A Guide To Facebook Ad Simplification

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This presentation makes it easy for advertisers to understand the ad unit consolidation being made by Facebook to simplify their Ads product. Ampush outlines the ad units that are being eliminated and how that impacts your current campaigns. Ultimately these changes will improve Facebook's ad performance, and further enhance the product for their evolving platform.

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A Guide To Facebook Ad Simplification

  1. 1. A Guide To Facebook Ad Simplification June 2013
  2. 2. Facebook Ads have evolved into a complex product for advertisers.
  3. 3. The Problems
  4. 4. 1. It’s too difficult to buy media on Facebook. The Problems 1
  5. 5. 1. It’s too difficult to buy media on Facebook. 2. The current suite of ad products are redundant and ultimately too complex. The Problems 2 1
  6. 6. 1. It’s too difficult to buy media on Facebook. 2. The current suite of ad products are redundant and ultimately too complex. 3. Facebook doesn’t fit well into your media planning and buying process. The Problems 3 1 2
  7. 7. The Solution
  8. 8. The Solution Simplifying ad types to harness social voice and improve marketing performance
  9. 9. The Solution Questions are being eliminated in favor of Page Post Ads which include photos and allow users to post answers via comments Current Question Ad New Question Ad Simplifying ad types to harness social voice and improve marketing performance
  10. 10. The Solution The goal of ad simplification: One ad product for one objective Simplifying ad types to harness social voice and improve marketing performance
  11. 11. What does this mean for advertisers?
  12. 12. Revamped ad products will be released over the next six months to reduce redundancy and increase focus on social context. What does this mean for advertisers?
  13. 13. Elimination of multiple ad units1 An Optimized Ad Experience
  14. 14. Eliminating redundancies and removing ad units that are not widely adopted or accomplish the same goals as other, more effective ads Elimination of multiple ad units An Optimized Ad Experience 1
  15. 15. Elimination of multiple ad units Automatic injection of social in ads 2 An Optimized Ad Experience 1
  16. 16. Streamlining suite of ad products by including the best of sponsored stories in all ads Elimination of multiple ad units Automatic injection of social in ads An Optimized Ad Experience 2 1
  17. 17. Elimination of multiple ad units Automatic injection of social in ads Improved ad-purchasing environment 3 An Optimized Ad Experience 2 1
  18. 18. Showing users standardized ads, better targeted to interests, to promote engagement Elimination of multiple ad units Automatic injection of social in ads Improved ad-purchasing environment An Optimized Ad Experience 3 2 1
  19. 19. How exactly is this happening?
  20. 20. Merging Ad Types
  21. 21. Merging Ad Types Page Post Like Sponsored Stories, Page Post Comment Sponsored Stories, and Page Post Ads will be rolled into one ad-unit One Ad, One Objective New combined unit: Ad with social content on top Page Post Comment Sponsored Story Page Post Like Sponsored Story Page Post Ad
  22. 22. Merging Ad Types Page Post Like Sponsored Stories, Page Post Comment Sponsored Stories, and Page Post Ads will be rolled into one ad-unit Utilizing social voice is more effective to engage users of Facebook and build a fan base One Ad, One Objective New combined unit: Ad with social content on top Page Post Comment Sponsored Story Page Post Like Sponsored Story Page Post Ad
  23. 23. Merging Ad Types Page Post Like Sponsored Stories, Page Post Comment Sponsored Stories, and Page Post Ads will be rolled into one ad-unit Current ads that grant social voice are being consolidated to eliminate the need for separate buys One Ad, One Objective New combined unit: Ad with social content on top Page Post Comment Sponsored Story Page Post Like Sponsored Story Page Post Ad
  24. 24. Merging Ad Types Page Post Like Sponsored Stories, Page Post Comment Sponsored Stories, and Page Post Ads will be rolled into one ad-unit Rather than buying targeted page posts and sponsored story page posts, all page posts will display as sponsored stories, with relevant social content One Ad, One Objective New combined unit: Ad with social content on top Page Post Comment Sponsored Story Page Post Like Sponsored Story Page Post Ad
