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The Facebook Keyword Bidding Rush Has Begun

Posted by Jay Friedman on November 14, 2008 at 09:13 AM PDT

By now, most brands and businesses have bid on their search branded keywords and any words even remotely related to their product.  But the next phase of keyword bidding has just begun.  Try mentioning "camping" in your facebook status and you'll see ads for weeks about camping social networks and camping gear.  One would hope that those generating the highest eCPMs are given priority (anyone at Facebook, feel free to confirm/deny.)

So, are you bidding on your Facebook keywords?  If someone mentions "new car" or even "Toyota", "big screen TV", or "vacation", there are hundreds of brands and services that would do very well to attract those users.  As is the problem with all behavioral, the ads could appear after the fact and be worthless.  Someone who writes "just bought an HDTV" isn't going to respond well to an ad for the newest 50" plasma.  But that's what optimization and keyphrase construction is all about.  Finding the strings that work and bidding the right price.

My humble advice to brands is that they get started now.  It doesn't require a cannonball into the pool, but dipping a toe and finding out what works now puts you in the game at a time where accountable media is more important than ever.

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• Tags:
• behavioral,
• Facebook,
• keywords

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