Facebook launches new ad effectiveness tool for Marketing Partners


Facebook’s program Facebook Marketing Partners includes a new diagnostic tool for agency partners, recently revealed. Facebook has also announced its intent to increase the FMP program to include consultants and smaller agencies.

FMP’s are the vendors who are vetted by Facebook, their responsibility is to assist advertisers when it concerns areas related to ad technology, creative platforms, community management conversions, offline measuring, and small business solutions.

The screenshot above shows some of the features that include:

  • Noticeability
  • Brand association
  • Brand fit
  • Message comprehension
  • Believability
  • Information content
  • Emotional reward
  • CTA

You Should Care, Why?

Inventive Compass, a new diagnostic tool for use by agency partners, is made with the intention of ad creative to higher live their impact. The tool is capable of providing a score or parts, which include visual aspects, and in addition to that include complete association and message comprehension.

This allows them to perceive folks in their audience area, what action is required once the advert has been seen.

“…As we continue to scale mobile-optimized creative globally, the ability to diagnose positives and negatives of ad creative across regions empowers us to make accurate creative decisions for different cultures.  Meaningful and standardized reporting like this is fast and convenient, and we can quickly learn if what we’re doing works,”

–  Jonathan Hendrickson, founder and chief executive officer of mobile ad creative firm and FMP Shuttlerock.

One of the challenges still faced by advertisers is measurement beyond simply CTR and conversions. For each ad inventive, Facebook shows advertisers a connection score.

The inventive Compass tool, on the other hand, is capable of providing a much more deeply founded level of indicators allowing marketers to effectively judge.

Partners are provided with a snapshot, each snapshot is in a format that is easy-to-read and includes qualities concerning message comprehension, emotional reward and believability.

This is being tested with select partners currently, and will be made available in 2019. By primarily making it available only to partners, Facebook has bestowed their partners with a competitive edge.

Facebook Marketing Partners Targets Small-Medium Business

Facebook announced two expansions of its partner program that are aimed at bringing in consultants and smaller agencies who are more likely to work with SMBs accounts:

  • Facebook Pro (Test)
    • This program includes smaller agencies who haven’t historically qualified to become FMPs. The company is testing Facebook PRO in select markets.
  • Facebook Marketing Consultants
    • a new partner category for individual marketing professionals beyond agencies. Facebook is now accepting applications via facebook.com/FMC (Currently in USA, Canada, UK, Germany & France)

Earlier this year, Facebook expanded its list of partners to include marketing mix modeling (MMM) and viewability and mobile app measurement (MMPs) vendors.

You can find some facebook success stories from some of their marketing partners from the program and don’t forget to send your applications.

Credit to Robin Kurzer  via Marketing Land  and you follow her @Twitter