Did you know that Facebook’s desktop right column placement can be very effective, as you can use it to run adverts? On average, right column ads get a much lower click through rate than news feed adverts as they have a much cheaper click per impression.
Right column ads are letterbox shaped. The advert images should be made especially for this placement and the recommended size is 1200 x 628 pixels. You will need to try and draw people’s attention over to the advert as they will be mostly concentrated on the desktop news feed, which appears next to it. So use images that are likely to catch people’s eye like bright colours, high contrasts… You should also consider testing bright borders.
Start with small budgets and test multiple advert creatives (images), at least three per ad set. After spending a few dollars check the results – you can turn off the adverts that are performing more poorly and create more images similar to the ones that are doing well. If an ad set is making sales and is in profit you can duplicate the ad set and double the budget – keep doing this with winning ad sets.
So what are you waiting for? Test out this new type of Facebook advertising to get a greater reach!
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