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Tag: Facebook marketing

How to Audit International Facebook Advertising? A 37-Item Checklist

Published by Joni on October 14, 2018

This is a joint article written with Mr. Tommi Salenius who works as a digital marketing specialist at Parcero Marketing Partners. Introduction Facebook advertising is a powerful form of online marketing for many purposes ranging from direct response campaigns to brand visibility and awareness. However, the competition in the ad platform is increasing every year, as companies are increasing their…

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How to do political marketing on social media? A systematic process leveraging Facebook Ads

How to do political marketing on social media? A systematic process leveraging Facebook Ads

Published by Joni on April 30, 2017

This post very briefly explains a process of using and scaling Facebook advertising for political marketing. It might not be clear for all readers, but professional online marketers should be able to follow. The recipe for political marketing by using Facebook Ads: Create starting parameters (Age, Gender, Location, Message) Create total combinations based on the starting parameters Use prior information…

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Affinity analysis in political social media marketing – the missing link

Published by Joni on March 30, 2017

Introduction. Hm… I’ve figured out how to execute successful political marketing campaign on social media [1], but one link is missing still. Namely, applying affinity analysis (cf. market basket analysis). Discounting conversions. Now, you are supposed to measure “conversions” by some proxy – e.g., time spent on site, number of pages visited, email subscription. Determining which measurable action is the…

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Total remarketing – the concept

Published by Joni on March 30, 2017

Here’s a definition: Total remarketing is remarketing in all possible channels with all possible list combinations. Channels: Programmatic display networks (e.g., Adroll) Google (GDN, RLSA) Facebook (Website Custom Audience) Facebook (Video viewers / Engaged with ads) etc. How to apply: Test 2-3 different value propositions per group Prefer up-selling and cross-selling over discounts (the goal is to increase AOV, not…

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In 2016, Facebook bypassed Google in ads. Here’s why.

In 2016, Facebook bypassed Google in ads. Here’s why.

Published by Joni on March 30, 2017

Introduction The gone 2016 was the first year I thought Facebook ends up beating Google in the ad race, despite the fact Google still dominates in revenue ($67Bn vs. $17Bn in 2015). I’ll explain why. First, consider that Google’s growth is restricted by three things: natural demand keyword volumes, and approach of perfect market. More demand than supply First, at…

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Why social advertising beats display advertising

Published by Joni on March 30, 2017

Introduction I’ve long been skeptical of display advertising. At least my students know this, since ever year I start the digital marketing course by giving a lecture on why display sucks (and why inbound / search-engine marketing performs much better). But this post is not about the many pitfalls of display. Rather, it’s outlining three arguments as to why I nowadays…

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Here’s Facebook cheating you (and how to avoid it)

Published by Joni on March 30, 2017

Here’s how Facebook is cheating advertisers with reporting of video views: How is that cheating? Well, the advertiser implicitly assumes that ‘video views’ means people who have actually watched the video which is not the case here. Say, you have a 10-second video; this metric does not show people who have watched that video till the end, but only those…

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Negative tipping and Facebook: Warning signs

Published by Joni on March 30, 2017

This Inc article states a very big danger for Facebook: http://www.inc.com/jeff-bercovici/facebook-sharing-crisis.html It is widely established in platform theory that reaching a negative tipping point can destroy a platform. Negative tipping is essentially the reverse of positive tipping — instead of gaining momentum, the platforms starts quickly losing it. There are two dimensions I want to look at in this post. First,…

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