ads and sponsored stories guide

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A complete guide to Facebook Ads & Sponsored Stories.

A complete guide to Facebook Ads & Sponsored Stories.

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  • 1. Ads and Sponsored Stories GuideSeptember 2012
  • 2. ProductsAds and sponsored stories
  • 3. Ads Sponsored storiesVoice of business Voice of friend
  • 4. Definition of adsAds are paid messages coming frombusinesses. They are the voice of themarketer. They can include social contextabout friends.
  • 5. Ads overview1. Page post text ad 8. Page like ad2. Page post photo ad 9. App ad3. Page post video ad 10. Mobile app install ad4. Page post link ad 11. Domain ad5. Question ad 12. Sponsored results6. Offer ad7. Event ad
  • 6. Definition of sponsored storiesSponsored stories are messages comingfrom friends about them engaging with abusiness. Businesses can pay to promotethese stories so there’s a better chancepeople see them.
  • 7. Sponsored stories overview1. Page like sponsored story 8. Check-in sponsored story2. Page post like sponsored story 9. Game played sponsored story3. Page post comment sponsored story 10.App shared sponsored story4. Page post share sponsored story 11.Open graph sponsored story5. Question sponsored story 12.Domain sponsored story6. Offer claim sponsored story7. Event sponsored story
  • 8. Placement• Homepage• News feed (desktop and mobile)• All Facebook• Logout page• Typeahead
  • 9. Homepage Right-hand side on homepage News feed mobile News feed desktop
  • 10. All FacebookRight-hand side on Facebook News feed desktop News feed mobile
  • 11. News feed News feed desktop News feed mobile
  • 12. News feed desktop
  • 13. News feed mobile
  • 14. Logout page
  • 15. Typeahead
  • 16. Summary of our products by individual placement Right-hand Right-hand News feed News feed side of side of Logout page Typeahead desktop mobile homepage Facebook Page post ads X X X X X Page like ads X App ads X XMobile app install ads X Offsite ads X X Sponsored results X Sponsored stories X X X X
  • 17. Summary of how to buy Bundles of placements you can Placements contained Why this option? How to buy it? buy All placements except logout Facebook will decide where to show your ad to drive the most clicks Ads Create Flow, Power All Facebook page and typeahead and actions that you desire for your budget. Editor, API, IO, DSP • Right-hand side of the homepage The best way to reach your audience from the most visited page on Homepage IO, Power Editor, API • News feed desktop Facebook. • News feed mobile • News feed desktop Power Editor, API, Promote News feed The most engaging placement of the site. • News feed mobile button on the Page News feed desktop News feed desktop The most engaging placement of the site. Power Editor, API News feed mobile News feed mobile Power Editor, API The most engaging placement on customers’ most personal device. The largest creative format to drive either video views or direct Logout Page Logout Page IO response traffic. The ability to target what people are looking for in one of the most Typeahead Typeahead Power Editor and API used features on Facebook.1. IO – buying via an insertion order through a Facebook representative. This is the only way to have a guaranteed number of impressions.2. Power Editor – self-serve tool for advanced advertisers. It can be downloaded by anyone at https://www.facebook.com/ads/manage/powereditor/3. API – access via Facebook’s Application Programming Interface directly, or via tools built by our Preferred Marketing Developers (PMDs) using Facebook Ads API4. Ads Create flow – self-serve ad creation form, which can be accessed at http://www.facebook.com/ads/create5. Promoted button on the Page – way to buy a Page post ad directly from the Page composer or next to the post itself, by clicking on the “Promote” button.
