Facebook advertising is a boon for businesses operating online. It helps get your campaigns in front of your target audience and gives you all the tools to measure their success.
While Facebook advertising has been around for years now, it’s consistently evolving. New features and announcements are the norms. With so much happening under the hood, it can be challenging for entrepreneurs like yourself to stay top of Facebook offers.
That’s where we come in. What follows are all the pertinent updates to Facebook advertising last quarter.
Dynamic ads for streaming
In early April 2020, Facebook announced Dynamic Ads for Streaming, a new ad solution to help video streaming brands better showcase their content. With Dynamic Ads for Streaming, when people are served an ad, they can then swipe through it to see personalised, hyper-relevant titles based on their interests.
Before this new release, streaming brands had to promote each media title separately. However, with Dynamic Ads for Streaming, brands can automatically generate unique campaigns tailored to users’ interests.
This new service is available to streaming services worldwide.
Facebook broke down its ad policy review process
May saw Facebook take to the Internet and break down their ad policy review process. In their post, they discussed:
What constitutes an ad
Facebook made it clear that ads are paid content that shows up on Facebook services and apps. Advertisers can create ads either through Ad Manager or from their business page itself. Users are also able to turn existing content into ads. Called “boosting” content, advertisers essentially pay to show their existing content to more viewers.
Facebook also went out of its way to explain what policies apply to ads on their platform. Both Facebook’s advertising policies and its community guidelines apply to ads published on Facebook and its subsidiaries. When advertisers use different streams, additional procedures may also apply. It can include commerce policies – those that apply to marketplace listings.
How the ad review system works
Facebook explained that their ad review system is intended to review all Facebook ads before they go live. It relies on automated technology to ensure each ad adheres to Facebook’s advertising policies. That said, there are cases where human team members will manually review certain ads.
Ad review typically takes 24 hours but may take longer depending on the circumstances. If an ad is rejected, the advertiser can submit a new ad or request another review if the system incorrectly dismissed it.
The re-review process relies more heavily on human teams of reviewers; however, Facebook is constantly assessing new ways to increase automation.
Facebook’s review powers don’t stop at personal ads. Facebook also stated that they review and investigate advertiser behaviour to ensure any users violating their policies are subject to appropriate measures.
How they encourage advertiser accountability
Facebook stated that they have authenticity, reporting, and transparency features that encourage accountability from advertisers. People can report ads that seem to violate their policies, a process that helps improve their policies and enforcement.
They also highlighted their ad library – a searchable platform that houses all active ads on Facebook. Ads highlighting social issues or politics have increased transparency – people can see who saw the ad and where it ran. Users are also able to report ads from the ad library itself. Facebook admitted that the enforcement of their advertising policies isn’t perfect – that both machines and humans are capable of making mistakes. They highlighted that feedback from the advertising community is integral to the smooth running of their advertising platform.
Introducing Instagram reel ads
June saw Facebook launch Reels ads to the world after a successful test in select countries. Reels is described as the best place on the platform to reach users who don’t already follow you – a growing global stage where creators can boost their visibility.
Reels ads are designed to help businesses reach larger audiences by allowing people to discover the content organically.
The ads themselves are full screen and vertical, similar to Stories ads, and are sandwiched between individual Reels. They’re able to loop and can be up to 30 seconds in length. Facebook made it clear that people can comment, like, view, save and share the new Reels ads.
New Facebook business suite features
Last year, Facebook introduced Facebook Business Suite. Designed to offer a single place to help businesses manage their Facebook, Instagram, and Messenger accounts, it brings together essential tools, including advertising capabilities.
April saw a slew of new features added to the suite, including:
Posting and scheduling stories
Scheduling posts ahead of time is a great way to save time as you stay connected to your online audience. Well, Facebook now gives you the power to create, publish, and schedule stories on Facebook and Instagram. You have to select “create a story” from your home screen or navigate the “posts and stories” tab on the business suite app.
Editing scheduled posts
Scheduling posts just got easier with the ability to edit the posts after they’ve been scheduled. Head to the “scheduled posts” section of the “posts and stories” tab and select the post you want to edit. Once you’ve saved your changes, you’re able to preview your updated post to make sure it’s right.
Stay on top of Facebook advertising updates
These Facebook advertising updates are a welcome addition to the world of Facebook marketing. By empowering business owners with new features and tools, they ensure your marketing efforts are as successful as they can be.
Dynamic ads for streaming will revolutionise how streaming services advertise on Facebook, while Instagram Reel ads will only add more value to the platform. The last quarter was a fascinating one combined with Facebook’s increased transparency around their ad review process.