facebook conversion tool, 在很早很早很早很早以前,是一直给 ads manager 的用户使用的。但是随后不久就关了。现在又开放了这项功能,对于大多数facebook的direct response marketer来说是一种福音。 对于使用facebook API的用户来说没有太大的影响。 . f3 b; y$ U. a `6 n* U f! K5 v! H2 G& s ^7 N. r& z# C- O
按照FB所说, OCPM ( optimized CPM ) 能够有效的降低cost,大概在40%左右。对于我们这是使用 facebook api 的用户来说,这项功能一直存在。但是我不清楚 对于使用ads manager 和 power editor 的用户,是不是有这项功能。这项功能确实比较有意思,我比较遵循守旧,也可能是时间紧的关系吧,一直没有时间尝试。等有时间了,test 一下这个功能。
This should be extremely valuable for marketers in e-commerce, retail, travel, financial services, and other direct-response industries that value actions taken on their websites. Early testing of conversion measurement with optimized CPM has generated strong results for multiple advertisers who are focused on driving user actions on their websites:
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Online retailer Fab.com was able to reduce its cost per new customer acquisition by 39 percent when it used conversion measurement and optimization to serve ads to consumers deemed most likely to convert.
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The Democratic Governors Association used conversion measurement with optimized CPM to deliver ads to users who were most likely to sign up for its mailing list. According to Mark Giangreco, Digital Director of the DGA, the Association noticed a dramatic decrease in its cost per conversion - 85% lower than any other campaign the DGA had run online.
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最近几年可以看得出来facebook的 marketing team一直在努力,变化也很大。 Facebook ads API 的partner也从原来的几家,到现在基本大型的agency都已经加入了进来。 大型公司更是直接收购了一些start up 公司,例如experian 收购了alchemysocial,saleforce收购了buybuddy等等。 不好的地方是费用更贵了,好的地方是这些公司更有资金去进行研发了。如果你每个月的FB的花费在1w美金以上,不妨考虑这些API vendor。 对于search marketer + facebook marketer 来说,不妨考虑marinesoftware.* y* G0 j& P4 ]; I. j. y2 V
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同时FBX (facebook exhcange) + facebook retargetting 也被各种RTB,SSP, DSP视为今年的发展潮流。' J8 Z3 {4 v5 N+ C( z, W! u
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综合论坛最近所见,越来越多的新人老人开始涌入facebook,犹如当年的adwords, 能挺下来的,都是精英。, q8 t: _4 M$ U" ?+ f