Facebook Unveils Larger, Simpler Right Column Ads

Facebook unveiled a peek at their new right column ads last week–and we like what we see. MtoM usually advises clients to turn off right column ads when setting up advertising campaigns in Facebook’s advertising platform. After seeing clickthrough rates and performance plummet the past couple years, there was no reason to waste budget on what essentially became wallpaper. The newsfeed ads performed so much better — so the decision was obvious.

Turns out we weren’t alone — many companies and brands were moving away from the right column ads which forced Facebook to redesign the space. And they’ve done a solid job. Here’s the image they revealed that shows exactly what the new ad will look like:

Facebook unveiled their new right column ads

Here’s a small excerpt from their announcement as well:

“A better experience for people
The new look of the ads, along with their new distribution, is intended to offer a better ad experience on Facebook. In early tests we’ve seen increased engagement — up to 3X more — from people seeing the new design.

A simpler ad product
Because the updated ads mirror the overall shape of desktop News Feed ads, marketers will no longer have to choose separate images for News Feed and right-hand column placements. They can now use the same image for both.

Availability
Some advertisers will begin seeing this new option later this month, with all advertisers being rolled over later this year. During this transition phase, we will support the old and new formats.”

Before we start to employ the new ad spot, we’ll want to do some testing. We want to make sure the numbers are on par with newsfeed ads before we recommend allocating budget. But if Facebook’s findings are accurate and the new spots are seeing three times as much engagement, that certainly has our attention!

Do you need help setting up digital ads on Facebook, Twitter, or Google? MtoM would love to help. Call or email us today!

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