Facebook will halve the number of advertising options it supports in an effort to simplify the process for advertisers. Facebook claims that this is to focus on helping brands encourage people to purchase from physical stores, accumulate fans and install apps.
“Over the past year, we have been gathering feedback from marketers about our ads products,” said Fidji Simo, product manager for ads at Facebook, on the Facebook blog. “One point we heard loud and clear is that we need to simplify our product offering. ”
According to Facebook, currently there are many ad formatting options that produce the same results. Facebook states that it will be removing these redundant alternatives, including ads that ask a question or online product offer, and thereby eliminating confusion.
Purchasing sponsored stories to add social context to ads will no longer be available, as Facebook claims it will automatically include social context when an ad is created from a photo posted on its page. Social context shows the activity of your Facebook friends surrounding that ad.
“Research from Nielsen, comScore, and Datalogix shows that social context can drive awareness and return on ad spend, so we want to make it easier to add it to our ads,” commented Simo.
Facebook affirms that ads will be made more visually consistent, hoping to reduce the amount of ad formatting and simplify the creation process. This is directed towards advertisers running multiple campaigns on various platforms.
“We think these updates will make it easier for [advertisers] to do what they do best: reach the right groups of people with the right message and drive the results they care most about,” adds Simo.
Changes will commence in late June.