A few months ago, Facebook promised a revamped, larger ad size for those Right-Hand Column ads. Today, they’ve announced a launch date of “early next week” along with a warning of scarcity.
Seeing that the ads take up more real estate on the screen, there will obviously be less space for ads. This means that advertisers will likely see an increase in their overall cost-per-clicks as the competition will be tighter. Facebook also touted the benefit of the new ad size on the overall click-through rates — an issue that has plagued the right-hand ads for awhile now — as they cited the larger space leading to more visibility.
So what does this mean for advertisers? Well, a lot. Facebook is continuing to push toward engaging ads that heighten the overall user experience so having a laser-targeted, eye catching ad is paramount.
Secondly, those advertisers that ditched the right-hand ad due to the lack of success may want to reconsider. Additionally, all users currently leveraging the right-hand ads will want to keep a careful eye on their campaigns next week and adjust accordingly. If they don’t, the overall effectiveness may plummet.
Lastly, this means that overall — impressions will significantly drop. There just won’t be the volume thanks to the decreased inventory. Hopefully we’ll see the clicks hold, thanks to the potentially higher CTRs, but impressions across the board will be down.
For more information on the new right hand ads, see the official Facebook post.