77Agency developed its software as part of an approved group of partners who were given access to the Facebook advertising platform. To complete the project, the 77Agency development team worked closely with both the London and Palo Alto Facebook offices to develop and test the technology, which is derived from experience and expertise gained in previous developments around Google AdWords, Yahoo and Microsoft Ad Center.
The move effectively adds a layer of technology on top of the Facebook software making it possible to manage multiple Facebook advertising accounts from a single interface, with the principal objective of reducing the management time of large, complex campaigns.
The technology is available to clients of 77Agency and is also being licensed out to other agencies, clients and third-parties.
More specific advantages of the software include the ability to link conversion data to Facebook ad groups making ROI information easily available, as well as the ability to create, delete, modify, and even bulk upload campaigns from a spreadsheet. In addition, bids can now be optimised in real-time, it is possible to manage budget and status for multiple groups and there is a wider range of reporting and data analysis tools available than when using the Facebook interface alone.
Marco Corsaro, Managing Director of 77Agency said, "We're very pleased to be one of the first companies to announce the deployment of an official technology around the Facebook Ad interface, following months of hard work and co-operation with the Facebook development team. We strongly believe that our technology will help companies improve their Facebook campaigns both by saving time and improving the ROI."
Senior Software Engineer at 77Agency, Erik Bonder said, "It was a great opportunity to work directly with the Facebook developers in Palo Alto, they provided real insight into the Facebook technology and fully supported us throughout the development phase."
77Agency manages Facebook campaigns for clients across a range of industries, from fashion and clothing, health and beauty to publishing and finance. However, Corsaro feels that many brands haven't yet understood the full potential of social media. As a result, 77Agency are running a series of seminars in London, Milan, Rome, Amsterdam and New York highlighting the opportunities presented by social media to brand and marketing managers.
"We've been fortunate enough to have had guest speakers from Facebook, YouTube (Google) and business network Viadeo amongst others," explains Corsaro, "so our guests have been able to see first-hand the very latest social media products and developments for advertisers".
The next event to be held in London will take place early in the New Year.
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