Keeping in line with efforts to simplify its ad products, Facebook has announced several improvements to Page post link ads which are designed to drive off-site conversions and sales.
Over the past few months, Facebook has enlarged images and the clickable area for Page post link ads on both desktop and mobile to help advertisers better showcase products and services. Since then, Facebook Strategic Preferred Marketing Developer Nanigans reported that Page post link ads in News Feed delivered an ROI of 53 percent over a seven-day period.
Choosing the right image is essential for creating a great ad, which is why Facebook has rolled out image customization for Page post link ads across all interfaces. With this, you can upload any image you think will drive the most conversions to your website, instead of Facebook automatically generating a thumbnail image based on images uploaded to the linked site. Image customization is now available through the Page composer, create flow, Power Editor, and the Ads API.
Facebook also introduced a simplified flow for unpublished Page post link ads, which allow marketers to tailor the right messages to specific groups of people. These type of ads can now be created directly in the ad create flow, instead of having to select an existing post to promote. Something similar was previously done for Page post ads, which can now be created directly from your Facebook Page.
Finally, the social network removed the guesswork when transitioning from advertising on the right-hand side of the site to News Feed. Now when you enter an offsite link as the ad destination, rather than defaulting to a right-hand side format, Facebook will automatically let you choose by showing you how it will look in the News Feed as well as the sidebar. Considering Page post link ads in News Feed can outperform domain ads on the right-hand side, this choice almost seems like a no-brainer.
These updates follow Facebook’s decision to eliminate sponsored search results. The social network plans to cut down the current number of ad unit from 27 to fewer than half of that. It’s likely that we’ll see even more changes to Facebook’s ad products in the coming months. Advertisers, it’s important that you make note of the updates as some of the removals might impact your current strategy.
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.