I thought I would add another section to report FB updates, breaking changes etc. that I find interesting.
Several things caught my eye today, the first being this:
The one thing I took from it was that the following is an approach worth testing:
- Launch ads, optimised for engagement. The nature of oCPM results in the ads being delivered to a smaller segment of your audience that is considered more appropriate for the goal of engagement.
- Find the ads that perform the best.
- Relaunch these ads and optimise for reach > hit a wider audience.
The second thing that caught my eye was an update on Audience Insights:
Which had incidentally been introduced earlier - http://allfacebook.com/audience-insights_b131556
Now, this may or may not be available to you yet and is probably being rolled out in the US first.
The cool thing here is that this gives you insights into audiences your ads are delivered to, rather than page likers.
With all the granular targeting options Facebook provides, there are sure to be some optimisation nuggets in here.
Perhaps a big % of your audience are single and like a specific page, or fall into one of the 3rd-party partner categories. The more you know...
The new RHS ads are on their way... post excerpt from http://allfacebook.com/revamped-righ...de-ads_b132653 below:
Facebook announced that it will begin rolling out its redesigned right-hand-side ads early next week. The revamp of those ad units was originally announced in April.
The social network said in April that the new look for right-hand-side ads was aimed at providing a better experience for users, but tests also showed up to three times more engagement, clearly benefiting advertisers.
Facebook also pointed out at the time:
Because the updated ads mirror the overall shape of desktop News Feed ads, marketers will no longer have to choose separate images for News Feed and right-hand-column placements. They can now use the same image for both.
The social network mirrored many of the same points in its announcement Friday in a post on the Facebook for Business page:
The redesign of right-hand-column ads is part of an ongoing initiative to improve our ads in general. Advertising can — and should — be additive to people’s experiences on Facebook. In early tests, we’ve observed significantly higher click-through rates from people shown the new design versus the old. These results suggest that we’re on the right path: People are finding the new right-hand column ads more engaging, and advertisers, therefore, are getting more value for their ad impressions.
As we mentioned in April, the new format of right-hand column ads means people will see fewer ads on Facebook. So as people begin to see the new format, we’d like to share what this means for advertisers.
With fewer ads available in the right-hand column, we expect that overall competition for ad space on Facebook will increase. This means that some advertisers may see increased prices at auction.
We recognize that this may be an unwelcome development for some businesses, particularly those that count raw impressions as an overall indicator of success for their campaigns. However, it is our belief that the overall value delivered through this more engaging ad format will offset any potential decreases in impressions.
Not all ad impressions are created equal on Facebook — or anywhere else, for that matter. The increased visibility of the new right-hand column ads, combined with our strong targeting features, like custom audiences and partner categories, means marketers are better-equipped than ever before to deliver beautiful, relevant messages that help drive key business results.
Facebook has made two PMD-related discussion groups public. You should join these for info if you are interested in technical aspects of ad types and platform changes:
The groups are:
Facebook has also released a mobile app for their ads manager - check ads, pause/resume etc. on the go in a much easier fashion!
Facebook now lets you target by browser and OS. Wooo! Good for when your tracking says that for whatever reason Mac users are converting 2x as much.
Facebook just keeps on giving!
You can now target by specific mobile devices e.g. iPhone 5C and iPhone 4.
They have just enabled the Facebook Audience Network through the power editor. This will let you run mobile ads in partner apps as banners and interstitials. Basically your FB ads can be served in Facebook's own mobile display network.
A bit delayed notice, but quite important: Facebook has opened up the news feed frequency cap a bit for pages.
Now, users may be delivered each of your individual ads up to twice per day - it used to be once.
This is for pages that users have not liked (which arguably will always be the majority of your audience).
For users who have liked your page, the frequency cap remains at four.
Expect a small lift in impressions available in certain circumstances, as well as a frequency increase on ads, sometimes.
The news feed is still competitive as hell so this likely won't do a whole lot.