October 6, 2017
FACEBOOK ADVERTISING MOVING FORWARD
Two thousand and eighteen is a year of unprecedented possibilities, with businesses implementing virtual reality in their promotional efforts and extending their brand’s presence to in-house products, such as Amazon’s Alexa.
Facebook Advertising Moving Forward
Two thousand and eighteen is a year of unprecedented possibilities, with businesses implementing virtual reality in their promotional efforts and extending their brand’s presence to in-house products, such as Amazon’s Alexa. Such rapidly evolving advertising possibilities may easily induce an overwhelming confusion as to where, when, and how to market yourself.
In the past five years, Facebook has developed advertising features that help make this process easier and, as a result, boost businesses audience reach –sometimes even before the ad has been launched. Facebook partners up with companies that specialize in measuring a campaign’s results and overall effectiveness, which they do by tracking:
• How many people saw a post;
• How many people the ad reached;
• Positive and negative feedbacks on the ad;
• How many people bought your product because of the ad;
• Types of people that saw your ad;
“Through our third-party measurement partners, marketers are now able to verify or measure outcomes for every impression they buy on Facebook,” Facebook said. This means that the companies Facebook is partnered with are able to understand each time a person saw an ad and what that person did after they saw it.
Moreover, Facebook has developed features that extend the reach of ad campaigns beyond just Facebook, through the Audience Network, a tool that allows businesses to connect with audiences on mobile apps, websites, and videos. To make this happen, Facebook partnered with publishers around the world, from the United States to Taiwan, who will promote the businesses that advertise on Facebook on their own outlets. Because businesses are able to promote themselves on a global scale the results are incredible. “On average, these advertisers see a 12% increase in conversions for website campaigns and a 17% increase in installs for mobile app campaigns,” Facebook said. “Audience Network can reach 16% more people on average than they could on Facebook or Instagram.”
In other words, businesses are experiencing an increase in the people who respond to their ads by making a purchase, as well as the people who see an ad and install its app. Facebook continues to innovate and provide marketers with the tools to run and track a successful campaign.
One of the more complex but useful tools Facebook has to offer is the estimated reach tool, which is found when creating an ad. This allows businesses to calculate the estimated amount of people who will see an ad before it is even launched. The tool assesses the potential overall number of people who will see an ad, as well as how many will see it on a daily basis. The estimated reach tool can be a valuable asset to businesses since it can prevent an unsuccessful campaign before it is launched. Businesses can understand how their ad will perform and modify it in time to launch the most successful ad campaign possible.
With content being consumed at an each time higher, advertising becomes more and more prominent. Businesses need to learn what the future entails in order to keep up with trends and stay ahead of the game. Facebook is helping businesses stay on track by making sure they are up-to-date. They continue to make significant progress in providing businesses the tools they need to achieve low-risk, high reward campaigns.