Going back to basic: Facebook killing 27 ad units

At a press session at its Menlo Park HQ, Facebook discussed the progress it’s making with advertisers and announced the elimination of a vast number of ad units. Facebook will start a process of deprecated ad units.

According to Product Manager, Fidji Simo is to ease the process of advertising on Facebook. Facebook is currently considering at around 27 different ad products which as mentioned “every single product is really good on its own” but overall complicates the process of getting traffic through Facebook.

The ad-buying flow will remain the same, or at least it wasn’t so discussed at the press session, as well as the bidding engine algorithm that isn’t likely to be changed at all. Simo argued that this gets Facebook closer to its vision “by reducing the possibility of choosing the wrong thing.”

For example, Facebook is eliminating the Questions product and instead of adding the ability to ask questions within a regular Page Post. It’s also eliminating the product for online offers, because advertisers are just promote a link that points users to offers on their website. (It’s keeping the product to promote in-store offers.) And it’s also eliminating Sponsored Story units and instead integrating Sponsored Story into a number of other ad units – instead of allowing advertisers to buy a Sponsored Story, Facebook will automatically add “social context” to an ad whenever such context exists. (You can see an example of an ad with social context below.)

There are more details in a just-published Facebook blog post. The company says, “In the next six months, we plan to streamline the number of ad units from 27 to fewer than half of that while mapping all of our ads to the business objectives marketers care about – be it in-store sales, online conversions, app installs, etc.”