Facebook debuts 'objective-based' ad buying

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Menlo Park, Calif.—Facebook Inc. has introduced an “objective-based” ad buying process that guides advertisers through advertising options based on their stated campaign goals. Advertisers can enter a number of possible objectives, which might include increasing click-throughs to a landing page, increasing app installs, gaining website conversions or boosting event registrations. In return, Facebook will recommend the types of ads that can accomplish those objectives, the company said on its Facebook for Business blog. Also new is the option for advertisers to specify where an ad will be shown, such as within Facebook's mobile news feed, desktop news feed or the right-hand column of the main site. Facebook's Ad Manager tool will deliver reports on how an ad campaign performed based on the advertiser's objectives, the company said.
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