Social Advertising – Facebook

There are a number of options offered by the various social media to enable you to advertise with them. We’ll have a look at some of these methods on Facebook, Twitter, LinkedIn and other social media  just to be aware of what one can do, although  I would check as these media change and evolve all the time so the options may expand and some may discontinue. We’ll cover Facebook first, the two categories of advertising on Facebook are Premium Products and Marketplace Products.

Premium Products
These are Premium ads and Premium sponsored stories from Page posts, they are placed on the homepage (right side), and on news feeds. They use CPM via IO.
Your stories are most effective when they start from Page posts. Premium ads and sponsored stories from Page posts put your Page’s voice in the most prominent placements on Facebook, on the homepage. A user not connected to your business will see an ad, which appears on the right-hand side of their homepage and gives them the option to like your page. Fans of your business or their friends see a sponsored story, which appears either on the right-hand side or in the news feed (on both desktop and mobile) and gives them the option to like the Page (if they are a friend of a fan) or like the post and comment (if they’re a fan) on the Page post. When they appear on the right hand side, sponsored stories expand to show a friend’s pro?le photo and names of friends connected to your brand alongside your message, all in one. This social context appears at no additional cost to you.

Premium sponsored stories (voice of friend)

Premium sponsored stories also include stories shown to users about their friend’s interaction with your brand on Facebook. These “voice of friend” sponsored stories also put your brand in the most prominent placements on Facebook, on the right-hand side of the homepage or in news feed (on both desktop and mobile). These stories always show the friend’s profile photo and name.

Premium ads

Premium ads appear in the most prominent placement on Facebook, on the right-hand side of homepage. They do not show the faces of friends, though they may show the names of friends. They drive users to view a video, to an app, or offsite. They do not give users the opportunity to like the Page, nor do they allow fans to comment

Marketplace Products
These are Marketplace ads and Sponsored stories from Page posts. These ads are placed across the site and use CPC or CPM. Your stories are most effective when they start from Page posts. Marketplace ads and sponsored stories from Page posts can appear anywhere on Facebook. A user not connected to your business will see an ad, which gives them the option to like your page. Fans of your business or their friends see a sponsored story, which gives them the option to like the Page (if they are a friend of a fan). When they appear on the right hand side, sponsored stories expand to show a friend’s profle photo and names of friends connected to your brand alongside your message, all in one. This social context appears at no additional cost to you.

Marketplace sponsored stories (voice of friend)

Marketplace sponsored stories also include stories shown to users about their friend’s interaction with your brand on Facebook. These “voice of friend” sponsored stories can appear anywhere on Facebook. These stories always show the friend’s pro?le photo and name

Marketplace ads

These are placed across the site (not news feed eligible). Marketplace ads appear anywhere on Facebook. They do not show the faces of friends, though they may show the names of friends. They may give the user the opportunity to like the Page, join an event or drive to an app or offsite.

The main differences between Premium & Marketpace ads is that premium ads  appear on the Home Page i.e. the most exclusive page on the Facebook network, there is a minimum spend applicable to run a Premium advertising campaign and they have “100% share of voice”. If you go Premium you will have a choice of 5 ad types, Video Ads, Like Engagement Ads, RSPV Event Ads, Sample Request Ads, Survey Ads and Facebook normal demographic and interest targeting options still apply.

Source: Facebook

Posted in Social Media Advertising

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