Facebook Ads Summit

At the beginning of the year Facebook removed their Microsoft banner adverts from the home page. This has given Facebook advertisers like 4Ps Marketing a massive opportunity to fill this void with more relevant and creative advertising for a large array of B2C clients. With more brands and organisations jumping on the Facebook band wagon it is important for marketers to think of new and exciting methods to link these companies into the Facebook social map. After attending the Facebook Ads Summit in London we have now seen the future of this opportunity and the powerful tools that will be and are already available.

The direction of the social media giant was confirmed yesterday with a huge amount of pressure being pushed into the generation of increasing engagement between brands and customers. This will be done through an accent on fan pages, brand awareness campaigns and Facebook Connect ; however cost per click and conversion optimisation will still play an important role in the acquisition of new fans and customers.

As everyone who uses Facebook knows there is no denying the strength of this unparalleled two way communication and in Facebook’s own words, their readily available Engagement Maximising Units (EMUs). PPC advertising on this online channel can give a huge insight into customers and their individual impact on revenue, with hyper targeting playing a pivotal role in this success.

With a 69% increase in action rates after dialogues with fans on their homepages (known as Mohawk), Facebook CPC advertising is just the beginning of this amazing marketing medium. After an initial generation of fans, effective publishing strategies and interactions can create these custom experiences that make Mohawk and the Facebook platform such a powerful and cost effective tool to online marketing agencies and really start to drive business’ forward.

Personalisation and two way interaction will be key to the future of Facebook advertising and indeed driving up the ROI that we are all striving to achieve. After an insightful and interesting event at the Facebook Ads Summit the next year’s activities will really define the power of Facebook as a marketing tool.

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