Everything you need to know about Facebook Audience Network
Facebook describe the Audience Network
as: “Audience Network lets you extend your ad campaigns beyond Facebook to reach your audiences on mobile apps, mobile websites, Instant Articles, and videos.” Essentially, the Audience Network is a display ad network run by Facebook, comprising of a variety of mobile placements from apps and websites. Audience Network allows advertisers to extend Facebook and Instagram campaigns across the Internet – onto thousands of high-quality websites and apps. People spend a lot of their time on Facebook and Instagram. But they are also spending time on other apps and sites. Audience Network helps advertisers reach more of the people they care about in the other places where they’re spending their time. In a Facebook ad campaign study, conversion rates were eight times higher amongst people who saw ads across Facebook, Instagram and Audience Network than people who only saw the ads on Facebook. Audience Network ads use the same targeting, auction, delivery and measurement systems as Facebook ads. The Benefits of Facebook‘s Audience Network The audience network allows you to reach Facebook users when they aren’t on Facebook, and even allows you to
reach people who are not Facebook members at all
, because of the data Facebook have gathered from third party sites and apps. This means it can expand the reach of your campaigns significantly, which makes it ideal if you have high reach objectives or a small niche audience which you need to reach because it provides you with additional opportunities to reach them.
Facebook claim that the Audience Network is virtually fraud-free
and doesn’t have bot traffic, which if true, makes it a reliable ad platform on which to be spending your advertising budget.
80% of Audience Network impressions are now native
, which makes it a great platform to reach your audience in a way that isn’t as intrusive as traditional banner advertising. The Cost per Click on the Audience Network is often lower than other placements such as Newsfeed, which means that if it does convert well for your brand or client, the conversions will often be very cost effective. Facebook are constantly trying to improve the content on the Audience Network, through something called ‘Advertiser Outcome Score’. This is feedback that publishers are given about how ads perform on their content, compared to the Newsfeed. This is designed to encourage publishers to then work to further improve their content to make the network better for advertisers. Tips for Getting the Most Out of the Audience Network ●Keep an eye on the frequency of your ads (customise the columns in the reporting interface to include the frequency column) to ensure that your ads don’t become a nuisance by being shown at very high frequencies on the Audience Network. ●Split out the Audience Network into its own ad set if you have enough budgets to do so. This is because the Audience Network is likely to convert at different rates compared to the other placements, and by having it in a separate ad set you can allocate it a separate budget based on its performance. ●Opt into the Audience network if you are targeting a very specific audience as this will help provide you with more opportunities to reach that small audience even when they are not on Facebook. ●If for any reason your website or landing page is not mobile optimised, avoid the Audience Network because it is fully mobile-only, and means the traffic arriving on your site will be from mobile devices. ●Always review your campaign performance by network and analyse the performance of each network, including the Audience Network.