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Get more for your money with Facebook’s new ad redesign

You may have noticed that Facebook’s been making headlines lately with all of their redesigns. While you’ve been preoccupied with changes to your news feeds, you might have missed a significant change to the side of your news feed called the “right-hand rail.”

For a while, the right-hand rail has  been overlooked and regarded as secondary real estate in favor of the news feed which is like the Times Square of news feeds. Ads that runs on the right-hand rail cost about an average of 20 cents  per every 1,000 impressions vs ads that run in the news feed (costing an average of $5.72 per every 1,000 impressions).

With the new redesign, you’ll notice that the right-hand rail ads are a bit bigger and there will be fewer ads. Some of the immediate benefits for ad managers are:

  • No more boxy, text-heavy format.
  • The new ads will be a little more than twice the size of the current ads.
  • They will be sized in proportion with the news feed ads meaning you can use the same image for both without having to change the image size.

While the ads themselves will be bigger, the right hand rail itself will stay the same size. Ad images will span across most of the width of the rail so that your ad is more visually impactful, whereas before it took up less than half the space. With the new design, there will only be room for three ads vs the previous design that housed up to seven ads.

Global roll out of the newly designed right hand rail ads will begin in late April and the cost will be the same as news feed ads. If you’re planning an ad campaign or a contest, make note of the new changes and if you want to wait to capitalize on the new ad changes to get the most for your ad spend.

According to early tests of the new ad design, Facebook noticed three times more engagement. If that’s the case, they will presumably have a lower effective cost per click rate for advertisers and fetch higher CPMs (cost per impression) for Facebook. Users who peruse Facebook will have a more conscious ad experience that won’t make them feel like they’re being bombarded.  To learn more about Facebook’s ad design, check out their blog post.

How will you be using Facebook’s new ad redesign? Share your thoughts on Twitter at @viralheat.

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