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Facebook's New Ad Options: Some Are Better Than Others for Small Brands

The new ad options introduced by Facebook earlier this year are starting to become part of the online ad landscape, with varying degrees of adoption–depending on the company's size.

There has been some dismay, for example, over the price tag of the log out ad format—the ad that is displayed to users when they log off from Facebook. They are pricing at $710,000 for a single days run, according to TG Daily, putting them out of reach of many small businesses.

Facebook’s reach generator might also be best suited for big brands: One brand, Dr. Pepper Snapple Group, tried out the Reach Generator when it was in beta, Reuters reports–ensuring that a post on its brand page will be promoted to its fans in multiple places on the social network.  The post reached 83% of Dr. Pepper's 11 million Facebook fans over a 28-day period.

The number of users who "liked" the post was 80% higher than normal.

Facebook Timeline for Brands

The biggest shift Facebook introduced, though, was its Facebook Timeline for Brands, which became mandatory last week. Here, though, many companies were eager to embrace the change and absorb whatever costs were associated with the redesign.

A recently-released study from Simply Measured found that a study of the Facebook Fan Pages of 15 early adopters from a variety of industries realized 46% more engagement per post with Timeline.  Another study, by Vitrue, found that some brands have seen as much as 190% lift in engagements rate per fan. It noted a reduction in the engagement rate by 52% when the timeline shift was made.

However, 27% saw greater than a 20% increase in engagement rate (includes likes, comments, etc.) when implementing best practices for brand pages including:

  • Leveraging sharable content to drive engagement
  • Expanded visual properties
  • Prioritized content, such as pins and company milestones

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