Facebook has launched a new analytics tool called Delivery Insights, which aims to help marketers to better understand how their ads are performing in auctions. Facebook has said that the tool will remove a degree of “guesswork” that has previously been part of building successful ad campaigns on the site.
Delivery Insights will be rolling out to users in Ads Manager globally during the next month. It will effectively provide a more in-depth look at Facebook’s marketing platform, letting users see which ad sets are not reaching their full potential or are undelivering while also providing optimisation recommendations to make ads more competitive in the auction.
Relevant and effective
Advertisers will be able to access this new feedback channel by navigating to the “Delivery” column at the ad set and campaign level or the “Tools” section in Ads Manager. Facebook is using the launch of Delivery Insights to kick start its own education initiative, which centres on the ad auction process and how it works.
“We built our ad system to create as much value as possible for people and businesses,” John Hegeman, Facebook’s director of engineering for advertising delivery, e-commerce and analytics, said. “With this in mind, we’re focused on helping marketers better understand how our ads auction works, and how they can improve their results, through an education program we’re launching this week. In the coming months, we’ll also begin introducing new insights in our ads interfaces to help marketers ensure their ads are shown to the people they want to reach.”
Facebook has revealed that it runs billions of auctions every day to match users with the right ads. An estimated three million advertisers are now competing for the attention of a global audience of over 1.5 billion, so it is no surprise that the social media giant is looking at new ways to help users engage with content published by brands.
Facebook has also published a range of tips to help marketers reach their target audience. It says that its ad auction is currently designed to “reward and deliver ad relevance,” so brands should determine the right budget, know their objective, choose the right audience, pay attention to audience overlap and opt into flexible placement options.