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Facebook Tests Self-Service Ad Upgrades

  |  March 29, 2012   |  Comments

Campaigns will include both precise and broad category targeting.

Facebook is running a small test that's aimed at improving its Marketplace Ads self-service platform.

In an email to ClickZ News today, Facebook rep Annie Ta said, "We've heard from self-service advertisers that they want more guidance on how to optimize their campaigns based on their marketing goals. For example, some advertisers may want to get more app installs while others may be more interested in likes. As a result, we're testing out a new design and set of features in the self-service ads creation tool."

The key features running in the test, according to the Menlo Park, CA-based digital giant, include:

    • Flexible targeting options. Advertisers will be able to employ both precise interests and broad category targeting in the same campaign. In the current Marketplace Ads iteration, brands must choose between the two options.
    • Goals-driven ads automation. Marketers will be able to specify upfront the key campaign objectives, such as app installs or gaining likes/fans. The system will optimize their ads based on these goals, Facebook says.
    • A simpler interface.

Ta added, "Our overall goal is to make setting up ad campaigns easier and more tailored to achieving specific marketing objectives on Facebook."

Here's a screenshot of the workflow displayed in the test:

facebook-test

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ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

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