Facebook has launched a diagnostic tool for agency partners on its Facebook Marketing Partners(FMP)program. Facebook also declared that the FMP program is being spread out to consultants and smaller agencies.
These announcements were made at Facebook’s annual Global Partner Summit in New York on Wednesday.
FMPS are those vendors who are reviewed by Facebook to assist advertisers in domains such as creative platforms, small business solutions, offline conversions, community management, ad technology, and measurement.
Why is it important?
This new diagnostic tool meant for agency partners, named Creative Compass has been developed for measuring the effectiveness of ad creatives accurately. It offers a score card of elements like brand association and visual facets to help advertisers to comprehend the possibility of their target audience taking action once they come across the ad.
Apart from click-through and conversions, measurement still is a major challenge faced by advertisers.
Facebook shares a relevancy score for each ad creative with advertisers. However, Creative Compass shares far more creative indicators which advertisers can review.
Partners will come across an easily readable snapshot of qualities such as credibility, message comprehension and, emotional reward. As of now, Facebook is testing it with chosen partners and intends to make it available to all partners by next year to ensure that they have a competitive advantage.
More details FMP expansions which are focused on SMBs
Facebook has declared two expansions of its partner program with the main aim of reaching out to consultants and smaller agencies which usually work on small and medium-sized accounts-
- Facebook Marketing Consultants- This is a new partner category meant for individual marketing professionals rather than agencies. Facebook is accepting applications in UK, France, Germany, and North America to satisfy the demand for technology implementation services like product catalog setup, pixel deployments etc.
- Facebook PRO testing- This has been done to extend the program for inclusion of smaller agencies who haven’t qualified to become FMPs so far. Facebook is testing Facebook PRO in chosen markets to assimilate resources, tools, and benefits across its agency partners.
- In May 2018, Facebook expanded its list of partners in order to include viewability, marketing mix modeling(MMM) and mobile app measurement(MMPs) vendors.