Menu

Q2 2013: The Facebook Ads & Sponsored Stories Guide

Facebook advertising options update quite frequently, so to kick off Q2 we wanted to provide an updated overview of the options available to advertisers today. There are three areas of focus, which include Placement Options, Facebook Ads Creative Details and Sponsored Stories Creative Details.

Placement Options:

Facebook offers 7 main placement options available to advertisers, which include:

  1. News Feed Desktop
  2. News Feed Mobile
  3. Homepage
  4. Logout Page
  5. Search Bar
  6. All Facebook

Each placement is unique in its own way, so it’s important to remember to test which options are best for your company and target audience.

1. News Feed Desktop

The most engaging section of Facebook desktop, can be purchased through Power Editor or API (through Nanigans for example).

Facebook News Feed Desktop

2. News Feed Mobile

The premier ad unit on mobile and centrally located in the News Feed, can be purchased through Power Editor or API (through Nanigans for example).

Facebook News Feed Mobile

3. Homepage

The most visited page on Facebook, can be purchased through Power Editor, IO, or API (through Nanigans for example).

Facebook Homepage Ads

4. Logout Page

The largest creative unit Facebook offers, although the Logout Page must be contracted directly through a Facebook IO.

Facebook Logout Page Ads

5. Search Bar

Search based ad targeting, similar to Google AdWords, can be purchased through Power Editor or API (through Nanigans for example).

Facebook Search Bar Ads

6. All Facebook

Facebook shows ads across multiple placements based on desired clicks or actions based on your budget; they can be purchased through Power Editor, IO, DSP, Ads Create Flow or API (through Nanigans for example).

All Facebook Ads

Facebook Ad Products

Facebook breaks out advertiser delivery options across two vehicles, Facebook Ads and Sponsored Stories. While “Ads” serve as the “voice of business” and consists of ads being targeted from the advertiser to the consumer, the alternate option is “Sponsored Stories” which serves as the “voice of a friend” and shows to users which friends have historically endorsed or liked the company/product/offer. We’ll outline 12 different Facebook Ad creative option as well as 12 different Sponsored Stories creative options, and include details of device availability as well as placement options on Facebook.

Facebook Ads Creative Details

1. Page Post Text Ads

Great for branding, text ads offer a quick and easy way for advertisers to be present within the user experience.

Page Post Text Ads

  • Device Availability: Desktop & Mobile
  • Facebook Placement Options: News Feed, News Feed Mobile, Right-Hand Side Homepage, Right-Hand Side Facebook

2. Page Post Photo Ads

“Visual” is a must have when it comes to Facebook ads looking to drive engagement and the more visually enticing the better. Photo ads are available across desktop and mobile. Be sure to review Facebook’s Unpublished Page Posts across all Page Post formats, which allow advertisers to post and promote page posts without having them appear on the timeline, this will help keep a balance between organic and paid activity.

Page Post Photo Ads

  • Device Availability: Desktop & Mobile
  • Facebook Placement Options: News Feed, News Feed Mobile, Right-Hand Side Homepage, Right-Hand Side Facebook

3. Page Post Video Ads

Perfect for both branding and engagement, video formats offer advertisers a chance to tell a short story incorporating audio and visual. With billions of videos being watched each day on YouTube, it was only a matter of time before this format became available on Facebook.

Page Post Video Ads

  • Device Availability: Desktop & Mobile
  • Facebook Placement Options: News Feed, News Feed Mobile, Right-Hand Side Homepage, Right-Hand Side Facebook, Logout Page

4. Link Ads

A new feature from Facebook, Link Ads allow advertisers to run FBX ads in the Desktop Newsfeed and offer the capability to drive users off of Facebook to external landing pages.

Link Ad

  • Device Availability: Desktop & Mobile
  • Facebook Placement Options: News Feed, News Feed Mobile, Right-Hand Side Homepage, Right-Hand Side Facebook, Logout Page

5. Question Ads

If you’re looking to poll users and see what your audience prefers on any particular topic, Question Ads allow you to gather data and drive engagement.

Question Ads

  • Device Availability: Desktop & Mobile
  • Facebook Placement Options: News Feed, News Feed Mobile, Right-Hand Side Homepage, Right-Hand Side Facebook

6. Offer Ads

Whether you have a two for one or a percent discount, offer ads allow advertisers to bring coupons and deals directly to their target audiences.

