Facebook now Testing Its Fancy New Mobile Ads

Facebook announced an update to the conversion lift measurement tool it introduced in January, allowing advertisers to compare multiple Facebook ads against each other.

Facebook is testing a new, content-heavy mobile ad that wraps a lot of the company’s existing ad formats like image carousels and autoplay video into one product.

“Up until now conversion lift studies have measured the effectiveness of Facebook advertising by separating an advertiser’s audience into two groups: a randomised test group that sees ads and a control group that doesn’t”, the social media giant said in a statement. For starters, the ad looks much better than a traditional sponsored post within News Feed; Facebook is working with publishers and brands to generate more high-quality content, and ad material is no exception.

For example, website builder Wix compared a group that saw only direct response ads with another group that saw direct response and video ads.

Facebook says: “As our business evolves and we continue offering a wide variety of ad types on Facebook, our measurement tools need to evolve too”.

Now, in addition to using conversion lift measurement to compare control groups that see and don’t see the ads, brands can compare multiple ads with the same objective to see which tactics are the most effective.

When you understand which marketing approaches work best, you can optimize campaigns and better understand your return on ad spend. Hence, the updated Lift will give advertisers an expansive view of the actual performance of their ads.

Facebook sought to dazzle the creatives at the Cannes Lions this year with a new type of mobile ad that’s more of an app than an ad. And now it’s ready to show those ads to people who weren’t at the annual advertising gathering.

Prior to its launch, the Conversion Lift tool was highly anticipated by SMEs as it allow advertisers that can’t afford TV ads to create TV-like ads, for a fraction of the price.

To conduct a conversion lift test, advertisers must have an advertising campaign that hasn’t gone live yet, as well as access to conversion data through either Facebook pixels, App Events or e-mail addresses, or phone numbers for offline conversions.