Make It Faster
Facebook’s New Ad Guidelines Are a Quick Reminder That Users Matter
Remember the good old days of web advertising? You remember, back when any ad serving company would take everyone’s money and plop ads anywhere and everywhere? The web was a mess.
What Happened Since Then?
The Internet-using public developed ad blindness! In other words, people stopped clicking ads at the huge rate that they were before. And, as profits for ad companies started to dwindle, they figured out a cure:
•Good ads get the lion’s share of the clicks
•Relevant ads get the lion’s share of the clicks
•People who have a good experience on the other side of the click come back and click more, again, providing the lion’s share of clicks
In the Not-So-Distant Past: Google Starts a Speed Revolution
The public decided that mobile access to the web was going to be their dominant choice for accessing the web.
And Google, being no slouch, got into the mix by deciding to re-structure how organic and paid search results were going to work based
on the need for the public to have good user
experiences when it came to clicks from Google search results.
Therefore, ad quality scores and even organic results encountered a ‘quality destination experience’ and ‘good mobile experience’ factor. Google is surely one of the front-runners of demanding Mobile-First thinking when it comes to having good visibility in either organic or paid visibility.
And, this, thinly veiled as a benefit of the user, is a strategy to get more people on the platform and clicking more ads — because that’s how Google gets paid. And you know what? That’s how all other ad platforms get paid.
Of course, other ad platforms have since jumped on that proverbial ‘bandwagon’, but a huge rival of Google, in terms of ad serving, Facebook, is now starting to demand the same. Again, to keep users happy, but also to make sure their profits remain in the black and continue their growth. These are, after all, businesses that are concerned with profits. Can you blame them?
The user, therefore, benefits by getting more relevant ads served to them that have a good experience on the other side of a seemingly uncertain click. When you decrease the uncertainty, you’re surely lighting a spark under the consumer’s desire to click, and click again, a win-win for advertisers and the publishers that display them on their web properties.
Can’t beat ‘em? Join them! Facebook’s New Ad Guidelines
“Get faster” is a generalized way of describing what Facebook wants advertisers to do.
The largest social network in the world is telling its advertisers/brands to build better mobile web experiences that load more quickly. In fact, Facebook has repeatedly found that people don't wait for slow-loading pages and the statistic is 40% abandonment if the page takes longer than 3 seconds to load.
New Facebook Technology Factored Into Ad Display Frequency and Overall Visibility
Facebook recently said it was introducing a new technology that will "pre-fetch" the contents of an advertiser's mobile website. Those load statistics will be factored into the science of ad serving on Facebook’s servers.
Facebook, conceivably, could even stop ads from showing to a user if the destination website loads too slowly and is not optimized to load or render well on a mobile device.
If You’re An Advertiser: Pleasing the Customer is Job #1
Today, brands have to go a lot further to please their customers than in the past. The experience of each and every customer is important and brands have to consider the experience of the masses instead of avoiding the process of improving their websites. After all, you want each customer to come away with a positive/relevant experience. Ads aren’t something you toss at the wall and hope something sticks.
How a customer experiences your brand has a lot to do with various aspects of your offerings and at what level they entered your product funnel. You want each customer to feel that you thought of them throughout their entire journey regardless of where they entered, in a way that differentiates you from the competition. Does your website pass the test?Get your FREE website audit now.