Like it or not, your Facebook Page is now in Timeline format, and you’ve probably been feeling like a fish out of water since you changed over.
Aside from getting across all the image dimensions to make your Page pop, you also have to be across how the changes affect your Ad performance.
Ad Click Through Rates and Facebook Landing Page conversions have been affected, and I wanted to highlight some of these impacts so you can maximise your ad spend and avoid any pitfalls.
Image Is More Important Than Ever
Facebook Ads now have to compete with bigger images and more of them on the new visually-rich Timeline format. That means that image selection is even more critical to the success of your Ads.
Select images that stand out on the grey blue background as well as the white background, and think about using brighter images with more emotion and expression. Logos and images that feature text are performing better as these contrast with the new format.
Check out a couple of examples below:
Engagement Rates Have Gone Down
It seems that over the past couple of weeks engagement rates are down slightly, based on my testing. This could be due to user distraction with the newness of the format (we saw this with the last major change to Facebook Pages), but I think the Like button gets a little lost amongst the new App Covers and Images sitting under the Timeline cover image.
Think about adding some text to your new App Images to prompt the Like. Photo Guidelines do not permit asking for the Like on your Timeline Cover, so see how creatively you can use one of the four boxes below the cover to attract Likes and Leads.
If you’re sending traffic directly to a Custom App/Tab with your ads, then you still need to add a strong call to action to prompt the Like, or think about a reveal tab if increasing Likes are your primary campaign objective.
Sending Ads To Timeline
Although my recommendation has always been to avoid sending Facebook Ads to the old Facebook Wall, the new dynamic Timeline is a different proposition.
Sending your ads to your new Timeline Page is a more appealing option with the addition of Facebook Apps & Views and Pinned Posts. These options allow you to highlight sign-up pages, events, promotions and other website links directly from Timeline.
My testing so far has shown this to be more successful than what sending ads to a Wall used to be, but users seem to be overwhelmed with options on the new Timeline or they’re still just getting used to it to really see this as a major success strategy. This may change as everyone gets used to the “lay of the land”.
As always, you need to test your products and services to see how the changes affect your campaign results.
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