premium ads and sponsored stories guide

8/3/2019 Premium Ads and Sponsored Stories Guide

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Facebook Ads &

Sponsored Stories:Premium Opportunities

2011 Facebook, Inc. All rights reserved. Product specifications subject to change without notice.


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3/19 2011 Facebook, Inc. All rights reserved. Product specifications subject to change without notice.

Introduction

At Facebook, we believe businesses will be better in a connected world.

We connect 800 million people to their friends and the things they care

about, including your business. These real connections enable authentic

conversations that unlock business potential. After all, people have always

relied on friends to make decisions and discover new things. On Facebook,

when people hear about you through a friend, they are twice as likely to

engage. Facebook delivers the wisdom of friends, all the time, everywhere.

We build social technology that drives business growth.

Facebook Ads and Sponsored Stories enable you to reach your customers,

their friends, and broader targeted audiences.In this guide, youll find an overview of these products, including product

specifications and policies.




Introduction

Overview of Premium Ads

Page Post Ads

Like Ads

Poll Ads

Event AdsStandard Ads

Premium Sponsored Stories

Advertising Guidelines

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Page Post Ads

Flexible

Anything you can post on a Page,

you can turn into an ad.

Engage people with 6 different

kinds of Page Post Ads: status

updates, videos, photos, questions,

links, and events. Facebooks ad

targeting puts your ideal message

in front of your ideal audience.

Initial appearance of Page

Post Ad to non-fan



Page Post Ads

Social

When shown to fans and friends

of fans, Premium Page Post

Ads display in a larger format

with the names and pictures of

friends, at no extra cost.

When people see the combination

of your businesss message and

what their friends are saying

about your business, the ad is

much more effective: ad recall

can double and engagement

increases.

Engaging

When your Premium Page Post

Ad is shown to your fans, it will

automatically be displayed in a

larger format that includes an

interface that lets people like

and comment on the post directly

from the ad, at no extra cost.

Page Post Ads create a seamless

experience between interactions

on your Page, in your ad, and inthe News Feeds of fans and

their friends.

Appearance of Page Post Ad to fan


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Like Ads drive engagement by letting people

see which of their friends have already liked

your business.

Nielsen research shows that there is a 1.6x

increase in ad recall and a 2x increase in

message awareness when people see a

friends name associated with an ad.*

The Premium Like Ad can include the names

of friends who like the business. When people

see that their friends like a business or product,

it increases their trust in that business and

the likelihood that they will

engage with the ad. If none of the

users friends currently like the

business, the ad displays the total

number of people who like the

business among the Facebook

community. This is another way of

providing trust and validation.

* Advertising Effectiveness: Understanding

the value of a Social Media Impression.

April 2010, The Nielsen Company.

** The option to like the News Feed or Profile story

does not appear if the user already likes the brand.

Initial appearance of Premium Like

Ad unit

Click the Like button to connect

to the brand

Profile story **

Newsfeed story **

Like Ads


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Poll Ads

Poll Ads encourage interaction with your

brand by asking a question and letting

people instantly see the results.

* Text will state You like [business] if the user already likes the business.

** User must be someone who likes the business to see the Poll published

into their Feed.


1. 3.

2.

1. This ad unit asks a

question and offers

two or three responses.

2. When someone selects

their response, the

poll results reveal the

answers of everyone

who has already

answered the poll.

3. People can also click on

a link to see how their

friends voted and/or to

like the business.*

Premium Poll Adsgenerate wall stories

on your Page, which can

appear in the News Feeds

of people who have liked

your business.

Results are shown once the user engag-

es. The user can then click to see how

friends vote and/or like the business

Users friends photos appear when user

clicks to see how their friends voted

Initial state of Poll Ad

e

Wall story on Page & News Feed story**

Profile story

News Feed story


13/19 2011 Facebook, Inc. All rights reserved. Product specifications subject to change without notice. 2011 Facebook, Inc. All rights reserved. Product specifications subject to change without notice.

Product Specifications

Poll Ads Production Guidelines

Title (25 characters)

Links to Page on Facebook

or client specified URL

Image or Video Thumbnail

(110x80 px) Links to Page on Facebook


Question (40 characters

ending in a question mark)

Responses (25 characters) 2 or 3 choices

Poll Ad Unit

Total size:

240 px wide (variable height)

Poll + Video Ad Unit

Total size:


Requirements

Text: Title25 character maximum

Body copy135 character maximum

Question40 character maximum

Responses25 character maximum

for each of the 2 or 3 choices

Note: No comparative/competitive

claims can be made in the creative.

Image: 110x80 px, 4K RGB JPG,

GIF or PNG (must submit thumb-

nail image with video)

Clicking video thumbnail will

play the video.

Link: Links to Page on Facebook


Page: Client must have a live,

published Page.

Adheres to FacebookAdvertising Guidelines (p 19)

Creative Requirements

Body Copy

(135 characters



Event Ads

Invite people to RSVP to an event and let

them spread the word on your behalf.

1. 3.

2.

1. This ad lets you invite

people to events.

