Paul Van Winssen is the Head of Ad Operations at AdParlor. He specializes in performance advertising on Facebook & Twitter. AdParlor is a Facebook Marketing Partner and a Twitter Marketing Platform Partner.
It’s no secret that the social advertising landscape has changed significantly over the past year. Big players Facebook, Twitter, and Pinterest have been rolling out new products at record pacing. These include new ways to target audiences (on or off platform), creative updates for driving specific advertising objectives , or enhancements to ad distribution and delivery.
Last week, Facebook announced the rollout of Relevance Scores on ads, a newly surfaced metric ranking (on a scale of 1-10) how “relevant” your ad is to your audience. It functions similarly to Google’s Quality Score, and is influenced by a number of positive and negative indicators depending on your advertising objective.
Facebook knows that like predecessors Google and Amazon they must expand beyond their core product offering to solidify their business for the long haul. The next big opportunity for Facebook is likely to be the Facebook Audience Network (FAN).
Once upon a time, Facebook Exchange (or FBX) was considered to be a huge part of Facebook’s future advertising plans. However, nearly two years later FBX is stagnating due to limitations. Enter Website Custom Audiences. Where FBX is cookie based, WCA’s leverage the Facebook Remarketing Pixel to create audiences of users to target.
After audience targeting, creative strategy is the most important factor in determining success with Facebook advertising. For direct response advertisers, it’s imperative to align your creative with the goals you’re trying to achieve. Build creative with the focus on generating traffic rather than engagement.