As the web giant did on Twitter this month, Facebook has stepped up its advertising game as it exposes marketers to its behavior and marketing. As far as we know, Facebook has started testing using an advanced algorithm for advertising purposes. Tests are currently being performed on only 1% of users, but this indicates that a group of 6 million people is paying attention.
This is the latest in a series hosted by Facebook to redefine consumer-brand interaction. The challenge here is to rely on the platform’s brand users. In the past, Facebook has monitored user and brand interactions to target user-related ads. Mining provides the next logical step for customers to customize their conversations in real time and provide customers with what they want. For example, you can update your status with “Mmm” and I’ll get an ad or voucher from Domino’s or Pizza Woman today.
Facebook now collects information about users’ activities, posts and interactions and puts them in an audience based on data collected over time. Keywords are a small part of this equation, but Facebook sometimes says not to use keywords. According to the company, user-driven advertising is a complex algorithm that needs to be constantly updated over time. Currently, the testing site focuses on the ability to place ads at split speeds when the user creates an ad that matches the system’s ads.
With real-time broadcasting, remembering to go to a dinner party, think about beer, drive, or even watch a movie quickly becomes an opportunity to reach your target audience beyond the traditional targeted methods. Facebook Like did not want to create a new ad for this test, nor did any advertiser use it to participate, either because the user should not like the football pages or because football Indicates that they are interested in the profile page. Mentioning the pub’s tour for the latest international tour makes them part of Adidas’ target population. The moment when the potential client decides how to fulfill that desire is the crucial moment for the advertiser, and the real-time advertising model puts the advertiser in front of the user in this most critical moment.
Reggie Bradford, a software and marketing company at Vitrue, said, “The long-term promise of localization is to provide timely, relevant and measurable ads that drive traffic, so it’s great if Facebook moves in that direction.” “It’s a market shift for everyone who is guided by services like Groupon. Facebook has the power to create schedules for me and my friends.” Users often feel that they are “unseen” so they are busy with their Facebook activities. People who see the ad complain that it does not suit their needs. “These topics,” said Mike Hanby, a Florida-based Facebook user and marketing student. “I’m sure it won’t say bad things about me.”
This new functionality does not change the basic algorithm of “expression of interest” that results in advertising, the difference being that the actual distribution of such ads affects the decision-making process when persuading consumers. Is at risk. . This can be through smart ads, tips or discounts. The main purpose of the algorithm is not to identify keywords, but to determine if there is a commercial purpose behind the descriptions. DeMora Ahu Williamson, social media analyst at EMarketer, said, “You get a chance to see inappropriate ads. Is it weird to see? “
While buy facebook likes ads generally perform poorly (with a few exceptions), the rate increased 0.051% in 2010 (half of the industry average), for big brands hoping to compete with the big brands. Can provide a real breakthrough. Fans through social media channels. He also sees Facebook growing as a leader in advertising. Facebook says the test will run indefinitely, but declined to comment on the test results.