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Facebook's algorithm changes and their impact on advertising

Facebook's algorithm changes and their impact on advertising

Transcript

  1. 2/23/18 1 How To Turn Facebook’s Recent Changes Into Big

    Ad Dollars. Presented by Ryan Dohrn, Founder – Brain Swell Media @RyanDohrn - 360AdSales.com - [email protected] ACTION ITEM #1: Facebook’s “Meaningful Interactions” algorithm update is critical to us all in the media biz. @RyanDohrn - 360AdSales.com - [email protected]
  2. 2/23/18 2 Point of note… You have to be able

    to talk the talk with advertisers. @RyanDohrn - 360AdSales.com - [email protected] So what does this mean? Facebook is limiting advertising in user feeds to increase interactions between users. @RyanDohrn - 360AdSales.com - [email protected]
  3. 2/23/18 3 Who said this? “We will prioritize posts in

    News Feed that spark conversations and inspire meaningful interactions.“ - Campbell Brown, Head of Facebook News Partnerships @RyanDohrn - 360AdSales.com - [email protected] ACTION ITEM #2: Advertisers and media brands that do not or can not adjust will see their reach drop dramatically. @RyanDohrn - 360AdSales.com - [email protected]
  4. 2/23/18 5 Who else is saying this? Before the change

    Ad Age reported that less than 3% of your FB Likes you see an un-boosted post. Now, they predict even less. @RyanDohrn - 360AdSales.com - [email protected] The Math on an un-boosted post Bob’s Jewelry Store has 2,431 Likes on their Facebook Page…. 3% = 72 2% = 48 1% = 24 @RyanDohrn - 360AdSales.com - [email protected]
  5. 2/23/18 6 ACTION ITEM 3: Costs of advertising on Facebook

    is on the rise as impressions drop. @RyanDohrn - 360AdSales.com - [email protected] @RyanDohrn - 360AdSales.com - [email protected]
  6. 2/23/18 7 How is this possible? Supply and Demand @RyanDohrn

    - 360AdSales.com - [email protected] I need more proof… Facebook’s goal in changing the news feed is to shift us from being passive to being actively engaged. This, in turn, will drive more interaction with ads, so making the ads more valuable. – Adam Mosseri, FB Head of Newsfeeds @RyanDohrn - 360AdSales.com - [email protected]
  7. 2/23/18 8 ACTION ITEM #4: The FB audience has always

    been suspect. @RyanDohrn - 360AdSales.com - [email protected] @RyanDohrn - 360AdSales.com - [email protected] Esther Penn, Woman’s retailer, Fort Worth, TX
  8. 2/23/18 10 So, how do we as media brands make

    BIG money? @RyanDohrn - 360AdSales.com - [email protected] $175,000 in new revenue in 2018 is my goal! @RyanDohrn - 360AdSales.com - [email protected]
  9. 2/23/18 11 ACTION ITEM #5: Create unique content partnerships that

    drive engagement and spark conversations. @RyanDohrn - 360AdSales.com - [email protected] How… Multiple series articles on a topic that is important to your readers. @RyanDohrn - 360AdSales.com - [email protected]
  10. 2/23/18 12 Consumer 3 Must Hike Trails in WV 5

    Ways To Raise A Smart Kid 3 Best Ways To Save For Retirement @RyanDohrn - 360AdSales.com - [email protected] B2B 3 Ways to Drive Down Costs 5 Ways to Growing Marketing ROI 5 Best Pumps for 2018 3 Ways To Reduce Client Churn @RyanDohrn - 360AdSales.com - [email protected]
  11. 2/23/18 13 1 advertiser runs 1 – 3 part series

    per month. 12 x $3k = $36k @RyanDohrn - 360AdSales.com - [email protected] ACTION ITEM #6: Facebook is giving priority to videos. @RyanDohrn - 360AdSales.com - [email protected]
  12. 2/23/18 14 What is your plan for video? @RyanDohrn -

    360AdSales.com - [email protected] Trade show videos Business profiles Case studies Fashion shows Product debuts Facebook lives like radio @RyanDohrn - 360AdSales.com - [email protected] Show me the money…
  13. 2/23/18 17 @RyanDohrn - 360AdSales.com - [email protected] 1 advertiser runs

    1 – 3 part video series per month. 12 x $3k = $36k @RyanDohrn - 360AdSales.com - [email protected]
  14. 2/23/18 18 $72,000 so far @RyanDohrn - 360AdSales.com - [email protected]

    ACTION ITEM #6: Contesting is HUGE and stimulates audiences. @RyanDohrn - 360AdSales.com - [email protected]
  15. 2/23/18 20 @RyanDohrn - 360AdSales.com - [email protected] Get help from

    Second Street Media for contesting and audience development. @RyanDohrn - 360AdSales.com - [email protected]
  16. 2/23/18 21 1 advertiser runs 1 contest per month. 12

    x $2k = $24k @RyanDohrn - 360AdSales.com - [email protected] $96,000 so far @RyanDohrn - 360AdSales.com - [email protected]
  17. 2/23/18 22 ACTION ITEM #7: Create custom audiences for ourselves

    & our clients within our FB Ads Manager @RyanDohrn - 360AdSales.com - [email protected] Upload your eList for precise targeting. Then use this for sponsored content promotions. @RyanDohrn - 360AdSales.com - [email protected]
  18. 2/23/18 23 Custom promotions sell for $55-$75 CPM. @RyanDohrn -

    360AdSales.com - [email protected] 1 advertiser runs 1 custom promotion per month. 12 x $4k = $48k @RyanDohrn - 360AdSales.com - [email protected]
  19. 2/23/18 24 $144,000 so far @RyanDohrn - 360AdSales.com - [email protected]

    ACTION ITEM #8: Sell social services to advertisers. No extra staff needed! JanuarySpring.com @RyanDohrn - 360AdSales.com - [email protected]
  20. 2/23/18 25 6 advertisers per year use your social media

    services group. $40k @RyanDohrn - 360AdSales.com - [email protected] $184,000 per year! @RyanDohrn - 360AdSales.com - [email protected]
  21. 2/23/18 26 Where do we grow from here? @RyanDohrn -

    360AdSales.com - [email protected] @ryandohrn – [email protected] - www.360AdSales.com 360AdSales.com
  22. 2/23/18 27 How To Turn Facebook’s Recent Changes Into Big

    Ad Dollars. Presented by Ryan Dohrn, Founder – Brain Swell Media @RyanDohrn - 360AdSales.com - [email protected]