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By: Joe McCormack, CEO, Adquant

Facebook has created a series of ad formats that are uniquely designed to
meet the needs of a modern CMO. It can be broken down into four categories—website, offline store, mobile, and brand awareness. Not every company has
an offline store or mobile app, but these categories go deep enough to
provide a wide plethora of solutions.

Looking at the first category, website, we know that good marketers
(depending on their business models) will be looking to drive website sales
or collect leads. This is why Facebook offers the “Page Post Link Ad,” which
provides an eye-catching format designed to drive website conversions.
Facebook also offers “Domain Sponsored Stories” so that a CMO can amplify the
social effect of a customer making a purchase across the company’s social
network. Maybe you just want to increase your website traffic. Well,
Facebook has the “Domain Ad” to help you do that as well.

For those in the retail and offline world, Facebook has created Offer Ads to
help push the reach of your promotions, while “Check-in Sponsored Stories”
will increase foot traffic and sales by promoting brand engagement in the
stores.

Mobile-centric companies can push their apps with “Mobile App Install Ad.” (In
fact, Facebook has also informed that this format will also support video.) Companies looking to
increase their brand awareness can use “Page Post Ads” to place content into
the Facebook news feed where over 60% of Facebook users look at least
once a day.

Truly, for the first time in online advertising, a channel is asking the
marketer, “What do you need?” And what CMOs need, generally, are answers to
the following questions:

  • How do I drive more sales online?
  • How do I drive sales in my offline store?
  • How do I increase brand awareness?
  • How do I grow my audience?
  • How do I get users to adopt my mobile application?

By standardizing the ad formats and putting more of a focus on the content Facebook is enabling marketers to create more effective messaging, which
ultimately drives better results and can provide answers to each of the
previous questions.

So here are the top five reasons why CMOs should embrace Facebook’s changes:

  1. Uniformity—Facebook is simplifying the way ads look. Ads will appear in
three primary locations (leaving out premium ads for now)—on the news feed
for PCs, on the right-side column for PCs, and in the mobile news feed.
Different ad types will populate each location, but they will all look very
similar. This should make the creation process much simpler and allow
marketers to focus on the creative message rather than the format.
  2. Goal-Focused Ads—All of the new ads are clearly defined to serve a goal. Do you want more likes on your fan page? Use the “Page Like Ad.” Marketers
will have a wide range of goals to set, from driving in-store sales to
increasing brand awareness.
  3. The Page Post Link Ad—We are eagerly awaiting this new ad format. Previously we could create a page post photo ad with a great big picture
that was featured in the news feed on Facebook. But, that format didn’t allow
links to be placed on the image, which limited its usefulness, while news
feed link ads featured a small picture and were less eye-catching. Now with
the new page post link ads, advertisers will be able to grab the premium
news feed real estate with a large captivating image that will be clickable
to their desired landing page.
  4. News Feed Accessibility—The news feed in Facebook is a very strong
recommendation engine. With the new ad changes, marketers will be able to
tap into the feed with stronger messages through a wider range of news feed
ad possibilities.
  5. Results—The new ad formats are designed to meet specific goals, meaning
that savvy marketers will be able to match up their own goals with the
perfect ad. This should result in better user engagement with Facebook ads
and better returns for advertisers.

What was the goal of such a major overhaul of ad formats? That’s easy. It
was to simplify the media-buying process and make it easier for advertisers
to run campaigns on Facebook. At a recent presentation, a top Facebook
executive used the Da Vinci quote, “Simplicity is the ultimate
sophistication.” Those five words quite nicely sum up a lot of things-or
they should. But in this particular case, they do.

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