Although Facebook Ads are a great way to increase your audience and grow your business, the amount of options you have to choose from can make the process complicated and redundant. With this in mind, Facebook announced plans to simplify its ad products, offering advertisers a much more consistent and intuitive experience.
“As the services we provide to marketers have grown, so have our new products; while each product may be good on its own, we realized that many of them accomplish the same goals,” explained Facebook. “In the next six months, we plan to streamline the number of ad units from 27 to fewer than half of that while mapping all of our ads to the business objectives marketers care about — be it in-store sales, online conversions, app installs, etc.”
One of the ways Facebook plans to accomplish this goal is by eliminating redundancies, starting with Questions. Next month, the social network will remove this product as marketers can simply ask a question in a post and get answers in comments. Threaded comments and individual replies have made it a lot easier to manage conversations directly within page posts.
The company will also remove its online Offers product because marketers have found that using a Page Post Link Ad was more effective at driving people to deals on websites. This is somewhat surprising, as Facebook has made several tweaks to the product recently. If Facebook Offers are currently part of your marketing strategy, plan accordingly as it will also be removed in July.
On a positive note, soon you’ll no longer be required to purchase Sponsored Stories in addition to other ads. In the future, for example, when you create a Page post photo ad, Facebook will automatically add social context to boost performance and eliminate the extra step of creating a sponsored story. Research has shown that social context can drive awareness and return on ad spend, so the company intends to make it easier to add it to your ads. These changes are expected in the fall.
The social network will also reduce the number of ad formats and make the ad creation process much simpler for advertisers who run multiple campaigns or want to test which ad performs the best. Not only will this help you optimize your campaigns across desktop and mobile, but it’ll also provide consumers with a better overall experience. These changes will start happening in late June.
Keep these changes in mind as you move forward with your Facebook advertising campaigns. The next few months might be challenging for existing advertisers as you adjust to the new standard, but ultimately these updates will make it easier for you to reach the right groups of people with the right message while driving the results you care the most about. We’ll be sure to notify you as changes are implemented so you can plan accordingly.
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.