Social media advertising and intelligence provider SocialCode became one of the first Facebook marketing application-programming-interface partners to get the go-ahead to offer premium ad placements to its customers.
SocialCode said it will now be able to apply its proprietary targeting tools to premium placements on the social network and “holistically optimize a brand’s entire Facebook ad buy.”
The company said it achieved a conversion rate of 1.2 percent using the Facebook app with marketplace placement, seeing that figure rise to 3 percent when the client deployed a reach book of premium ads on the right-hand side of users’ homepages. CEO Laura O’Shaughnessy added:
The drastic increase in conversion rates for our campaign demonstrates the value of an integrated approach to the premium and marketplace ad units, maximizing both reach and performance. With Facebook’s recent initiative to enable APIs to sell premium ad placements, we are thrilled that SocialCode has been approved to offer these prominent placements to our clients to holistically optimize campaigns moving forward.