Update: Edit Facebook Ad Title for Page, Event or App

According to a report from Brittany Darwell of InsideFacebook.com, Facebook advertisers will now be allowed to customize the titles of ads promoting pages, events and applications.

The change is not yet available to all within the self-serve ad tool, Power Editor or API (as of publication of this post, I do not yet have access), but Darwell reports that the Ads API documentation has been updated to reflect this change. I don’t regularly check this page, so I can’t confirm the documentation change.

What it Means

Up until now, you could create a custom title (up to 25 characters) for ads that directed people off of Facebook. Here’s an example…

Facebook Ad External Destination

But if you wanted to create an ad that promoted your page, event or application, you could not customize the title. It was always the name of that Facebook property. Like this…

Facebook Ad Page

Now advertisers will be allowed to edit these 25 characters.

Why it Matters

First of all, this helps anyone who set up a Facebook page with more than 25 characters. Such a page was not built for advertising since the name would be cut off within the title of the ad. These people can now finally avoid the “…” at the end of their title.

But this is much more than that. Ads to properties on Facebook are generally less expensive than those that direct users off of Facebook. But if you had identical landing pages on and off Facebook — one that allowed you to customize a title for a little more money and one that did not — this often became a difficult choice.

Now you aren’t forced to jam all of the benefits of your page, event or application — plus a call to action — into the 90 character description. This allows advertisers the ability to get more creative, potentially using the title as a call to action or attention grabber that leads users to read the description.

Small change? Maybe. But as any good marketer knows, the headline is often what makes or breaks a piece of content.

Are you happy about this change?

  • http://www.BlitzMetrics.com Dennis Yu

    That’s weird. The first example here on Capital One appears to send people to a Facebook page, not off-site. I’ve been able to customize headlines for page like ads for a couple months, but not sure if that’s rolled out to everyone.

    • http://jonloomer.com/blog Jon Loomer

      You’re right about the Capital One ad, @dennisyu:disqus . I had tested out several ads to make sure, but I must have grabbed the wrong one. Interesting that you’ve had it for a while. Is this just within the API or within Power Editor and self-serve? I still can’t edit.

      • http://www.BlitzMetrics.com Dennis Yu

        I see it in the web interface and Power Editor. Been possible for a couple months. Didn’t try in API, which is more about bulk loading by interest targets.

        You’re right that for the longest time (before they switched to this new paired ads interface), you couldn’t choose the headline. But now Facebook is smart enough that when you choose the page from the list, you can select the headline on a traditional ad. For promoted posts and sponsored stories, no ability to choose a headline, of course.

  • http://www.facebook.com/profile.php?id=681397726 Jody J Steeg

    Hey Jon this is great to hear, as I’d even created a few pages with names that were more headline friendly just to deal with this issue. Way to go Facebook for this fix. You mentioned it’s cheaper to keep them in Facebook when advertising, however I have noticed that the page load time is very poor when driving people to an app versus off the site. And app pages won’t load on some or many mobile devices. Have you noticed this?

    • http://jonloomer.com/blog Jon Loomer

      Jody — The reason it’s slower when sending people to Facebook tabs is because they use iFrames. So Facebook first has to load their own page, then load the page that the content is coming from.

      You make a great point regarding mobile. If you’re going to direct people to a tab in an ad, you should customize the targeting so that it does NOT appear in mobile. The alternative is using a smart link that is viewable from mobile devices (ShortStack offers these).