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Ads and Sponsored Stories Guide


January 2013
Products
Ads and sponsored stories
Ads            Sponsored stories
Voice of business      Voice of friend
Definition of ads
Ads are paid messages coming from
businesses. They are the voice of the
marketer. They can include social context
about friends.
Ads overview
1.  Page post text ad    8.  Page like ad
2.  Page post photo ad   9.  App ad
3.  Page post video ad   10.  Mobile app install ad
4.  Page post link ad    11.  Domain ad
5.  Question ad          12.  Sponsored results
6.  Offer ad
7.  Event ad
Definition of sponsored stories
Sponsored stories are messages coming
from friends about them engaging with a
business. Businesses can pay to promote
these stories so there’s a better chance
people see them.
Sponsored stories overview
1.  Page like sponsored story           8.  Check-in sponsored story
2.  Page post like sponsored story      9.  Game played sponsored story
3.  Page post comment sponsored story   10. App shared sponsored story
4.  Page post share sponsored story     11. Open graph sponsored story
5.  Question sponsored story            12. Domain sponsored story
6.  Offer claim sponsored story
7.  Event sponsored story
Placement
•    Homepage
•    News feed (desktop and mobile)
•    All Facebook
•    Logout page
•    Typeahead
Homepage




                        Right-hand
                        side on
                        homepage




    News feed desktop                News feed mobile
All Facebook



                              Sponsored




Right-hand side on Facebook               News feed desktop   News feed mobile
News feed




    News feed desktop   News feed mobile
News feed desktop
News feed mobile
Logout page
Typeahead
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            X

Mobile app install ads               X

           Offsite ads                           X            X

   Sponsored results                                                                     X

   Sponsored stories X               X           X            X
Summary of how to buy
      Bundles of placements
      you can buy                 Placements contained                 Why this option?                                                               How to buy it?
                                  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 API
4.  Ads Create flow – self-serve ad creation form, which can be accessed at http://www.facebook.com/ads/create
5.  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.
Ads: Voice of business
Creative details
Page post text ad
News feed desktop                 News feed mobile                          RHS of homepage                          RHS of Facebook
Text: 500 characters, remainder   Text: Up to 6.5 lines in mobile feed,     Text: 150 characters, remainder          Text: 120 characters, remainder
truncated                         remainder truncated. (Usually is around   truncated                                truncated
                                  205 – 275 characters.)




                                                                               Best use cases
                                                                               •  Awareness for current and prospective customers
Page post photo ad
News feed desktop                           News feed mobile                                     RHS of homepage                             RHS of Facebook
Text: 500 characters, remainder             Text: Up to 6.5 lines in mobile feed, remainder      Text: 90 characters, remainder truncated    Text: 90 characters, remainder truncated
truncated                                   truncated. Usually is around 205 – 275
                                                                                                 Image: 168x128 px (Note: posting a 4:3      Image: 118x90 px (Note: 3 px are added in
                                            characters.
Specs and formatting for photos                                                                  photo is recommended, as they will be       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 for
landscape, or 400h for portrait). Usually   •  720 px is the maximum height before
means 400x300 px or 300x400 px. Nearly         cropping in feed (will show full image if
                                               clicked). Crops from the middle.
square photos are cropped to 320x320 px
                                            •  Should upload a photo of any dimension
2 or 4 photos: 196x196 px for each photo       between 200 x 200 and 2048 x 2048.
3 photos, or between 5 and 9: 129x129 px    •  Mobile website renders differently on
thumbnails                                     different phones. We optimize the photos to
Album created stories: 3 photos in             look best in the browsers and photos they are
129x129 px, and one larger photo at            displayed in.
398x264 px




