Digital marketing has expanded in such a way, that advertisers range from small businesses to corporations. One of the things that everyone is trying to figure out is how to maximize a company’s visibility and conversion using social media platforms like Facebook? With over a billion users, it is an effective venue to expand not only your market, but to understand fully a company’s niche.
One of the existing fallacies in the world of online marketing is the “last click attribution”. What it means is that you credit a sale to the last thing a customer saw or heard. Now, Facebook’s Atlas can prove that the search ad shouldn’t get all the credit for the completion of a sale.
With Facebook’s partnership with Guthy-Renker’s Proactiv, they conducted a study which showcased 12,000 online Proactiv purchases. It showed that 16% of online buyers clicked on the search ads right after seeing the online display ad. As for the other online sales, 43% came from clicks on display ads, and 41% came from search ads. This signifies a small amount of sales coming from those who immediately bought an item right after seeing an ad.
Another reason to debunk the last click attribute is the cross media impact that can go beyond search advertising. According to PrecisionDemandTv, a targeting and analytics firm that was sold to AOL, both radio and TV advertising had bigger impact in e-commerce sales. Similar to this finding, Rex Briggs of Marketing Evolution mentioned that a decade ago, 18% of the sales of 1-800-Flowers came from those who were previously exposed to the display ads and opted not to click on them.
Cross Device Capability
After the advertising week kicked off last year, Facebook announced that they’ll showcase a new version of their Atlas Ad Platform. Atlas Ad Platform was initially acquired from Microsoft in 2013, by the Social Media Marketing giant. According to Facebook, it has plans on rewriting how Atlast works.
According to Facebook, it plans to launch a “people based” marketing approach wherein tracking cookies are no longer that important. It plans to track the ad activity of users based on the Facebook account. Thus, they’ll be able to follow regardless if a purchase has been done using a smartphone, or a laptop.
One of the goals of Facebook is to improve the overall marketing approach in the World Wide Web. According to Erik Johnson, the head of Atlas, path to purchase may not be instant. Instead, one person may see an ad right now, but would rather do some research about it later on, before finally deciding to purchase the item. Thus, according to Erik Johnson, display ad should be part of longer process rather than a click event.
Limitations of Atlas
One of the limitations of Atlast is how it could track the impact of TV ads. Proactive invests around $114 million for the last 52 weeks, in iSpot.tv. Though online video advertising can be tracked by Atlas, it still can’t track people’s attitude watching offline TV, given that they have to log on to their Facebook account in order to be tracked.