It also shared more details on the criteria it uses to evaluate advertisers' requests for their ads to be shown on Facebook. It launched ‘Delivery Insights’, to help advertisers to understand better the delivery of their ads and provide recommendations that allow them to quickly take action and improve performance.
Facebook uses what is called an ad auction, which pairs individual ads with individual people, looking for an appropriate match. Its ad auction is designed to determine the best ad to show to a person at a given point in time. At the core of how it works, is the idea that people should see ads that are relevant to them and ads should deliver as much value as possible for the business. The ad auction is built to maximise the experience for both people and businesses.
Delivery Insights is a new set of insights, available in Ads Manager, which tells advertisers how their ads are competing at auction and provides recommendations on how to make them more competitive. Delivery Insights identifies under-delivering ad sets, meaning ad sets that are set up to reach more people each day than they are actually reaching. Under-delivery is a sign that the ad could be tweaked to be more effective at winning more auctions, and Delivery Insights explains why the under-delivery is happening and highlights suggestions for specific actions the advertiser can take to make their ad more competitive at auction.
John Hegeman VP of Engineering at Facebook, says, “We built our ad system to create as much value as possible for people and businesses. With this in mind, we are focused on helping marketers better understand how our ads auction works and how they can improve their results, through an education programme launched last week. In the coming months, we will also begin introducing new insights in our ads interfaces to help marketers ensure their ads are shown to the people they want to reach.”
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