As some of you may be aware, Facebook has been making a lot of changes to their ads. While I won’t talk about all of the changes, I’ll detail the ones that I feel are the most pertinent to social media marketing. These are the changes to event advertising and the ability to schedule ads.
Advertising Facebook Events
First of all, event analytics were updated and you need to know what changes were made. You will now be able to see how many people have seen a link to the event, viewed the event itself, and the engagement (i.e. how many people have responded the invite). These numbers will be invaluable if properly used — they can help you decide whether or not to advertise your event.
Ad placement has changed as well. Previously, marketers were only able to sponsor events in the right-hand ad column. Facebook announced on August 28th, however, that marketers will soon be able to have event ads show up in the desktop and mobile newsfeed as well. They did this “to make it easier for businesses to reach even more people”. These changes will benefit marketers because events are a great way to increase brand loyalty and boost awareness.
Scheduling Facebook Ads AKA Dayparting
Facebook has also announced that marketers will be able to choose when their ads are shown, by the hour and by the day. Many people have been longing for this day to come. The time may come when this feature is available in Ads Manager, but for now it can only be used via Power Editor. Would your company benefit from only showing your ad on certain days and at certain times? This is a question you’ll need to decide for yourself. One of the best things you can do is play around with it and see what works. After all, A/B testing should be a marketer’s best friend.
Before, if you wanted your ad to only run during certain times you would pause the campaign manually… needless to say, this was a big hassle and waste of time. You can now choose what days your ads will run on, set the times they will be shown, and then compare the results of different days and times. This feature can tie nicely into the updated event ads because you can advertise your event up until the event starts and then stop them when the event ends.
It is no secret that I am an advocate for social media advertising. Whether it’s Facebook ads, LinkedIn ads, or any other form of social advertising – I believe they can have a major impact on a business’ success. In today’s world, being online isn’t optional, it’s essential and Big Leap has the services necessary to get ahead in the digital era.