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Facebook Dayparting, Saving: $core for Marketers

August 7, 2014 By Heather Fletcher
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Time may be on marketers' sides if they take advantage of new tools from Facebook, according to AllFacebook and the 360i Blog.

Ad scheduling is now available on Power Editor, reports AllFacebook, and a "Save" feature allows Facebook users to look at posts they've bookmarked whenever they want, says Sarah Wanger of 360i.

Dayparting is a money-saving feature familiar to Google AdWords users that "advanced Facebook advertisers" have been wanting for a long time, writes Jon Loomer on Aug. 5.

"Just be aware that scheduling in this manner may cut the distribution (or at least potential distribution) of your ads even more," Loomer cautions on his site.

As for posts from marketers, Wanger says the News Feed now allows Facebook users to save posts they want to read (or videos they want to view) later.

"The 'Save' feature can be found within the 'More' tab on mobile, or by clicking on the arrow located at the top right corner of a post in the News Feed or on a Facebook Page (using either desktop or mobile)," Wanger writes on Aug. 1, after Facebook's July 21 announcement about the feature.

She highlights how marketers may want to consider the feature's mobile use, as many fans may be saving items on the go. That's a safe assumption, as Facebook reports that 1.07 billion of its 1.32 billion monthly active users are on mobile devices. (Facebook may also be especially interested in helping marketers with mobile ads, as 62 percent of its $2.68 billion Q2 2014 ad revenue was in this channel.)

Wanger even breaks down her content marketing advice to include food, drink, travel and entertainment examples. She points out that the save feature allows users to create category lists similar to Pinterest's pinboards.

Wanger's more general content marketing advice includes:

  • Plan Evergreen Content, such as visual recipes, reviews, articles and do-it-yourself tips.
  • Know This: "Save applies to both paid and organic content with links. The advertiser/brand will not be charged if a person saves content displayed by an ad."
  • Know This, Too: "Advertisers cannot target ads to saved content."

How useful are Facebook tools for marketing?

 

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