Open Graph

How Facebook Advertising is Changing with Open Graph

How Facebook Advertising is Changing with Open Graph

May 2, 2013

As Facebook evolves, it is becoming an encyclopedia of user actions: the songs your friends are listening to on Spotify, a friend’s status update from their vacation, or an article shared from a website like KISSmetrics. These activities are stored in Open Graph as stories, which, when grouped together, provide detailed historical records of a user’s interests, hobbies, and relationships. The user insights available through Open Graph make it a powerful tool for effectively reaching consumers.

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Why Graph Search will be More Impressive Than You Think

Why Graph Search will be More Impressive Than You Think

April 16, 2013

Five years from now, Graph Search will have won the search war. Not because it’s going to have better algorithms than Google, or have better reviews than Yelp or Foursquare; but because unlike those services Facebook is a platform and not a provider. The future value of Graph Search is only going to be as strong as the providers that utilize Open Graph.

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Facebook Ads Strategy: Learn the E-Commerce Portfolio Approach

Facebook Ads Strategy: Learn the E-Commerce Portfolio Approach

March 22, 2013

In order to fully leverage all that Facebook has to offer, brands need to be ready to adopt a portfolio approach to their Facebook strategy. A portfolio-based approach to Facebook advertising means creating a strategy that integrates all of the advantages News Feed and Open Graph provide in order to drive awareness, engagement, Fan acquisition, and direct response/purchases.

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How Brands Should Adapt to Facebook’s News Feed Refresh

How Brands Should Adapt to Facebook’s News Feed Refresh

March 8, 2013

Facebook’s announcement of their News Feed redesign yesterday represents an important milestone in their product evolution and headlines a major shift in social, as user experiences have become decidedly more visual and mobile-centric. Pinterest and Instagram have been the poster children of this trend, and Facebook recently declared themselves a mobile-first company with over 680 million monthly active users accessing the platform via mobile devices.

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One Small Step in OGSS Setup, One Large Step for Your Company

One Small Step in OGSS Setup, One Large Step for Your Company

January 10, 2013

Do you want CPCs that are one-third your current cost? How about a 4X increase in CTR? Of course you do! These are just a few of the benefits we found during our early tests of Open Graph Sponsored Stories (OGSS). So with such great potential returns, why isn’t everyone running Open Graph Sponsored Stories (more importantly, why aren’t you)?

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Is Your Facebook Campaign Ready for 2013?

November 14, 2012

With Black Friday less than 10 days away, the holiday season is already in the books. CPCs will rise, particularly in verticals such as retail and e-commerce; consumers will be inundated with a barrage of ads (plenty of those consumers, it should be said, will eagerly sift through the chaos in search of the best deals); and marketers will anxiously watch as the fate of their media plans, ranging from creating offers to leveraging retargeting, unfolds in real time.

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What the Open Graph Apps Quality Change Could Mean for Ads

October 17, 2012

Last week, Facebook revamped the custom verb approval process for its Open Graph apps. In an effort to drive more engagement to apps, Open Graph stories will be better presented in news feed and on timeline. Custom actions that represent content consumption (such as “view”) will no longer be approved. Instead, apps must use built-in actions (read, watch, listen, follow, or like) or require explicit user activity on a custom verb (quite the contrary to frictionless sharing) to trigger user stories.

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A Different Take on Action-spec Targeting

August 1, 2012

Much of the excitement surrounding action-spec targeting of Facebook ads has been focused on the fact that advertisers are now able to target recent user actions, rather than just passive likes and interests. While I support that thesis, I’d like to discuss another facet of action-spec targeting that eventually may be even more powerful.

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