Marketers are faced with an ever increasing and an overwhelming range of products from Facebook, and are required to choose from an array of over 60 permutations of placements and ad types to run their campaign.
For the past two years, Popimedia, reportedly Africa's only Facebook Preferred Marketing Developer (PMD), have used their meedee8 tool to provide agencies and brands with a managed and accountable approach to community management, providing detailed insights into their Facebook Page Management strategy.
"It provides enormous insights into your social media pages on Facebook and Twitter," says Gil Sperling, chief technology officer at Popimedia, of which meedee8 is a subsidiary. "The system's features allow clients to monitor pages via a dashboard interface, flag and tag comments, preload content and receive insights - including growth, content and engagement quality, demographics and team collaboration, to name a few."
Now, meedee8's upgrade with Facebook's ads API provides marketers with an objective-driven workflow to build a media campaign, for which meedee8 then selects the best Facebook products, copy and creative to achieve the business objective. The ad's are further optimized on the fly ensuring best ROI at all times.
"Targeting the right audience for your campaign is possible via the wide reach that Facebook offers and by the deep insights that meedee8 offers," says Sperling.
"meedee8 now ensures the full life cycle of marketing is taken care of, right from objectives, targeting and ad type through to conversion, ensuring you get the best ROI for your spend."
The meedee8 Facebook ads API component is currently being used in-house with a number of existing clients. The results are showing Cost Per Clicks (CPC) in the region of R0,72 to R4.45 and Cost Per Fans (CPF) in the region of R2,69 to R11. This is considerably better than the industry norm of R9 and R15 respectively.
"Brands and companies should be considering Facebook as a marketing platform rather than a social platform," says Sperling.
"Facebook should be used to drive boardroom-level metrics such as beers sold, contracts opened, home loans taken, churn reduced, or any objective relevant to the business. Social metrics such as 'likes' and engagement are the lower level metrics used to achieve the boardroom-level metrics and can be irrelevant on their own for a business. Tools like the meedee8 allow for these kinds of metrics to be understood and expressed, so that true value can be derived from Facebook campaigns."