2. Once a person

responds, the Ad

expands to show

friends who are

attending the event,

as well as the total

number of Facebook

attendees. The act of

RSVP-ing to the event

is public and may

appear in friends

News Feeds.

3. People are also giventhe option to send an

invite with a message

to friends and/or to

like the event.*

Users can write custom messages to

friends that they invite to the event

RSVP to event

Invite more friends to event

News Feed story

Profile story

* Text will state You like [brand] if the user already likes the brand.



Product Specifications

Event Ads Production Guidelines

Event Name (25 characters)Links to Page on Facebook. Title

should match title of event.

Image or Video Thumbnail

(110x80 px) Links to Event on

Facebook

Date Enter start date and end

date to Event page (ad takes the

start date). End date of event must

not be earlier than ad flight end.

Location Enter location to Event

page (28 character maximum).

Event Ad Unit

Total size:


Event + Video Ad UnitTotal size:


Requirements

Text: Title25 character maximum

Body copy135 character maximum

Image: 110x80 px, 4K RGB JPG, GIF or

PNG (must submit thumbnail image

with video). Thumbnail image should

materially represent the linked Event.Video play button gets added auto-

matically to all Video ad submissions.

Clicking thumbnail plays the video.

Link:

Title must link to Event.

Title should match the title of the

linked Event.

Event: Client Page must host

and publish a live Event to run

an Event ad.

Date: Must be a specific date

and start time*

Location: Must be a specific

location (physical or website

address)*

28 character maximum

Page: Client must have a live,

published Page.

* Date and location are pulled

from Event Page details.

Adheres to Facebook

Advertising Guidelines (p 19)

Creative Requirements

Body Copy

(135 characters


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Premium Page Post Like Story

How Sponsored Stories work:

A person engages with your Page, app, or domain.

This activity generates a story in their friends News

Feeds. Due to the dynamic nature of News Feed,

their friends may or may not see this story.

By including Sponsored Stories with your FacebookAds campaign, this persons friends can also see

the story appear in the right-hand column of pages

throughout Facebook.


Appearance of sponsored

story to friend of fan

People are naturally interested in things their

friends care about. Thats why the News Feed

is such a central part of Facebook: News Feed

stories give friends an easy way to share what

they like.

Now with Sponsored Stories, you can increase

the visibility of these powerful News Feed

stories when they relate to your organization

or business. Due to the dynamic nature of News

Feed, people dont see every story their friends

share about your business. Sponsored Stories

broaden your reach by putting stories from

peoples friends into the right-hand column of

pages throughout Facebook, allowing your fans

to help their friends discover your business and

connect with your Page.



Like (is a fan of) a Page

Liked a Page postin the last 7 days

Commented on a Page post*in the last 7 days

Checked into a place orclaimed a dealin the last 7 days

Voted on a question**in the last 7 days

RSVPed to an event**in the last 7 days

Page App

Select Sponsored Stories in step 1 at http://www.facebook.com/ads/create

Used an app/ played a gametwice or for >10 min in the last

month

Shared an appin the last 14 days

Domain

Liked, shared, or postedcontent from your domainin the last 7 days

What kinds ofstories can Ipromote?

I want to promotestories from my

the friends of the person who engaged with my Page, App or Domainto

How do I start?

* Currently only available in Premium.

** Currently only available in Premium or the Ads API.

Pro tip:

Run Ads and Sponsored Stories at the same time. Ads put your businesss voice in front of your

ideal audience. Sponsored Stories drive engagement and reinforce your message by showing

people how friends have already engaged with your business.

For example, combine Page Post Ads with Page Post Like and Page Post Comment Sponsored

Stories to boost everything happening on your Page in an engaging, personal way.


Its easy to turn the actions people take with your Page, app, or domain into Sponsored Stories.

Like Facebook Ads, Sponsored Stories are non-disruptive and respect peoples privacy settings.

Additionally, Sponsored Stories appear only to friends of the person who took the actionthe

same people who would naturally see them in their News Feeds. The chart below shows the kinds

of activity you can promote with Sponsored Stories.


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At Facebook, we believe that every part of our site, including

the ads, should contribute to and be consistent with the overall

user experience. Thus, we are committed to protecting our user

experience by keeping the site clean, consistent, and free from

misleading advertising. We believe that we can help transform

existing advertising into messages that are highly relevant to

every person on Facebook. We want people to discover and

share products and services they care about.The following guidelines apply to all ads appearing on Facebook,

including ads within canvas pages of Facebook Platform

applications. In addition, all advertising on Facebook must

comply with the Privacy Policy and Statement of Rights and

Responsibilities. Advertising appearing within applications on

Facebook Platform must comply with all additional Facebook

Platform Policies. Facebook reserves the right to reject or

remove advertising that we deem contrary to our ad philosophy.

These guidelines are subject to change at any time and Facebook

may waive any of these guidelines at its discretion.For further information, please visit

http://www.facebook.com/ad_guidelines.php

Advertising Guidelines

premium ads and sponsored stories guide

Documents