December 27th, 2013 / by Andrew Shusterman

Facebook Ads: Optimize For Mobile To Get More Bang For Your Buck

Social media expert Amy Porterfield always offers up great tips and advice when it comes to the various social media platforms. Recently, I received a newsletter from Amy discussing the importance of optimizing your ads for mobile as more and more people visit Facebook on their phones and tablets. If you currently advertise on Facebook and are not focusing your dollars on “News Feed Only” ad placements, please read and take notes on the below article.

*Below newsletter was sent out by Amy Porterfield on December 14th, 2013

Did you know that, right now, 70% of all users are visiting Facebook on their phones and tablets? That’s amazing — and it’s only going to get bigger. If you run Facebook ads, or have plans to do so in the near future, the increase of mobile users has pretty serious implications for you and me.

When our fans access Facebook via mobile, there is no right-hand column – which means you can’t afford NOT to focus your advertising dollars on “News Feed Only” ad placements.

If you don’t have your phone nearby, this is what you see on your phone when looking at Facebook:
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Looks different than when viewing from your desktop, right?

Also, a recent study by SocialCode found that Facebook mobile ads earn up to 2.5 times more than desktop-only ads. Basically, we need to advertise for all those people…yesterday!

To get your Facebook ads into the News Feed (specifically Page Post ads, Page Like ads and Sponsored Stories), you have to use the Power Editor. It’s different (and a little more complicated) than the ads dashboard you’re used to, but there are plenty of resources to help you learn how.

Just Google “How to use the Facebook Power Editor” and you’ll see a bunch of options. But the main feature you’ll want to pay attention to is the “Placements” feature, which enables you to take any ad (like a Page Post Ad – my favorite) and select whether you want it to go to your users’ Desktop News Feeds, Mobile-Only News Feeds, or both.

When you choose one or both of these options, your ad will ONLY be seen in the News Feed and not in the right-column.
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I always choose both “Desktop News Feed and Mobile-Only News Feed” to get maximum exposure in the News Feed. Why do I not choose the right-hand column as well? Since making this shift to News Feed only ads, I’ve gone from about 0.1% Click Through Rate (ratio of how many people clicked vs. saw the ad) to between 2%-6%. I know that doesn’t sound like a lot but the average CTR on a FB ad is in the right-column is only 0.04%!

To put it simply, ads in the News Feed get much more engagement than ads in the right-hand column on Facebook.