Facebook launched its new rival to Googles Display Network last year, to help advertisers reach more of the right by people by extending Facebook ads into other mobile apps.
Facebook ads can be super effective, especially for small businesses particularly in the leisure industry. But once you start using Facebook ads for your page, you will start to notice that there are some limitations. Especially if you wish to create a number of ads in one go or you start finding you wish you could do more advanced targeting. If until now you have been creating your Facebook ads using the Facebook website, then read on.
What is Power Editor?
Some good news from Facebook for Business Page admins that use Facebook advertising as part of their Marketing Mix. A new Ad layout is coming for the traditional right hand side Ads. This new format offers a more visual design and is looking to increase engagement for Advertisers. This is a welcome more as the I have found over the past year that the tradition right hand Ad format has been losing out to the News Feed story Ad format in terms of CTR and even just plain old impressions.
New Facebook Ad Format
The new format will offer more media space so images and video should have a similar feel as the News Feed Ads. This also fits in much better with the new Facebook design that is currently rolling out to make desktop and mobile experiences the same.
Increased Facebook Ad Engagement
According to Facebook this new format is intended to offer a better Ad experience and and increased engagement from users seeing the new design. Facebook are claiming around 3x more from early testing. This probably means early adopters will see the benefit, which I guess will be the Business Pages with a high Ad spend as Facebook starts the rollout later this month. Facebook say that the remaining rollout will be later in the year.
Simpler Facebook Ad Management
To make things simpler for advertisers, and because the new Ad format mirrors the desktop News Feed ads, admins will no longer have to choose separate images for the two types, and the same image will be used for both. Especially useful for those with limited creative resources. Not only that but Facebook will be simplifying the actual advertising product options it has from the current confusing 27 into 3 clear categories. I will update once I know more about this, but it will definitely help small business who don’t have the time or experience staff to understand all the different options.
Better Facebook Ad Call to Action
Another great addition coming to Facebook Ads is a Call to Action button on certain ad types. Page Admins will be able to choose specific call-to-action buttons for their adverts. Facebook will give you a choice from 5 actions: Shop Now, Learn More, Sign Up, Book Now or Download.
These options will be available on the following two Ad product options:
- Clicks to Website: This basic advert encourages people to visit your website
- Website Conversions: For this more advanced option, you can create a pixel to put on your website that tracks conversions, including check-outs, registrations and leads
Mobile Ad spend now accounts for over 1/6th of all digital Ad spend in the UK. Thats a massive growth since 2012. £1 in every £6 spent is now spent on mobile. For me though this is just the start, I can see this growth continuing upwards at an even bigger arc. Why? well thats simple, we now consume more and more via mobile. The desktop is almost dead as we the consumer spend more and more time online via mobile devices.
When we talk about mobile devices its not just smart phones. Data from UKOM/comScore shows more than a third of people (36%) who access the internet are doing so via tablets, as tablet ownership grew 63% in the UK to February 2014. I hope all business owners are taking this in. More and more of your customers are consuming your content and media on mobile devices, so where do you think you need to target your adverts? Exactly. Mobile.
Now its much easier to target the mobile audience then you may think. Social Media platforms offer a host of advertising options, all of which can target the mobile audience via their respective Apps. Its also a cheap and easy step into mobile advertising for most businesses, in fact a lot of SMEs I talk to already do some form of Social Media Advertising.
Top Social Media Ad platforms
- Facebook – https://www.facebook.com/ads/create/
- Twitter – https://ads.twitter.com
- Foursquare – http://business.foursquare.com/ads
- Instagram – http://instagram.com/about-ads
- Pinterest – http://business.pinterest.com/promoting-pins/