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Many advertisers and business owners ignore Facebook"s audience network. However, there are benefits lớn targeting an audience outside of Facebook while taking advantage of Facebook’s targeting capabilities.

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Sure, due to lớn a significantly lower click-through-rate and a lack of full control over ad placement, Facebook Audience Network ads are less likely khổng lồ convert. That said, Facebook Audience Network gives you access khổng lồ many targeting options, including custom audiences & lookalike audiences, và in terms of CPM & CPC, it’s the least expensive sầu advertising option that Facebook has to lớn offer.

You’ll most likely want lớn avoid including Facebook Audience Network in your audiences, but there are a couple scenartiện ích ios where it can make sense to lớn leverage the Facebook Audience Network in your campaigns.


Facebook Audience Network tips and takeaways Facebook Audience Network is a way khổng lồ expand your reach off Facebook by placing ads on third-các buổi party điện thoại applications It works best when you’ve sầu already had good results with Facebook ads but want expvà your reach off of Facebook Impulse buys và low-resistance Call khổng lồ actions are more likely to have a higher conversion rate Continually add low chất lượng publishers và apps khổng lồ your blackdanh mục to improve performance

What is Facebook Audience Network?

Facebook Audience Network is a way for advertisers to lớn place their ads off Facebook và onlớn a vast library of third buổi tiệc ngọt apps.

With Facebook Audience Network, you get the same targeting, bidding, and metric analysis tools as with regular Facebook ads, but with the added benefit of reaching a bigger audience who are using all kinds of different apps.

The biggest perk of including Facebook Audience Network in your ad placements is that your ads will reach people who don’t even have sầu a Facebook account, so you’ll attract a whole new crowd of people who are inaccessible lớn you via regular newsfeed ads.

Initially, Facebook Audience Network was created to place ads both on third tiệc ngọt websites và apps, but on March 11, 20trăng tròn, Facebook announced its Audience Network will only be for in-app advertising. During the past year, the number of ứng dụng developers & publishers who joined Facebook Audience Network increased sevenfold.

So, what ads can you expect to lớn place on Facebook’s network of apps? Here’s the breakdown:

Native sầu adsFull-screen adsBanner adsRewarded đoạn Clip adsPlayable ads
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Even though ads placed in Facebook’s Audience Network is off of Facebook, you can still expect to lớn use all the familiar chiến dịch objectives thanks khổng lồ Facebook’s px và event tracking capabilities:

Brand awarenessReachTrafficEngagementApp installsVideo viewsConversionsCatalog sale

What is the pricing of Facebook Audience Network ads?

CPM pricing of Facebook Audience Network placements over the past year were 32% cheaper than Facebook & Instagram newsfeed ads at $7.94 & $11.63 respectively. However, we’ve sầu seen the difference in price between them getting much smaller since the beginning of 20đôi mươi.

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The cost of Facebook Audience Network placements in terms of CPC over the past year were 23% cheaper than Facebook & Instagram feeds at $0.69 & $0.89 respectively.

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Facebook Audience Network placements also had a 5% cheaper cost per ứng dụng install at $1.59 compared to Facebook và Instagram feeds at $1.68. Although this seems small, it’s incredible that app companies can get conversions for the same price or cheaper while accessing a whole new audience.

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However, for ecommerce & other types of companies, CPMs, CPCs, & CPIs don’t tell the whole story. While the costs may seem lower at a first glance, the typical conversion rate for Facebook Audience Network ads is usually lower increasing your overall cost per purchase or lead. Therefore, you’ll most likely kết thúc up paying more for conversions on Facebook Audience Network placements as you would for news feed placements.

So, when is it worth investing in Facebook audience ads? The answer is after you’ve sầu already achieved well-performing ad campaigns with regular news feed placements & you need more reach.

When are Facebook Audience Network ads effective?

Here are a few ways you can increase the effectiveness of Facebook Audience Network placement:

Advertise top-of-funnel nội dung likely lớn get clicksIf you’re advertising products, low-price, impulse buys perkhung bestAds for apps perkhung best because you’re more likely to target heavy phầm mềm usersCreate a blochồng danh mục of publishers that don’t attract your target audienceMonitor impressions statistics to get an idea of how many users are exposed to your ad

To identify underperforming app placements, open your Ad Manager và click on Brand Safety, an option you can find in the drop-down thực đơn near the left corner of the screen. Next, cliông xã on Delivery Reports.

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Next you’ll see a dropdown danh sách of ad types you want khổng lồ get delivery reports on, including newsfeed ads & Audience Network ads.

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Choose the dates on which you want khổng lồ see the performance of your ads, và click the tải về option to lớn see the CVS file.

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The delivery report shows you an estimate of the number of impressions for each URL, ranked from most lớn fewest.The reports are updated every 4-5 days.

Another factor that can contribute to lớn your success with the platkhung is the format of your ad. Facebook recommends creating ads that cover as much screen as possible, & they provide templates to help you adjust your image aspect ratio.

Why you shouldn’t include Facebook Audience Network in your placements

A good rule of thumb in most cases is to avoid aiming for conversions và catalog sales objectives with Audience Network. Chances are, users won’t leave sầu their news app or game khổng lồ make a big purchase or submit a lead khung. Instead, lure users with something entertaining or informative that doesn’t require a lot of friction lớn stop them from what they’re currently doing.

For example, if your user is using an phầm mềm that tracks calories và macros, advertising a video that covers fitness topics is a reasonable move. Once you’ve got them engaged with your nội dung, you can make the next move sầu and retarget users with an ad selling your fitness gear.

A downside of Facebook Audience Network is that you won’t know for certain what app your ad will be placed on, but you can remove sầu low quality và irrelevant tiện ích placements after the fact. You can also choose categories, but you can’t choose the publisher.

How to lớn turn off & disable Facebook Audience Network ads

To exclude Facebook Audience Network from your ad placements when setting up a new chiến dịch, make sure lớn select manual placements in the Placements settings blochồng during the ad set creation step. Once you select manual placements, you’ll be able khổng lồ fine-tune where your ads will be placed. At the bottom of the các mục, deselect Apps và Sites.

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To remove Audience Network placement on existing campaigns, just edit the ad phối and deselect Apps và Sites from your placement options in the same way as described above sầu.

Who are Facebook Audience Network publishers?

Facebook has strict policies when it comes to lớn what apps end up on their các mục, so you won’t have sầu to worry about having your ads placed on spammy or low-chất lượng apps.

Publishers that create adult content, advertise work-at-trang chính schemes, sell unsafe supplements, or promote gambling are just a few examples of those that can’t join the network.

You can Review their publisher menu by accessing your Business Manager and selecting the Brand Safety option.

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Next, select the Advertiser các mục in the left column. A screen with Download quảng cáo online List should appear like so:

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The downloaded documents are in CSV format, so you may need a spreadsheet software lớn view them. On the publisher danh sách, you’ll also find a link khổng lồ another document composed of only publishers with low volume. This helps you avoid publishing your ads on apps with low traffic.


Chuyên mục: SEO