In the latest tweak to its ad system, Facebook is extending its ad format for promoting events to mobile screens, along with adding other enhancements.
Previously, the social network’s Event ads ran only in the right-hand column on the desktop. But in the coming weeks, brands with a presence on Facebook will be able to create ads to highlight events and drive responses in both the mobile and desktop news feed. The ads can be created through the self-serve Ad Create tool or Power Editor.
Along with other changes, brands and other organizations hosting events will be able to get more information about the performance of their ads, including the number of people who saw a link to the event or viewed the event, and the number of joins, saves and “maybes” it has received.
“These insights represent the first step we’re taking to help [Page administrators] better understand what’s working and not working when promoting their events,” stated a Facebook blog post today.
In addition, the company said it has made improvements to the events page for all users: “Each person’s events page has a new look and feel to better highlight their upcoming events and showcase new events, including suggested events based on information such as the Pages they like, their location and the day of the week.”
Overall, 400 million people use the events feature in their pages each month, with nearly 30% of all events from concerts to “special nights at bars and restaurants” created by businesses and other groups on the social network, according to Facebook.