Facebook Introduces New Ad Formats

Posted on February 27, 2012

On February 29th, Facebook is set to unveil a revamped version of premium ads on their Pay Per Click platform1. The change is expected to increase ad performance by 40-80%2, and with no increase in cost to advertisers (except an increase in clicks) this is a win-win.

What Are The Changes?

The new ads will feature a larger display area, making the premium ads much more prominent on the page. Additionally, there will be space for a like button and (once a user becomes a fan) number of likes and comments, and a space to leave a comment will also be displayed. The most significant change, however, deals with how the content of the ad is generated. Instead of just writing the ad text, your ad is automatically created by pulling the content from a post of your choosing. Any photo, video, question, status update, event, or link that you share on your fan page can now be promoted as an ad.

Why It Will Increase Performance

The reasoning behind this update is to increase the engagement created by an ad. Internal testing has shown that the content posted on your own fan page is much more likely to be of interest to a casual user rather than advertising text that just asks for their businessm3. Furthermore, the social aspect of advertising has really been increased with this update; when a user has a friend that has already liked your post, the ad is expanded to include this information right at the top. Combined with additional points of interaction such as the like button and comments section, this new platform is less of an advertisement and more of a way to expand the reach of your Facebook Fan page.

Full Facebook Premium Ads Overview

Full Facebook Premium Ads Guide:

Sources

    1. Social Media Today
    2. http://Gigaom
    3. Scribd

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