How Facebook’s New Ad Rules affect your Business’ Bottom Line
If you have been wondering how Facebook’s New Ad Rules affect your Business’ Bottom Line read on…
When you invest dollars into Facebook advertising you have a business objective in mind. If you don’t, we need to talk (because you have money to burn).
Nonetheless, the social media giant has instituted some updates as it pertains to advertising on their platform. And these changes can positively impact your sales, while optimizing your social media ad spending.
Facebook’s New Ad Rules update #1: Brand awareness bidding
Before October 2015, direct response (DR) advertising and bidding was pretty much the only game in town on Facebook. Direct response ads have a call to action such as: making a purchase, downloading an MP3 or opting-in to an email list. Metrics with DR promotion is achieved through your conversion numbers and via Facebook Insights.
Now, with the newly launched Brand Awareness bidding, marketers can seek to optimize engagement with their pages (instead of simply going for conversions). So, if you miss the old organic reach of yesteryear on Facebook, launching and leveraging brand awareness campaigns will help you increase “Likes” and “Shares”—which can work to increase your organic reach.
Facebook’s New Ad Rules update #2: Carousel format video ads
Let’s face it. Video rules online, which is why YouTube is the 2nd largest search engine in the world. Previously, you could only include images in a carousel ad with swiping capabilities. Now you can include multiple videos for ad viewers to swipe through.
Think of video ads in carousel layout as an interactive video slide show where at the end of the ad you can direct ad viewers to your website or a specific landing page where your marketing automation software (e.g. Eloqua, Infusionsoft, etc.) can kick into high gear.
Facebook’s New Ad Rules update #3: Target Rating Points
Basically, research has shown that Facebook ads are likely to be viewed more than traditional TV advertisements. So Facebook has partnered with Nielsen, a leading media research organization, to integrate TV boosting ad campaigns with Facebook video ads. These campaigns are designed to mix TV programming and Facebook video ad targeting to increase impressions through what is called “target rating point,” also known as TRP.
This advertising method is similar to making a television ad buy, except it’s on Facebook.
Facebook’s New Ad Rules update #4: Mobile Poll Campaigns
Need a stealthy way to conduct market research? Why not combine Facebook advertising with targeted polling? Just login to your campaign manager and now you have the ability to create fully customizable poll campaigns to increase reach and likes for your business’ Facebook page.
And there you have it: a few recent Facebook advertising changes that you can use to grow your audience and business.