Facebook Launches New Tool For Ads Manager
- In a wide-ranging blog post on getting value from Facebook ads, the social media giant announced a new tool called Delivery Insights that will be rolling out globally to its Ads Manager platform over the next few weeks.
- Delivery Insights is designed to find ads that aren’t as competitive at auction and provide marketers with recommendations to improve the underperforming ads.
- Delivery Insights are intended to help Facebook meet its goal of showing its users more relevant ads and maximizing value for advertisers.
Delivery Insights will identify "under-delivering ad sets, meaning ad sets that are set up to reach more people each day than they are actually reaching," according to Facebook. "Under-delivery is a sign that the ad could be tweaked to be more effective at winning more auctions, and Delivery Insights explains why the under-delivery is happening and highlights suggestions for specific actions the advertiser can take to make their ad more competitive at auction.”
For advertisers that have become accustomed to the control AdWords provides, it is exciting to see Facebook continue to evolve its toolbox. We have all experienced a high quality Facebook ad that, for whatever reason, experiences this 'failure to launch'. Having the ability to peek behind the curtain will be a welcomed resource.