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BizReport : Trends & Ideas archives : June 20, 2012

Payvment launches one-click social ads

A new service on the social front may have some brands reconsidering social media ads - especially those on Facebook. From Payvment, the solution automatically targets ads based on social shopping data to help increase the engagement factor. Payvment is the top Facebook ecommerce platform.

by Kristina Knight

payvment.jpg"Targeting Facebook Ads can be a bit of a guessing game - it's hard for sellers to know exactly which audiences will respond to their products. Since Payvment powers a majority of the shopping on Facebook, we see patterns that we use to create very effective targeting. No one else can do this," said Christian Taylor, founder and CEO of Payvment. "The small and medium businesses that use Payvment have historically looked at Facebook Ads as out of reach for their business - either they're not clear on how they work, or they don't want to spend money learning as they go. They can now use Payvment's new ad offering to get started with very little effort or cost - in one click they've placed the ad, and Payvment does the rest for them."

Payvment's service is a one-click ad-buying process. It is integrated within the platform's existing promotions tools so when a social-seller makes a promotional post they can automatically grab a Facebook ad with the same information. Here's how it works:

A retailer creates a post about a one-day sale on Levi's, for example. Once that post is placed on their Facebook page, they simple edit the headline and the body of the post to be ad-friendly and choose the budget for the campaign. That budget creates an estimated 'reach' for the ad. The seller then clicks Promote and the ads are launched; ads can be tracked in the seller's dashboard.

The ads are targeted based on Payvment's algorithms - they analyze the seller's inventory and engagement patterns and compare that with aggregated profile data from shoppers who have engaged with Payvment storefronts in the past.

Tags: Facebook ads, Payvment, social commerce, social marketing, social media ads

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