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Google adding Facebook Ad Features

Google recently launched a “why these ads” link on your search results page. This link gives users more info about how Google collects information and how they show you ads.  This feature is actually quite similar to the original feature Facebook launched a few years ago and has since deprecated.

I would take a guess and say that the vast majority of people on the internet these days do not fully understand how Google makes billions of dollars each quarter.

In theory the feature is a good idea, telling the consumer more about how things work. Reality is that sometimes people are not ready to know this or don’t want to know.

Also, this becomes yet another “privacy setting” a person has to manage. I really hope someone comes out with a mass privacy setting tool. Now that would be worth paying for.  Imagine being able to set all of your privacy settings across every tool and website you use. It would simplify life incredibly and make you feel comfortable again.




Facebook Vs. The Internet

Facebook has been widely accredited as the largest social network with close to 800 million registered users.

From an outsider perspective Facebook has some interesting things going on for sure.

– A high active user base – most sites start to see people never return, but when your whole circle of friends is on one site, you have a reason to come back often.  However, I would guess a large portion of those accounts are purely for advertising or apps.

– Facebook when it makes changes, people revolt and then stay. When Bank of America makes a change and people don’t like it, they leave since the barriers to leaving are quite low. Facebook doesn’t really have a strong competitor at this point. If you leave, it is the equivalent of leaving humanity which is hard to do.

– Facebook’s technology is not built for monetization. It is built for interaction. Google and Yahoo! were built for content.

Given a recent article in Mashable regarding how Facebook’s ad platform is going to revolutionize things, I would say I mildly agree. I think for brands it is going to be good, they are going to really see their analytics come alive. They are also going to have measurable analytics instead of somewhat subjective metrics like “share of voice.”

I think the new platform in some ways is going to box out certain types of performance advertisers. The ones who do not focus on their brand. Every decision can be social but if there is no one familiar with the product or service you are looking at, no one is going to recommend it.

For instance, mortgage has been a large lead gen vertical for a long time. Most people will simply ask their friends what bank or broker did you go with. They will reply back with a rep name or bank brand name. Old school social.

Very few people are going to recommend the lead gen site they came across in a bulk email. Even if they did remember the brand name of the lead gen site, most likely they can never get back to that page, since most landing pages are not accessible via the root domain.

For instance, lets say you found your mortgage rate and broker through which sent you an email. You were happy with the quote, and did a refi. Your friend Joe is looking to do a refi, you tell him to check out and all he finds is a page that has some crappy content on it and no real phone number or links to the refi lenders.

Simple lesson here would be to have a legitimate SEO domain for every campaign you run. Make at least one landing page accessible via the root. The other lesson is to make all of your emails and marketing campaigns easily shareable.

Facebook is changing how the internet works by forcing people to make brands. Google forced you to make SEO content.

The ironic thing which I think most people don’t realize is all of a sudden each and everyone of those 800 million people on Facebook is potentially a brand. Your life in someways will start to follow the rules of running a successful business.

Your business must look at their product or service and treat it like a friendship. A two way street, that is deeply engaged and dependable.