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For marketers and agencies alike, the news of Facebook’s API will be met with great anticipation. Before this announcement, it was only a few brands that had access to Facebook’s Ads Application Protocol Interface (API), but now businesses of all sizes can gain full access to it.
There are a number of benefits that come with accessing the array of tools that other larger brands have been using for a while, and Facebook yesterday made this happen by officially launching the API Programme.
With 750 million users, Facebook represent a monumentally powerful advertising and marketing platform for many brands, without which some would argue the network itself wouldn’t be as successful. Brands are key to Facebook’s success and this development proves they want to make sure brands are provided with the tools and applications to keep their audiences fully engaged.
Facebook say this programme will allow advertiser and marketers to take full advantage of their marketing solutions. Whether you’re a marketer or an agency, there’s something for everyone. For example, marketers can build tools bespoke to their needs and agencies can manage multiple campaigns, perform a variety of bidding strategies as well as track their ad’s performance.
With access to Facebook’s Ads API, many new tools will be developed designed at helping improve the efficiency and effectiveness of advertising with Facebook. Clearly they’re keen to keep this process as simple, yet creative as possible, and who can blame them? With the amount spent on digital advertising booming, especially on their own platform, it’s a crucial time to improve the process and keep these figures rising [See: UK Online Advertising Spend Exceeds £4 Billion].
This is another step taken by Facebook towards helping brands advertise successfully with them. Earlier in the year, they changed their coding to create pages to iFrames enabling brands to create interactive profiles with the aim of engaging users [See: Social Media Marketing: Facebook Switch to iFrames].
Whilst paid search still provides the bulk of digital advertising spend, there’s plenty of room for growth within the social media market too. This latest step by the social networking giant is a great way to rival Google AdWords as it enables similar features to create and manage effective advertising campaigns. Will it prove to be a success? This remains to be seen, but it certainly adds a further dimension – one which many businesses will no doubt be keen to explore.