Facebook targets SMBs with new ad tools

Facebook is rolling out a suite of advertising tools that take the heavy lifting out of ad creation, aiming to make it easier for small- to medium-sized businesses (SMBs) to manage campaigns on the platform.

The tools automate much of the backend process that goes into creating an ad, to allow SMBs to focus on building their business, according to the company.

One of the tools, called Automated Ads, makes creative, budget and targeting recommendations by plugging into a business’ Facebook page.

The tool will suggest call-to-action buttons, text and other creative details for an ad based on information from the business’ page.

It will also suggest recommendations on which audience segment to target, as well as what budget is most likely to get business results based on a set goal.

Businesses will receive notifications on how their ads are performing and how they can improve within the tool.

Within the tool, businesses can create up to six versions of an ad and track which one performs best.

Three new video editing tools—automatic cropping, video trimming and image and text overlays—intend to make it easier for businesses to create basic videos without the need for video software. The tools will be available in both Ads Manager and Business Manager.

Elsewhere an appointment tool will allow businesses to accept and manage bookings within the platform, instead of exiting to a third-party site.

They will be able to accept appointments directly from their business page, and send reminders to customers through Messenger or text message. The tool is free for all businesses on Facebook and Instagram.

There are more than 90 million SMBs that use Facebook globally, including many in Southeast Asia that rely on platforms like Facebook to reach mobile-heavy customers.

Sarita Singh, the director of SMB at Facebook Southeast Asia said: “Small businesses in Southeast Asia don't always have the time or resources to gain marketing expertise, but this shouldn't prevent them from creating ads that drive results.

“Our new Automated Ads solution takes the guesswork out of creating effective ads that can run on Facebook, Instagram, Messenger and Audience Network and make it easier for SMBs to focus on growth."