Facebook has made some changes to the ‘Right-Rail’ ads that they display on their site, and after doing a variety of tests, they seem to be performing quite well. The changes went in last April, and Facebook has been tracking how well they are performing ever since. This is one of the first major changes to the right-rail ads in quite some time.
After extensive testing, Facebook has released some numbers about the performance and it is mostly positive. The testing is from general stats as well as an eye-tracking test. The following were some of the items that were released:
- People noticed the ads 29% more
- People spent 50% more time looking at the ads.
- People read the ads 46% more often
Advertisers have reported that they are seeing improved results with the new ad formats as well. In the past, the right-rail ads were largely seen as a waste of money, but with this update it seems to be changing. In fact, one company, TellApart digital marketing platform, reported that they saw a 100% increase in their click-through conversions. This is, of course, very impressive.
For many people, these updated and more effective ads will be very attractive because of how much cheaper they are than the news feed ads. In fact, the average right-rail ad is 10-20 times less expensive per click. If they continue to perform better, however, that price is likely to go up. Marketers might want to consider taking advantage of this lower price while it lasts.
You can read the Facebook report HERE.
