ad campaign is user-friendly. You can either choose to have your ad link to a website or directly to your fan page, where the clicker will automatically become a fan. Follow the prompts to create the ad’s copy and “look.” Then you can begin targeting your ad to certain groups of Facebook users.

As you begin to select a geographic region, age range and gender, your “Estimated Reach” will decrease. Next up is “Interests.” Targeting based on user interests is one of the aspects that differentiate Facebook from Google AdWords. This is a truly unique feature because advertisers can appeal to users that have self-selected into broad categories, or they can target by precise interests, which may include very specific terms, such as product names, locations, and activities. Another way Facebook advertising differentiates its product from other social networking advertisement opportunities is in the ability to target users based on their relationships to other users and groups. This also helps to ensure that your ad isn’t shown to those people who are already fans of your page. If an ad is shown to a user who has a friend that is a fan of your page, that friend’s name will show up at the bottom of the ad. This is considered a “social impression” and tends to result in more clicks than a regular impression. Relationship status, education and workplace are all available for targeting as well, with some exceptions.

A Facebook ad budget is limited to a daily amount or a total sum for the lifetime of the campaign. Clicks generally cost between $1 and $2 each and Facebook will send you an alert every time your credit card (which they will have on file) is charged. It is useful to check your campaign reports every few days to see how your ad is performing. If you are not spending your full budget, it could be because your bid is too low and your ad is not being shown to many people. If you would like more information or assistance on starting a Facebook ad campaign, feel free to contact us.

If you are interested in this or other advertising opportunities for your business or would like more information, contact us at (631) 207-1057 or email johnzaher@theprmg.com.