How Facebook’s New Audience Network Can Help You

New Facebook Audience Network is great for showing your ads to people who want what you offer.

New Facebook Audience Network is great for showing your ads to people who want what you offer.

What if you could advertise only to people who’ve shown interest in what you’re offering? You’d have a greater return on investment (ROI) because your money is only being spent to tell people about your business who’ve already expressed interest in what you provide. This economically efficient, smart ad strategy is possible with the new, major changes to Facebook’s advertising capabilities.

What’s New with Facebook Ads?

On Oct. 7, Facebook released more advertising features. These features are an expansion of Facebook’s Audience Network, which was introduced on April 30.

What is the Audience Network?

The Audience Network allows Facebook marketers to advertise on mobile apps. The April 30 Audience Network release allowed marketers to advertise with the objective of increasing app installations or app engagement. The Oct. 7 release opens the Audience Network’s app-based ads to all advertisers, allowing for links to sites and eCommerce stores.

How to Place Ads on Facebook Audience Network

Placing ads on Facebook automatically places them in the social site’s Audience Network. Businesses who already advertise on Facebook aren’t required to change anything, and new advertisers will automatically be included in the Audience Network.

Facebook Audience Network Advertising Costs

Audience Network ads, like all Facebook ads, are available through various payment options. Facebook advertisers may establish daily or lifetime spending caps. Alternatively, Facebook advertisers can use a cost per thousand impressions model (CPM), where the advertising costs are determined by how many thousand people saw the ad. Facebook ad budgeting can also be based on a pay-per-click model (PPC). To learn more about PPC, check out our PPC tips blog post.

How It Works

Facebook has arguably the most accurate, and therefore useful, targeted advertising. Targeted advertising is when an ad is shown to someone based on interest indicators, such as what they’ve looked at on the web. An example is if you search for “hunting gear,” you may see a sporting goods store ad soon after.

Why It Matters to You

Facebook’s targeted ads are especially powerful because it also utilizes user-provided information to show people ads that they’re likely interested in. For example, if someone posts a status about the bad pizza they just had, they’ll see pizza restaurant ads. Facebook uses the huge amount of user-provided information to show relevant ads.

Facebook’s data collection includes all Facebook integrated sites and apps. For example, people who sign in with Facebook and post a comment on a news article have that comment considered to determine what ads to show. This data collection makes Facebook able to connect a name to an IP address, and Facebook can share this data with advertisers to help businesses easily connect with people who want what businesses are selling.

Facebook Audience Network’s Ad Customization

Facebook’s audience network ads offer a variety of management options to help businesses choose the strategy best for them. Banner ads occupy minimal space, interstitial ads display before something’s accessed (such as an ad that shows after you click on a news article but before the article is shown), and native ads are displayed in a way that makes them appear to naturally be part of the app (such as looking like a news article on a news app).

The Audience Network includes ad display options.

The Audience Network includes ad display options.

The Problem

Facebook ads must be managed properly to be successful. Knowing how the ad should be displayed, which payment option will be effective and efficient, and what the ad should say to get people to click all make the difference between economical, effective advertising and money-bleeding, low return ads.

The Solution

ACS, Inc. Web Design & SEO has brought businesses success with our social media marketing services. In addition to social media marketing, ACS, Inc. Web Design & SEO offers copywriting services to make your ads stand out. Additionally, ACS, Inc. Web Design & SEO are PPC experts, including staff who are certified in PPC programs, providing premium PPC management.

Contact us today to get your ads in Facebook’s Audience Network, and attract clients and customers who want what you offer.

Bing Search Update Affects 5 Million Sites

Tech giant Microsoft’s search engine, Bing, has improved their spam filter, and your business may be affected.

What’s New

Bing’s  spam filter change has targeted sites that keyword stuff their URL. Keyword stuffing URLs refers to when a site excessively repeats commonly searched words or phrases in the site link. URL, or uniform resource locator, refers to a website address, such as http://acs-web.com. One Bing-provided example of URL keyword stuffing is: http://loan.payday.paydayloanspaydayloansusa.com. This is clearly URL keyword stuffing that targets people searching for payday loans, which is already a spam-prone keyword considering Google launched a 2011 anti-spam algorithm, dubbed the “Payday Loan” algorithm.

Bing’s Sept. 9 webmaster blog post revealed the filter change, and stated that the filter began taking affect “a few months ago.” The filter change affected 3% of Bing searches.  In comparison, Google’s  major May 2014 Panda 4.0 algorithm,  covered in depth in this ACS blog post,  affected 12% of Google searches.

Although Bing’s URL keyword stuffing filter didn’t have as large an impact as Google Panda 4.0, the new Bing filter is still a significant change. Bing estimated that their new filter has affected about 5 million sites.

What the Filter Considers

Several factors influence Bing’s keyword stuffing URL filter. For example, Bing penalizes URLs whose domain name (or, the part of the URL after “http://” such as acs-web.com)repeats keywords. Bing’s example of this was:  http://loan.payday.paydayloanspaydayloansusa.com.

Bing’s new filter also negatively affects URLs that use synonyms in attempt to exactly match searches. Bing’s example was:

  • http://contososhoeswomen.shoesonsale.com/
  • http://bestwomensrunningsneakers.shoesonsale.com/
  • http://discountrunningapparelforwomen.shoesonsale.com/

Another way to be bumped down on Bing is if a URL uses common misspellings to deceive people in to visiting the misspelled site, instead of where the user intended to go. An example of this is ebey.com, a misspelling of popular eCommerce site ebay.com.

Bing detailed factors that may act as signals of URL keyword stuffing.

Site size is one influential sign. For example, if your site uses tactics similar to the above “shoesonsale.com” example, then your site may be artificially large.

Number of hosts also may be a red flag for Bing. For example, single sites with multiple hosts may be a sign of malicious spam.

Domain names with spammy phrasing also are penalized by Bing. Bing’s example of this is http://www.turbotaxonline2014.com. This is clearly deceptive spam because it utilizes a well-known product/company (Turbo Tax).

Bing also detects keyword-stuffed URLs by judging site content and social signals. Site content has arguably the greatest influence on your site’s position in search listings, and a site with strong social signals, such as having a strong social media following, is an indication of an established, quality organization.

How to Protect (or Improve) Your Ranking on Search

Industry studies report that between 81% to 97% of consumers use search in their purchasing process. Search engine optimization (SEO), an Internet marketing subcategory, gives your organization a distinct competitive advantage by making you easy to find across all search engines.

SEO’s undeniable value comes with a continuous need for improvement. Between Bing’s search updates and Google’s Panda  and Pigeon changes, all occurring in under six months, staying competitive today requires competent, responsive SEO management. ACS, Inc. offers SEO services to improve your online presence and thrive through all search engine changes.

Contact us today to make your business easier to find on Bing, Google and all other major search engines.