Facebook Tests More Marketing Friendly Ad-Creation Tool

Facebook is testing a revamped version of its self-serve ad creation tool that's organized by marketing objectives.

Facebook is testing a revamped version of its self-serve ad creation tool that’s organized by marketing objectives.
A Facebook spokesperson outlined the initiative for us via email:

We just started running a small test, as we’ve heard from self-service advertisers that they want more guidance on how to optimize their campaigns based on their marketing goals. For example, some advertisers may want to get more application installs, while others may be more interested in likes. As a result, we’re testing out a new design and set of features in the self-service ads creation tool. These features include:
  • A simpler user interface.
  • Results-focused optimization: Marketers will be able to specify upfront the action that they care about. Our system will optimize their ads based on these goals, such as app installs or likes.
  • More targeting options: Marketers will also be able to use both precise interests and broad category targeting in one campaign.
Our overall goal is to make setting up ad campaigns easier and more tailored to achieving specific marketing objectives on Facebook.

The test was first reported by HasOffers Vice President of Marketing Peter Hamilton. He saw two different versions of Facebook’s ad-creation tool, with general users with buying capability seeing the standard version, while administrators had access to the new features.
Hamilton described the new features as follows:

For page campaigns, you can choose whether to promote the page itself or a specific post. Once you do that, pricing is limited to a daily budget. Facebook appears to be charging on a daily budget CPM basis exclusively. Why would Facebook force a CPM buy for fan pages and apps? They aren’t getting the clicks, meaning that they have to force buyers to walk down a limited path.

For external pages, pricing is now only available on a CPC basis. Apparently I can no longer run a CPM campaign if I simply want to promote HasOffers.com.

Facebook is now deciding what my campaign objective is for me. As you can see in this FAQ, if I’m promoting a page, I can choose between optimizing for likes or clicks. If I’m promoting an external URL, my objective (according to Facebook) is to get clicks on the ad. What if I want to run a brand campaign or simply optimize for ad displays?

Page managers: Are you part of Facebook’s “small test” of the revised self-service ad-creation tool, and if so, what’s your opinion of it so far?

Lead image courtesy of Shutterstock.

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.
Publish date: March 30, 2012 https://stage.adweek.com/digital/facebook-ads-test/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT