Facebook: Brands can now put targeted posts in news feeds

The new Facebook product is available to only a handful of brands, but will roll out in the coming weeks.

Currently, brands can place ads on the right-hand side of Facebook pages viewed on desktop computers. But that’s about to change.

This week, the social network unveiled FBX-targeted ads, allowing “advertisers [to] run Page post link ads on the right-hand side of Facebook and in News Feed on desktop. As they do today, these ads will point back to specific landing pages to help direct-response advertisers drive conversions,” Facebook said in a blog post.

Mashable business editor Todd Wasserman explained what this might like look:

“Sporting goods brand could run a post appealing to basketball fans. While the post wouldn’t appear on the brand’s Page, it would run in the News Feed of fans who have an affinity for the sport.”

Wasserman also said marketers can use the product for A/B testing. “In other words, a marketer can run two or more different messages and then see which ones do the best,” he wrote.

According to Facebook, “Allowing advertisers to reach people in News Feed is important because people spend more time in News Feed than any other part of Facebook.”

The targeted ads are in alpha testing, which means they’re available to only a limited number of companies and only a select amount of users are seeing the posts. However, Facebook plans to roll out the product to more companies in the coming weeks.

FBX stands for Facebook Exchange, a program that Facebook launched last fall enabling businesses to show people ads based on their interests.

RELATED: 5 Facebook changes that flew under the radar

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