facebook advertising

A Guide to Summer Advertising on Facebook

Summer officially kicked off last Saturday. With school out and the weather warming, your consumers are likely changing behavior from the other 9 months of the year — are they traveling… Read More

Facebook: Why Page Likes Still Matter

There’s been a lot of chatter over Facebook’s latest blog post, which addresses the declining organic reach of Facebook Pages. Having worked with Facebook advertisers for years, we at SHIFT want to provide our take on the reasoning behind Facebook’s decision, and show you why Page Likes really do still matter.Facebook’s mission is to make the world more open and connected. At its core, this means giving its 1.3 billion monthly active users access to everything going on that’s important to them. With Facebook, brands have an incredible opportunity to reach a specific and real audience in a meaningful way, but Facebook’s #1 priority is providing a great experience for its users. That means people, not brands. Constantly trying to “improve the News Feed experience for people” is one way of doing that. Another way Facebook is enhancing that experience is by showing people more relevant ads from brands and Pages that they’ve already expressed an interest in. Read More

Using the Traditional Marketing Funnel to Form Your Facebook Strategy

    Facebook advertising is objective-based and goal-driven, with ad units and placements to match just about any marketing goal. Think of it like a (slightly tweaked) early iPhone commercial - “There’s an ad for that”.   Want to build your brand’s presence? Drive app installs? Boost sales? Increase engagement? There’s an ad for that.   While this objective-based advertising approach seems outwardly simple, many marketers still wrestle with which ad type they should be using and when. For example, do you acquire fans then promote a sale, or promote a sale and hope brand loyalty will follow?   Read More

Nine Tips to Take Your Facebook Ads to the Next Level

    At any given moment, thousands of ad campaigns are running on Facebook, and while the platform boasts a potential audience of 1.28 billion users, the competition to rise above the clutter of the feed has never been more fierce.   Ask yourself, is my ad as engaging as a picture of my users' best friends puppy? Is it as relevant as a story from their local news station? Is it as enticing as a link to a cookie recipe their co-worker just posted? If you answered no to any of the above, fear not. We’re here to help. Creating the perfect ad campaign is an art and a science that hinges on both  Read More

Travel Brand’s Results Take Off with 235,000+ Engagements

This past weekend marked the first official holiday of the summer, and with it the unofficial kick-off of the summer travel season. It was predicted that over 36 million people across the US would travel over the Memorial Day Holiday weekend – the second highest total number of travelers since 2000. If this is any indication of what’s to come, this summer is going to be a busy season for airlines, hotels, and destination hotspots.It’s not too much of a surprise that consumers are ready to start spending on travel again, considering the increase in disposable income and improved consumer confidence. Over the course of the summer, there will be about 210 million passengers on US airlines and another 30 million that will fly internationally. Americans are also expected to increase their travel by car, with 84% of consumers saying they will drive for a summer vacation. Knowing that both long-distance and local travel will be strong this summer, it’s important to have a well-prepared social media strategy. In an effort to make that process more effective, SHIFT wants to help by using one of our client’s recent travel campaigns – with an engagement rate 34% higher than the benchmark average – as an example of how to efficiently reach and engage the right users. Read More

Facebook Advertising: An Art and Science

    As Facebook continues to evolve, so do the opportunities afforded by social media marketing. Increasingly abundant advertising options and more intricate technical capabilities allow advertisers to find, engage and convert valuable consumers across devices, in real-time.      While these constant improvements to Facebook's Ads API have helped advertisers reach audiences, drive actions, and measure results, they have also created the need for more informed media teams and increasingly sophisticated software.   In an increasingly crowded social space, it’s brands who can leverage both of the Read More