  • 18. Ads: Voice of businessCreative details
  • 19. Page post text adNews feed desktop News feed mobile RHS of homepage RHS of FacebookText: 500 characters, remainder Text: Up to 6.5 lines in mobile feed, Text: 90 characters, remainder truncated Text: 90 characters, remainder truncatedtruncated remainder truncated. (Usually is around 205 – 275 characters.) Best use cases • Awareness for current and prospective customers
  • 20. Page post photo adNews feed desktop News feed mobile RHS of homepage RHS of FacebookText: 500 characters, remainder Text: Up to 6.5 lines in mobile feed, remainder Text: 90 characters, remainder truncated Text: 90 characters, remainder truncatedtruncated truncated. Usually is around 205 – 275 Photo: 168x128 px (Note: posting a 4:3 Photo: 118x90 px (Note: 3 px are added characters.Specs and formatting for photos photo is recommended, as they will be in to each side of the border)dependent on how many photos are Image: Optimal width- 720 px (will be stretched if resized to a 4:3 ratio/168x128 px. Larger shorter, will be cropped if wider)available images will be resized to fit. 3 px are • Height varies. follows aspect ratio added in to each side of the border.)Single photo: Cap at 400 pixels (400w forlandscape, or 400h for portrait). Usually • 720 px is the maximum height beforemeans 400x300 px or 300x400 px. cropping in feed (will show full image if clicked). Crops from the middle.Nearly square photos are cropped to320x320 px • Should upload a photo of any dimension between 200 x 200 and 2048 x 2048.2 or 4 photos: 196x196 px for each photo • Mobile website renders differently on different3 photos, or between 5 and 9: 129x129 phones. We optimize the photos to look bestpx thumbnails in the browsers and photos they are displayedAlbum created stories: 3 photos in in.129x129 px, and one larger photo at398x264 px Best use cases • Awareness for current and prospective customers • Engagement
  • 21. Page post video adNews feed desktop News feed mobile RHS of homepage RHS of FacebookText: 500 characters, remainder Text: Up to 6.5 lines in mobile feed, Text: 90 characters, remainder truncated Text: 90 characters, remainder truncatedtruncated remainder truncated. Usually is around Video thumbnail: 185x194 px Video thumbnail: 128x72 px, videoVideo thumbnail: 400w x 225h px for 205 – 275 characters. thumbnail will be pulled from video/post YouTube thumbnail: 140x104 pxlandscape aspect ratio videos, 225w x Image thumbnail: Optimal width- 720 px YouTube thumbnail: 96x72 px Note: Alternate video image sizes will be400h px for portrait (will be stretched if shorter, will be reformatted to fit these dimensions with cropped if wider) their aspect ratios preserved. Video 720 px is the maximum height before thumbnail will be pulled from video/post cropping in feed (will show full image if clicked). Crops from the middle. Best use cases • Awareness for current and prospective customers • Engagement
  • 22. Page post video ad (continued)Logout pageText: Recommend 90 characters or lessto ensure no text is cutVideo:• Suggested resolution is 1920x1080p• Minimum resolution is 1280x720p• Suggested format is MP4• 16:9 ideal aspect ratio• 3 minute maximum, 30-60 seconds recommended Best use cases • Awareness and engagement for current and prospective customers
  • 23. Page post link adNews feed desktop News feed mobile RHS of homepage RHS of FacebookText: 500 characters, remainder Text: Up to 6.5 lines in mobile feed, Text: 90 characters, remainder truncated Text: 90 characters, remainder truncatedtruncated. Link attachment is shown remainder truncated. Usually is around Image: 75x75 px thumbnail Image: 50x50 px thumbnailText format: 205 – 275 characters.1-2 lines for the title (depending on Image: 100x100 px thumbnaillength) Link:• 1 line for the domain the link points to • 2 lines for link title• 2-3 lines for the body text (depending • 1 line for the source on title length) • 1 line for the description. If no source,Image: 90x90 px we display description. Best use cases • Awareness for current and prospective customers • Acquisition and conversion for current and prospective customers
  • 24. Page post link ad (continued)Logout pageText: Recommend 90 characters or lessto ensure no text is cutImage:• 851x315 px• 300 dpi resolution• Image uploaded from the Page to a public album Best use cases • Acquisition and conversion of prospective customers
  • 25. Question adNews feed desktop News feed mobile RHS of homepage RHS of Facebook• Page name and question is limited at 2 Page name and question listed, up to • Up to 3 answers, plus a “See More” • Up to 2 answers. 3 answers will show if lines total about 125 characters (3.5 lines) option. 4 answers will show if there are there are exactly 3 answers.• Up to 3 answers plus a “See More” exactly 4 answers. • Question/answer character limit is option. • Question/answer character limit is dependent on how many capital vs.• 4 answers will show if there are exactly dependent on how many capital vs. lowercase letters are used 4 answers. lowercase letters are used Best use cases • Engagement
