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New Facebook tool to improve ads

News, 25 March 2016

SAN FRANCISCO: Facebook will be rolling out a new analytics tool called Delivery Insights over the next few weeks, as the social media giant attempts to help advertisers improve underperforming ads.

Delivery Insights will sit within Facebook's Ads Manager platform and will enable advertisers to check whether their ads are reaching their full potential and, if not, how they can be optimised to perform better, the company said in a blog post.

It added that the new tool, which will be located in the "Delivery" column at the campaign level and ad set level, as well as in a tab under "Tools", will help advertisers to tweak their ads to make them more effective at winning ad auctions.

There are millions of ads vying for the attention of Facebook's one billion users around the world and the company said it runs "billions of auctions every day as we try to pair the right people with the right ads".

"There are different ways for ad requests to be evaluated, but we use what's called an ad auction that pairs individual ads with individual people looking for an appropriate match. Our ad auction is designed to determine the best ad to show to a person at a given point in time," Facebook said.

In order to help advertisers finesse their bids, Facebook outlined how its ad auction works, explaining that each ad is assigned a value based on three factors.

These factors are the advertiser's bid value for the outcome they care about, the probability that showing an ad to the user will lead to the advertiser's desired outcome, and finally the quality of the ad and its relevance to the user.

Each time an ad is under consideration to be shown to a person, an auction occurs and each of these factors can affect an ad's potential to win the auction.

That's where Delivery Insights could come in: helping advertisers better understand how their campaign is going and to see whether their ad's quality and the other criteria require modifying.

Data sourced from Facebook; additional content by Warc staff