Announcement

Keywee Signs 100th Publishing Customer​

Keywee Signs 100th Publishing Customer​

Since launching our solution earlier this year in March, we have worked with a lot of the leading publishers and we have the good fortune to call many of them our customers. We recently signed New York Media as our 100th customer in the publishing segment, and to mark the event, we just put out this press release…

Keywee Signs 100th Publishing Customer

Content Marketing Innovator Drives Tremendous Success in First Year

New York, NY – December 15, 2015 – Keywee announced today that it signed New York Media, the publisher of New York Magazine and digital properties including Vulture, The Cut and Grub Street, as its 100th customer in the publishing segment. New York Media is using Keywee’s content marketing platform to drive social engagement and reach new audiences with its content via paid distribution on platforms like Facebook.

Keywee has signed an impressive list of publishing customers since launching its platform in March. Other Keywee customers in the segment include: The British Broadcasting Corporation (BBC), Conde Nast, National Geographic, The New York Times and Slate. In fact, seven out of the top 10 newspapers in the United States now use Keywee. In addition, leading retailers and brands also tap Keywee for their content marketing initiatives.

“At New York Media, we leverage platforms like Facebook for content distribution and strive to reach new audiences and maximize our social engagement,” said Ken Sheldon, executive director of audience development at New York Media. “Keywee has allowed us to better achieve our goals in these areas more cost-effectively and efficiently than we could ourselves.”

Content distributed by Keywee accounts for more than 600 million impressions a month and delivers around an eight percent click-through rate (CTR) — approximately four times higher than the organic CTR of the same content. Using text-mining technology and a vast database of historical content performance to target — and distribute content to — audiences on platforms like Facebook, Keywee is changing how publishers leverage content to achieve business goals. Keywee’s content marketing platform helps publishers grow their audience, increase social engagement and sign up more subscribers.

“There are significant shifts occurring in content marketing. In particular, the majority of content is being consumed in the mobile apps of platforms like Facebook, Twitter, Apple and Google. They are the new browsers. Publishers realize this, and they are making big investments to get their content in front of audiences across these platforms to drive business results,” said Yaniv Makover, CEO and co-founder of Keywee. “Keywee leverages data to find the best audiences across these platforms for content based on a publisher’s specific business objectives.”

From the Blog

Introducing Keywee’s Native Video Advertising Feature

We’re excited to announce that Keywee’s content distribution platform now supports native video advertising on Facebook. This much-requested new feature offers all the same benefits that content creators love most about working with Keywee – low CPCs, hyper-specific targeting, audience growth, and more – and extends them to the flourishing world of Facebook native video.

How it works

The process of promoting native Facebook video with Keywee is a lot like distributing text-based content through our platform, and it’s just as easy. Typically, our software analyzes the article that’s being promoted and picks out keywords that are then used to identify the best Facebook audiences for the content. In the case of native video, though, Keywee “reads” an article related to the video and uses this information, along with meta-data pulled from the video itself, to determine the right audiences for the video. Our software then generates variations of paid Facebook posts, promotes them to these audiences, and optimizes the campaign for specific business goals.

See it in action

Below are a few posts that have been promoted using our new native Facebook video feature. While the high engagement is evident, given the large number of views, what’s not so obvious is the amount of money we’ve been able to save for our clients. Recently, one of the leading publishers that we work with was able to achieve a Cost per video View that was 76% less than the target CPV.

Request a demo to hear more about how Keywee’s new native video advertising feature can help you cost-effectively promote your Facebook videos.

About Keywee

Keywee enables the creation, distribution and measurement of content that drives business results for publishers, retailers and brands. Hundreds of iconic brands and digital natives like The New York Times, The BBC, AOL, and Forbes use Keywee’s revolutionary platform to find the audiences most likely to meet specific goals for their content.

Interested in learning more about Keywee? Click here to request a demo.

All Things Creative: Building Facebook Ads that Convert

Here at Keywee, we like to get creative. In fact, we consider ourselves savvy when it comes to creative – Facebook creative, that is.

We’ve generated over 300,000 different creatives for more than 70,000 articles, which have been published on over 600 Facebook Pages. While we’ve found that there’s no silver bullet to building effective ad creatives, we have collected enough data to identify some traits common among high-converting Facebook ads.

In our latest webinar, “All Things Creative: Building Facebook Ads that Convert,” we crunched all the numbers to share with you how to best optimize your Facebook sponsored posts for conversion. Spoiler alert: it’s not all puppy photos and cat memes.

Getting on the same (Facebook) Page

Before we get started, let’s make sure we’re on the same page regarding terminology. For the purpose of this discussion, we’ll be referring to each part of a Facebook ad or sponsored post as outlined in the diagram below.

Facebook Sponsored Post Terminology

Now, let’s dive a little deeper into each of these separate parts.

The Headline

Let’s face it, headlines can either make or break a Facebook campaign. While there are many different approaches to writing effective headlines, our research has uncovered one particular structure that often results in high-converting headlines.

Number → Noun → Personal Noun → Modal

(Quick grammar refresher: a modal is a type of verb that is used to indicate modality, such as likelihood, ability, permission, and obligation.)

Facebook Headlines - Best Word Structure

Below are a few examples of high-converting Facebook posts that follow this structure.

High Converting Facebook Posts

On the other hand, we’ve also discovered that headlines with the structure Verb + Noun typically lead to lower CTR and engagement. Not only is a low CTR in itself undesirable, but it can also negatively impact on the overall campaign.

