A Trio of New Treats to Tantalise your Facebook Target AudienceBtissington
Gone are the days when it took a few years of inadequate inquisitiveness to be rendered ‘out of the loop’ in the media world. Now a trip to the south of France and a couple of weeks of ignoring your RSS feed, and you may as well consider yourself the mini-disc of digital advertising.
At Space and Time we don’t take holidays. Emails from home get lost in the barrage of Google Alerts, all containing virtual reams of juicy digital developments. And this last week has been no different.
It’s been my “Facebook Advertising” alert that’s particularly piqued my interest of late and this is due to a number of exciting developments by the platform.
1) MULTIPLE IMAGE ADS
I logged into Facebook Business Manager on Monday morning with the muted enthusiasm that most of us are familiar with, but this failed to linger as I was pleasantly surprised to discover that one of our accounts had been granted access to Facebook’s Multiple Image and Link ad unit.
Although Multi-Product Ads were released months back, the ability to deliver three separate messages in one ad unit is only now appearing in a few Facebook Power Editors across the UK.
It doesn’t take a Paid Social Media Manager to realise what a great asset this is, as any Facebook user can “appreciate” the value in this tool, enabling you to:
- Diversify your offerings – or diversify the way you exhibit one offering – all within one ad serve.
- Remarket to those who have already visited your website (using Facebook’s Website Custom Audience), with more options to explore your brand the second time around.
It truly is a great asset and we look forward to sharing some great results with our clients off the back of this.
2) THE CINEMAGRAPH
2014 became the year of Video Advertising for Facebook, but they would never be so complacent as to award it that honour for two years in a row, so not even 3 months into the New Year and they are already experimenting with new ad formats to further engage users. And they believe this is the next step…
“But what could be more engaging than that audio-visual combination we’ve come to know and love?” I asked myself the very same question, and then my eyes struck gold:
It’s the GIF with a diff-erence, and quite a hypnotising piece of work.
Think Vine meets Instagram, meets a little bit of multimedia magic and there you have it, what could soon be the newest addition to Facebook’s ever-growing repertoire of ad formats.
3) RELEVANCE SCORE
“How’s it going?” A question that is generally answered with an acceptable “fine”, “ok” or “good”. However when it comes to a client asking this of its digital media agency, such responses usually won’t cut it.
In the social media landscape reporting has become so much more sophisticated that being transparent about all the analytics at your disposal means opening yourself up to greater scrutiny in performance measurement.
Facebook are the champions of this cause and they’ve fought extremely hard to progress from ye olde number-of-likes based measurement system to one in which Facebook campaigns can finally plant their flag in the sand that is the post-checkout thank-you page – an honour that has previously been enjoyed in main by PPC teams the world over (of which we have quite a stellar one).
Metaphors aside, Facebook’s Relevance Score is now about to give advertisers and clients a greater understanding of whether their ads are actually hitting the right audiences. The Score, from 1-10, 10 being the most relevant, uses a sophisticated algorithm to determine.
“Relevance score is calculated based on the positive and negative feedback we expect an ad to receive from its target audience. The more positive interactions we expect an ad to receive, the higher the ad’s relevance score will be. (Positive indicators vary depending on the ad’s objective, but may include video views, conversions, etc.) The more times we expect people to hide or report an ad, the lower its score will be.” – facebook for business.
Although RS should not be considered the holy grail of ad performance measurement, maintaining a high one will go a long way to lowering the cost of reaching your target audience, as Facebook strives to prioritise serving the right ads to the right people.
Have a great weekend!