(4th Edition) Rob Stokes-Emarketing_ The Essential Guide to Digital Marketing-Quirt (2011)

Most social networks offer advertising options

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Most social networks offer advertising options, providing for both the small advertiser as well as the large, big-spending advertiser. This is still a dynamic space, as the networks experiment with different formats and models. Some of the advertising opportunities for Facebook, Twitter, YouTube and LinkedIn are listed below. Facebook offers two paid for advertising solutions: Ad Space Units (ASUs) which can be bought on either a cost per thousand impressions (CPM) or CPC cost per click (CPC) basis, or Facebook Engagement Ads which are bought on a CPM basis with a minimum spend threshold. ASUs have no minimum spend, and are the small adverts which appear on Facebook pages that are not the home page. These adverts are served based on interests and demographic information. For example, an advertiser can request to have their advert shown to all women in London who are interested in men, who are themselves single and between 25 and 35, and who like dogs or puppies. It does sound like an elaborate dating profile advert, but at the time of writing, an advert such as the one just described matched 1 020 people on Facebook. Figure 15.5 Facebook advertising makes it possible to target people according to their interests. Facebook engagement adverts are adverts that are on a user’s home page, next to the stream. These are larger adverts, and are more engaging. These tend to be more interactive adverts, such as polls, videos or events. Facebook Advertising information can be found at . Social Media Strategy using social media to solve business challenges advertising and awareness
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378 Twitter introduced advertising in 2010, with Promoted Tweets, and now also offers Promoted Trends and Promoted Accounts. At time of going to print, Twitter’s advertising options start at $5 000 US per month. Promoted Tweets, Trends or Accounts help to put the advertisers message at the top of search results, trends, or follow suggestions for a given time period. More information can be found at . YouTube launched a number of advertising options in 2010, including Promote Your Video (PYV). Advertisers can also plan bespoke page takeovers by partnering with YouTube, used to great effect by several movie studios to promote upcoming releases. YouTube self managed advertising makes this platform very accessible, and is a great way to promote video content. You can find out more at . LinkedIn offers self service adverts, amongst other advertising and marketing solutions. LinkedIn Ads is a self-service advertising solution that allows you to create and place adverts on prominent pages on the LinkedIn.com website. You target the adverts by specifying which LinkedIn members view your adverts by selecting a target audience: job title, job function, industry, geography, age, gender, company name, company size, or LinkedIn Group. More information about LinkedIn solutions can be found at .
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