Blog Post:‘What is the objective of this campaign?’ should be where every Facebook advertiser should begin. This has been the core question that has fuelled Facebook in its simplification process of their ad format offering since they announced it back in June 2013. This has evolved to encompass eliminating redundancies, through reducing the sheer number of ad formats available and providing consistency; to streamlining their targeting options and re-vamping their campaign structures. The first of these changes was to reduce the twenty-seven ad format offering to less than half. Yet even after these efforts it was still not possible to choose one image size for all placements. While mobile and desktop News Feeds were unified advertisers still had to use another image for the ‘traditional’ Right-Hand-Side (RHS). There are and will continue to be use cases for this, for example when text is used and left illegible in the RHS placement, but for the most part it meant an extra step. Not only for the paid social team but also the creative agency. Facebook recognised this, and on April 9, they announced that they were pushing through another change. The plan has transformed into a two pillar approach; the first of which begins today. The current seven slots in the RHS placement will be reduced but become larger. This will be a gradual roll out however, with the smaller ads still being delivered until August. It is worth noting here, that this will also start to affect any FBX activity you are running as these will also start to utilise the larger ad specs. 2014-06-17_1548 What does this mean? How will this affect my Facebook campaigns? How can advertisers take advantage? Bidding strategies will have to be tweaked over the next couple of months. Keep a close eye on performance; hopefully it will be a positive one! Author: Date Created:24 June 2014 Date Published: Headline:Refresh for Facebook’s Right Hand Side Ads Social Counts: Keywords: Publisher:Adobe Image:http://blogs.adobe.com/digitaleurope/files/2014/06/Adobe_Blog-Header-images_1640x920_4.jpg

What is the objec­tive of this cam­paign?’ should be where every Face­book adver­tiser should begin.

This has been the core ques­tion that has fuelled Face­book in its sim­pli­fi­ca­tion process of their ad for­mat offer­ing since they announced it back in June 2013. This has evolved to encom­pass elim­i­nat­ing redun­dan­cies, through reduc­ing the sheer num­ber of ad for­mats avail­able and pro­vid­ing con­sis­tency; to stream­lin­ing their tar­get­ing options and re-vamping their cam­paign structures.

The first of these changes was to reduce the twenty-seven ad for­mat offer­ing to less than half. Yet even after these efforts it was still not pos­si­ble to choose one image size for all place­ments. While mobile and desk­top News Feeds were uni­fied adver­tis­ers still had to use another image for the ‘tra­di­tional’ Right-Hand-Side (RHS). There are and will con­tinue to be use cases for this, for exam­ple when text is used and left illeg­i­ble in the RHS place­ment, but for the most part it meant an extra step. Not only for the paid social team but also the cre­ative agency.

Face­book recog­nised this, and on April 9, they announced that they were push­ing through another change. The plan has trans­formed into a two pil­lar approach; the first of which begins today. The cur­rent seven slots in the RHS place­ment will be reduced but become larger. This will be a grad­ual roll out how­ever, with the smaller ads still being deliv­ered until August. It is worth not­ing here, that this will also start to affect any FBX activ­ity you are run­ning as these will also start to utilise the larger ad specs.

2014-06-17_1548

What does this mean?

  • RHS ads will be larger.
  • Users will see fewer ads on the RHS.
  • The pro­por­tions of these ads will match those of News Feed so mar­keters can now use one image spec across all placements.

How will this affect my Face­book campaigns?

  • The larger for­mat should result in higher CTRs and engage­ment with your ads. Face­book has run pre­lim­i­nary tests where they have seen up to three times higher user engage­ment. Sim­i­lar results were seen when they updated their Page post link ad for­mat ear­lier on in the year.
  • Decreased inven­tory will lead to a nat­ural decrease in impres­sions and sub­se­quent increased com­pe­ti­tion may lead to small increases in CPCs and an increase in CPMs. Essen­tially, this should bring per­for­mance met­rics closer in line to what is seen in News Feed.

How can adver­tis­ers take advantage?

  • Be ahead of the curve. Start upload­ing with the larger image specs and updat­ing pre-existing ads as this is a grad­ual rollout.
  • The ‘grad­ual’ is impor­tant here. If you start bid­ding with the larger ad for­mats sooner rather than later you may be able to take advan­tage of the lack of com­pe­ti­tion while other adver­tis­ers ramp up.
  • Adobe Media Optimizer’s algo­rithms will auto­mat­i­cally adjust to these changes when you imple­ment them. How­ever, there may still be a few days where per­for­mance varies. There­fore, we rec­om­mend close mon­i­tor­ing of the port­fo­lio for 2–3 days as it adjusts to the new per­for­mance. If in doubt, ask your Account Man­age­ment team.

Bid­ding strate­gies will have to be tweaked over the next cou­ple of months. Keep a close eye on per­for­mance; hope­fully it will be a pos­i­tive one!