Facebook launches Delivery Insights to help advertisers make better ads

To help advertisers better understand how well their ads are competing in the auction, Facebook is rolling out Delivery Insights in Ads Manager.

The new tool surfaces ad sets that are underdelivering and not reaching as many people as they could be. Delivery Insights gives the advertiser information about why the ad set is underperforming and offers optimization recommendations to make the ad set more competitive in the auction.

Advertisers will find this feedback in both the “Delivery” column at the campaign level and the ad set level and a tab under “Tools” in Ads Manager.

Delivery Insights will be rolling out globally beginning in a few weeks.

In addition to announcing Delivery Insights, Wednesday’s blog post offers advertisers tips for improving ad deliverability and a refresher on total bid value (which determines which ad wins the auction) as a kickoff of Facebook’s new education initiative to help advertisers better understand how the ad auction works.

In a statement to Marketing Land, John Hegeman, Facebook director of engineering for advertising delivery, ecommerce and analytics, says the program launches this week and hints at additional ads insights coming to the platform.

“We built our ad system to create as much value as possible for people and businesses. With this in mind, we’re focused on helping marketers better understand how our ads auction works, and how they can improve their results, through an education program we’re launching this week. In the coming months, we’ll also begin introducing new insights in our ads interfaces to help marketers ensure their ads are shown to the people they want to reach.”

As part of the new program, Facebook is holding a webinar on the ad auction on Thursday (tomorrow).