Facebook Simplifies Ad Options - Facebook is eliminating various types of ads to avoid confusion for marketers. It is also adding a few more ad options to make things simpler.

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Did you know that Facebook has a whopping 27 different types of ads?
In the previous post, I had discussed about Advertising on Facebook and how
each ad type can be used for specific marketing goals.
In this article, I will discuss how
Facebook Simplifies Advertising Options to make things simpler for
marketers and business owners.
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Why did Facebook take this decision?
Cutting out on ad options will see an increase in the inflow of ads from small
businesses who are:
a. Still new to Facebook and would like to take a step at a time to create their ad
campaigns.
b. Have less time to create ads.
Facebook will be asking marketers one simple question…
What is your objective?
Based on this, marketers can set their advertising goals for:
1. Increasing page likes
2. Gain more views for a video/ad
3. Get more installs for an application
4. Get more footfall on their website

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What faces the axe?
1. Questions: Why need a specific ‘Questions’ segment when marketers can
simply ask the question in a status update and get their answers in
comments?
2. Offers: Marketers can post a Page Post ad with an offer and drive sales to
their website/physical store location instead of creating a new ad under
‘Offer’.
3. Sponsored stories: Earlier, when marketers bought Marketplace ads, it did
not give them social content – likes, comments, shares from friends. They
would then be obligated to buy a Sponsored ad in order to get noticed. Not
anymore!

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What will be added?
1. Social Context Ads: Sponsored ads will not be axed completely, but will be
replaced with ‘Social Context Ads’ . These ads will be a combination of
Marketplace Ads and Sponsored ads (‘sponsored’ ad + social content from
friends).
2. FBX: Millions of users spend millions of hours daily on
Facebook. Using Facebook Exchange (the retargeting tool), marketers can
easily re-target users on Facebook who have left their websites without
converting or taking an action.
3. Partner Categories: Partner categories OR third party sources are external
online advertising tools to help marketers target audiences better. Data
(collected online and offline) from third party sources like Datalogix and
Epsilon will be used by marketers to know the interests of users’ better
such as shopping behavior, people who buy children’s cereals etc.
Continued…

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4. Ads on Mobiles: More and more consumers are using Facebook on mobile phones.
Facebook will soon be rolling out various ad options specifically for mobile phones.
5. Video Advertising Platform: Talks are ripe that Facebook will soon be launching its
very own video advertising which will occupy the left and right sides of the Facebook
newsfeed. But be prepared to shell out loads for the same. According an
executive, Facebook is expected to charge $1 million per video ad.
“Facebook is currently selling four daily summer “slots,” each targeting a relatively large
demographic: women over 30; women under 30; men over 30; and men over 30. The ads will
be capped at 15 seconds and frequency capped to ensure that no user sees more than three per
day, with an asking price of upwards of $1 million.”

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