Posted by Megan Halscheid, Product Manager, Performance Media
This week, Facebook announced that its Facebook Ads are now customized to better drive traffic to Facebook Pages and Events. According to the post from Facebook Ad’s Notes, the new functionality “allows users to engage with ads in the same way they interact with other content on Facebook without leaving the page they’re viewing. This action automatically creates a story on the user’s profile page and possibly even in their friends’ home page Highlights—generating free distribution for [the advertiser].”
For example, users can become a fan of a Page or register for an Event directly from an advertiser’s Facebook Ad. This functionality should help advertisers build their Fan base or increase the number of Event attendees by offering direct action within the ad itself.
The Facebook Ad “Social Actions” option, which allows advertisers to feature friend endorsements in an ad, will also help advertisers increase the likelihood of direct response to the Fan or Event request. If however, an ad on Facebook is enabled with Social Actions, an advertiser must now direct that ad traffic to a Fan or Event page on Facebook. Advertisers will no longer be able to send traffic directly to their Web site from a Facebook ad when using Social Actions. This underscores the need for brands to develop Fan Pages and create true extensions of their site on Facebook.