Unpublished Posts For News Feed Made Available To Facebook Advertisers
An update has been made to Facebook’s Power Editor and ads API, allowing Facebook advertisers to target their fans by interest in the news feed using unpublished posts.With unpublished posts, brands and companies can advertise in the news feed of their pages’ fans, targeting specific groups based on their interests. Targeting users by interest makes click-throughs more likely, while also decreasing the possibility that fans will unlike the advertiser’s page, as they won’t be subjected to as many news feed posts that are irrelevant to them, which clutter up their news feed.
For example, a cinema chain could create an unpublished post to advertise a new horror film to fans of horror, then create a different one to promote an action film in the news feeds of action film fans. Before, this type of interest-based targeting was only available to advertisers in the right-hand column on Facebook.
Page post advertising has proven to be more successful than advertising in the right-hand column on Facebook. News feed advertising is successful for a number of reasons, the most obvious being the fact that “people spend more time in News Feed than any other part of Facebook”, so are more likely to see them.
Also, users can like, share and comment on page post adverts, increasing the possibility that more people will interact with them and widening their audience. Furthermore, in the proposed news feed redesign, the news feed will take up more space, with page posts containing more content and larger pictures, giving advertisers more room to work with.
At Toronto’s Marketing on Facebook conference yesterday, Steve Irvine, Facebook Canada’s Group Director of Global Marketing Solutions, spoke about unpublished posts with AdParlor CEO Hussein Fazal:
It’s about really good advertising. It’s the ability to take a message that matters to the people it’s relevant to in the most engaging place on Facebook.Facebook PMD AdParlor has been using unpublished posts in a campaign “for a large e-commerce client looking to have consumers fill out a form and sign up for emails about deals on the site”, with some success.
The average click-through rate of unpublished post ads was 57% higher than that of organic post ads, while the cost per sign up was $0.65 less.
Unpublished posts for the Facebook sidebar, also known as “dark posts”, have been available since last year. This is the second sidebar advert that has been extended to the news feed in the last week: two days ago Facebook announced that FBX adverts could be posted on the News Feed. Facebook appear to be phasing out sidebar adverts in preparation for their redesigned News Feed.
Do you think that the right-hand advertising column could be on its way out?
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Will Sigsworth
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Unpublished Posts For News Feed Made Available To Facebook Advertisers
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Thursday, March 28, 2013
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Reviewed by Unknown
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Thursday, March 28, 2013
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