Facebook continues to expand efficiency and options for advertisers with new features to its mobile app advertising platform, the latest addition being cost per action (CPA) bidding for mobile.
The winter holidays loom larger than ever this year for Facebook advertisers. The shopping season is the shortest it’s been since 2002, consumers are savvier comparison shoppers through the use of mobile apps and social media, and trusted online reviews and peer recommendations are more powerful than ever.
After beating revenue estimates in 3 of the last 4 quarters, Facebook reported its first $2 billion quarter ($2.02B), soaring past the $1.91 billion in revenue anticipated by Wall Street. This impressive showing is due in large part to revamped ad policies, a focus on Preferred Marketing Developers (PMDs), and an increased mobile presence.
Facebook announced yet another revamp to its growing suite of retargeting products with website and mobile app Custom Audiences, leveraging online site and app intent data. This comes in addition to Facebook’s real-time marketing bidding platform, Facebook Exchange (FBX).
Facebook’s unification of its user experience across various devices meant unifying its native ad platform was a natural next step. As of September 10th, Facebook updated its ad specs, reducing types of ads in addition to recommending much larger sizes for each ad. It may come as a surprise that Facebook requests that ads be equivalent to the size a designer would use when creating a web page (1200 pixels in width). However, taking into account media spending best practices as well as the evolution of technology, Facebook’s new recommendation is, in fact, intuitive.