Facebook ads work under an auction system, in which each advertiser offers a price (bids) so that their ad is shown instead of one of the others competing for the promotional space.
To get Facebook users to see your ad, you must “bet” how much are you willing to pay to have your add shown, even though you’ll end up paying a lower number. The following chart is very clear:
There are many formats availabe and here we’ll review which are the most appropriate to archieve each goal. To start with, there are two main categories:
A) Ads – When the business speaks
In this type of ad, the creator can completely modify all the elements of the message. This means, it is possible to configurate the title, the images and even the text included in the ad.
There are 4 Ad formats:
1) Classic Ad.
2) Page Post Ad.
3) Mobile App Ad.
4) Search Results Ad.
1) Classic Ad:
They are the most similar to the newspaper ads, for they don’t exhibit social interactions. They are only situated on the right column, exclusively dedicated for ads.
The exception to this rule is when the ad is linked to a Fan Page, App or Event in Facebook, due to, only in this specific case, the classic ad appears on users Newsfeed between friends activities.
Each advertiser can decide where each ad would point to and direct the traffic. One can select to point the ads to an online store, blog or any other web site or site inside Facebook, like a Fan Page, Event or App could be for instance.
The social context of the ads, such as: “John likes: X”, appears by default when the landing page set is inside Facebook (Fan Page, Event or App).
When we want to promote an external site from Facebook and we wish to include that social information, we must include the URL promoted in the basic information of the Fan Page, by logging into the Administrator Panel.
The requirements for launching a Classic Ad are:
Title: (25 characters maximum)
Text: (90 characters maximum)
Image: (100 pixels width and 72 pixels high as maximum size. You can upload it or select one from an existing album.)
2) Page Post Ad:
This type of ad enables to increase the social reach of a post made on a Facebook Page. For its own features, they can be located on the mobile Newsfeed as well as on desktops Newsfeed and right column.
When promoting a post (post), it doesn’t change its appearance nor its social functionalities (that enables to increase the amount of persons that will see it). Users will be able to interact normally with the post, whether it’s indicating their like, leaving a comment or sharing the post.
For example, if the post that we are promoting is a video, it will be able to be reproduced by the users as usually, or if it’s a poll, they’ll indicate the answer, and so on with the other type of posts.
Keep in mind that, if you want the promoted post to be also shown on the right column, Facebook will only exhibit the first 90 characters of the text.
3) Mobile App Ad.
The aim of this format is to ease the installation of mobile apps. These ads are linked to download sites such as Google Play for Android or App Store for devices with iOS.
Before creating this type of ads, the app must have been set as active on Facebook by following the steps described in this tutorial: Mobile App Install Ads.
It’s worth clarifying that, to promote the installation of an app it’s not necessary for it to be integrated to the social network from the user experience, but Facebook must have knowledge of its existence.
The dimensions of the images to promote the installation of an app are 600 pixels width and 360 pixels high. The title shown will be the name of the app and the description text, that can have up to 100 characters.
4) Search Results Ad.
This type of ads enables to appear in the first place on Facebooks searchs. The image shown will be the one of the Fan Page, App or Event promoted, and it can be configured a description text of 70 characters maximum and also establish to which tab are redirected the users that click on the ad.
These type of ads are only visible from desktops and do not appear on the searchs made through mobile devices nor are they shown when the user extends the listo to “more results”.
B) Sponsored Stories – When the friends speak
The sponsored stories differ from the classic ads since they are not modifiable and what is directly promotioned is the social behaviour of a friend (logically linked to a Fan Page, Event or App that we have configured). It converts friends into recommenders of the content published by the pages or about likes and preferences.
A story can mean that a friend has indicated that he liked a page, used an app, attended an event, accessed an offer or commented a post, for instance.
Likewise the promoted posts, when deciding to promote a story, its content doesn’t change but its reach and distribution is increased.
Sponsored stories appear in desktop and mobile Newsfeeds and also on all the other locations that Facebook has available for ads.
In general, this ad format is the one that gains more interactions for, as being related to friends, users pay more attention to these stories, raising the amount of clicks and levels of engagement. People tend to give more credibility to the activity and suggestions of their friends than to the direct communications of brands and organizations.
Besides, the sponsored stories appear with the profile picture and name of the friend that generated any interaction with the Fan Page, Event or App that is being promoted, giving it a more human, personal and friendly aspect.
In addition to all the actions predetermined by Facebook (indicating a like, making a comment, sharing a post, attending an event, etc) there are other stories that can be promoted thanks to the Open Graph mechanism that Facebook provides so that any company can use it integrated to their social network. For example, you can promote a story about a friend that has checked-in a restaurant or listening to a song or watching a movie.