Offer Ads

  • Device Availability: Desktop & Mobile
  • Facebook Placement Options: News Feed, News Feed Mobile, Right-Hand Side Homepage, Right-Hand Side Facebook

7. Event Ads

Perhaps you have an in-store promotion or a live event like a concert coming up? Event ads can help drive awareness as well as sales.

Event Ads

  • Device Availability: Desktop & Mobile
  • Facebook Placement Options: News Feed, News Feed mobile, Right-Hand Side Homepage, Right-Hand Side Facebook

8. Page Like Ads

If you want to grow your fan base quickly (so that you can organically reach more users in the future), or scale the overall size of your following, then page like ads will promote your business only to those you deem most qualified.

Page Like Ads

  • Device Availability: Desktop & Mobile
  • Facebook Placement Options: News Feed, News Feed Mobile, Right-Hand Side Facebook

9. App Ads

For those advertisers with apps that are looking to drive installs, desktop app ads will help you target audiences that have the highest propensity to install.

App Ads

  • Device Availability: Desktop 
  • Facebook Placement Options: Right-Hand Side Homepage, Right-Hand Side Facebook

10. Mobile App Install Ads

One of the most exciting opportunities on Facebook, Mobile App Installs allow advertisers to run ad campaigns with Facebook’s rich targeting data.  If you have a mobile app, this unit is definitely for you.

Mobile App Install Ads

  • Device Availability: Mobile
  • Facebook Placement Options: News Feed Mobile

11. Domain Ads

With the opportunity to feature a small visual and text, domain ads serve to drive users off of Facebook, typically to online sales or purchases.

Domain Ads

  • Device Availability: Desktop 
  • Facebook Placement Options: Right-Hand Side Homepage, Right-Hand Side Facebook

12. Sponsored Results

Similar to Google AdWords, sponsored results allows advertisers to target apps, places or people.

Sponsored Results

  • Device Availability: Desktop 
  • Facebook Placement Options: Search Bar

Those are your 12 options for Facebook ads. Remember, these particular ads act as the “voice of business” and are coming from the advertiser to a specified target audience. As previously stated, however, Sponsored Stories ”are messages coming from friends about them engaging with a Page, app or event that a business, organization or individual has paid to highlight so there’s a better chance people see them.”Facebook Help Center.

Sponsored Stories provide an added level of trust as users are able to see their friends within the ad, and thus, able to make a more personal connection with the offering. Throughout the Sponsored Story ad options below, remember that each ad will only be shown to users if the page, app, business…etc has previously been endorsed by a friend (the endorsement and the friend are both visible within the ad).

Sponsored Stories Creative Details:

1. Page Like Sponsored Story

Great for attracting targeted users to “like” your page, Page Like Sponsored Stories can help you grow your fan-base so that organic posts reach a larger audience.

Page Like Sponsored Stories

  • Device Availability: Desktop & Mobile
  • Facebook Placement Options: News Feed Desktop, News Feed Mobile, Right-Hand Side Facebook

2. Page Post Like Sponsored Story

If you have a page post that you’d like to share with a broader, yet targeted audience, Page Post Like Sponsored Stories will show page posts which can drive both awareness as well as engagement depending on the nature of the post.

Page Post Like Sponsored Stories

  • Device Availability: Desktop & Mobile
  • Facebook Placement Options: News Feed Desktop, News Feed Mobile, Right-Hand Side Facebook

3. Page Post Comment Sponsored Story

If a fan has left a particularly moving or compelling comment on your page post, you can empower your fans by sharing out the comment. This is a great way to show other prospects what like-minded individuals are experiencing about your company, product or offer.

Page Post Comment Sponsored Stories

  • Device Availability: Desktop & Mobile
  • Facebook Placement Options: News Feed Desktop, News Feed Mobile, Right-Hand Side Facebook

4. Page Post Share Sponsored Story

Encourage your audience to share by promoting specific “shares” a bit more prominently with Page Post Share Sponsored Stories and promote the concept that “sharing is caring!”

Page Post Share Sponsored Stories

  • Device Availability: Desktop & Mobile
  • Facebook Placement Options: News Feed Desktop, News Feed Mobile, Right-Hand Side Facebook

5. Question Sponsored Story

Similar to Question Ads with the exception of the “endorsement” which is featured here, Question Sponsored Stories will show like-minded friends of fans, specific questions they’ve interacted with on Facebook.

