What You Need to Know About Facebook Ad Simplification
Published: September 6, 2013
Author: Todd Herrold
Earlier this year, Facebook announced an initiative to simplify the number and complexity of its advertising products. The social network has already made some of these changes by ending support for Sponsored Results, Online Offers and Question ads. Well, it’s that time again! Facebook will be making some additional changes soon and this article will provide an overview so you know what to expect and how to prepare.
On September 10th, the next phase of Facebook ‘s effort to simplify its ad offerings will take effect. The changes include enhancements to the layout of several ad types, as well as changes to ad image sizes and aspect ratios. The changes are intended to drive higher engagement and better performance by showcasing your brand and products with significantly larger images and clickable spaces. The changes are also designed to make it easier to create campaigns across desktop and mobile by unifying the look and feel of ads across devices and placements.
What follows is a detailed review of the changes, but don’t worry if it sounds complicated. It really boils down to one major take-away: Facebook is making life easier for marketers by enabling them in most cases to upload one high-resolution image that will be adjusted automatically for consistent display across all desktop and mobile platforms and devices.
Redesigned Page Post Link Ads
Facebook is introducing a redesigned layout for page post link ads, which unites the large offsite clickable area of the current page post link ad with the large image of the page post photo ad. The new format should drive enhanced performance for your direct response campaigns.
In the new layout, the image size displayed in the desktop news feed will increase from 154×154 px to 400×209 px and the aspect ratio will shift from 1:1 to 1.91:1. The result is an image that is 3.5 times larger than the current format. Similarly, the image size displayed in the desktop right column is increasing from 50×50 px to 100×72 px and the aspect ratio is changing from 1:1 to 1.39:1.
To take full advantage of the new page post link ad format, Facebook is recommending that advertisers use images that are 1200×627 px. Facebook will render the images in the appropriate size based on the placement.
Redesigned Page Like Ads
Page like ads will have a much larger image size on both mobile and desktop news feed placements as well. The image size displayed in the desktop newsfeed will increase from 100×72 px to 400×150 px with an aspect ratio of 8:3 (the same dimensions as the page cover photo). The result is a desktop page like ad with an image 8 times the size of the current version.
Similarly, page like ads in the mobile news feed are also getting larger images. This time the increase is from 100×72 px to 560×210 px, again with an 8:3 aspect ratio. The result in mobile is an image that is 4 times the size of the current version. Again, Facebook recommends uploading an image that is 1200×450 px in order to take full advantage of the new formats. Facebook will render the images appropriately across devices and placements.
Redesigned Offer Ads
Offer ads are also getting a redesign on both the desktop and mobile news feed placements. On the desktop news feed, the display size of the image will increase from 90×90 px to 400×209 px and the aspect ratio will increase from 1:1 to 1.91:1. The result will be an image on the desktop that is 3.5 times larger than the current version.
On the mobile news feed, the display of the image will increase slightly to 560×292 px and the aspect ratio will change from 2:1 to 1.91:1. Again, Facebook recommends advertisers upload a 1200×627 px image and it will be rendered appropriately across devices and placements.
Redesigned Event Ads
The event ad in the desktop news feed placement is also receiving a face-lift and will now incorporate an image much like the existing mobile news feed version. The display of the image in the desktop news feed will be 400×150 px with an aspect ratio of 8:3. Event ads on the desktop right column will retain the same image size, but will also display the event date.
Sounds simple, right?
Though the above may not sound so much like simplification on first read, the net effect is that, in most cases, advertisers will only need to upload a high-resolution image and Facebook will resize the image to match the placement and device the ad is being displayed on. This is a significant shift that should save valuable time when creating campaigns across devices and placements.
While you should be preparing now, you needn’t worry about the changes taking effect on September 10th because your existing ads will continue to deliver in the current formats, giving you time to make the switch without any downtime.
While the changes may take a little heavy lifting up-front, some recent Kenshoo Social research suggests that making the change will be good for your bottom line. Facebook advertising performance for Kenshoo Social advertisers increased significantly across all metrics in Q2 versus Q1, with CTR, CVR and advertiser revenue up significantly. With the shift toward more visually appealing and engaging creative across placements and devices, you should be well positioned with your Facebook advertising moving into the holiday retail season!