If you haven’t started advertising on Facebook we highly recommend to consider this idea. According to Alexa Ranking the website is stated to be the second world’s most visited after Google. It is also known as the largest social network with more than 1 billion users and broad options to target the right audience to show ads to. Therefore, there is no surprise that in 2015 we, marketers, preferred using Facebook more often in comparison to other social networks (2015 Social Media Marketing Industry Report). When some tools get popular and many advertisers face competition, you should not ignore the following trends. The ability to learn more, get ready to use available instruments in a most sufficient moment and way – all these factors influence success in advertising. Today we are going to share with you some of the forecasts on Facebook ads in 2016.
The main Facebook trends predicted by Promodo specialists in the year of Fire Monkey include:
1. Growth in number of advertisers and costs for advertising.
Nowadays, ads on social networks bring better results than those on TV. It happens due to the mobile preferences of users. As Facebook visitors mostly use mobile devices more advertisers will switch to Facebook in 2016. In virtue of the fact that Facebook is 90%-95% ads revenue’ company such changes will increase earnings of Facebook. Moreover, Facebook team expects to gain growth in emerging markets in future, especially in Asia-Pacific Region where a great amount of internet users still poorly uses the platform. You can get detailed statistics per country and industry here.
Therefore, the growth of Facebook users in APAC mostly covers the following countries: India, Indonesia, Japan, South Korea and Australia.
On the picture below you can see the progress of mobile-only users throughout years 2013-2015. Starting with desktop-only online users there is a move to mobile-only users. So monitoring the device statistics of the ads to improve bids for each device type is something to be definitely advised.
3. Active use of Carousel and Dynamic Product Ads.
Running Dynamic Products Ads can decrease time on launch preparation and increase the relevance of ads. The carousel format gives a possibility for users to see several images with different products in ads and redirect them to relevant landing pages. Therefore, both options suit to online shops. Which is even more important is that their use increases CTR and shows better performance among other ads.
4. Concentration of Businesses using Apps.
The rise of in-apps ads is one of the most important tendencies of this year. It unlocks more information about behavioral features of a potential customer. Combining this knowledge with data from Facebook and creating a custom audience will help you to achieve outstanding results. The interaction rate is predicted to be high. The only concern for advertisers here is launch of new ad-blockers, created by Adblock Plus, Been Choice and other companies. The main anxiety comes from the Apple’s announcement from 2015 about a new version of mobile browser iOS 9, which is going to be released with a built-in ad-blocker.
5. Increased number of Video Ads.
8 billion views per day from more than 500 million people in November, comparing to 4 billion views in April, 2015. This is the strategy of Facebook – expand video consumption to raise a number of video ads. As video ads are more expensive than the regular ones, it is a good instrument to increase the company’s revenue.The most reach will be brought by native videos, which are directly uploaded to Facebook by contrast to the videos from external sources such as YouTube, where the link of web page is used. Generally native videos provide higher engagement rate and outperform external videos. The recommended formats of the videos to be uploaded on Facebook are MP4 or MOV, maximum sized with 2.5 Mb and less than 60 minutes in length.
6. Retargeting remains effective.
Retargeting is a good targeting choice as it allows showing ads to:a) people who have already visited your website; b) your Facebook page fans; c) your e-mail subscribers and d) lookalike audience. The last mentioned is identified by Facebook as the most similar in its characteristics to the one you have set. It is a good tool if there is a need to make the audience wider and there are no ideas regarding targeting options. If you own an online store, the recommended audiences to retarget include all website visitors, each landing page visitors/each product category visitors, people visited cart-page, checkout page.
P.S: In this article, we introduced you 6 main trends for the year of 2016. Using retargeting, powerful ad formats (video, carousel ads, dynamic product ads), choosing the right device will bring you higher ad competitiveness – and this is exactly what we wish you to achieve in 2016!
About the author:
Mary Shvets, PPC Manager at Promodo .
Certified in Google Adwords and Google Analytics specialist. She is experienced in running PPC campaigns for many international projects from various business niches. Skilled in managing PPC campaigns for developed and emerging markets. Participant of the IBM Programme provided by the Kozminski University (Poland) in cooperation with the University of Bradford (United Kingdom).
Mary has passion for challenges, research and innovation!