What's Hot in Small Business – Chris Crum
|Chris Crum writes for Small Business Resources about what's new for small business. Chris was a featured writer with the iEntry Network of B2B Publications where hundreds of publications linked to his articles including the Wall Street Journal, USA Today, LA Times and the New York Times.|
Facebook Gives Businesses More Control Over How Their Ads Appear
Facebook recently announced that it is giving advertisers more control across its "Audience Network" (which spans across third-party mobile apps), its "Instant Articles" (which allow publishers to create fast-loading versions of their content specifically for Facebook users), and its in-stream ads.
In the past, the social media giant has given advertisers the ability to opt-out of its Audience Network, Instant Articles and in-stream ads, as well as keep their ads away from dating and gambling content/apps. They've also let advertisers upload their own block lists of both publishers and apps to give them control over where their ads are shown. Now, they're taking things even further.
"Extending campaigns outside of News Feed allows our advertisers to reach more people they care about and drive more outcomes that matter for their business. Whether it's in an article or video on Facebook or on a publisher's site or app, ads in Instant Articles and in-stream ads on Facebook and Audience Network let advertisers connect with people across several different experiences," the company wrote on its business blog. "These placements also introduce an element of content adjacency. Due to their tight integration with content, they require their own unique set of controls that allow brands to make decisions about what type of content their ads appear next to."
As the new controls roll out (which could take a few months to complete), advertisers will get what Facebook calls "Pre-Campaign Transparency," defined as "upfront, publisher-level transparency" across the Audience Network, Instant Articles and in-stream ads. This will enable advertisers to view a list of where ads may appear before actually making the campaign live.
The feature has been in testing among certain advertisers running ads across the Audience Network, utilizing Facebook's video views objective, but as the year progresses, it will be extended to all advertisers across all possible objectives. It will also be available for Instant Articles and in-stream ads.
In addition to the Pre-Campaign Transparency feature, Facebook is giving advertisers the ability to use their block lists at the account level. This is opposed to having to log in to every campaign or set of ads and uploading their lists. The company indicates that this will help advertisers make sure their block lists are consistent across as many as hundreds of campaigns and thousands of creatives. This will only be available for Audience Network and Instant Articles as of July, but the feature will be extended to in-stream Facebook ads sometime later in the year.
Finally, Facebook is giving advertisers more choice over video placements with the Audience Network, enabling them to specify types of placements, such as in-stream, native, or interstitial, where they want their video campaigns to run. This control will come via an opt-out option.
Announcing the new features, Facebook claims to reaffirm a commitment to businesses to provide greater transparency and control. The company says it will work with advertisers to build additional tools to help them see increased success from their advertising efforts.
There's no question that advertising capabilities have come a long way since the early days of the social network's offerings. While advertisers have long had outstanding targeting capabilities through Facebook, they've never had as much control over how their ads are seen as they do now.