Facebook is set to launch an overhauled version of the Atlas Advertiser Suite, an ad-serving platform purchased from Microsoft last year.
Atlas promises to help marketers better target and measure their advertisements online, and to help advertisers better understand which ads influence purchase decisions effectively. Atlas will also provide an automated ad-buying tool known as a “bidder,” which allows other marketers to buy targeted advertising space offered by Facebook.
Facebook recently ran an Ad promoting a post in which they talk about the recent Newsfeed redesign. I personally hate the change so I was curious to see what other people thought. I took a sample of close to 500 of the actual comments to the post and created a quick Word Cloud and the result is that not surprisingly HATE is the number one word used. With the top 3 words being HATE FACEBOOK CHANGE. Yes Facebook! your users have spoken!
The actual Ad they are using to promote their post looks like this…
Over the next few weeks Facebook will be rolling out an update to the newsfeed algorithm. This update has as an objective to show more people higher quality content and more interesting stories from the Pages they are connected to.
To better understand what high quality means, thousands of people were surveyed to understand what factors make posts from Pages high quality. The results of this survey were used to build a new machine learning system to detect content defined as high quality. The system uses over a thousand different factors, such as how frequently content from a certain Page is reported as low quality (e.g., hiding a Page post), how complete the Page profile is, and whether the fan base for a particular Page overlaps with the fan base of other known high quality Pages.
This algorithm has already been tested with a small segment of users by showing these high quality posts higher up in the News Feed and the 2 main results observed were:
What should you expect?
For most Pages the impact should be relatively small, but Pages that are seeing good engagement on their posts could see further increases in reach.
How should your strategy change?
The bottom line is that your Page strategy should still stay the same: produce high quality content and optimize for engagement and reach.
Make sure your page profile is complete
Monitor more closely the negative feedback received (hides, hide alls, unlikes, spam)
- Monitor more closely the positive feedback received (likes, shares and comments)
Make your posts timely and relevant
Build credibility and trust with your audience
Ask yourself, “Would people share this with their friends or recommend it to others?”
Think about, “Would my audience want to see this in their News Feeds?”
Using Facebook Ads for user acquisition in the mobile game space was until very recently a very ineffective strategy. Only a year ago ads were still being shown mainly to Facebook web users where even if the ad helped to raise awareness about the game, it was impossible to install the game directly from the ad.
With Facebook’s new strategy of “mobile first” things have certainly changed, which brings a whole world of new opportunities for mobile game developers. There are more than enough platforms for User Acquisition in the mobile space, but no platform comes even close to Facebook in their targeting capabilities. No one really has as much information about what we do, and what we like than Facebook. So if you are not using Facebook Ads to increase installs of your game, this may be a good time to evaluate your options.
There are mainly 2 ways to create mobile ads on Facebook:
1- Creating an Ad “the old way”. This is the same process you follow to create any Ads.
- Go to Ads Manager
- Create Ad
- Select the URL to your game in the App Store or Google Play as destination
- Define the criteria for your audience making sure you select as part of the criteria, users on mobile platform
2- Creating a Mobile App Install Ad. This is a little bit more complex but the ads are integrated seamlessly into the users’ newsfeeds with a very clear call to action to install the game which tends to result in better conversion rates. See some video testimonials
- Register your app with facebook. This does not mean you have to implement Facebook Login or integrate your app with Facebook; you need an app on Facebook to get an app ID. If you already have one, you can skip this step
- Use the App Dashboard to add details and images
- Build and launch your ads
Confused? Facebook has a simple tutorial to help you.