This presentation makes it easy for advertisers to understand the ad unit consolidation being made by Facebook to simplify their Ads product. Ampush outlines the ad units that are being eliminated and how that impacts your current campaigns. Ultimately these changes will improve Facebook's ad performance, and further enhance the product for their evolving platform.

1. A Guide To
Facebook
Ad Simplification
June 2013

2. Facebook Ads have evolved into a complex
product for advertisers.

3. The Problems

4. 1. It’s too difficult to buy media on
Facebook.
The Problems
1

5. 1. It’s too difficult to buy media on
Facebook.
2. The current suite of ad products are
redundant and ultimately too complex.
The Problems
2
1

6. 1. It’s too difficult to buy media on
Facebook.
2. The current suite of ad products are
redundant and ultimately too complex.
3. Facebook doesn’t fit well into your
media planning and buying process.
The Problems
3
1
2

7. The Solution

8. The Solution
Simplifying ad types to harness social
voice and improve marketing performance

9. The Solution
Questions are being eliminated
in favor of Page Post Ads which
include photos and allow users
to post answers via comments
Current Question Ad New Question Ad
Simplifying ad types to harness social
voice and improve marketing performance

10. The Solution
The goal of ad simplification:
One ad product for one
objective
Simplifying ad types to harness social
voice and improve marketing performance

11. What does this mean for advertisers?

12. Revamped ad products will be
released over the next six months to
reduce redundancy and increase
focus on social context.
What does this mean for advertisers?

13. Elimination of multiple ad units1
An Optimized Ad Experience

14. Eliminating redundancies and
removing ad units that are not widely
adopted or accomplish the same
goals as other, more effective ads
Elimination of multiple ad units
An Optimized Ad Experience
1

15. Elimination of multiple ad units
Automatic injection of social in
ads
2
An Optimized Ad Experience
1

16. Streamlining suite of ad products by
including the best of sponsored
stories in all ads
Elimination of multiple ad units
Automatic injection of social in
ads
An Optimized Ad Experience
2
1

17. Elimination of multiple ad units
Automatic injection of social in
ads
Improved ad-purchasing
environment
3
An Optimized Ad Experience
2
1

18. Showing users standardized ads, better
targeted to interests, to promote
engagement
Elimination of multiple ad units
Automatic injection of social in
ads
Improved ad-purchasing
environment
An Optimized Ad Experience
3
2
1

19. How exactly is this happening?

20. Merging Ad Types

21. Merging Ad Types
Page Post Like Sponsored Stories, Page Post
Comment Sponsored Stories, and Page Post
Ads will be rolled into one ad-unit
One Ad,
One Objective
New combined unit:
Ad with social content on top
Page Post
Comment
Sponsored
Story
Page Post Like
Sponsored Story
Page Post Ad

22. Merging Ad Types
Page Post Like Sponsored Stories, Page Post
Comment Sponsored Stories, and Page Post
Ads will be rolled into one ad-unit
Utilizing social
voice is more
effective to engage
users of Facebook
and build a fan base
One Ad,
One Objective
New combined unit:
Ad with social content on top
Page Post
Comment
Sponsored
Story
Page Post Like
Sponsored Story
Page Post Ad

23. Merging Ad Types
Page Post Like Sponsored Stories, Page Post
Comment Sponsored Stories, and Page Post
Ads will be rolled into one ad-unit
Current ads that
grant social voice
are being
consolidated to
eliminate the need
for separate buys
One Ad,
One Objective
New combined unit:
Ad with social content on top
Page Post
Comment
Sponsored
Story
Page Post Like
Sponsored Story
Page Post Ad

24. Merging Ad Types
Page Post Like Sponsored Stories, Page Post
Comment Sponsored Stories, and Page Post
Ads will be rolled into one ad-unit
Rather than buying
targeted page posts
and sponsored story
page posts, all page
posts will display as
sponsored stories,
with relevant social
content
One Ad,
One Objective
New combined unit:
Ad with social content on top
Page Post
Comment
Sponsored
Story
Page Post Like
Sponsored Story
Page Post Ad

