Earlier this month, Facebook held its annual Global Partner Summit in New York City. The theme of the Summit was “co-creation,” with many sessions focused on ways media buyers, creatives, developers, and advertisers can work together to explore the potential of the Facebook Ad platform.
Perhaps one of the most interesting tools for partners is Messenger ads. Advertisers can engage consumers with a brand in Messenger and then entice them to visit the brand website and ultimately make a purchase, making it a very appealing ad product for advertisers. Facebook also presented use cases at the Summit to demonstrate ways to expand into bot conversations. This extension can be very effective at establishing a one-to-one relationship with consumers, and can also help increase the likelihood of conversions by narrowing the media conversation to what consumers are most interested in.
Another exciting tool announced at the Partner Summit for us was Facebook’s new Creative Compass Tool, which measures the potential effectiveness of an ad before it goes live. It provides metrics to evaluate how noticeable an ad will be once released in the News Feed, how likely it is to be understood by its audience and, most importantly, how high the ad’s potential is to trigger an action.
However, not every agency can implement these tools right away; Facebook can only have a selected number of official Facebook Marketing Partners that it can frequently audit. For smaller agencies who haven’t quite made it to official Facebook Marketing Partner status, Facebook has introduced two new Partnership Programs to offer these agencies the chance to become part of Facebook’s expanded Partner network.
Facebook Marketing Consultants is a program aimed at indpenedent contractors over businesses. It is a training course where individuals can “learn how to gain customers, hone digital skills, engage peers, share experiences, and receive invites to exclusive events.”
Facebook Pro is currently being tested with a few select small partners, and may roll out more next year. Facebook Pro offers an unprecedented 24-hour hotline for advertiser support, allowing agencies to quickly resolve issues no matter how small.
Facebook has been in the news lately, and not always for the best reasons. However, when it comes to supporting its partners and its small business affiliates, the company is doing things right.
You can learn more about specific features from the Summit here.
From a marketing management perspective, here are some questions to think about:
- Some consumer may view sponsored message placement in the Messenger app as intrusive. What are some ways you can do so with caution?
- When would be some good instances to use Messenger bots or chats?