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