                                                                                                    Best use cases
                                                                                                    •  Awareness for current and prospective customers
                                                                                                    •  Engagement
Page post video ad
News feed desktop                         News feed mobile                            RHS of homepage                             RHS of Facebook
Text: 500 characters, remainder           Text: Up to 6.5 lines in mobile feed,       Text: 90 characters, remainder truncated    Text: 90 characters, remainder truncated
truncated                                 remainder truncated. Usually is around      Video thumbnail when uploaded via           Video thumbnail when uploaded via
Video thumbnail when uploaded via         205 – 275 characters.                       Facebook: 185x194 px                        Facebook: 128x72 px, video thumbnail
Facebook: 400w x 225h px for landscape    Video thumbnail: Optimal width- 720 px      YouTube thumbnail: 140x104 px               will be pulled from video/post
aspect ratio videos, 225w x 400h px for   (will be stretched if shorter, will be                                                  YouTube thumbnail: 96x72 px
                                                                                      Note: Alternate video image sizes will be
portrait                                  cropped if wider)
                                                                                      reformatted to fit these dimensions with
YouTube thumbnail: 132wx75h px. Next      720 px is the maximum height before         their aspect ratios preserved. Video
to the thumbnail is the name of the       cropping in feed (will show full image if   thumbnail will be pulled from video/post
video, the source link, and a short       clicked). Crops from the middle.
description of the video. When the
thumbnail is clicked and the video
played, it expands to 400wx225h.




                                                                                         Best use cases
                                                                                         •  Awareness for current and prospective customers
                                                                                         •  Engagement
Page post video ad (continued)
Logout page
Text: Recommend 90 characters or less to
ensure no text is cut
Video:
•  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
Page post link ad
News feed desktop                             News feed mobile                               RHS of homepage                            RHS of Facebook
Text: 500 characters, remainder               Text: Up to 6.5 lines in mobile feed,          Text: 90 characters, remainder truncated   Text: 90 characters, remainder truncated
truncated. Link attachment is shown           remainder truncated. Usually is around         Image: 75x75 px thumbnail                  Image: 50x50 px thumbnail
Text format:                                  205 – 275 characters.
1-2 lines for the title (depending on         Image: 100x100 px thumbnail
length)                                       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: 154x154px if the offsite                  we display description.
destination has an image larger than
154x154px; 90x90px otherwise




                                                                                               Best use cases
                                                                                               •  Awareness for current and prospective customers
                                                                                               •  Acquisition and conversion for current and prospective customers
Page post link ad (continued)
Logout page
Text: Recommend 90 characters or less to
ensure no text is cut


Image:
•  851x315 px
•  300 dpi resolution
•  Image uploaded from the Page to a
   public album




                                           Best use cases
                                           •  Acquisition and conversion of prospective customers
Question ad
News 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
Offer ad
News feed desktop                          News feed mobile                           RHS of homepage                            RHS of Facebook
Text: 90 characters, remainder truncated   Text: 90 characters, remainder truncated   Text: 90 characters, remainder truncated   Text: 90 character limit
Image: 90x90 px                            Image: 100x100 px                          Terms and conditions: 900 characters (we   Terms and conditions: 900 characters (we
Terms and conditions: 900 characters (we                                              recommend no more than 700 for             recommend no more than 700 for optimal
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
Event ad
News feed desktop                           News feed mobile                  RHS of homepage                            RHS of Facebook
Text: Page name, event title, date, time,   Text: Page name and event title   Text: 90 characters, remainder truncated   Text: 90 characters, remainder truncated
location (pulled from event)                Image: Page’s profile photo        Image: 75x75 px thumbnail                  Image: 100x72 px
Image: Page’s profile photo                  Map with location of event




                                                                                Best use cases
                                                                                •  Driving current and prospective customers to an event
Page like ad
News feed mobile      RHS of Facebook
Title: Page name      Title: Page name
Text: 90 characters   Text: 90 characters
Image: 100x72 px      Image: 100x72 px




                                            Best use cases
                                            •  Fan acquisition
App ad
RHS of homepage       RHS of Facebook
Title: App name       Title: App name
Text: 90 characters   Text: 90 characters
Image: 110x80 px      Image: 100x72 px




                                            Best use cases
                                            •  Awareness for prospective customers
                                            •  Drive installs of an app
Mobile app install ad
News feed mobile (only possible placement)
Text: 130 character limit
Image: 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
Domain ad
RHS of homepage        RHS of Facebook
Title: 25 characters   Title: 25 characters
Text: 90 characters    Text: 90 characters
Image: 110x80 px       Image: 100x72 px