  • 26. Offer adNews feed desktop News feed mobile RHS of homepage RHS of FacebookText: 90 characters, remainder truncated Text: 90 characters, remainder truncated Text: 90 characters, remainder truncated Text: 90 character limitImage: 90x90 px Image: 100x100 px Terms and conditions: 900 characters Terms and conditions: 900 characters (weTerms and conditions: 900 characters (we recommend no more than 700 for recommend no more than 700 for optimal(we recommend no more than 700 for optimal user experience) user experience)optimal user experience) Image: 75x75 (RHS of homepage) Image: 50x50 (RHS of Facebook) Best use cases • Acquisition and conversion for current and prospective customers • Loyalty for current customers • Consideration
  • 27. Event adNews feed desktop News feed mobile RHS of homepage RHS of FacebookText: Page name, event title, date, time, Text: Page name and event title Text: 90 characters, remainder truncated Text: 90 characters, remainder truncatedlocation (pulled from event) Image: Page’s profile photo Image: 75x75 px thumbnail Image: 100x72 pxImage: Page’s profile photo Map with location of event Best use cases • Driving current and prospective customers to an event
  • 28. Page like adRHS of homepage RHS of FacebookTitle: Page name Title: Page nameText: 90 characters Text: 90 charactersImage: 110x80 px Image: 100x72 px Best use cases • Awareness for prospective customers • Fan acquisition
  • 29. App adRHS of homepage RHS of FacebookTitle: App name Title: App nameText: 90 characters Text: 90 charactersImage: 110x80 px Image: 100x72 px Best use cases • Awareness for prospective customers • Drive installs of an app
  • 30. Mobile app install adNews feed mobile (only possible placement)Text: 130 character limitImage: Taken directly from app center. Resized to 600x113 for mobile retina Best use cases • Acquisition and conversion for prospective customers • Driving and measuring (CPI) app installs
  • 31. Domain adRHS of homepage RHS of FacebookTitle: 25 characters Title: 25 charactersText: 90 characters Text: 90 charactersImage: 110x80 px Image: 100x72 px Best use cases • Driving visits to a website and online sales
  • 32. Sponsored resultsTypeaheadText: 90 characters, remainder truncatedImage: 75x75 px thumbnail Best use cases • Drive app installs and discovery of your Page • Customize message and landing tab in search • Cross-targeting related entities on Facebook
  • 33. Sponsored stories:Voice of friendCreative details
  • 34. Page like sponsored storyNews feed desktop News feed mobile RHSText: Page name, Page category Text: Friend’s name, Page name, Text: Friend’s name and Page nameImage: 90x90 px thumbnail of Page beginning of description of the Page Image: Friend’s profile picture and Page’sprofile picture Image: Friend’s profile picture and Page’s profile pictureIf available: Facepile of other friends who profile picturehave previously liked the Page or textfrom the description of the Page. Jasper’s Market Food/Grocery Best use cases • Fan acquisition • Consideration
  • 35. Page post like sponsored storyNews feed desktop News feed mobile RHS• Text of the post is wrapped as a sub- • Friend’s name, details of the post Text: 90 characters story of a story about the friend’s like • Specs dependent on type of post (see • Friend’s name, details of the post• All of the various dimensions of the Page post ad slides for the specs) • Specs dependent on type of post (see original post are slightly shrunk Page post ad slides for the specs)For photo posts: theres a similar gridwith different sizes depending on howmany photos there are.Large size: 358 px 237pxMiddle: 176 x 176 pxSmall: 117 x 117 px Best use cases • Awareness for prospective customers • Engagement
  • 36. Page post comment sponsored storyNews feed desktop News feed mobile RHSText: wrapped as a sub-story of a story • Friend’s name, details of the post Text: 90 charactersabout the friend’s comment • Specs dependent on type of post (see • Friend’s name, details of the postAll of the various dimensions of the Page post ad slides for the specs) • Specs dependent on type of post (seeoriginal post are slightly shrink Page post ad slides for the specs)For photo posts: theres a similar gridwith different sizes depending on howmany photos there are.Large size: 358 px 237pxMiddle: 176 x 176 pxSmall: 117 x 117 px Best use cases • Awareness for prospective customers • Engagement
