Facebook Inc (NASDAQ:FB) is doing every bit to make its advertising vehicles bigger and better in the past few months. The social networking giant stated in its earnings call on Wednesday that the company is focused on improving ads, and increasing user engagement with the ads.
However, some brands do not use the News Feeds properly, or they sometime get involved in excessive use, which is ignored by the users.
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Sheryl Sandberg, Facebook Inc (NASDAQ:FB) Chief Operating Officer, said to an investor that Facebook right now is not in the process of adding more ads, but it is trying to increase the quality of ads which are already on the page. Both Sandberg and Zuckerberg are toiling hard to transform the ads into ones that users like to see on their page and would also wish to click on.
During the call Sandberg said that the current ads are no doubt good, but Facebook Inc (NASDAQ:FB) wants to make them even better so that they give users a delightful experience and find the subject and content of ads as good and useful as content from a friend or any other place. Additionally ads should also generate revenues for marketers. Both visions are complementary to each other, according to Sandberg.
The social networker can make some amendments in the formats of the ads if required but as of now the company is just aiming at making the ads better within existing formats.
Facebook Inc (NASDAQ:FB) has been making progress in making ads more interesting and useful but still lags behind other sources like the ads users see from friends and the pages they like. There are users in good numbers who still categorize the news feed as spam, irrespective of the content, simply due to the reason that ads pop up from pages users are not connected to.
There are chances that the News Feed may become as popular as the other sources if Facebook Inc (NASDAQ:FB) can encourage marketers to bring increased budgets and talented skill sets to the table. The issue here is that there are many Facebook Inc (NASDAQ:FB) marketers who either lack the budget or the skills. In November, Jon Loomer spoke on this topic and said that there are brands which categorize the News Feeds as just spam, and in turn users lose their confidence about such ads.
Brands wanting to create user interest in their ads should target their ads to users who really want to see it, and also the content in the ads must be creative enough to encourage user’s engagement.