There have been a lot of changes to Facebook’s advertising platform over the last few months, as Facebook tries to compete with Google AdWords in the display advertising market. The zag creative interactive marketing team is always monitoring and testing the latest innovations in digital advertising to get the best bang for our clients’ buck. Here are three of the latest innovations in Facebook advertising that you should be aware of.
Facebook, who owns Instagram, has been slowly rolling out Instagram advertising to select agencies and at the end of September they opened it up to everyone. Instagram integrates seamlessly with Facebook’s existing ad platform, it allows for all of the same demographic, interest and behavioural targeting. Instagram has over 400 million users and they claim that ad recall from sponsored Instagram posts was 2.8x higher than other online advertising.
As an active Facebook agency advertiser, zag creative was given early access to test out the platform with some of our clients and the results were impressive! For one client, engagement through post likes showed a 188% increase compared to likes on similar sponsored posts on Facebook and new followers to the page were also significantly higher. We were able to generate the best engagement and the lowest cost per click with interesting photo creative. Overall, the cost per clicks showed a 64% decrease compared to similar Facebook newsfeed ads. As the popularity and competition of Instagram advertising increases, we expect the cost to go up, but we’re enjoying it while it lasts.
Click to Website Video Ads
Another significant change to Facebook advertising this month was the ability to add videos in a Click To Website ad format. We’ve seen some great results from Facebook Video Ads with videos views costing as low as 2 cents, while this provided great branding for our clients, it did not provide as many clicks to the website as the Click to Website ads. This change brings the best of both worlds, with auto playing video to catch the attention of the user, as well as the easy click to the website for more information.
Another ad type that was made available to all advertisers this month was Lead ads. We believe lead ads are going to be a game changer in the lead generation industry. The ads make the mobile signup process easier by automatically populating contact information that people have given Facebook, like email addresses. It previously took significant resources to develop a website that would collect the name and email address of potential customers. The Lead ad makes this process seamless and highly effective. If you are a business that collects contact information from potential customers for you to follow up with, we recommend giving this ad type a try. Facebook has built this ad type with the user’s privacy in mind. Users have the option to edit their contact information, which isn’t sent to the advertiser until the user clicks “submit”. Advertisers must also agree that they will not sell or share this contact information to another party.
If you have any questions about Facebook advertising, or if you’re interested in growing your business through Facebook advertising, we’d love to hear from you.