This document provides information on different types of Facebook advertising and best practices for each type. It discusses standard ads, page post ads, video page post ads, engagement ads, and sponsored like stories. For each type, it outlines the goals, specifications, placement, targeting, pricing, and best practices. The key types are standard ads for driving sales, page post ads for sales or video views with more targeting options, and engagement ads for gaining new page likes.

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Wednesday, April 17, 2013
Facebook Advertising – Ad Types & Best
Practices

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Standard Ads
 Goals
Drive sales off Facebook (iTunes, Amazon, D2C, etc.).
 Specs
100x72 Image, 25 Character Headline, 90 Characters of Text
 Placement
Right Hand Rail of Facebook Homepage & other pages
 Targeting
Users who are interested in the artist, similar artists & other relevant connections (TV
syncs, featured artists on a song/album, associated brands, etc).
 Pricing
CPC

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Standard Ads – Best Practices
 For the 100x72 image, images of the artist perform better from a CTR perspective
than album art or logos.
 Test multiple variations of ad copy. Ads optimized by Gupta Media based on
performance.

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Page Post Ads
 Goals
Drive sales off Facebook
 Specs
A post from a Facebook Page, including Dark Posts (posts that do not appear in a
page’s newsfeed but can be used in advertising).
 Placement
Right Hand Rail and/or Facebook Newsfeed
 Targeting
Users who interested in the artist, similar artists & other relevant connections (TV
syncs, featured artists on a song/album, associated brands, etc).
 Pricing
CPC. Unlike Standard Ads, not all paid “clicks” go to retail. Clicks can also be defined
as Likes of the post, views of a photo or video, etc.

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Page Post Ads – Best Practices
 Use Posts without “filler” like photos, video or long form text. We have found doing
so avoids paying for clicks that are not on the link to retail.
 Use of Dark Posting. These are posts created by Gupta that do not appear in the
page’s newsfeed organically, but only as advertisements. This allows for better
tracking via smartURL’s IQID Tagging, as we can track actual clicks on the retail
link itself & optimize accordingly.
 Run on Desktops only. Testing has shown that actual clicks on the retail link occur
at a lower percentage on Tablets & Mobile.

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Page Post Ads vs. Promoted Posts
 Facebook Promoted Posts allow any user to take a post and its expand reach
through advertising. While simple to use, it has limitations, particularly when it
comes to pricing, targeting, budget and flight length.
 Gupta Media prefers users Page Post Ads, which take the same ad unit (a post
from a Facebook page) & runs it in a more cost-efficient, granularly targeted &
optimizable manner.

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Page Post Ads vs. Promoted Posts
Promoted Posts Page Post Ads Our Thoughts
Pricing CPM only CPM and CPC options available
We prefer to pay based on performance
(CPC)
Targeting Existing fans and friends of fans only Full Facebook targeting available
Page Post Ads allow us to target anyone,
and overlay relevant demographic and
interest targets to reach the right audience
Geotargeting
Can only target region specified in
original post
Able to use any available targeting
methods (Country, State, City, Zip)
Better geotargeting options available for
Page Post Ads
Budgeting
3 budget options, based on estimated
reach. No ability to cap daily spend
Able to set daily budgets and cap total
spend More budget flexibility for Page Post Ads
Campaign Duration
Run for 3 days when Promoted Post
goes live No restrictions
Able to adjust campaign flights, run longer
campaigns with Page Post Ads
Devices Default to target desktop and mobile
Able to target desktop and mobile,
combined or separate
Separating campaigns targeting desktop
and mobile allows us to diversify bids,
budgets and flights dedicated to each
device
Posting Options Must use exiting posts from newsfeed
Able to hide posts from page after
posting and run as ad-only (dark posting)
Dark posting, through Page Post Ads,
provides cleaner data for campaign analysis
and optimization
Reporting
Limited data (Organic, Viral and Paid
Reach) Full reporting, data available through API Better data available for Page Post Ads

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Video Page Post Ads
 Goals
Drive Video Views
 Specs
A Post from a Facebook Page with a video embedded
 Placement
Right Hand Rail and/or Facebook Newsfeed
 Targeting
Users who interested in the artist, similar artists & other relevant connections (TV
syncs, featured artists on a song/album, associated brands, etc).
 Pricing
CPC

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Video Page Post Ads – Best Practices
 Use an embedded YouTube Video within the post. This allows for users to watch
the video without leaving Facebook and for video views to be tracked.

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Engagement Ads
 Goals
Drive new likes of an artist’s Facebook page.
 Specs
100x72 Image, 25 Character Headline, 90 Characters of Text
 Placement
Newsfeed, Right Hand Rail of Facebook Homepage & other pages
 Pricing
CPC
 Targeting
Users interested in similar artists who are NOT yet fans of the primary artist
Users interested in similar artists who are NOT yet fans of the primary artist AND
have friends who like the primary artist

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Engagement Ads – Best Practices
 Use “Like” as a call-to-action in ad copy.
 Leverage free download offers, contest & touring connections to entice users.
 Connect the primary artist to the fans of the targeted artist. “Cher Lloyd Fan? You’ll
love Jayme Dee…”

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Sponsored Like Stories
 Goals
N/A
 Specs
Drive news likes of an artist’s Facebook page
 Placement
Newsfeed, Right Hand Rail of Facebook Homepage & other pages
 Targeting
Users interested in similar artists who are NOT yet fans of the primary artist AND have
friends who like the primary artist.
 Pricing
CPC. Optimized by Gupta based on Cost-Per-Like.

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Sponsored Like Stories – Best Practices
 Best used for artists w/ more established artists. Since there is no ad
copy to introduce the artist, performance dips.