                                              Best use cases
                                              •  Driving visits to a website and online sales
Sponsored results
Typeahead
Text: 90 characters, remainder truncated
Ads may not include content that infringes upon or
violates the rights of any third party, including
copyright, trademark, privacy, publicity, or other
personal or proprietary rights.
Image: 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
Sponsored stories:
Voice of friend
Creative details
Page like sponsored story
News feed desktop                         News feed mobile                                                                            RHS

Text: Page name, Page category            Text: Friend’s name, Page name, beginning of description of the Page
                                                                                       d                                              Text: Friend’s name and Page name
Image: 90x90 px thumbnail of Page                                                                                                     Image: Friend’s profile picture and Page’s
profile picture                                                                                                                        profile picture
If available: Facepile of other friends   Page like stories published in the last 7 days   Page like stories older than 7 days will
                                          appear like this when sponsored:                 appear like this when sponsored, under
who have previously liked the Page or
text from the description of the Page.                                                     the header “Pages You May Like”:




                                                    Jasper’s Market!
                                                    Food/Grocery"




                                                                                               Best use cases
                                                                                               •  Fan acquisition
                                                                                               •  Consideration
Page post like sponsored story
News 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: there's a similar grid
with different sizes depending on how
many photos there are.
Large size: 358 px 237px
Middle: 176 x 176 px
Small: 117 x 117 px




                                                                                            Best use cases
                                                                                            •  Awareness for prospective customers
                                                                                            •  Engagement
Page post comment sponsored story
News feed desktop                           News feed mobile                          RHS
Text: wrapped as a 'sub-story' of a story   •  Friend’s name, details of the post     Text: 90 characters
about the friend’s comment                  •  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 shrink                                                        Page post ad slides for the specs)
For photo posts: there's a similar grid
with different sizes depending on how
many photos there are.
Large size: 358 px 237px
Middle: 176 x 176 px
Small: 117 x 117 px




                                                                                      Best use cases
                                                                                      •  Awareness for prospective customers
                                                                                      •  Engagement
Page post share sponsored story
News feed desktop                           News feed mobile                            RHS
Text: wrapped as a 'sub-story' of a story   Text: Friend’s name, what the friend says   Text: 90 characters
about what the friend says about the        about the post                              Friend’s name, what the friend says
post                                        Specs dependent on type of post (see        about 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 shrink                                                       Page post ad slides for the specs)




                                                                                          Best use cases
                                                                                          •  Awareness for prospective customers
                                                                                          •  Engagement
Question sponsored story
News 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
Offer claim sponsored story
News feed desktop                          News feed mobile                         RHS
Text: Name of friends who have claimed     Text: Name of friends who have claimed   Text: Name of friends who have claimed
the offer, 90 characters, remainder        the offer, 90 characters, remainder      the offer, 90 characters, remainder
truncated                                  truncated                                truncated
Image: 90x90 px                            Image: 100x100 px                        Image: 75x75 (RHS of homepage)
Terms and conditions: 900 characters (we                                            50x50 (RHS of Facebook)
recommend no more than 700 for
optimal user experience)




                                                                                      Best use cases
                                                                                      •  Acquisition and conversion for prospective customers
                                                                                      •  Loyalty for current customers
                                                                                      •  Consideration
Event sponsored story
News feed desktop                            News feed mobile                             RHS
Text: Name of the friend going to the        Text: Name of the friend going to the        Text: Name of the friend going to the
event, 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
Check-in sponsored story
News feed desktop                           News feed mobile                            RHS
Text: 500 characters, remainder             Text: Up to 6.5 lines in mobile feed,       Text: 90 characters
truncated                                   remainder truncated. Usually is around      Thumbnail of Page’s profile photo, Like
Thumbnail of Page’s profile photo, Like      205 – 275 character                         button, friend’s check-in, location added
button, friend’s check-in, location added   Thumbnail of Page’s profile photo, Like      at end
at end                                      button, friend’s check-in, location added
                                            at end




