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:
GroupM predicts that global ad spend will top $547 billion next year, up from $524 billion this year. While television will still capture the biggest share of that 12-figure pie (41%), digital's share will grow from 31% to 33%.
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