Facebook Streamlines Advertising-Buying ProcessBrian Womack
Facebook Inc. is redesigning its advertising service with new tools that automate marketers’ campaigns goals, as the operator of the world’s biggest social-networking service seeks to boost sales.
Instead of spending time choosing different types of promotions, businesses can select one of eight objectives, such as converting users into buyers or boosting the number of “likes” on the site, David Baser, a product manager at Facebook, said. The new system then recommends the best kind of ads to deploy and tracks the results of the campaign.
Facebook is working to improve its products for advertisers aiming to reach its more than 1 billion users, as Twitter Inc. and Google Inc. step up competition. Part of that is a simplification of the ad-buying system, which has different offerings that were introduced over the past few years. The company said in June it would trim the number of promotions and cut the number of steps for marketers to use the site.
“We want to make the ad-buying process simple and easy to understand: ‘Tell us your objective. We’ll set you up for success,’” Baser said in an interview. “We also want to make it easy to understand your performance.”
The Menlo Park, California-based company is also adding new features that let customers choose whether their ads appear on mobile devices or desktop computers, he said.
Advertising makes up most of Facebook’s revenue, which climbed 53 percent to $1.81 billion in the second quarter from a year earlier, topping analysts’ estimates. The company is scheduled to report quarterly results Oct. 30, and analysts are projecting revenue to increase 51 percent to $1.90 billion.