Filed under: Social Media, Web Analytics | Tags: Facebook, Omniture, Social Media
Facebook’s performance advertising system provides a powerful way for advertisers to target users, but it lacks the control and analytics to efficiently utilise its targeting parameters on a large scale. To allow companies to build better tools for designing and managing ads, Facebook released an Ads API last fall.
We’ve recently been profiling companies building tools for advertisers using this API, and here’s our latest in-depth review, of a Facebook ad tool being offered by established web analytics and advertising optimization company Omniture.
While competitors currently offer more specialized tools for some campaigns, ad buyers looking to target, purchase, monitor, and optimize ads on Facebook in the context of their other online marketing efforts stand to benefit from its full-featured Online Marketing Suite.
The suite is a browser-based tool set including three core products which can assist Facebook marketers: Discover for audience segmentation, the flagship SearchCenter+ for ad campaign management, and SiteCatalyst for measurement and optimization. By using these tools together, marketers can determine who to target, efficiently create and purchase ads, optimize spend for maximum returns, and balance their marketing channels. Though the tools don’t always integrate seamlessly, the knowledge gained from Discover and SiteCatalyst allow for adept use of SearchCenter+.
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