We all know there have been a significant number of changes to Facebook advertising over the last year. However, when I was looking for one place that fully outlines what all these changes are, I came up short. Let’s first review 2013 up to October 1st. Here’s a visual:

changes to FB Ads

Of these changes since January, I think the most important ones are Custom Audiences, Lookalike Audiences, and conversion tracking. The ability to load your own email list into Facebook and subsequently ask the platform to find you people that look like your customers is absolutely the most powerful layering tool to date on Facebook. It allows complexity in campaigns and further refinement allowing an almost unmatched marketing tool.

Additionally, conversion tracking finally helps track how your campaigns are doing on Facebook. You get to see how much your conversions are, what your cost-per-X is, and thus spend money where you’re actually making money. This also proves that Facebook finally accepts and understands the fundamentals of how advertisers are using Facebook. Some of us use it to sell product, some use it to sell and scale audiences and grow communities – and the pixel proves they’ll let us prove our worth as Facebook marketers.

1 Comment

  1. Sam February 12th, 2014

    Interesting read.

    I recently switched a campaign from CPC to CPM, but without changing anything the CTR plummeted thus the CTC soared!

    Duplicated campaign ran at the same time! Bizarre!?

    The only thing I can think is that I was since I’m running newsfeed ads it’s changing them to side bar ads?



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Andrew Foxwell
Andrew Foxwell grew up on a farm in western Wisconsin, where his Macintosh Quadra 610 with its lightning fast 28.8K dial-up connection first sparked his interest in digital marketing. After graduating from St. Olaf College, Andrew went to work as a digital director for a U.S. Congressional campaign, which led him to Washington, DC to work as a press secretary/new media director for a U.S. Congressman. Recognizing an opportunity for improved digital communications between members of Congress and their constituents, Andrew founded and managed the social media marketing agency within iConstituent, the leading online communications firm working with Congress. Andrew worked with members and staffs from both sides of the aisle to deepen much needed Congressional dialogue, improve constituent services, and create a more effective 21st century democracy. Andrew then took his diverse skillset to Silicon Valley where he directed the social media division of 3Q Digital, a full-service online marketing firm. There he tripled the agency’s social media client base, managed a team of account managers and production professionals, and oversaw an average monthly revenue growth of more than 20% while working with companies like Square, Fitbit, Eventbrite, 23andMe, Citrus Lane and more. Andrew is the CEO and Co-Founder of Foxwell Digital, a digital creative agency that works with clients as diverse as small-town cafes to multi-million dollar start-ups. Find him @andrewfoxwell and foxwelldigital.com.