Like gating is no more: part 2 of 2

Last time we saw what does ‘like gating being no more’ means for marketers and why Facebook did it. Today we will see why it makes sense and what next.

Makes sense or not?

Like gating was used by many marketers who would run ads to build relevant fan base. But if fans got a quality piece such as a book for liking the page, it would have been really great considering these fans really want to consume that kind of content. This means if they like reading the book then fans will also like to see posts from relevant brands.

But how many marketers thought like this? Not many. Majority used like gating in contests. Offering prizes which are not close to the brand’s philosophy. The main point is a fan does not have an inner desire to come and consume the content. The desire is driven by contest which ceases to exist when contest is over.

This kind of strategy has harmful effects beyond getting irrelevant likes.

Facebook says a person on Facebook sees around 1400+ stories in a day. The algorithm reduces the stories to around 300. How is that possible? Most important filter is relevance to the fan.

Like gating confuses Facebook’s algorithm as it can’t make out if the fan wants to see the brand’s content or not. Facebook has abolished like gating to deliver on the promise of a good user experience. If fans like a page for prize and not for relevant content, it results in a bad user experience for other users. This means less time spent on Facebook.

Less time spent on Facebook = less users = negative effect for advertisers.

For example, if your competitor has an enormous fan base then logically you will target that page assuming TG is the same. But what if your competitor has built the fan base by giving out prizes? That’s why you should not do ads which are by interests and focuses on someone else’s brand page. Custom audience (lookalike and website) is a great way to build authentic audience on Facebook. But we will talk about this in a different blog.

Somewhere you will think – “Facebook is late to implement this”. Yes I agree.

There are more than 1 billion fans who might have liked tens of pages already. How will someone make out an irrelevant one from a relevant one? The change will work as a drop in the ocean and those who liked a page for a prize will remain in that brand’s audience.

What next?

Well it’s good news that you will not get irrelevant fans (at least the degree will definitely be toned down). On the other hand it will be difficult to build relevant fans. Only those who really see value in the content you provide will become your fan. The content will be driving factor.

May be its time for us to get creative with our methods.

Let me know how this article helped you and if you have come across anything novel in relation to this topic. Suggestions and feedback is always welcome. Ciao till next time friends 🙂

(Images and content courtesy www.jonloomer.com)

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Like gating is no more: part 1 of 2

Very recently I saw a video where in the HQ of an encyclopaedia company they suddenly see clicks on the site going off the charts, they order more books for selling as their prediction is based on clicks to the site. They get truckloads, shiploads, flight loads of books. At the same time at a house far-far away a kid is showed clicking on an iPad & those clicks were placing more orders on the encyclopaedia website.

This was a hilarious experience. You should watch it on YouTube if you get a chance.

Imagine if you had to predict sales from Facebook likes & those likes were acquired by “Like gating”?

In this two part series we are going to look into what is “Like gating” and why we as marketers should be concerned or not concerned.

Let’s first look at what was Facebook’s explanation for implementing this change:

“You must not incentivize people to use social plug-ins or to like a Page. This includes offering rewards, or gating apps or app content based on whether or not a person has liked a Page. It remains acceptable to incentivize people to login to your app, check-in at a place or enter a promotion on your app’s Page.”

What does it mean for marketers?

If you use apps like ShortStack, Heyo, TabSite and many more, you may be using a like-gating (also known as “fan-gating”) feature. It works by showing different content to fans and non-fans.

Let’s use a contest for Brand A as an example. To make it work, you need to provide different views whether a user is a fan (“Click to enter!”) or non-fan (“like first to enter!”). When you visit Brand A’s custom app, Facebook will check to see whether or not you are a fan and present the view accordingly.

Well, this is no longer going to work. If you already have an app that is using this functionality, it will continue to like-gate until November 5. After that, the like-gating functionality of the app will stop working.

Like-gating functionality will not work for any new apps created going forward.

Why Facebook did it?

Well, this is what Facebook had to say:

“To ensure quality connections and help businesses reach the people who matter to them, we want people to like Pages because they want to connect and hear from the business, not because of artificial incentives. We believe this update will benefit people and advertisers alike.”

Facebook wants users to like brand pages because they actually “like” them, not because they were promised some freebie or contest entry for doing it.

Facebook says this will improve the experience for both users (they will see content they actually want to see) and advertisers (targeting by interests is more effective).

