Facebook - A New Look for Ads in the Right-Hand Column

Yes, Facebook is coming up with new and improved design and features for right hand column ads. Facebook has realized the importance of quality and not the quantity after a long time. You might have noticed at least half a dozen of ads on right side while flipping through your news feed. Well this is gonna change very soon. 

Before

After the new update right hand side column will look something like this! The ad size has been increased by almost 3 times. The new dimensions is 254*133 pixels.

How this is going to affect the Digital marketers

As the size has increased by almost 3 times, FB will not be able to accommodate more than 3 ads on right hand side (considering the user experience on Facebook) so this will led to less number of inventory for Facebook which in turn will affect their overall revenue numbers. In order to accommodate this change the CPM costs will go up significantly. Even CPC will increase marginally. So, all marketers will have to spend more money to reach their target audience as compared to current rates.

Will it have any effect on Engagement?

A BIG YES! The engagement numbers will definitely increase as compared to current stamp ads. The big size image will make a significant impact on user’s mind while surfing through his/her timeline. The larger size image will make it difficult for user to ignore it! So, the engagement numbers will increase along with the cost. Facebook has found significant improvement in engagement numbers during beta testing.

Do share your inputs on the revised right hand side ads or the Stamp ads!

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Facebook Insights - Glossary

I think most of us use Facebook but are not aware about various terminologies that are being used or worse we don’t know the correct meaning of the terms and use the matrix in a wrong way! Here I will try to cover most of the terms related to Facebook. Do let me know if I have missed out on anything!

Total Reach:

The number of unique visitors who were served at least one impression of your content via Newsfeed, Ticker, Timeline or an Advertisement irrespective of the fact whether user has seen your content or not! (Confused? Keep reading)

Organic Reach:

The number of unique visitors who were served at least one impression of your content via Newsfeed, or Ticker irrespective of the fact whether user has seen your content or not! This matrix doesn’t include the paid ads.

Paid Reach:

The number of unique visitors who were served at least one impression of your content via Facebook ads (all types of FB ads are included), irrespective of the fact whether user has seen your content or not!

Total Impressions:

The total number of times your content was shown via Newsfeed, Ticker, Timeline or an Advertisement irrespective of the fact whether user has seen your content or not! A unique visitor may see the content more than once.

So if 100 users have seen the content 3 times each, the number of unique visitors will be 100 and total impressions will be 300.

Organic Impressions:

The total number of times your content was shown via Newsfeed, or Ticker irrespective of the fact whether user has seen your content or not! This matrix doesn’t include the paid ads. A unique visitor may see the content more than once.

So if 100 users have seen the content 3 times each, the number of unique visitors will be 100 and total impressions will be 300. But if 200 impressions were generated out of paid ads then the total organic impressions will be 100.

Paid Impressions:

The total number of times your content was shown via Facebook ads (all types of FB ads are included), irrespective of the fact whether user has seen your content or not!

Tab Views:

The number of times your Facebook tabs was viewed by a User. Facebook tabs are the custom tabs that can be added to your Page. Read this for more info.

Frequency Distribution:

A breakdown of number of times your content was served to users. If 100 users were served a total of 300 impressions then the frequency distribution will be 3.

Engaged Users:

The number of times a unique user clicks anywhere on the content irrespective of the fact whether that action resulted into a story or not.

Story:

A story is created when an action taken by a user results in the appearance of that post in his/her friend’s timeline, ticker etc.

For example if user A clicks (this could be a like, comment, share) on a post which is generated by a company named Flipkart. Now if this action appears in the newsfeed or ticker of his friend B then it’s known as a story.

Engagement Rate:

The percentage of unique users who Liked, Commented or Shared your content post an impression is served to them.

For example if the total impression of a post is 500 (unique users), the number of users who have clicked, liked, commented or shared your post is 100 then the engagement rate will be 100/500 * 100 = 20% Engagement rate.

Talking about this:

You must have noticed this on a Brand page. It is the number of unique users who generated story about your content.

Daily like sources:

The exact source from where user likes your page. It could be a brand page, like plug-in on website, ads, Recommended pages etc.