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Facebook Ad Reach in Jeopardy Too

Posted on 9.01.2016

Marketers are well aware that organic reach is difficult to come by these days but now Facebook is going after ad reach as well.

The world's most popular social media network announced that over the coming months it's working to improve ad experiences for people by considering website performance and a person's network connection in the Facebook ad auction and delivery system.

In other words, if a company wants its ads to be delivered to intended audiences, it better work on speeding up its website, particularly on mobile. Facebook recommends businesses optimize their sites for mobile by:

+ Minimizing landing page redirects, plugins and link shorteners

+ Compressing files to decrease mobile rendering time

+ Improving server response time by utilizing multi-region hosting

+ Using a high-quality Content Delivery Network to reach audiences quickly

+ Removing render-blocking javascript

Facebook also wants advertisers to know it's doing its part to provide a quality mobile experience by introducing prefetching—pre-loading mobile content in the Facebook in-app browser before a link is tapped. Facebook reports this can shorten mobile site load time by 29 percent or 8.5 seconds, improving the experience and decreasing the risk of site abandonment.

With Facebook's eyes on mobile site performance for ads, it should be clear that Pages not offering a quality site performance will likely get dinged for organic reach as well. Read more about News Feed Optimization

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