The Description

For many of today’s Facebook users, the Facebook mobile app is the primary way they access the social network. Unfortunately, this means that a considerable amount of descriptions that marketers include in their Facebook ads go unread. That’s because Facebook post descriptions are generally not visible on mobile. In fact, we found that even the most effective descriptions may only contribute to a 0.5% lift in CTR.

All’s not lost when it comes to Facebook post descriptions, though. Well-written descriptions can help give credibility to posts of lesser known pages, brands, or to very niche content.

The Image

Before we get into our discussion on the best images for Facebook ads, take a look at the three variations of the post below. Which do you think had the highest CTR?

Highest Facebook Sponsored Post Click-Through-Rate

If you guessed Post #3, you’re correct – it actually performed three times better than the other two posts.

It’s no secret that users are drawn to captivating images, but digging a little deeper, what makes for a good Facebook ad image? Here’s what we’ve found help increase CTR:

  • Images with identifiable objects
  • Images with people whose faces are visible
  • Images that evoke a strong emotional response from the user
  • Images that conceal and make the users wonder (and therefore click)

While you may be tempted to try pushing the boundaries of your Facebook ads, the social media giant has some hard and fast rules against certain types of content. They include:

  • Adult content (Nudity, sexually suggestive imagery)
  • Sensational, disrespectful, or overly violent imagery
  • Alcohol
  • Before-and-after photos
  • Content that asserts or implies personal attributes
  • Deceptive, false, misleading content
  • Bad Grammar or punctuation

Let’s Get Creative

By now we’ve only scratched the surface in terms of optimizing Facebook ads for conversion. As previously mentioned, there’s no one-size-fits-all for effective Facebook ads; success depends on a unique combination of factors that include the content, creative, audience, and more.

Watch the webinar below for everything we covered in this blog post, in addition to topics like:

  • The right amount of post text to achieve the best organic reach
  • How many different creatives to test for each Facebook ad
  • A deep dive into how Keywee’s tools overcome common challenges regarding Facebook creative

 

About Keywee

Keywee enables the creation, distribution and measurement of content that drives business results for publishers, retailers and brands. Hundreds of iconic brands and digital natives like The New York Times, The BBC, AOL, and Forbes use Keywee’s revolutionary platform to find the audiences most likely to meet specific goals for their content.

Interested in learning more about Keywee? Click here to request a demo.

Leveraging Facebook Data to Behaviorally Grow Your Audience

One of the primary reasons that marketers turn to Facebook for help achieving their business goals is that, unlike other content distribution platforms, Facebook allows them to speak directly to very specific, granular audiences. That said, while reaching the right audience is undoubtedly a critical component of any targeted campaign, oftentimes it’s only half the battle.

When dealing with such nuanced audiences, it’s equally important for publishers to take a step back and evaluate how to best approach these audiences. Brands should ask themselves, “What is the typical behavior of these Facebook users, and how do I remain mindful of that as I’m serving them campaigns to bring them to my site?”

In our latest webinar, “How Publishers Can Leverage Facebook Data to Behaviorally Grow Their Lists,” we dove in head first to find answers to these tough questions. With some help from our friends at Bounce Exchange, we explored some behavioral traits that are common among most Facebook users, as well as techniques for creating a custom experience for your Facebook-driven website visitors.

Here are a few highlights from the webinar.

The Behavioral Mindset of Facebook Traffic
There’s a common misconception that when people click a link on Facebook they only consume that single piece of content, then immediately return to Facebook and continue browsing their News Feed. While this traffic can be flighty, one Keywee study found that Facebook-driven traffic sees nearly three times as many pageviews as other traffic sources.

So how hard is it to acquire quality traffic on Facebook these days? When looking to acquire quality traffic from Facebook, it all comes back to the concept of growing your core audience, a.k.a. “The Holy Grail of Publishing.” One Keywee client study actually found that core audience members are five times as valuable as a passerby.

Identifying Your Core Audience

Smart publishers should consider a strategy that uses core content, the content that best represents your overall brand, to attract and retain readers.

Maintaining Continuity from Facebook to Your Site
Generally speaking, smooth transitions are preferable to those that are abrupt or unexpected. So why not offer some continuity to visitors that you’re bringing to your site from Facebook? Since you know which piece of content brought a particular user to your site, you should have a sense of what else may interest that visitor. This means that you can offer more relevant content that echos the same value that brought the reader to your site in the first place.

Consider this simplified example: Mike is browsing Facebook and comes across a sponsored post from a national newspaper that’s promoting a tech article. When Mike clicks on the link to read the article, rather than displaying the paper’s standard navigation bar (which includes verticals like Food or Style), the website dynamically changes the navigation bar to display the subcategories within the tech vertical.

Dynamic Navigation

Publishers looking to increase brand affinity should consider designing these secondary experiences around the content that initially brought the reader to their site. You can also try offering more content that’s similar via a newsletter sign-up or through browser push notifications.

The List Goes On
Watch the webinar below to hear more about the items above and more, including discussions on a wide range of topics like:

  • The predictability of paid channels and how it enables you to scale your content distribution
  • Whether clickthrough rate matters when you’re paying CPC (spoiler alert: it does)
  • The factors that contribute to the cost of distributing your content on Facebook, like post engagement rate and the number of Likes on your page
  • Tips for moving your audience from content affinity to brand affinity
  • How brands are modifying their mobile experience to resemble Facebook in order to reduce friction

 

About Keywee

Keywee enables the creation, distribution and measurement of content that drives business results for publishers, retailers and brands. Hundreds of iconic brands and digital natives like The New York Times, The BBC, AOL, and Forbes use Keywee’s revolutionary platform to find the audiences most likely to meet specific goals for their content.

Interested in learning more about Keywee? Click here to request a demo.