Facebook offers two main ad placements: premium ads on the homepage for brand awareness and marketplace ads for mid to lower funnel demand fulfillment. Premium ads provide fixed budgets and high reach, while marketplace ads allow for more granular targeting with some flexibility. The effectiveness of these ads is enhanced through social connections and interactions, leading to better engagement rates compared to industry averages.

1. Facebook Advertising Products

2. Facebook has two placements
Premium - Homepage
Marketplace – Run of Site
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3. Key Business Proposition Differences
Premium – Top of the funnel ASU/Marketplace – Mid to bottom
Brand building, mass awareness & Direct response & demand
exposure fulfillment
▪ Fixed budget ▪ Budget flexibility
▪ Mass reach ▪ Granular targeting
▪ Run on Homepage & Profile Pages ▪ Run-of-site
▪ Standalone on Ad appearance ▪ Shared with 4 other advertisers
▪ CPM/Guaranteed delivery ▪ CPM/CPC
▪ Above-the-fold ▪ Some ads are below-the-fold
▪ Premium Page Post Ad, Standard ▪ Like, apps, event ads
Ad, Application Ad

4. Targeting and Reach
Targeting
▪ Likes and Interests
▪ Education and Workplace
▪ Facebook Connections
▪ Relationship Status
▪ Demographics
▪ Age, Gender, Location
Reach
▪ Dynamically updated

5. Example - Targeting and Reach

6. Reporting
Reach & Frequency
• Insight for potential reach vs actual reach
• Frequency
Performance
• Unique CTR
• Responder demo
• Interaction rate (Likes, Events, Apps)
Social advocacy
• Social impressions

7. P a g e s | Ads | Technology
Premium Page Post Ads (Homepage)
To reach people and their friends on their Home Page
Page Post Ad
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Any of Your Designated Page Post
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Your Ad on the Home Page
Anything you post can become an Ad

8. P a g e s | Ads | Technology
Homepage Premium
Ad
Fans Friends of Fans Anyone
(who are not fans / friends of fans)
Social Context Expanded Premium Ad
Page Post Ad
Social Context
Comment box
Expanded ad with friends’
Stories at the top
Premium (Homepage)

9. Homepage Premium Ads, reach P a g e s | Ads | Technology
friends in a more engaging way
Can be twice as effective than before and for specific campaigns Facebook targeting is
more than 90% accurate versus industry average of only 35%
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3 When people hear about you from
friends, they listen.
Ads are better when they come from
your Page posts.
People can interact with your
brand throughout the ad.
Source: Nielsen

10. Homepage Premium Ads, reach friends
P a g e s | Ads | Technology
in a more engaging way

11. Marketplace Ad (Run of Site)
Like Ad Application Ad*
Standard Ad* Event Ad
* Can be on Homepage Premium Ad as well

12. Marketplace - Like Ad
1. Click the Like button to connect
2. You are now connected
with the brand

13. Marketplace - Application Ad
See which friends used the app Makes users more likely to try it out

14. Marketplace - Event Ad
1. RSVP to event 2. Invite friends 3. Add personal message

15. Premium / Marketplace - Featured
Stories
Sponsored Stories
David likes this brand
Your Brand
David likes this brand
Like
STEP 1: STEP 2: STEP 3:
David likes a brand, If this brand included
A story is generated on David’s Sponsored Stories in their
uses an application,
friends’ News Feeds, which Facebook Ads campaign,
or checks in to a
they may or may not see David’s friends see this story in
location
the right column

16. Featured Sponsored Stories - Page Likes
‣ Featured Stories are generated when a person likes your Page
‣ Featured Stories appear in the News Feed and right-hand column with ads

17. Featured Stories- Featured Stories-
App interactions Place check-ins
‣ Sponsored Stories appear when ‣ Sponsored Stories appear when
people interact with your app people check in to one of your
locations

18. Featured Stories: Post Likes

19. Media Buying Methods – Premium Ads
(Homepage)
1. Reach Block
- One Day Buy, Cost per day
- 100% reach on facebook users in a day
- Maximum Reach, High Awareness, Brand Building, Product Launch
2. Target Block
- Packaged Fixed Buy
- 3 consecutive day with fixed no. of impression
- For sustaining awareness and reinforce top of mind
3. CPM – Impression Buy
- Fixed CPM
- Flexible on impression quantity
- Extending brand and campaign awareness

20. Media Buying Methods – Marketplace
Ads (Run of Site)
1. CPM – Impression Buy
- Fixed CPM
- Flexible on impression quantity
- Extending brand and campaign awareness