One of our core capabilities is audience development within social channels, specifically within Facebook... around the intersection of paid, earned and owned media. This has resulted in us purchasing on behalf of our clients a bevy of advertisements within Facebook implementing over 150 campaigns and millions of dollars to-date. Purchasing Facebook advertising through the marketplace is simple, in theory, but doing it effectively and efficiently is another story.
Our high level advise to avoid these pitfalls:
- DO YOUR HOMEWORK: Facebook's new "Reach Generator" algorithm greatly prioritizes "Sponsored Stories" and has changed the game a bit in terms of the strategic deployment of these campaigns resulting in some fascinating findings so do your homework and research.
- DIVERSITY YIELDS RESULTS: Always purchase a mix of advertising - no such thing as A/B testing - there should be way more variants than that these days with many API-connected platforms providing individually targeted keywords.
- SPONSORED STORIES: Don't be afraid of Sponsored Stories - they work!
- MARKETPLACE vs. PREMIUM: There is very little gained by going directly through Facebook unless the budget is substantial as the study above outlines so partner with an agency or company with social purchasing expertise or play around in the marketplace yourself - the specificity you will get with a specialist is well worth the % of commission.