After a number of revamps and updates about Facebook Ads, the social network giant gathered hundreds of people in New York’s Museum of National History last February 29 for its first Facebook Marketing Conference. During the event, they announced what’s new about Facebook Ads. Although users may not notice the change, Facebook subtly tweaked its Marketplace Ads to improve marketers’ relationship with their consumers.
The New Facebook Ad Products
During the first fMC, Facebook announced their five new ad products that marketers can take advantage of:
- News feed ads
- Homepage’s right-hand side ads
- News feed ads on mobile devices
- Log out ads
- Offers
Apparently, only the log out ads and the offers are new on the list.
News Feed Ads
Despite the notion that News Feed Ads can flood a user’s home page, it’s not the case according to Facebook. This type of advertisement will appear only if your friend interacted with a brand page. For example, if your friend liked a page. Meanwhile, the News Feed Ads are either organically runs just like any other status updates or paid by advertisers.
Premium Ads
The homepage’s right-hand ads are what Facebook calls Marketplace Ads. It’s usually direct-response, and looks like a standard ad banner. On the other hand, the Premium Ads will also appear on this section.
Premium Ads will come from a brand page, and will often contain status update or a new video upload. However, it will not necessarily come from page that you liked. While you’re more likely to see ads from pages you subscribed to, you’ll also see banners from pages that you or your friends didn’t like.
Advertisers can pay for Premium Ads based on impressions and reach. That’s because Facebook pointed out that click-through rates are poor and irrelevant ad metrics. In order for marketers to see if their ads are effective, the social network giant will be using “mixed-media modeling.” This model uses multivariate regressions or sales and marketing time series data to forecast the impact of various marketing sales for future executions.
Reach Generator
Facebook added a new tool for advertisers to reach all of their fans –– the Reach Generator. According to the social network giant, a brand’s post reaches only 16% of its fans. The new advertising tool will help advertisers reach the remaining percentage of followers by rerunning their status updates.
Facebook are improving their features for brand pages to remove the distinction between a page and a profile. They hope that a well-run Facebook Page which offers great user reach and engagement will become every online marketer’s campaign cornerstone in the future.
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