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Facebook Introduces New ‘Creative Compass’ Tool to Measure Effectiveness of Facebook Ads

Facebook during its annual Global Partner Summit in New York City has announced new ways to help partners tackle tough marketing challenges.

To this end, Facebook Ads has launched a new tool called “Creative Compass”¬†designed to enable businesses to measure digital ad creative effectiveness.

Facebook has network of experts in its Marketing Partners (FMP) program and in agency community capable of helping businesses tackle businesses challenges.

Through the new tool, these partners will be able to help businesses understand how likely their target audience will take action after seeing an ad on Facebook.

Creative Compass tool will evaluate digital ad creative by looking at key elements and ranking them on a scale from low impact to medium impact to high impact.

Here is a look at the Facebook Ads Creative Compass:

Facebook Creative Compass Tool for Partners

Some examples of key elements that will be evaluated by Creative Compass, include:

  • Visual aspects
  • Brand association and fit
  • Noticeability
  • Showcase
  • Message comprehension
  • Believability
  • Different
  • Information content
  • Emotional reward
  • Call to action

Facebook is at the moment testing this tool with select partners. The tool will become available to all marketing partners in 2019, as per the company’s plan.

Expansion of Facebook Marketing Partner Ecosystem

Facebook will be expanding its FMP program in 2019 to include more partners particularly smaller agencies that couldn’t qualify to become FMP earlier.

This pilot program called “Facebook PRO” is available to a few select agencies. It’s designed to meet the marketing needs of small and medium advertisers finding new service providers.

The test will help Facebook to standardize benefits, tools, and resources across agency partners.

We’re expanding our partner ecosystem to include new experts and agencies to meet the needs of different types of businesses.

New Facebook Marketing Consultants

Beyond agencies, Facebook is also introducing a new program created for individuals and qualified professionals. Similar to FMP they will help businesses to grow.

The program called “Facebook Marketing Consultants” is in test and connects advertisers with vetted professionals.

Through the program, Facebook aims to fulfill the demand for services for technology implementation like product catalog setup, pixel deployments and dynamic ads campaign setup.

While announcing the first round of consultants from North America, the UK, France, and Germany, Facebook also is welcoming qualified applicants at Facebook.com/FMC.


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