1. Objective-Based Ad Buying. Advertisers now begin the ad buying process by answering "What’s your advertising objective?" The business is given a list of choices and Facebook will recommend an ad type based on the choice made. The list of objectives include:
• Clicks to Website
• Website Conversions
• Page Post Engagement
• Page Likes
• App Installs
• App Engagement
• In-store Offer claims
• Event Responses
2. Location. Facebook now allows businesses to decide whether their ad will be shown in the mobile News Feed, desktop News Feed and/or on the right-hand column. According to Facebook, "a marketer looking to drive traffic to their website can now place a desktop ad with a link to their full desktop site, and a separate mobile ad that links to their mobile site. This means businesses can better tailor ad experiences based on where people will see their message."
3. Custom Audiences. Targeting clients using Custom Audiences used to only be available to marketers managing a large number of campaigns and ads through Facebook's Power Editor Tool or those utilizing Facebook’s API. Now the system is available to every advertiser. With Custom Audiences, small businesses can now upload their own contact lists to reach their matched customers with ads on Facebook for their website, Facebook Page or mobile app. According to Facebook, "Custom Audiences is data protective and specifically designed so that Facebook doesn’t share the private information people put on Facebook without their consent. People will continue to have the same control over the ads they see on Facebook." In addition to being able to send targeted ads to current/previous customers you can also use this tool to exclude current customers when running certain ads such as those for promoting a mailing list sign up.
These newer additions to Facebook ads now give marketers many new possibilities when advertising on Facebook in the future. If you would like additional information on Facebook advertising, please contact us at www.BuddinghAssociates.comand read our article "Do Facebook ads really work?"