a guide to facebook ad simplification
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A Guide To
Facebook Ad Simplification
June 2013
Facebook Ads have evolved into a complex product for advertisers.
The Problems
1. It’s too difficult to buy media on Facebook.
The Problems
1
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
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
The Solution
The Solution
Simplifying ad types to harness social voice and improve marketing performance
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
The Solution
The goal of ad simplification: One ad product for one objective
Simplifying ad types to harness social voice and improve marketing performance
What does this mean for advertisers?
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?
Elimination of multiple ad units
1
An Optimized Ad Experience
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
Elimination of multiple ad units
Automatic injection of social in ads
2
An Optimized Ad Experience
1
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
Elimination of multiple ad units
Automatic injection of social in ads
Improved ad-purchasing environment
3
An Optimized Ad Experience
2
1
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
How exactly is this happening?
Merging Ad Types
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 Sponsore
d Story
Page Post Like Sponsored Story
Page Post Ad
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 Sponsore
d Story
Page Post Like Sponsored Story
Page Post Ad
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 Sponsore
d Story
Page Post Like Sponsored Story
Page Post Ad
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 Sponsore
d Story
Page Post Like Sponsored Story
Page Post Ad
Eliminating Redundant Ad Types
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
Eliminating Redundant Ad Types
Question Page Post Ad Page Post Ads with answers via comments will replace Questions
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
What does this mean for Ampush clients?
They will continue to receive premier campaign performance at scale.
What does this mean for Ampush clients?
How Changes will Affect Campaigns
How Changes will Affect Campaigns
Improved ROI
How Changes will Affect Campaigns Improved ROI
Simplification of ad products will make it easier to optimize and scale campaigns to achieve business objectives
How Changes will Affect Campaigns
Suggested Buying
Improved ROI
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
How Changes will Affect Campaigns
Suggested Buying
Improved ROI
Improved News Feed
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
How Changes will Affect Campaigns
Suggested Buying
Increased Social Context
Improved ROI
Improved News Feed
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’
How Changes will Affect Campaigns
Suggested Buying
Increased Social Context
Improved ROI
Consistent Pricing
Improved News Feed
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
How Changes will Affect Campaigns
Suggested Buying
Increased Social Context
Improved ROI
Easy Transition
Consistent Pricing
Improved News Feed
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
The New Experience
The New Experience
Automatically applying social context prevents marketers from buying separate ad units
Social Context
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
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
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
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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