Question Sponsored Stories

  • Device Availability: Desktop & Mobile
  • Facebook Placement Options: News Feed Desktop, News Feed Mobile, Right-Hand Side Facebook

6. Offer Claim Sponsored Story

Similar to Offer Claim Ads with the exception of the “endorsement” which is featured here, Offer Claim Sponsored Stories will show like-minded friends of fans, specific offers that they’ve taken advantage of on Facebook.

Offer Claim Sponsored Stories

  • Device Availability: Desktop & Mobile
  • Facebook Placement Options: News Feed Desktop, News Feed Mobile, Right-Hand Side Facebook

7. Event Sponsored Story

Similar to Event Ads with the exception of the “endorsement” which is featured here, Event Sponsored Stories will show like-minded friends of fans, specific events that they’re attending which will help get the word out for a specific concert, sale, or any other type of event that’s happening in the area!

Event Sponsored Stories

  • Device Availability: Desktop & Mobile
  • Facebook Placement Options: News Feed Desktop, News Feed Mobile, Right-Hand Side Facebook

8. Check-In Sponsored Story

Connect friends with other friends in their local area by letting people know who has checked-in where. From an in-store promotion or restaurant special, Check-In Sponsored Stories can help drive additional attendance, ultimately leading to sales.

Check-In Sponsored Stories

  • Device Availability: Desktop & Mobile
  • Facebook Placement Options: News Feed Desktop, News Feed Mobile, Right-Hand Side Facebook

9. Game Played Sponsored Story

Who better to tell your target audience about a particular game than their friends? With Game Played Sponsored Stories, you can drive awareness, consideration and acquisition through trusted and loyal fans of your game.

Game Played Sponsored Stories

  • Device Availability: Desktop & Mobile
  • Facebook Placement Options: News Feed Desktop, News Feed Mobile, Right-Hand Side Facebook

10. App Shared Sponsored Story

Similar to Game Played Sponsored Stories, who better to tell your target audience about a particular App than their friends? With App Shared Sponsored Stories, you can again drive awareness, consideration and acquisition through trusted and loyal fans of your App.

App Shared Sponsored Stories

  • Device Availability: Desktop & Mobile
  • Facebook Placement Options: News Feed Desktop, News Feed Mobile, Right-Hand Side Facebook

11. Open Graph Sponsored Story

As long as your app or domain is Open Graph enabled, then you can take advantage of Open Graph Sponsored Stories. This is a great way to let your target audience know what their friends have purchased, endorsed, rated…etc. Targeted users on Facebook are more likely to take an action if they see that their friends have already done so with a specific company, product or offering, which is why Sponsored Stories have become so popular on Facebook.

Open Graph Sponsored Stories

  • Device Availability: Desktop & Mobile
  • Facebook Placement Options: News Feed Desktop, News Feed Mobile, Right-Hand Side Facebook

12. Domain Sponsored Story

Similar to Domain Ads with the exception of the “endorsement” which is featured here, Domain Sponsored Stories will show like-minded friends of fans, specific domains they’ve visited which will help you get the word out for a specific website offering.

Domain Sponsored Stories

  • Device Availability: Desktop & Mobile
  • Facebook Placement Options: News Feed Desktop, News Feed Mobile, Right-Hand Side Facebook

Summary of Products

That’s a lot of options! Below is visual representation of general product offerings by placement and device:

4

While the sheer number of ad formats and options can be quite daunting for some, the opportunities to test and optimize should have advertisers excited and engaged with Facebook ads. The target audiences are interactive and action-oriented, and with the number of ways brands can connect via Facebook Ads and Sponsored Stories, you can be almost certain that success is waiting for your brand on Facebook. It’s imperative to always be testing and learning, especially if you want to scale. Once you’ve gone through the proper marketing sizing exercises ask yourself, how many sales do you want from Facebook? With over 1 billion users on Facebook, more and more advertisers are meeting their ROI based goals, so if you’d like to learn more please let us know, we love to chat best practices for marketing at scale on Facebook!

Leave a reply

Your email address will not be published. Required fields are marked *

* Copy This Password *

* Type Or Paste Password Here *

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>