Facebook focus on under-performing ads

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Facebook has launched Delivery Insights to help advertisers to better understand the delivery of their ads and provide recommendations that allow them to quickly take action and improve performance. The company has also unveiled more education materials aimed at helping advertisers with the Facebook ad auctions.

How ads get shown on Facebook: Facebook uses what’s called an ad auction that pairs individual ads with individual people, looking for an appropriate match. It is designed to determine the best ad to show to a person at a given point in time. At the core of how the ad auction works is the idea that people should see ads that are relevant to them and ads should deliver as much value as possible for the business. The ad auction is built to maximise the experience for both people and businesses.

Introducing Delivery Insights: A new set of insights available in Ads Manager that tells advertisers how their ads are competing at auction and provides recommendations on how to make it more competitive. Delivery Insights identifies under-delivering ad sets, meaning ad sets that are set up to reach more people each day than they are actually reaching. Under-delivery is a sign that the ad could be tweaked to be more effective at winning more auctions, and Delivery Insights explains why the under-delivery is happening and highlights suggestions for specific actions the advertiser can take to make their ad more competitive at auction.

“We built our ad system to create as much value as possible for people and businesses,” said San Francisco-based Facebook engineering VP John Hegeman.

“With this in mind, we’re focused on helping marketers better understand how our ads auction works, and how they can improve their results, through an education program we’re launching this week. In the coming months, we’ll also begin introducing new insights in our ads interfaces to help marketers ensure their ads are shown to the people they want to reach.”

  • More information on ad auction best practices, delivery insights and success stories here

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