Facebook’s viability depends on the ability of its advertisers to reach their intended audience and achieve positive return on their investment.
Unfortunately, it’s not always that easy.
The whole process can be downright confusing, but Facebook is looking to change that.
A new feature in the company’s Ads Manager platform, called “Delivery Insights,” aims to give advertisers information on why certain ads are underachieving
and not reaching as many users as they could be. The feature also makes suggestions on how to optimize those ads.
Turn your social campaign into an award-winning social campaign. Enter now!
Facebook announced the feature in a blog post, which also gives a
fantastic explanation of the ad auction that it uses to determine who sees which ads. It also provides tips for making sure your ads are more likely to
show up In the right users’ feeds.
The post post notes the following about Delivery Insights:
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.
Deliver Insights is expected to roll out to the Ads Manager platform over the next few weeks.
Meanwhile, another Facebook property, Instagram, has become more desktop-friendly.
The photo-sharing app has rolled out a notification tab for its web interface. Clicking on the tab will show you who has followed your account, along with
who has liked and commented on your posts.
Instagram didn’t really make a splash with the new feature—or even announce that it was happening. This has led many to speculate that desktop will remain
secondary to how it plans to optimize user experience (and future marketing opportunities).