  • 37. Page post share sponsored storyNews feed desktop News feed mobile RHSText: wrapped as a sub-story of a story Text: Friend’s name, what the friend says Text: 90 charactersabout what the friend says about the post about the post Friend’s name, what the friend saysAll of the various dimensions of the Specs dependent on type of post (see about the postoriginal post are slightly shrink Page post ad slides for the specs) Specs dependent on type of post (see Page post ad slides for the specs) Best use cases • Awareness for prospective customers • Engagement
  • 38. Question sponsored storyNews feed desktop News feed mobile RHS• Page name and question is limited at • Page name and question listed, up to • List of answer options and thumbnail 2 lines total about 125 characters (3.5 lines) of friends profile picture next to• Up to 3 answers plus a “See More” selection option. • Up to 2 answer. 3 answers will show if• 4 answers will show if there are there are exactly 3 answers. exactly 4 answers. • Question/answer character limit: Dependent on how many capital vs. lowercase letters are used Best use cases • Engagement
  • 39. Offer claim sponsored storyNews feed desktop News feed mobile RHSText: Name of friends who have claimed Text: Name of friends who have claimed Text: Name of friends who have claimedthe offer, 90 characters, remainder the offer, 90 characters, remainder the offer, 90 characters, remaindertruncated truncated truncatedImage: 90x90 px Image: 100x100 px Image: 75x75 (RHS of homepage)Terms and conditions: 900 characters 50x50 (RHS of Facebook)(we recommend no more than 700 foroptimal user experience) Best use cases • Acquisition and conversion for prospective customers • Loyalty for current customers • Consideration
  • 40. Page post event sponsored storyNews feed desktop News feed mobile RHSText: Name of the friend going to the Text: Name of the friend going to the Text: Name of the friend going to theevent, Page name, event title, date, time, event, Page name, event title, date, time, event, Page name, event title, date, time,location (pulled from event) location (pulled from event) location (pulled from event)Image: Friend’s profile photo Image: Friend’s profile photo Image: Friend’s profile photo Best use cases • Driving prospective customers to an event
  • 41. Check-in sponsored storyNews feed desktop News feed mobile RHSText: 500 characters, remainder Text: Up to 6.5 lines in mobile feed, Text: 90 characterstruncated remainder truncated. Usually is around Thumbnail of Page’s profile photo, LikeThumbnail of Page’s profile photo, Like 205 – 275 character button, friend’s check-in, location addedbutton, friend’s check-in, location added Thumbnail of Page’s profile photo, Like at endat end button, friend’s check-in, location added at end Best use cases • Driving in-store visits
  • 42. Game played sponsored storyNews feed desktop News feed mobile RHSText: Friend’s name, 90 characters Text: Friend’s name Text: Friend’s name, 90 charactersImage: Thumbnail of friend’s profile Image: Thumbnail of friend’s profile Image: Thumbnail of friend’s profilepicture picture pictureOption to play the game from the Option to play the game from thesponsored story sponsored story Best use cases • Awareness for prospective customers • Acquisition and conversion for prospective customers • Consideration
  • 43. App shared sponsored storyNews feed desktop News feed mobile RHSText: Friend’s name, what the friend said Text: Friend’s name, what they said about Text: Friend’s name, what they saidabout the app, title of app, description of the app, title of the app about the app (up to 90 characters)the app Image: 100x100 px Image: Thumbnail of friend’s picture andImage: 90x90 image the image for the app Recipe Generator Best use cases • Drive app installs
  • 44. Open graph sponsored storyNews feed desktop News feed mobile RHSCharacter limits and image sizes Character limits and image sizes Character limits and image sizescompletely dependent on story type completely dependent on story type completely dependent on story type Best use cases • Drive installs and usage of your Open Graph app
  • 45. Domain sponsored storyNews feed desktop News feed mobile RHSText: 500 characters, remainder Text: Up to 6.5 lines in mobile feed, Text: 90 characters, remainder truncatedtruncated. Link attachment is shown remainder truncated. Usually is around Image: 75x75 px thumbnailText format: 1-2 lines for the title 205 – 275 characters.(depending on length) Image: 100x100 px thumbnail1 line for the domain the link points to Link: 2 lines for link title2-3 lines for the body text (depending on 1 line for the sourcetitle length) 1 line for the description. If no source, weImage: 90x90 px display description. Best use cases • Driving visits to a website and online sales