Yesterday evening, Facebook announced that it will be changing the they way and types of ads that its offers on the platform. I had a really great four-part blog series on Facebook ads and strategy planned for the next 3 weeks, but since the announcement, it’s all been ruined! That’s just my personal struggle, but here is a recap of how Facebook ads will be changing.
These little guys are no longer an option. Instead, they will be built into every ad offered through Facebook. Because Facebook is a social environment, advertisements that include sponsored stories perform the best. Facebook recognizes this by stating “We know social enhances ad resonance; people are influenced by this type of word-of-mouth marketing.” This is actually great news, because it simplifies ad buying.
Sponsored Stories also now have a unified look. Although marketers might not have realized it (I certainly didn’t), sponsored stores were actually presenting in a variety of way – 13 to be exact. These are now all being unified with a bigger image and social context on top.
No more “Questions”
Questions was a feature that existed for pages. It allowed a page to poll its fans using a unique entry form that tallied up votes. In an effort to “reduce redundancies” Facebook is taking this feature out, point out that brands have used posts to ask questions and post comments to collect answers. However, we no longer get that fancy automatic tally feature, which honest was pretty nifty.
“No more Offers”
Offers was a page tool that allowed marketers to post promotional offers for products directly on the feed. They were presented in a unique way and even had sponsored stories for those that redeemed them. Facebook is removing this option “because marketers have found that using a Page post link ad is a more effective way to drive people to deals on their websites.” Although this may be true, the tracking features and ad report that came with offers did give marketers a nice tool to monitor effectiveness. No word on whether some type of tracking will be built into posts, or if we’ll all need to rely on our own monitoring and short-link tracking tools.
Facebook states, “In the coming weeks and months, marketers will start to see these streamlined changes to our ads solutions.” They offer no specifics on how this will change, but I image an ad buying process that has less clicks and thinking involved. Much like the sponsored ads, the coming ads option will likely also be simplified and uniform.
Ads will also be more goal focused. These goals may include in-store sales, online conversions, app installs, “etc.” Currently conversion tracking has been most prominent with Power Editor users. We can only hope that these options are made easier to understand are become part of the front end ad buying experience.
Some of these changes, such as offers and sponsored stories, are going to begin popping up in July. Over the next few monthly we’ll see the ad option change. Anyone upset or anxious yet?