Facebook lanza una nueva forma de ads

ARTÍCULO PUBLICADO POR GONZALO BAEZ » en las categorías: Campañas, Marketing por Internet, Performance

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Facebook muestra publicaciones en la sección de noticias según su EdgeRank, una fórmula interna, pero por poco dinero más, ahora es posible promocionar tus publicaciones a un segmento de audiencia mayor

 

Los “Post promocionados” es una nueva funcionalidad de Facebook que permite promocionar publicaciones más allá del alcance que tendrían normalmente. Así, una publicación promocionada se muestra en la sección de noticias de las personas a las que les gusta esa página y, cuando interactúan con la publicación, en la de sus amigos. Estas publicaciones se etiquetan como “Anuncios publicitarios” en la sección de noticias y no aparecen en la columna derecha de Facebook.

La nueva funcionalidad está disponible para páginas que tienen entre más de 400 y menos de 100.000 “Me Gusta”, y permite promocionar cualquier tipo de publicación, como actualizaciones de estado, fotos, ofertas, vídeos y preguntas. Las publicaciones promocionadas utilizan la misma segmentación que la publicación original de la página, es decir, pueden enfocarse a una ubicación o un idioma específicos.

Es importante destacar que solamente se pueden promocionar las publicaciones en un plazo máximo de 3 días desde su creación. De esta manera Facebook asegura a los usuarios que en la sección de noticias se leerán únicamente publicaciones relevantes.

A diferencia de los anuncios de Facebook, el presupuesto que se establece para un post promocionado no es un presupuesto diario sino que contempla la totalidad de la campaña. Como beneficio adicional, en cada post se pueden ver las estadísticas individuales de alcance, de una manera gráfica intuitiva y accesible.

Las “publicaciones promocionadas” son una herramienta más de Facebook para ampliar el alcance de una página. Aunque la publicación no se haya compartido, no tenga “me gusta” o sin que se haya hecho cualquier otra acción, ahora es posible asegurarse de que más fans, amigos o el círculo ampliado de una página puedan ver la publicación. Esto es especialmente interesante para aquellas imágenes y videos que se quieran destacar, ofertas especiales o noticias importantes que se quieran compartir con una mayor audiencia. Para tener en cuenta.

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El objetivo de "Historias de Marketing en Internet" es compartir experiencias que he vivido en mis años en el mundo de eCommerce y Marketing Online. Mi nombre es Gonzalo Baez y desde el año 2001 trabajo para empresas 100% Internet, DeRemate.com, eBay.es, TBG London y ZonaJobs.com en Buenos Aires, Madrid y Londres. Ahora lancé mi propia consultora en Marketing por Internet. Mi intención es compartir con ustedes el día a día del Marketing Online.
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  • 26 de Junio
    Retargeting: una forma de publicidad efectiva

    Hace ya varios años que existe el Retargeting, pero en Latinoamérica recién ahora se está comenzando a implementar. ¿Qué es el Retargeting? Como la palabra lo indica, es volver a ...

  • 06 de Mayo
    ¿Qué es una Demand Side Platform o DSP?

    Hace unos años tuve una discusión con un director de uno de los principales medios online sobre donde está la mayor oportunidad de negocio para las agencias que se ...

  • 27 de Marzo
    1º eConsultorio Integral en eCommerce - Marzo de 2013

    Afortunadamente este mes fui invitado a participar del panel de expertos en dos importantes eventos. En este caso se trató de un seminario intensivo organizado por eInstituto, cuyo fin fue ...

  • 26 de Marzo
    Evento Google Engage - Construyendo el Futuro Digital - Marzo 2013

    Quiero compartir con ustedes las imágenes del lanzamiento de 2013 para Google Engage en Argentina en el que fui invitado a participar del panel de expertos, representando a Think ...

  • 28 de Noviembre
    Nuevos Formatos de Facebook de Alto Impacto

    Facebook Ads . Facebook ofrece unos novedosos formatos publicitarios que le otorgarán a las marcas que tienen presencia en la red social múltiples beneficios. Se trata de la implementación de Ads en ...