“The only constant is change” is a truism that rings daily in the social media world. And no platform embodies it more than Facebook. While many Page owners are still grappling with recent changes to the Newsfeed algorithm that have reduced their organic reach, the ever-changing social network announced more updates this week that affect Page owners and advertisers. Here’s a look at what they mean for your Pages and ad campaigns.

Facebook Pages Design Changes

After minor tweaks to the look of the newsfeed in recent weeks, Facebook is now rolling out changes designed to streamline the look and feel of company Pages as well. The following design changes affect Web users only.

Timeline It’s about to get easier to sift through your posts; the new right-hand column of your timeline will feature all your posts in a single column, while the left-hand column will aggregate all the key information about your business, including contact info, a map, photos and your URL.

Admin Tools The admin panel will also be streamlined for easier access, and a snapshot of current activity will visible at the top right-hand side of the page, with links to additional detail.

Custom Tabs Custom tabs will no longer be visible on your main Page, and will now reside under a “More” menu. If you were using custom tabs to showcase your promotions, you’ll want to ensure you’re working to drive traffic to them directly rather than relying on visits to your Page for visibility.

Read more about Facebook’s Pages design changes.

Facebook Ad Campaign Changes

Facebook has also rolled out a new advertising structure that adds a third tier to the way ads are organized. The new structure consists of Campaigns, Ad Sets and Ads, in which Campaigns are organized by advertising goal, Ad Sets consist of multiple ads within a campaign, and Ads remain the same as before.

You can allocate separate budgets to Ad Sets and organize them by audience segments to allow you to test and optimize your ads for different target groups. Existing ad campaigns will not be affected by the change.

Read more about Facebook’s Ad campaign structure changes.

Wondering whether you should keep doing Facebook promotions despite the recent decline in organic reach? Here’s why we think you should.

Main image credit: Flickr/John Morgan

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