                                                                                           Best use cases
                                                                                           •  Driving in-store visits
Game played sponsored story
News feed desktop                     News feed mobile                      RHS
Text: Friend’s name, 90 characters    Text: Friend’s name                   Text: Friend’s name, 90 characters
Image: Thumbnail of friend’s profile   Image: Thumbnail of friend’s profile   Image: Thumbnail of friend’s profile
picture                               picture                               picture
Option to play the game from the                                            Option to play the game from the
sponsored story                                                             sponsored story




                                                                              Best use cases
                                                                              •  Awareness for prospective customers
                                                                              •  Acquisition and conversion for prospective customers
                                                                              •  Consideration
App shared sponsored story
News feed desktop                             News feed mobile                            RHS
Text: Friend’s name, what the friend said     Text: Friend’s name, what they said about   Text: Friend’s name, what they said
about 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 and
Image: 90x90 image                                                                        the image for the app




                                                            Recipe Generator!




                                                                                            Best use cases
                                                                                            •  Drive app installs
Open graph sponsored story
News feed desktop                    News feed mobile                     RHS
Character limits and image sizes     Character limits and image sizes     Character limits and image sizes
completely 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
Domain sponsored story
News feed desktop                           News feed mobile                               RHS
Text: 500 characters, remainder             Text: Up to 6.5 lines in mobile feed,          Text: 90 characters, remainder truncated
truncated. Link attachment is shown         remainder truncated. Usually is around         Image: 75x75 px thumbnail
Text format: 1-2 lines for the title        205 – 275 characters.
(depending on length)                       Image: 100x100 px thumbnail
1 line for the domain the link points to    Link: 2 lines for link title
2-3 lines for the body text (depending on   1 line for the source
title length)                               1 line for the description. If no source, we
Image: 154x154px if the offsite             display description.
destination has an image larger than
154x154px; 90x90px otherwise




                                                                                             Best use cases
                                                                                             •  Driving visits to a website and online sales

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Facebook Guide: Ads and Sponsored Stories (Januar 2013)