  25. 25. Eliminating Redundant Ad Types
  26. 26. Eliminating Redundant Ad Types Ad units will drive towards specific business and marketing objectives; two types, Questions and Offers, will be eliminated in July. More eliminations will be announced over the next few months
  27. 27. Eliminating Redundant Ad Types Question  Page Post Ad Page Post Ads with answers via comments will replace Questions
  28. 28. Eliminating Redundant Ad Types Offer  Page Post Link Post Link Ads will replace online Offers; in-store deals will remain for brick-and-mortar retailers
  29. 29. What does this mean for Ampush clients?
  30. 30. They will continue to receive premier campaign performance at scale. What does this mean for Ampush clients?
  31. 31. How Changes will Affect Campaigns
  32. 32. How Changes will Affect Campaigns Improved ROI
  33. 33. How Changes will Affect Campaigns Improved ROI Simplification of ad products will make it easier to optimize and scale campaigns to achieve business objectives
  34. 34. How Changes will Affect Campaigns Suggested Buying Improved ROI
  35. 35. How Changes will Affect Campaigns Suggested Buying Improved ROI Though brands always maintain control over which ad types to use, Facebook will recommend ads based on campaign objectives
  36. 36. How Changes will Affect Campaigns Suggested Buying Improved ROI Improved News Feed
  37. 37. How Changes will Affect Campaigns Suggested Buying Improved ROI Improved News Feed Though brands always maintain control over which ad types to use, Facebook will recommend ads based on campaign objectives
  38. 38. How Changes will Affect Campaigns Suggested Buying Increased Social Context Improved ROI Improved News Feed
  39. 39. How Changes will Affect Campaigns Suggested Buying Increased Social Context Improved ROI Improved News Feed Greater emphasis on social context will enhance advertisements and engage users by leveraging the ‘voice-of-friend’
  40. 40. How Changes will Affect Campaigns Suggested Buying Increased Social Context Improved ROI Consistent Pricing Improved News Feed
  41. 41. How Changes will Affect Campaigns Suggested Buying Increased Social Context Improved ROI Consistent Pricing Improved News Feed Facebook’s changes will not affect the pricing of current or future ad offerings
  42. 42. How Changes will Affect Campaigns Suggested Buying Increased Social Context Improved ROI Easy Transition Consistent Pricing Improved News Feed
  43. 43. How Changes will Affect Campaigns Suggested Buying Increased Social Context Improved ROI Easy Transition Consistent Pricing Improved News Feed The roll out will occur gradually over the next six months to ensure campaigns are not negatively affected
  44. 44. The New Experience
  45. 45. The New Experience Automatically applying social context prevents marketers from buying separate ad units Social Context
  46. 46. The New Experience Automatically applying social context prevents marketers from buying separate ad units A consistent visual display across Facebook improves users’ experiences Visual SimplicitySocial Context
  47. 47. The New Experience Automatically applying social context prevents marketers from buying separate ad units A consistent visual display across Facebook improves users’ experiences Increased exposure in News Feed, better aligned with users’ personal interests Visual Simplicity News Feed Social Context
  48. 48. The New Experience Automatically applying social context prevents marketers from buying separate ad units A consistent visual display across Facebook improves users’ experiences Provided with goals the Facebook platform will suggest the most relevant ad types Increased exposure in News Feed, better aligned with users’ personal interests Visual Simplicity News FeedSuggested Buying Social Context
  49. 49. Ampush is a social technology company helping brands and direct response advertisers achieve performance at scale with Facebook Ads. As a Facebook Strategic Preferred Marketing Developer (sPMD), our fully managed solutions deliver marketing ROI by amplifying the viral power of social recommendations, which Ampush calls Referred Intent. Learn how our solutions can work for you at ampush.com

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