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+---- Thread: Entry-level FB#4 - Facebook Ad Types (/showthread.php?tid=260284)
Entry-level FB#4 - Facebook Ad Types - TheBoss - 09-27-2019
Sidebar Ads
These are the old ads for reference. They have been deprecated.
To give you some uneccessary history (you can skip this):
These right-hand side (RHS) ads have been through several iterations.
- First they were 110x80 pixels.
- Headline of 35 characters.
- Body copy of 120 characters (I think!)
- Four ads displayed simultaneously.
Facebook then decided to up their ad revenue at the expense of demolish ad performance:
- Ads reduced to 100x72 pixels.
- Headline of 25 characters.
- Body copy of 90 characters.
- Seven ads displayed simultaneously.
- After a while the ads refresh to deliver seven more!
Assholes! What this meant: images got smaller. Less room for good ad copy. Users annoyed by almost 2x as many ads. Ads now below the fold.
These are the current RHS ads
The old ads are 100x72. The new are 600x315 and render at 254x133 - so, an ~4.7x increase in pixel count!
These new ads appear to cost more, although performance for many hasn't been up to expectations.I personally think they perform like balls, but you will need to test these as always and make decisions based on your data.
Note that:
1. These ads appear to impression recycle as well, giving 2 sets of 2 ads displayed to the user.
2. The bottom ad stays on screen when you scroll down - perhaps the better placement?
3. Right now, there is a 2nd impression refresh that shows a column of old, small ads - obviously gone after September.
4. These ads are also shown on the RHS at ~60% scale on some pages.
Sidebar ads can link to many destinations - offsite locations, apps, and pages.
Retargeting ads typically dominate in position on the sidebar. I also see a lot of dating (e.g. Zoosk) ads - undoubtedly run by Zoosk directly as a) dating is now whitelist only and b) they mention Facebook in the headline, which is generally a no-no.
Make your ads exactly 600x315. A lot of the images you see will be rescaled by FB as they are too large. You’re a performance marketer, so you want ads to display exactly as you intend.
Try to use short, sharp headlines. Be aware there are filters that stop you using certain characters, repeated punctuation, etc.
Ad copy is an important part of advertising, so invest time reading ad copy books from the greats and testing different ad copy. Keep it short and sweet, direct and to the point. Engage the user and get them clicking.
[b]
Newsfeed Ads[/b]
News feed ads can be used to get people to pages, apps, to like pages, to comment, to share, etc. They are more engaging and their positioning in the news feed encourages liking and sharing.
The images are larger and intended for different objectives, and are linked to different social actions of friends.
Note FB tends top vary the way they display ads quite frequently (say, 2-4 times a year), so some of these will change. You can always preview the most recent in the power editor.
FB Application Posts
Haven't seen many desktop app ads lately - maybe it's just me!
Page Link Posts
These are the bread and butter for affiliate marketers.
The same but with not link call-to-action button (wut?)
[b]Page Photo Post
[b]Page Video Post
[/b][/b]And these things (not sure if ads per se, they link to the FB store)
You can advertise specifically to the desktop or mobile news feed. When advertising to the mobile news feed, you can now select to display ads on partner mobile apps as well - though you can't target only parnter apps (so do split test A vs A+B). The ads are as below:
News feed ads are distinctly different to the RHS. They are almost always below the fold and the user doesn’t see them until they scroll. Make sure to use striking images to get user attention.
Be aware there are extra guidelines for such ads, a notable example being the “20% text rule” - i.e. no more than ¼ of the image dimensions should be occupied by text.
https://www.facebook.com/help/468870969814641
http://www.social-contests.com/check...ext-Policy.pdf
You can select to advertise to the newsfeed and sidebar with the same ad, Facebook resizes the image on the fly. I wouldn’t recommend this at all unless you purely want more volume to a specific ad unit for whatever reason.
News feed ads mix well with oCPM bidding as you can optimise toward clicks, likes, actions, etc. Leverage this to achieve your specific objectives for the ads.
Note this doesn’t change what you pay for, just what the oCPM algorithm optimises ad delivery toward.
There are many types of newsfeed ad and I won’t go into detail on all of them, rather a quick summary:
- Page post photo/video ads are great for user engagement
- Page post link ads are good for getting users to click to destinations outside of Facebook
- Sponsored stories have changed a lot for various reasons and I have no idea how effective they are now
- Page like ads are good for… getting likes
Ad Dimensions[/b]
An easy topic!
Simply check the following cheat sheets (current as of June 2014):
Want a visual glossary of terms? Try this:
http://goo.gl/K3W8ZK
AdParlours mockup generator is useful for previewing ads if you don't have the power editor handy:
http://goo.gl/1IOhrQ
Making Ads
This is pretty easy through the power editor and changes slightly every once and a while.
It's now even easier to make unpublished (dark) page posts for your ads - rather than clicking a little + symbol to open a new dialog, it's all inline. It appears to be geared primarily toward link posts.
The preview should then show you how these boxes correspond to the various elements in the ad:
Page link posts are pretty important, so be sure you know the anatomy of these ads well. Lets drill it into you with pretty imagery:
Further down in the power editor (beneath the post creation) you'll find optional URL tags. When you grab your tracking system link for FB ads, split it into parts - everything before the ? goes in the Website URL above. Everything after it (the query string) goes in the optional URL tag box.
This lets you easily duplicate ads, use the same post (they are not editable once create), but change the tracking info passed through to your system.
Be sure to select just the desktop news feed, or the right column, or mobile - not all simultaneously! Bad!
What You Pay For
This is something which, surprisingly, a lot of people have trouble with.
Virtually all of your newsfeed and sidebar ads that head to pages and apps or advertise social content have social actions associated with them.
Consider a page post photo ad. The user can:
- Click the ad image
- Like the post
- Like the page
- Comment on the post
- Share the post
These are all ‘actions’. Facebook charges you for actions on ads when you are running in a CPC bidding mode. Period.
In your stats you may see clicks, actions, likes (connections). As far as I am aware you don’t get charged for each one separately but a user can like an ad but not go to your page.
Some of these terms overlap - so actions + clicks + likes won’t add up to how many ‘clicks’ you’ve paid for. E.g. you may have paid for 70 ‘clicks’ but you have 38 actions + 46 clicks + 27 likes.
You pay for that click, you don’t get a fan. Deal with it, that’s the price of social advertising.
However, people may click the ad > like the page afterward and like several other posts. You paid for the initial click, but the actions on the page are not chargeable. If the user clicks on your pages links to offsite content, no charge. So, there are pros and cons.
It’s up to you to test and find out which type of ad works best for your goals.
If you are just looking to get people from Facebook to an offsite location, use sidebar ads or page post link ads, or at least newsfeed ads with a short link in the description.