Facebook Ads API full-service provider AdParlor today will launch its new self-serve tool called Pulse designed specifically for ad agencies. The tool permits for granular control over ad campaign management, and can be licensed in AdParlor-branded or white-labeled form.
The API lets third-party companies build advanced tools and service that let big advertisers test and run a large number of campaigns efficiently. Social game developers were some of the first heavy users of the API, and those companies have been AdParlor’s core clients to date. But now, with the growth of Facebook as an advertising platform in the US, AdParlor is looking to bring in more brands, which is what the update is about today.
Pulse will allow AdParlor, which specializes in social game and performance advertising, to scale its business and serve a wider range of media buyers.
AdParlor launched its managed spend, cost per acquisition-based Ads API service in mid-2010. Its advanced optimization algorithms helped maximize return on investment for clients, and by November it was running advertisements for 7 of the 20 fastest growing games on Facebook.
In March 2011, AdParlor signed a deal to exclusively handle Groupon’s millions of dollars in Facebook advertising. The company now also counts SEGA, and ad agencies Publicis and Omnicom as clients, and manages over 15 billion impressions a month, making it one of the most popular Facebook Ads API services or tools on the Platform.
However, AdParlor’s CEO says that “Large digital advertising agencies are looking for more control and transparency over the campaigns they are running”, so it developed Pulse. The company charges Pulse clients a percentage of spend. There’s no minimum spend, though AdParlor is approving inquiries to use the tool on a case-by-case basis and a large spend probably helps.
The full-service option is better for companies without in-house media buying teams, while Pulse allows clients to manipulate targeting and creative themselves instead of just receiving performance reports. Though Pulse is self-serve, AdParlor account managers will train Pulse clients and make recommendations on campaign management.
Agencies can use Pulse to hone in on target markets through CPM and CPC ad campaign multi-variant testing, and ad landing pages can be multi-variant tested as well.Agencies can also optimize for cost per fan, as many large brands that advertise through agencies are seeking to grow their Facebook fan base. A robust user management module lets clients give different employees ands brand representatives different permissions
Through the white-labeled version of the tool, umbrella agencies can offer AdParlor’s ad management system to their sub-agencies or clients that want more control. Advertisers use their own Facebook ads account, and can use their own Ads API key, allowing them to be recognized by Facebook for their high spend.
The AdParlor-branded tool can also be used by affiliates and Facebook-integrated websites with performance targets. Both versions support Facebook’s social ad units including the new Sponsored Stories, as well as conversion tracking through a detailed native reporting and visualization system to measure ROI. Reports can be exported in .csv format as well.
We’ve seen a growing demand for Ads API tools and services from leading ad agencies over the last few months as the major brands who employ them turn their attention towards social advertising. Havas Digital recently agreed to use a tool developed by BLiNQ Media. Facebook is also courting agencies, having recently launched Facebook Studio as a destination site where they can learn Facebook marketing best practices.
AdParlor is now leveraging the brand it has built around top-notch optimization technology to grow its business through Pulse while allowing its managed full-service team to remain focused on clients that need assistance.