Improved Facebook Right Hand Ads Will Roll Out Next Week, Limited Availability Will Raise CPCs

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.

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


About The Author: Greg Finn is the Director of Marketing for Cypress North, a company that provides world-clasee social media and search marketing services and web & application development. He has been in the Internet marketing industry for 10+ years and specializes in Digital Marketing. You can also find Greg on Twitter (@gregfinn) or LinkedIn.

Connect with the author via: Email | Twitter | Google+ | LinkedIn

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  • Empico Coating

    Luckily I have ad block installed on my browser.

  • findingenvirons

    Bringing attention to:

    Right-Hand Column ads, and to the limitations these ads could have, is helpful.

    Will you be writing about details on the up-cost in cost-per-clicks? I can see how better visibility for advertisers could spark new interest in right-hand ads, and also send the message that users with right-hand ads need to be more competitive. I’m not sure yet what impressions mean and what CTR’s mean. Will you be elaborating on these facets?

    For all I know, fellow novices could be just as lost as me on how to proceed with channeling cost-per-clicks into ROI. Tackling the design of the ads isn’t the biggest problem, as a little creativity goes a long way, optimistically speaking. Chasing impressions was available, I’ve seen, in the way these ads were previously structured. But I really don’t know what the abbreviation CTR means and more reading is in store for me to get a handle on this entire predicament.

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