Facebook have recently introduced new ad formats to encourage ‘objective-based’ ad buying and reporting. These objectives are defined as driving traffic; getting more likes; increasing event attendance, and, promoting app installs. Facebook then recommends which ad format you should use based on which objective you would like to achieve.
Newsfeed Ads – How it works
Of particular interest is the introduction of newsfeed ads. Ads can now appear in the newsfeed, blending into the users social updates. These ads can be created at the same time as right hand ads, with the option to opt in or out of either ad format.
Overview of newsfeed ads
1. Use of larger images – 600×315 pixels
The option to use larger images is a big bonus. However, be warned, Facebook will still shrink your side ad image resulting in an image ratio that is not appropriate for the right hand column. To avoid this, duplicate the ad and upload a new image, opting out of either the newsfeed or side ad depending on the image size.
2. Additional description text of 90 characters
It’s important to remember that the newsfeed ad has a different layout. Due to its larger size, the main copy is above the headline and the description text appears below the headline, next to the image. This may impact user interaction if the same copy is being used for both your newsfeed and side ad.
3. Option to connect to a Facebook page, enabling social interaction
The newsfeed ads also benefit from social integration, allowing users to like, comment, share or link through to the associated Facebook page. This is an important tool for brand awareness but do keep an eye on the comments. Many Facebook users are upset by ads now being shown in their newsfeed and may unleash their anger on your ad!
We have recently tested the newsfeed ads alongside the traditional side ads for a retail client. The purpose of the campaign was to drive footfall to a new store opening. Both ads had the same targeting – city radius targeting combined with interest targeting. Both ads linked to a custom landing page, giving the details of the new store. Both ads mentioned an enticing offer if the user visited the store in the ad copy. Both ads used similar images, although the newsfeed ad was of larger dimensions.
The results are very interesting. Click through rate was over 6000% greater for the newsfeed ad than the traditional side ad, at a lower cpc of £0.20 compared with £0.33. Added to this, the newsfeed ad benefitted from social engagement. In one week we generated 160 post likes, 18 comments and 5 post shares. Considering the purpose of the campaign was to promote a new store opening, the social interaction is an added bonus at no extra cost.
We believe that over time newsfeed ad cpcs will rocket. Their premium page position and social integration make them a great ad format – our advice would be to jump on the band wagon quickly and take advantage whilst they are so cost effective!