These new Facebook ad formats have been rolled out to most if not all Facebook
advertisers. Here are some expert tips you should know!
Facebook’s New Ad Unit Specifications
• Placement: Users’ News Feed
• “Headline”: 25 characters
• Text: 90 characters
• [NEW] Image: 154x154 pixels
• [NEW] Link Description: 200 characters
Aside from Facebook calling for a larger image, it appears similar to traditional offsite ads
Facebook advertisers have known.
Scrolling down the page notice Facebook intends to create two ad units simultaneously:
a News Feed ad unit and a right column ad unit. Here, advertisers can choose a Facebook
Page to tie the ad to (or create a whole new Facebook Page), and add up to 200 characters
of additional text to describe the link advertised.
Two hundred extra characters in a PPC ad seems like a dream. Use it wisely. Be succinct.
How this Changes Your Ad Writing Strategy
The News Feed format changes the orientation of the ad’s headline and body copy.
While it may seem that Facebook has made the creation of these two ad units easy, it will
create extra work for Facebook advertisers who understand the changes and how they
will read to Facebook users. These should be considered complete different ad units-
don’t be fooled just because Facebook generates them simultaneously.
Not every headline will read great as what appears to be, in the user’s eyes, a post
headline. Not every ad copy will work as what looks like the post “update” to users.
See where we’re going here?
For the best results, News Feed ad units should look as organic as possible and be as
compelling as an ad.
You want the user to click the blue “headline” to the right of the image because that will
take them directly to your site. The other actions users take on this unit (e.g., page likes,
post likes) can be considered an inexpensive bonus.
Users clicking on this place, on the News Feed ad unit gets users to your content/landing
page/microsite efficiently while sending social signals to your site. Suggest altering your
headline to include a strong call to action or click bait headlines.
What was an ad’s body copy now appears in the organic-looking News Feed ad as an
“update.” For the least resistance from users prickly about ads in their News Feed, write
this as compelling as your community manager would.
Don’t forget the right column ad unit! While creating simultaneous ads, the right column
ad image is a shrunken image of the larger ad image, but the right column ad still uses the
100 x 72 pixel ratio – so these right column ad images are missing some real estate. That
means creating two images.
Unfortunately, in this interface advertisers can’t create separate ads (copy/images) –
suggest creating one, and then editing the other after creating.
You can’t make or edit News Feed ads in Power Editor. They don’t even populate. Yet.
Unlike traditional off-site ads, advertisers can’t go in and adjust the URL.
If your desire is to stage before confirming landing pages and/or URL tags, hold off on
Bigger ads with more character allowance in the News Feed, but it can mean double the
work if you run a campaign for a significant amount of time as News Feed ads fatigue at a
much quicker rate.
Need help developing your advertising strategy?
Contact Lori 877-447-0134, x111.