Every week, Boost brings you insights straight from the writers in our Creative Network. Writers share tips on how to inject more creativity into ads, best practices for writing ad copy, and more. This week, Dylan Barmmer, pen name “wordisborn” who has been an active writer in the Network for over five years, shares best creative practices for Facebook.
When it comes to social media, it’s a Facebook world. And we’re all just living (and posting, and sharing, and commenting, and “liking”) in it.
An amazing 1.6 billion global users are part of the world’s largest social network. And while other social networks like Twitter, Snapchat, LinkedIn, and Instagram have grown large and faithful followings of their own, nothing seems to ensnare Americans online quite like Facebook. Besides, Facebook has owned Instagram since 2012.
But Facebook didn’t get to be where and what it is by sitting idly by and resting on its laurels. Aggressive growth has always been a hallmark of the company. And in yet another bold and ambitious move, Facebook recently decided to expand the reach of its Audience Network beyond its own platform. This way, the world’s largest social network can serve ads targeted to users – on the rare occasion that they are not connected to Facebook.
A Larger Audience.
The move is a logical extension for Facebook, which acquired the Atlas ad server from Microsoft in 2013, then used it as the foundation for launching the Facebook Audience Network a year later. The Facebook Audience Network was created in conjunction with third-party publishers and app developers who are directly affiliated with Facebook.
In a statement, Facebook said it was extending its reach with an eye towards improving the quality of advertising experiences for all consumers and advertisers – not just the ones who were directly connected through Facebook.
Facebook Vice President of Ads and Business Platform Andrew Bosworth said in a blog post that the company is “expanding Audience Network so publishers and developers can show better ads to everyone – including those who don’t use or aren’t connected to Facebook.”
There will also be an added element of consumer control over the ads they see at play, per Bosworth.
“We also offer everyone controls over the ads they see, including tools to opt out of online interest-based advertising,” wrote Bosworth. “Your ad preferences also help us show you better ads on and off Facebook. Starting today, you can opt out of seeing ads on apps and websites not offered by Facebook based on your ad preferences.”
Many have compared this development to the way Google previously expanded its market leverage via AdWords over the past 15 years. And like Google, Facebook indicated it’s utilizing ad quality scoring methods to ensure the right ads get to the right people – and are more effective for advertisers.
Maximize and Optimize YOUR Online Ads
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