If you’ve ever accessed Facebook using a mobile device, you’ll see that its interface for mobile platforms looks different from Facebook’s desktop interface. What’s more, upwards of 70 percent of users access Facebook through mobile devices, and that’s a number set to increase. These facts have huge implications for advertisers, who need to cater to as large of an audience as possible and need to tap into the market that mobile users create.
Developments such as this should be seen as opportunities rather than challenges for marketers. A study has shown that mobile Facebook ads generate 2.5 times more revenue than those designed for desktop users. Since the mobile version of Facebook doesn’t include advertisements in columns located on the right-hand side, the only traditional ads that will gain exposure to a mobile audience are those located near the top. News Feed ads, on the other hand, are seen by both mobile and desktop users. Methods for designing and implementing News Feed ads differ from those used for traditional ads, as News Feed ads require use of the Power Editor. The Power Editor’s usage instructions as well as tips for use can be found by searching for the phrase “How to use the Facebook Power Editor” using your favorite search engine. The Power Editor’s most helpful function is its placements feature, which allows you to select whether your ads are displayed on News Feeds for desktop users or mobile users. The feature not only allows you to make your marketing specific to desktop or mobile users, you’ll also be able to avoid the questionable prospects of ads that are located in the right-hand columns of Facebook web pages.
By targeting mobile device users on Facebook as part of your marketing strategy, you can increase your click-through rate for typical ads from 0.1 percent to between 2 and 6 percent. In comparison, a typical click-through rate for an ad in the right-hand column is only 0.04 percent. It’s possible, therefore, to have a hundredfold increase in the proportion of viewers that click on your ads simply by targeting mobile users effectively, and it’s clear this would lead to an appreciable increase in ad revenues. If you plan on marketing on Facebook through advertisements, target mobile users and make your ad campaign more successful than you ever thought possible.