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BizReport : Advertising archives : June 07, 2013

Facebook reduces complexity, not control, for advertisers

In the guise of 'simplification', Facebook is ditching half of its current 27 ad units and putting in place processes whereby advertisers will be guided to choose which ad formats will help reach their goals.

by Helen Leggatt

Over the course of the next six months, Facebook is 'streamlining' the number of ad units offered to advertising "while mapping all of our ads to the business objectives marketers care about".

That means Facebook will decrease their list of ad units from 27 to around 18. The move will see ad units that accomplish the same goals eliminated, such as removing the Questions product for Pages, because marketers can simply ask a question in a post and get answers in comments.

Other changes include automatically adding social context to ads and making ads look more consistent across the platform.

Fidji Simo, product manager for Facebook Ads, said that advertising on the social network would be switched around so that a marketer's objectives, such as getting people into a store or to try out a new product, come to the fore, and not ad type. Facebook said that, in the future, it will begin automatically suggesting advertising formats that would work best for an advertiser's objective, but advertisers will still have control over the advertising settings.

The move is aimed at reducing complexity, not control, for advertisers. The ability to target and personalize ads to certain audiences remains, but it will be easier to align those ads with objectives, said Facebook.

Image via Shutterstock

Tags: advertising, social ads, social marketing, social media, social network

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