Visible on mobile only, Facebook’s Audience Network is for advertisers who want to scale their campaigns and extend their reach off of Facebook. The network is a group of publishers who agree to have Facebook ads run on their mobile apps in exchange for monthly payments based upon advertisement results on its mobile apps.

So, basically, without Audience Network, your ad on Facebook can show on Instagram, mobile News Feed, desktop News Feed and desktop right column. And with Audience Network, your reach would extend to mobile apps outside of Facebook.

This  helpful video answers commonly asked questions about the Audience Network.

How does it work for advertisers?

When a business creates a Facebook ad for the News Feed, the ad is also delivered in the Audience Network publisher. If the ad is eligible to be served over the network, it’s automatically converted into different Audience Network formats, including native, banner, interstitial or video. Most of the available placements are for native ad* formats. Here is a graphic from Facebook Blueprint depicting how the various conversions might look:

Audience Network available formats for conversion on mobile apps.

Advertisers will enjoy the same people-based targeting that’s offered on Facebook, such as Core Audiences, Custom Audiences and Lookalike Audiences. And you can measure and compare the ad performance in Audience Network to how it’s doing on Facebook.

What ad objectives are available for Audience Network?

To drive the greatest reach and results across Facebook distribution channels, simply use the same creative you’d use for Facebook campaigns and then ensure you choose an objective that offers the network as an option. For the Audience Network option to appear when building out your campaign, you must select among these objectives during setup:

  • Mobile App Installs
  • Mobile App Engagement
  • Clicks to Website
  • Video Views
  • Website Conversions
  • Product Catalog Sales

Objectives and formats that Audience Network supports.

Source: Facebook Blueprint

When might you want to use Audience Network for your next Facebook ad campaign?

Let’s say you want to reach new customers in your target audience and get them to install your mobile app. On the Audience Network, you’d show your ad using a CTA (call-to-action), such as “Install Now.” When they click on it, they’d go directly into the App Store/Google Play to download your App. And if you want to re-engage people who already downloaded your app, you could show existing customers an ad but with a CTA of “Shop Now”, and then direct them to a specific area of your app.

To view a success story, click here to see how Lancôme and others successfully used Audience Network to achieve their campaign objectives.

Advertising Terms

CPM
Cost per thousand (CPM) is a marketing term used to denote the price of 1,000 advertisement impressions on one webpage. If a website publisher charges $2.00CPM, that means an advertiser must pay $2.00 for every 1,000 impressions of its ad. The “M” in CPM represents the Roman numeral for 1,000.

CPV
Cost-Per-View describes how video advertisements are charged based on the number of views or interactions a video ad receives.

*Native ad format
The ad matches the visual design of the experience so that it looks and feels like natural content on the publisher’s app.

Interstitial
Definition of an interstitial ad.

Source: www.webopedia.com

If you have any questions, please ask in Comments or subscribe to Happy Hour Wednesdays for more about using Facebook Business Pages. 


Cheers!

Teresa

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