Big changes are coming to Facebook’s Preferred Marketing Developer program, including an early 2015 rechristening as Facebook Marketing Partners, as well as a reorganization of partner companies by specific areas of expertise.
News first surfaced in March about Facebook’s Business Manager, which was described as a single interface for enterprises and agencies to manage multiple ad campaigns and pages. The social network then announced in April that it was expanding the availability of Business Manager, but details about the tool have been scant, until now.
Legend has it that when famous bank robber Willie Sutton was asked why he targeted banks, he replied, “Because that’s where the money is,” and the same logic applies to why Facebook’s quarterly earnings calls devote so much time to advertising. The social network’s first-quarter earnings call Wednesday was no exception.
As you probably already heard, Facebook launched a new campaign management hierarchy called ad sets. The feature, released earlier this month, is intended to help advertisers keep organized and drive results using their campaign objectives. With ad sets, advertisers can now set budgets and schedules for each of their ad sets and organize them by target audience.
Facebook is preparing a new product that will give enterprises and agencies a single interface to manage multiple ad campaigns and pages, the social network confirmed to TechCrunch, saying that Business Manager is in what it is calling “focus release” with a select group of clients, and adjustments will be made before it is rolled out globally. A release date was not specified.
Facebook began prepping brands on how to adapt to its new campaign structure, which it began rolling out Tuesday, offering a video detailing best practices, as well as an introduction and resources, in a post on its Facebook for Business page.
The overhaul of Facebook’s ad campaign structure, originally announced last November, will begin rolling out March 4, with the major change being the addition of a new level, ad sets, which will be placed between the two existing layers, campaigns and ads.