Facebook Users Will Soon Have More Control Over The Ads It Displays

facebookFacebook announced it is making changes to the ads algorithm to improve the relevancy of ads in users’ news feeds. The algorithm determines what ads to show Facebook users.

What’s changing? The company says it is putting greater emphasis on feedback from users about the ads they see. When users report or hide ads, they’ll be less likely to see similar ads in their news feeds. This should give users more control over the types of ads that show up in their news feeds and mean that the ads are more relevant to their interests.

As an example, if a user always hides ads for electronics, Facebook will reduce the number of electronics they see.

User feedback on adsWhat it means for marketers? Advertisers may see some “variation” in their ad serving in the coming weeks, according to the company. The idea is advertisers will be better served by the algorithm changes since they won’t be showing ads to users who have actively shown they aren’t interested in an advertisers’ types of services.

What’s not quite clear is if other criteria, besides product category, will come into play when determining ad relevancy.

As more advertisers gravitate to Facebook, it will be increasingly important for the company to make updates like the one announced today to keep ad fatigue by users low and advertiser ROI high.

A recent study by RBC Capital and Advertising Age found that about 74 percent of marketers polled reported buying ads on Facebook in September, up from 55 percent in July 2012. Over 40 percent of those marketers also reported seeing higher ROI from Facebook campaigns over the past 6 months.

Related Topics: Channel: Social Media Marketing | Facebook: Advertising | Social Media Marketing: Advertising | Top News


About The Author: writes about paid online marketing topics including paid search, paid social, display and retargeting. Beyond Search Engine Land, Ginny provides search marketing and demand generation advice for ecommerce companies. She can be found on Twitter as @ginnymarvin.

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  • http://www.eBizROI.com Rick Noel, eBiz ROI, Inc.

    Excellent information Ginny. I think this move towards putting ad relevancy more firmly in the hands of the users is a win for users while at the same time a win for advertisers and ultimately Facebook. Impressions served may go down based on how user hide posts by ad performance overall will improve IMO. Thanks for sharing.

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