Facebook Introduces New Ad Format

by Guest on February 29, 2012

in Digital Marketing,Social Media

A Guest blog from Deploy Dental. The opinions expressed are from Deply Dental not Dr. Larry Emmott. However I believe it is valuable for dentists to get various takes on technology issues in order to make good technology choices.

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Today, February 29th, Facebook unveils a revamped version of premium ads on their Pay Per Click platform. The change is expected to increase ad performance by 40-80%, with no increase in cost to advertisers (except an increase in clicks) this is a win-win.

What Are The Changes?

The new ads will feature a larger display area, making the premium ads much more prominent on the page. Additionally, there will be space for a like button and (once a user becomes a fan) number of likes and comments, and a space to leave a comment will also be displayed. The most significant change, however, deals with how the content of the ad is generated. Instead of just writing the ad text, your ad is automatically created by pulling the content from a post of your choosing. Any photo, video, question, status update, event, or link that you share on your fan page can now be promoted as an ad.

Why It Will Increase Performance?

The reasoning behind this update is to increase the engagement created by an ad. Internal testing has shown that the content posted on your own fan page is much more likely to be of interest to a casual user rather than advertising text that just asks for their businessm. Furthermore, the social aspect of advertising has really been increased with this update; when a user has a friend that has already liked your post, the ad is expanded to include this information right at the top. Combined with additional points of interaction such as the like button and comments section, this new platform is less of an advertisement and more of a way to expand the reach of your Facebook Fan page.

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