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27 Sep 10 New Facebook Ad Format

Today while doing some research on Facebook, I noticed that a few of the ads are now showing a destination url right below the ad’s headline.

At this point in time it doesn’t look like all the ads are showing this. For example ads to Facebook pages don’t have the destination urls showing on the ads.

The urls are actually showing the final destination page so use of tracking links don’t seem to affect the url shown on the ad, however there were a few ads that had destination urls that definitely didn’t match the actual destination url. Considering these were all affiliate ad, I assume the advertisers were cloaking, causing the Facebook bot to grab and show the wrong display url.

Up until now there was no need to consider your display url when running Facebook campaigns, now it looks like now there will be some advantages in having landing page urls that are targeted to the offer being promoted. This is a technique, I’ve been using on adwords for years for increasing mt CTR. Urls that are too long are currently being truncated.

Facebook users will now also have a better idea of where they are going to be taken before even clicking on an ad, depending on the situation, expect your CTR to increase or Drop. You may also start to see a drop in duplicate clicks since users will now be able to know that multiple variations of an ad all lead to the same site.

At this point in time, the display url doesn’t seem to be showing in everyone’s account and it may be a test that may not end up going live fore everyone. Are you seeing this change in your account?

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    [...] New Facebook Ads Format – Nana writes about a new ad format from Facebook that include destination URLs. Showing destination URLs has proven to increase (or decrease) CTRs depending on the URL so this should be interesting indeed! [...]

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