Right now Facebook is an incredible value. $6 CPM is a steal based on the platform’s capabilities. Every month Facebook rolls out new features and updates. It’s an embarrassment of riches. Here are the top five features that make Facebook’s Mobile DSP Platform a great fit for B to B mobile advertising.
Self-Optimizing – I am a big fan of granular reporting. Most of the time I like to get my hands dirty and pick which apps are performing, tracking operating system click rate, creative A/B testing and many other benchmarks. Facebook’s self-optimization will choose which demographic features (age, sex, placement) is working and move your impressions to ensure a lower cost per click. And Facebook does a very good job. They will even notify you if they think a change in targeting is needed to further optimize your program.
Video Ads – You can upload your video ads to the Facebook platform in seconds and begin your video campaign. I use my YouTube videos and never had an issue. When the campaign starts Facebook will log in views, how long the views are and the price per view which is usually pennies. Why is Facebook doing this? YouTube. Facebook wants YouTube out and is replacing it with its own video platform. The engagement rate using video ads is huge. Video ads are taking over mobile. It’s another differentiator from other advertising. The fact that Facebook recognizes this and makes life easy is huge.
Dark Posts – One of my favorite phrases in media…Facebook Dark Posts. In reality, it’s easy to do. The point of dark posts is that the ad is not posted to your “page” when published. An example is my business page is Copley Advertising. I use my platform to post ads for clients all the time. I don’t want every client’s ad on my newsfeed. Dark Posts helps solves the problem. Plus it seems the click rate is very good on average.
Targeting – Facebook has great targeting. You can target by street address, hobbies, last time you traveled, what newspaper your demo likes, job title, company employed by, Facebook groups, pages you follow, income and on and on. Pretty impressive. Plus setting up different Ad Sets for each test is easy. With Split Testing you can increase your optimization and Facebook will reward you with a cheaper CPM.
Ease of Use – Facebook has made the platform very easy to set up with little or no knowledge of code. The ad manager is great for the majority and the Power Editor allows the user to take a deeper look at the campaign and offers more tools to play with. There is no reason why you can’t have your first Facebook ad up in minutes.
So why is Facebook doing this? Easy. Money. They are proving that they are a serious B to B DSP mobile platform. They are looking to attract big companies and agencies to hop on the program. Facebook is a great mobile platform for B to B advertising. Use it now because late 2017 it is going to cost you a lot more.