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The “Frequency Sweetspot”: Making your Facebook Ads Sell

October 25, 2012 2 Comments Massimo Chieruzzi

We’ve previousy talked about the importance of click-throughs, and how to stop their decline by adjusting the frequency of your Facebook ads. We discussed how showing your Facebook ads at the right frequency to the right target audience can help optimize your Facebook ads.

Now the latest study by Facebook and Datalogix (an in-store purchase tracker) has shown us that Facebook ad frequency is highly important for Facebook advertisers trying to generate in-store sales. While CTR is still a relevant part of Facebook ad optimization, the focus of Facebook advertising for offline products should be on the number of people the ad reaches, or the exposure of the ad. Think about it: if brands are adversting products like cars, cleaning supplies, and cups of coffee-people don’t buy those things online. There is no direct link between them clicking on a Facebook ad and whether or not they’ll actually go out and buy these things in a store, car dealership, coffeeshop, etc. Datalogix saw that an overwhelming number of sales, 99% to be specific, were by people who saw an ad online, but did not click on the ad itself.

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8 things you need to know about Facebook Q3 Earnings

October 24, 2012 Leave a Comment Massimo Chieruzzi

Just in case you’re interested in how Facebook is doing, here’s some key information you need to know from yesterday’s Earning call for Q3.
Short story: Facebook is growing … a lot. And Wall Street seems to have liked what they heard, Facebook stocks climbed 10% in after-hours trading.

  • 1.01Bn monthly active users … astonishing !
  • Revenue for 1.26 Bn. Advertising accounted for 86% of it
  • Total Ad revenue at 1.08 Bn, +6,7% quarter over quarter, +32% year over year
  • Mobile is getting bigger, now accounts for 14% of total revenues
  • Local Businesses are starting to use Facebook ads, mainly through promoted posts. 300k local businesses have tried them. 75k were new advertisers
  • Social gaming is slowing down. Zynga brought in -20% in Facebook payments
  • Among many monetization options, Facebook considered charging for API usage but preferred not to.
  • Gifts still irrelevant but a good start for more commerce on Facebook according to Zuckerberg

And that’s it ! Of course we’re very happy about these results and the 36% growth of advertising. Also the number of local businesses testing Facebook Ads is really good. From our experience we’ve seen that Facebook Ads, with its ability to target up to the zip code, works really well for local stuff.

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We just won Wind Business Factor ! Hurrah!

September 27, 2012 1 Comment Massimo Chieruzzi

Wind Business Factor WinnerThis was meant to be a very serious corporate post about today’s announcement of the Wind Business Factor winner, but considering it’s 2:40 am and I’m writing this post from a hotel room in Rome, you should have a clear idea why I don’t really feel like boring you with something too formal.

Let’s start from the beginning … it’s been a hell of a day ! The alarm clock was set for its usual 6am time, as it has been for the last two months, but don’t worry it’s not only for work but mainly because of our new hire, Gala (we’ll talk more about her soon), who needs to be taken for a walk on the street at that time. Anyway, the extra work-hours in the morning are not so bad, you know … no phone ringing or annoying coworkers at that time.

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AdEspresso public Beta is arriving and it rocks !

September 24, 2012 1 Comment Massimo Chieruzzi

It’s an exciting period here in the office. You know, developing a product as complex as AdEspresso BetaAdEspresso is no easy task. It requires passion, focus, a gifted team, and lots and lots of work. Even with all of our hard work, a product like AdEspresso cannot be created overnight. During the first phase of the product development there’s a lot of core stuff to write: Facebook Ads API, backend systems to update and analyze data, optimization algorithms, user management and so on.  I don’t want to bore you with this stuff but, as the CEO of the company, you can understand my pain in those long months when AdEspresso existed only on paper and, fortunately, on some static interface layouts, while everyone was working on very important parts of the project which could not be seen or played with yet.

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How to Name a Startup -The Story of AdEspresso

September 4, 2012 2 Comments Massimo Chieruzzi

How to name a startup company? Sometimes, you wake up in the morning with a name in mind, you check for domain availability, and boom! You’re good to go. But other times, it’s much more complicated.

When we started our new business, we had a clear vision of the product. We wanted to develop a simple and beautiful service for managing and optimizing Facebook ads. We focused on product development and ignored the naming issues for many months, until February 2012. By then, we’d developed a great prototype–but we needed a great name to go with it.

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