Do You Run Facebook Ads? It Is Time To Protect Them
August 15, 2017
Article Overview10min read
Businesses are always concerned about how others perceive them. This is nothing new. Everyone has their own insecurities and brands have always made it a point to cultivate a well manicured image. With digital marketing however, there can be a flip side to all this. While digital marketing helps keep brands at the forefront and in the limelight, the positives for many of these brands increase. There can be a negative push in this as well. Brands can suffer in the limelight due to a customer complaint which has gone unresolved, a mistake made by a staff member or even a product which was not up to standard.
The theory of advertising on social media is that it is advantageous to brands. No one actually focuses on the risks. While you can display ads on different websites if you are advertising on Facebook you expect your ads to appear only on this platform. However, with recent developments advertisers can now place Facebook ads on The Facebook Audience Network, instant articles and on-stream videos, making many advertisers ecstatic about this option. You have multiple platforms for your ads to appear on. This brings more revenue. The control ends at this point, however, while you can place your ads on various platforms how viewers view them is not up to you.
Your ads will not necessarily appear when viewers are viewing content only related to your product or service. In fact, it can appear when they are looking at something inappropriate. You might justify your thinking, if your viewers are viewing dodgy content and your ad pops up they can’t act horrified. However, we cannot control how viewers think or act, for that matter.
You might wonder whether you want to take this risk. Shouldn’t you just avoid such controversies? This will only limit your reach and you could very well miss out on some good revenue. How do you protect yourself and your ads? While there hasn’t been much brand protection in the past, there is certainly more control now. There is pre-campaign transparency. Advertisers get to see where ads will be appearing. It is not exactly what you want, but it shows you a list of ads that could potentially appear on.
Diligence is necessary for brands, because you want your ads to appear against high quality content. You do not want controversies to surround your brand, especially if you are a startup just getting your feet off the ground. When you know about potential placements your social media agency can determine in advance on how to advertise and where to advertise them.