Advertisers are constantly finding themselves equipped with new ways to reach their target audiences with Facebook regularly updating their ad business units. Terms like Page Post Ads, Sponsored Stories, Sponsored Results and Marketplace Ads have become familiar yet there are still questions as to which ad would best suit a specific advertiser.
In this article, we will help you to understand the differences in Facebook Ads, what the ad units look like, who they can be shown to and what goals would be achieved.
Facebook Page post Ads
Page Post Ads begin as posts on a fan page but get additional paid distribution among fans, friends of fans, or non-fans within News Feed or the sidebar, as a result of creating campaigns in Facebook’s ad tool, Power Editor or API.
Page Post Ads can be:
- questions or
Unlike Sponsored Stories and Promoted Posts, these ads can be shown to anyone on Facebook, even if users are not connected to the page themselves or through a friend.
Promoted Posts are page posts that get additional paid reach in News Feed among fans and friends of fans as a result of using the page’s promote button.
Promoted Posts are similar to Page Post Ads because they originate as a piece of content on a page. The pricing structure is different as well. With Promoted Posts, page owners pay a flat rate to reach a given number of users. For Sponsored Stories, Page Post Ads and other Facebook ad types, advertisers pay per impression or per click.
Another difference between Promoted Posts and Page Post Ads is that Promoted Posts are only shown to a page’s existing fans, with an option to reach friends of fans as well. Page Post Ads have more flexibility in that they can reach non-fans or only friends of fans. Promoted Posts also do not have interest- or category-based targeting, which other Facebook ad types do.
Promoted Posts are good for driving engagement, offers, promotional events but are not so effective for fan acquisition.
Promoted Posts are shown exclusively in News Feed, both on desktop and mobile, whereas Sponsored Stories and Page Post Ads can be run in the sidebar.
Sponsored Stories are built around user activity. Advertisers simply pay to highlight an action that users have already taken on the social network or within a Facebook-connected app. That action is shown to a user’s friends, either in the sidebar or in News Feed. Sponsored Stories cannot be used to reach an audience that is not connected to the page or app through a friend.
Advertisers do not have any creative control over these ad types because they are generated from an organic user action. They might also include a page or app’s current profile photo.
The most common Sponsored Stories are “Page Like” stories, but advertisers can sponsor check-ins, offer claims, Likes on individual posts, or any custom Open Graph action.
Companies can also sponsor stories about when users share links from their domain. For example, when a user posts an Amazon link on Facebook, Amazon pays to show that story to more of a user’s friends, as seen to the right.
The goal of Sponsored Stories to get more users to take the same action that a friend has. The defining factor of Sponsored Stories to remember is that they are paid promotion of organic user activity.
Marketplace Ads are desktop sidebar advertisements, which include a headline, body copy and image. These ads can lead to a page or app on Facebook, as well as to third-party websites. Marketplace Ads are the only ads eligible for Facebook Exchange retargeting inventory.
Marketplace Ads that aren’t bought through the Facebook Exchange can include a call to action, such as a Like button or Use Now button, as well as social context about how many users Like a page or use an app.
Sponsored Results provide advertisers with the ability to embed ads in the list of typeahead results. Advertisers can create standard on-site ads (with a 70 character message) that lead to Facebook pages or apps (including custom tabs on their page). Ads can be targeted against Facebook entities, including Pages, Places, Apps, and subscribe-enabled users. Facebook users see the ad when the targeted entity appears in their search results.