25. Eliminating Redundant Ad Types

26. Eliminating Redundant Ad Types
Ad units will drive towards specific business
and marketing objectives; two types,
Questions and Offers, will be eliminated in
July. More eliminations will be announced
over the next few months

27. Eliminating Redundant Ad Types
Question  Page Post Ad
Page Post Ads with
answers via comments
will replace Questions

28. Eliminating Redundant Ad Types
Offer  Page Post Link
Post Link Ads will replace online Offers; in-store deals will
remain for brick-and-mortar retailers

29. What does this mean for Ampush clients?

30. They will continue to receive premier campaign
performance at scale.
What does this mean for Ampush clients?

31. How Changes will Affect Campaigns

32. How Changes will Affect Campaigns
Improved ROI

33. How Changes will Affect Campaigns
Improved ROI
Simplification of ad products will make it easier to
optimize and scale campaigns to achieve business
objectives

34. How Changes will Affect Campaigns
Suggested Buying
Improved ROI

35. How Changes will Affect Campaigns
Suggested Buying
Improved ROI
Though brands always maintain control over which ad
types to use, Facebook will recommend ads based on
campaign objectives

36. How Changes will Affect Campaigns
Suggested Buying
Improved ROI
Improved News Feed

37. How Changes will Affect Campaigns
Suggested Buying
Improved ROI
Improved News Feed
Though brands always maintain control over which ad
types to use, Facebook will recommend ads based on
campaign objectives

38. How Changes will Affect Campaigns
Suggested Buying
Increased Social Context
Improved ROI
Improved News Feed

39. How Changes will Affect Campaigns
Suggested Buying
Increased Social Context
Improved ROI
Improved News Feed
Greater emphasis on social context will enhance
advertisements and engage users by leveraging the
‘voice-of-friend’

40. How Changes will Affect Campaigns
Suggested Buying
Increased Social Context
Improved ROI
Consistent Pricing
Improved News Feed

41. How Changes will Affect Campaigns
Suggested Buying
Increased Social Context
Improved ROI
Consistent Pricing
Improved News Feed
Facebook’s changes will not affect the pricing of
current or future ad offerings

42. How Changes will Affect Campaigns
Suggested Buying
Increased Social Context
Improved ROI
Easy Transition
Consistent Pricing
Improved News Feed

43. How Changes will Affect Campaigns
Suggested Buying
Increased Social Context
Improved ROI
Easy Transition
Consistent Pricing
Improved News Feed
The roll out will occur gradually over the next six
months to ensure campaigns are not negatively
affected

44. The New Experience

45. The New Experience
Automatically applying social context
prevents marketers from buying separate
ad units
Social Context

46. The New Experience
Automatically applying social context
prevents marketers from buying separate
ad units
A consistent visual display across Facebook
improves users’ experiences
Visual SimplicitySocial Context

47. The New Experience
Automatically applying social context
prevents marketers from buying separate
ad units
A consistent visual display across Facebook
improves users’ experiences
Increased exposure in News Feed, better
aligned with users’ personal interests
Visual Simplicity
News Feed
Social Context

48. The New Experience
Automatically applying social context
prevents marketers from buying separate
ad units
A consistent visual display across Facebook
improves users’ experiences
Provided with goals the Facebook platform
will suggest the most relevant ad types
Increased exposure in News Feed, better
aligned with users’ personal interests
Visual Simplicity
News FeedSuggested Buying
Social Context

49. Ampush is a social technology company helping brands and direct response
advertisers achieve performance at scale with Facebook Ads. As a Facebook
Strategic Preferred Marketing Developer (sPMD), our fully managed solutions
deliver marketing ROI by amplifying the viral power of social recommendations,
which Ampush calls Referred Intent.
Learn how our solutions can work for you at ampush.com