In the next part we will see why it makes sense & what should we do now post this change has been implemented. Till then ciao 🙂

(Images and content courtesy www.jonloomer.com)

Track and optimize for multiple conversions – Part 3 of 3

It’s amazing how fast technology is changing. Facebook must have brought in more than 10 changes in its algorithm and the way content will be treated vis-à-vis ads. Very recently we got to know about Atlas which might be the disruptive change in Facebook advertising. But this topic is reserved for the next blog. Today we will discuss how we can use Facebook ad reports and some other tips for tracking multiple pixels.

Using the Facebook Ad Reports:

Now you need to analyze the success rate of your advertising. Most people use the main campaign dashboard within Ads Manager. That’s fine, but it’s only scratching the surface!

You need to use the custom Ad Reports. Click on “Reports” on the left within Ads Manager

Custom ad reports

The ad reports is really a great insight tool. You need to use them! But the default view is not great. Click the “Edit Columns” button to get access to the real stuff. Select whatever columns are important to your report. Being a conversion report, you’ll have to select appropriate conversions within “Actions”.

Edit columns 1

To add columns for value of your conversions, select the appropriate conversions within “Value”.

Edit columns 2

Then, select the appropriate conversion types under “Cost Per Action”.

Edit columns 3

This is just a base report that gives you the number of conversions, total conversion, value and cost per conversion for your advertising. But wait you can also break down performance by age, gender, country and placement. You do that within “Data Breakdowns”.

Edit columns 4

Some Tips on Tracking for Multiple Pixels

These reports are great to calculate advertising ROI.

While I can view total number of conversions, total conversion value and total cost per conversion, it’s not as easy to break this down by product. Instead, Facebook groups it together.

One way around this is through conversion types. I can create columns for each of the conversion types (number, value and cost per conversion for each). However, Facebook groups together all conversions that are of the same type. If you really want to isolate what product someone bought and you’re tracking for multiple conversions, consider using different tracking pixel types.

For example, if you’re tracking sales of three different products, consider using the following conversion types:

  • Add to Cart
  • Checkout
  • Other Website Conversions

Of course, you should still optimize for the checkout.

Next week we will see what is Atlas and how FB news feed is showing more timely stories from friends and pages. Till then, Ciao 🙂

(Images and content courtesy www.jonloomer.com)

Track and optimize for multiple conversions – Part 2 of 3

In today’s part we will see – how to set conversion value to a pixel, how to track multiple pixels, how to optimize conversion pixel. Let’s dig in…

Setting the Conversion Value

When you create your pixel, you’ll have the option of entering a conversion value. This isn’t required, and that value otherwise defaults to $0.00. But it can be very useful for your reporting!

There are two places where you can enter the value and currency for your conversion…

View Pixel code

Tracking for a Conversion Pixel

You’ve created the pixel, but now it’s time to create a Facebook ad that tracks conversions. How else are you going to measure success?

Use Power Editor. You can track for conversions regardless of your objective. Simply click the “Use Existing Pixels” button when creating your ad…

Use existing pixel

Note that you could have created a pixel at this step as well, but we already created ours!

Now check the conversion pixel you want to track and click the “Select” button…

Select coversion tracking pixel

Optimizing for a Conversion Pixel

Note that in the example above, you can track conversions no matter your objective. However, keep in mind that if your objective isn’t a Website Conversion, Facebook won’t optimize for that action.

Remember that earlier when you created your pixel, you selected the conversion type. Facebook is then able to see which users convert for which conversion type to help optimize accordingly.

When you choose the Website Conversion objective, you’ll be required to select a conversion pixel twice…

website conversion objective

The first button is for choosing the conversion(s) you want to track. The second is for choosing the single conversion you want to optimize for.

Note that the same pixel should be selected for both tracking and optimizing. However, while you can select multiple pixels to track, you can only optimize for one.

Why You Should Track for Multiple Pixels

If you’re driving website traffic, you should seriously consider tracking for conversions. Even if you aren’t leading to a landing page, you should track for any conversion that leads to that content.

When you click the button to track conversions, you can actually select multiple pixels…

Multiple pixels

Note that this is only available within Power Editor. The main ads interface only allows you to track a single pixel per ad.

That’s all for today. Next week, in the last part of this series we will see how custom ad reports could be used. Till next time Ciao 🙂

(Images and content courtesy www.jonloomer.com)