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Facebook Audience Network: What it is, why you should care

Facebook Audience Network: What it is, why you should care

Facebook. Audience. Network. F.A.N for short. What is it, why should I care, and how do I use it?

Regardless of personal feelings toward that infamous blue and white F, Facebook is important. Especially if you’re in the business of growing your business. F.A.N is becoming a dominating force, announcing a 1 billion dollar run rate in their fourth quarter. So let’s talk about it.

What is F.A.N?

In a nutshell, the Facebook Audience Network is, well, a network. A web of websites and mobile apps that allows Facebook to show your ads on those website’s space. It isn’t quite as simple as it sounds, but let’s make it as simple as it can be.

Here’s how it works:

  1. When you utilize F.A.N, you’re basically paying facebook to use their vast network of connected sites and apps. Aka, the Facebook Audience Network.
  2. Then, Facebook places your ads on those sites and apps for the world to see, as an extension of your native, aka “in the feed,” Facebook ad campaign.
  3. Facebook uses the specific targeting data they posses to place your ad effectively and efficiently before the eyes of the consumer.

Facebook’s Audience Network has enabled those with FB advertising campaigns to take those same ads to countless other websites. That’s huge. And it works the other way around too.

Thanks to FB pixel, (which we can help you implement!), Facebook knows when someone has shown web interest in your product (by visiting similar product websites), and will then display a native ad in that person’s feed, promoting your product. Ads shown to people with a preexisting interest in the product are far more effective than a “cold call ad.”

But what about ad placement? You can’t just go around throwing your ads up in any ol’ spot. Let’s talk about your options with three quick tips for using F.A.N.

Option One: Facebook places the assets of your creative where they are likely to perform best, according to their algorithm.

This is the default setting, and while it is convenient and simple, it is likely resulting in what is best for Facebook in some cases, which may not be the best for you, so be wary.

Option Two: You can choose what ads are placed where. To an extent.

Here’s how:

  • Go to ad manager, click create ad.
  • At the Campaign level, choose your objective and continue.
  • Choose your audience, then in the placement section, select edit placements.
  • Under asset customization, select, Select all placements that support asset customization.
  • Select your budget and your schedule.
  • Then, select the account representing your ad
  • Choose your ad format, either single image or single video video
  • For images, select the image, select use a different image.
  • FInally, from the drop down, choose the placement you want to use a different image for.

There is a range of benefits you can gain from choosing where your ads are placed, the primary benefit being your ability to test what is working best, instead of just trusting your hard-earned cash to a Facebook algorithm. You can place an ad in two different places, then see which one is working the best, whether that means clicks or a different metric that’s more important for you.

For another look at this step by step, here is a helpful guide from Facebook itself to meet your needs.

Option Three: You can customize the creative to fit a particular placement.

If you have tested and found that a particular placement or placement combination yields better results, you can customize your creative(s) to fit that placement. Efficiency is your friend.

So there you have it. Hopefully, this helped, and you’re ready to dig deeper into the vast ocean of information out there about F.A.N, and if you’re not, your favorite social advertising agency can help (aka us!). Remember, always be testing. Using the iterative process, constantly gathering new information and putting in the work will help you find out what is going to work best for your campaign. Maybe that’s F.A.N, maybe it isn’t. Go out and discover.