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Facebook's Ad Changes, and What They Mean for Your Store

Posted by Dean Asher on 8/25/16 5:00 AM
Topics: social media, facebook, Marketing to Students

Is your store utilizing Facebook ads? They can be an effective way to ensure your message is reaching the right demographics near your school, but recent changes to Facebook's ad system could change that if you're not careful.

Facebook has recently retooled their ads to promote better quality content and penalize those who abuse the ad system and post "clickbait" or other blatant low-content traffic grabs through targeted ads. Fortunately, it's easy to avoid the pitfalls of a bad ad. Check out this post from the Higher Ed Marketer to see how.

Facebook's Ad Changes, and What They Mean for Your Store

Facebook’s “Feed Quality Program” is going to allow people to see the ad promotions they actually care about

Still, Facebook will continue to let people have some control over the ads they do and do not see. The social network also introduced an overhauled version of its ad preferences tool, which allows people to opt out of seeing certain types of ads on the site (and “thumbs-up” the ads they do like).

By developing, publishing, and promoting premium content on Facebook, your institution’s page will have a better chance of getting a “thumbs up” from users. As more people “like” the content you promote, Facebook actually increases the size of your target audience, which enables you to reach more relevant audiences more easily (this also makes targeting much more affordable).

Click-bait headlines are being forced to go “bye bye”

Finally, Facebook has implemented an algorithmic filter that is similar to how many email spam filters work. Essentially, this filter looks for common phrasing and words used in clickbait headlines (think “You’ll NEVER guess what happens next” or “You’re not going to want to miss this — click here now!”).

Facebook has actually begun to penalize these posts along with the pages that share the posts. This means that if you publish blog content that is to “clickbait-y,” not only do you run the risk of having your post taken down, your page also risk being “flagged” (which means that Facebook will bump your content down in people’s newsfeeds making it harder for both your existing — and especially new audiences — find your content).

— Zach Busekrus, The Higher Ed Marketer
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