Take a look at the right-hand-side ad column on Facebook these days, and you’re likely going to see far less of those “Lose weight – Click here” and “Earn Thousands from Home” ads. In the past, that area of Real Estate was prime soil for affiliate marketers – advertisers running offers for third parties, without a straight line to the company it was advertising for, and therefore unable to create Facebook pages for those brands if they didn’t have one already.

Facebook has tightened the belt on who can run ads, and these days, you must have a Facebook page in order to create a campaign. This promotes post engagement and page likes as well as social components. It also keeps advertisers engaged with Facebook; they have to maintain pages rather than just drop an ad on the right, and move on to the next affiliate offer.

Original-style RHS ad:

image001

A few months ago, Facebook also expanded the size of RHS ads and gave them a classier News Feed feel. This pretties up the News Feed landscape by eliminating clutter and keeping the space to a couple of ads at a time. In doing so, it encourages advertisers to up the ante on the quality of their Facebook ads, and create and maintain an actual presence on Facebook outside of the side slot of a RHS ad alone.

New RHS ad:

image003It used to be that bidding strictly for website clicks or website conversions could be done by anyone, Facebook Page or not. Those ads were generally some of the priciest on Facebook as well since the ads took the user offsite to another webpage. This led to workarounds such as like gates and iFrames within Facebook Pages to save a few cents on clicks.

Facebook has definitely made it easier for brands that use the site to engage with fans while running ads in the News Feed and RHS. But it’s definitely harder now for affiliate marketers to run third-party ads with no more than an offsite pixel and some RHS creatives. Do you think this Facebook should still allow a method for advertisers without Pages to run ads?

 

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Bill Cleere
Bill Cleere is a Customer Success Specialist at BigEngage.com; he specializes in Customer Lifecycle managing. You can find his blog here.