Today, Facebook announced a whole list of new changes coming soon for businesses and marketers.
Some of the new changes were relatively minor or weren’t applicable to most businesses, such as the very welcome addition for a “Donate Now” CTA for Pages and Ads. While this is a great addition (and has the potential to greatly increase donations to some fantastsic causes), it’s some of the big changes that have caught our eye.
What are these new changes and features? Lead Generation Ads, more impressions on ads, 10 second video autoplay, and automatic bidding.
Lead Generation Ads
Nobody likes filling out forms, and Facebok has taken note of that, (correctly) assuming that avoiding forms could help increase conversions. Their solution to the avoidance of filling out forms is their new Lead Generation Ads, which they are currently testing with good results.
Lead Generation Ads offers a new, quick way for users to fill out forms (and convert) on their mobile devices, which is a great move considering slightly lower mobile conversions. Instead of making people manually type out all the information (and on their mobile devices, no less), Facebook will automatically fill in the forms with information provided by users like their e-mail addresses or the phone number Facebook has saved on file. You’re able to get sign-ups without ever taking the user off-Facebook to another site, saving you the hassle of dealing with mobile landing pages, too.
Users will literally be able to “fill out a form” with two taps to their device; they’ll hit subscribe, and, as long as the inmation is correct, they’ll hit submit. That’s it—it’s that easy.
Lead Generation Ads are currently being tested for users to sign up for things such as price estimates, newsletters, and follow-up calls or information.
The less hassle it is to sign up for something (and eventually, maybe even buy something if Facebook finds a way to follow’s Pinterest’s buyable pins at some point), the more likely someone will be to convert, especially when they’re doing so on an impulse. Since mobile conversions aren’t always the highest, this could see big mobile conversion increases. That’s huge.
Equal Ad Distribution within Ad Sets
Facebook just updated their ads algorithm again this month so that all ads within your ad sets will be optimized individually and separately.
Previously, if you created and subsequently ran multiple ads within an ad set at once, delivery would often vary a great deal for all of your separate ads. One ad may have run a lot and had a ton of impressions, while your other ads had much fewer (and perhaps even minimal) impressions. The only way to really get around this uneven distribution of budget and impressions was to create a lot of Adsets with one Ad each.
That’s no longer the case. Instead of optimizing delivery to the ads Facebook decides will be the best performers before running them, there will be a more even distribution of impressions across all Ads within an Adset. Facebook will no longer pick one ad from the set and only run that one; each ad will be optimized, and the budget and impressions will be more evely distrubted between the entire ad set.
This is a massive change that will make a massive difference when it comes to split testing. You notice how I said massive twice? I honestly believe it will be. Before, advertisers were having to create ads in different ad sets to make sure they were getting equal distrubtion; that likely won’t have to be the case any more.
We all know how important split testing is to the long term success of your advertising campaigns. Before, with only one optimized ad being run more than their counterparts, it was much more difficult to run truly equal campaigns for split testing. Now it’s going to be a lot more easier, and the results will be more accurate (and likely easier to obtain). And all in one ad set!
10 Second Video Preview on Autoplay Ads
Before the recent update, Facebook’s autoplay video ads were getting a lot of views, but often at a relatively high cost since Facebook charged brands as soon as their videos went into the view of the users—even if users didn’t want the entire video. This led to a lot of advertisers paying for videos that users didn’t actually watch.
Now, Facebook is testing a ten second video preview for their autoplay ads. If they decide to roll out the video previews, advertisers will have a cost-per-impression option to pay for views on their videos (even if they aren’t watched completely, as is the current system), and a cost-per-view option, in which advertisers can pay only once their ads have been watched for ten seconds.
The ten second preview may guarantee you’re only paying for people actually watching your videos, though the costs could be a great deal higher. We’ll have to see what the costs actually look like before we make any official recommendations. Ad Age has made some great predictions, which I recommend taking a look at here.
Updated Automatic Bidding
Another potentially big change to the Facebook Ads platform, Facebook is updating their automatic bidding option. They do this with the goal of helping advertisers get more out of their Ads, and will do so by helping your bidding be more effective and competitive.
Facebook will allocate your ad set budgets to get the most out of what you’re optimizing for, such as conversions or installs.
Especially for advertisers new to Facebook Ads who don’t know exactly what to bid, Facebook automatically optimizing ads and budgets to be more competitive could lead, long term, to more conversions—but possibly at a slightly higher price.
We’ll just have to watch out that those automatic bids don’t creep up too high on us, as even Facebook has mentioned that the costs may change due to this update.
In addition to these 4 massive changes, Facebook also announced that they are releasing a “Donate Now” CTA for Ads and Pages and they shared information about how content on mobile can be just as engaging as on other platforms.
What I’m personally most excited about out of all the new Facebook changes is the new lead generation ads; even though they’re still only being tested out by a few advertisers, this could increase conversions on mobile ads, and I think that when used correctly that’s exactly what we’ll see.
Which of the new Facebook changes are you most excited about? Do you think any of these new features could have a big impact on your Facebook Ads or Facebook marketing campaigns? Leave us a comment and let us know!