  • 1. Ads and Sponsored Stories Guide January 2013
  • 3. Ads Sponsored stories Voice of business Voice of friend
  • 4. Definition of ads Ads are paid messages coming from businesses. They are the voice of the marketer. They can include social context about friends.
  • 5. Ads overview 1.  Page post text ad 8.  Page like ad 2.  Page post photo ad 9.  App ad 3.  Page post video ad 10.  Mobile app install ad 4.  Page post link ad 11.  Domain ad 5.  Question ad 12.  Sponsored results 6.  Offer ad 7.  Event ad
  • 6. Definition of sponsored stories Sponsored stories are messages coming from friends about them engaging with a business. Businesses can pay to promote these stories so there’s a better chance people see them.
  • 7. Sponsored stories overview 1.  Page like sponsored story 8.  Check-in sponsored story 2.  Page post like sponsored story 9.  Game played sponsored story 3.  Page post comment sponsored story 10. App shared sponsored story 4.  Page post share sponsored story 11. Open graph sponsored story 5.  Question sponsored story 12. Domain sponsored story 6.  Offer claim sponsored story 7.  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 desktop News feed mobile
  • 10. All Facebook Sponsored Right-hand side on Facebook News feed desktop News feed mobile
  • 11. News feed News feed desktop News feed mobile
  • 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 X Mobile 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 buy Placements contained Why this option? How to buy it? 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 API 4.  Ads Create flow – self-serve ad creation form, which can be accessed at http://www.facebook.com/ads/create 5.  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 business Creative details
  • 19. Page post text ad News feed desktop News feed mobile RHS of homepage RHS of Facebook Text: 500 characters, remainder Text: Up to 6.5 lines in mobile feed, Text: 150 characters, remainder Text: 120 characters, remainder truncated remainder truncated. (Usually is around truncated truncated 205 – 275 characters.) Best use cases •  Awareness for current and prospective customers
  • 20. Page post photo ad News feed desktop News feed mobile RHS of homepage RHS of Facebook Text: 500 characters, remainder Text: Up to 6.5 lines in mobile feed, remainder Text: 90 characters, remainder truncated Text: 90 characters, remainder truncated truncated truncated. Usually is around 205 – 275 Image: 168x128 px (Note: posting a 4:3 Image: 118x90 px (Note: 3 px are added in characters. Specs and formatting for photos photo is recommended, as they will be 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 for landscape, or 400h for portrait). Usually •  720 px is the maximum height before means 400x300 px or 300x400 px. Nearly cropping in feed (will show full image if clicked). Crops from the middle. square photos are cropped to 320x320 px •  Should upload a photo of any dimension 2 or 4 photos: 196x196 px for each photo between 200 x 200 and 2048 x 2048. 3 photos, or between 5 and 9: 129x129 px •  Mobile website renders differently on thumbnails different phones. We optimize the photos to Album created stories: 3 photos in look best in the browsers and photos they are 129x129 px, and one larger photo at displayed in. 398x264 px Best use cases •  Awareness for current and prospective customers •  Engagement
  • 21. Page post video ad News feed desktop News feed mobile RHS of homepage RHS of Facebook Text: 500 characters, remainder Text: Up to 6.5 lines in mobile feed, Text: 90 characters, remainder truncated Text: 90 characters, remainder truncated truncated remainder truncated. Usually is around Video thumbnail when uploaded via Video thumbnail when uploaded via Video thumbnail when uploaded via 205 – 275 characters. Facebook: 185x194 px Facebook: 128x72 px, video thumbnail Facebook: 400w x 225h px for landscape Video thumbnail: Optimal width- 720 px YouTube thumbnail: 140x104 px will be pulled from video/post aspect ratio videos, 225w x 400h px for (will be stretched if shorter, will be YouTube thumbnail: 96x72 px Note: Alternate video image sizes will be portrait cropped if wider) reformatted to fit these dimensions with YouTube thumbnail: 132wx75h px. Next 720 px is the maximum height before their aspect ratios preserved. Video to the thumbnail is the name of the cropping in feed (will show full image if thumbnail will be pulled from video/post video, the source link, and a short clicked). Crops from the middle. description of the video. When the thumbnail is clicked and the video played, it expands to 400wx225h. Best use cases •  Awareness for current and prospective customers •  Engagement
  • 22. Page post video ad (continued) Logout page Text: Recommend 90 characters or less to ensure no text is cut Video: •  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 ad News feed desktop News feed mobile RHS of homepage RHS of Facebook Text: 500 characters, remainder Text: Up to 6.5 lines in mobile feed, Text: 90 characters, remainder truncated Text: 90 characters, remainder truncated truncated. Link attachment is shown remainder truncated. Usually is around Image: 75x75 px thumbnail Image: 50x50 px thumbnail Text format: 205 – 275 characters. 1-2 lines for the title (depending on Image: 100x100 px thumbnail length) 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: 154x154px if the offsite we display description. destination has an image larger than 154x154px; 90x90px otherwise Best use cases •  Awareness for current and prospective customers •  Acquisition and conversion for current and prospective customers
  • 24. Page post link ad (continued) Logout page Text: Recommend 90 characters or less to ensure no text is cut Image: •  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 ad News 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 ad News feed desktop News feed mobile RHS of homepage RHS of Facebook Text: 90 characters, remainder truncated Text: 90 characters, remainder truncated Text: 90 characters, remainder truncated Text: 90 character limit Image: 90x90 px Image: 100x100 px Terms and conditions: 900 characters (we Terms and conditions: 900 characters (we Terms and conditions: 900 characters (we recommend no more than 700 for recommend no more than 700 for optimal 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 ad News feed desktop News feed mobile RHS of homepage RHS of Facebook Text: Page name, event title, date, time, Text: Page name and event title Text: 90 characters, remainder truncated Text: 90 characters, remainder truncated location (pulled from event) Image: Page’s profile photo Image: 75x75 px thumbnail Image: 100x72 px Image: Page’s profile photo Map with location of event Best use cases •  Driving current and prospective customers to an event
  • 28. Page like ad News feed mobile RHS of Facebook Title: Page name Title: Page name Text: 90 characters Text: 90 characters Image: 100x72 px Image: 100x72 px Best use cases •  Fan acquisition
  • 29. App ad RHS of homepage RHS of Facebook Title: App name Title: App name Text: 90 characters Text: 90 characters Image: 110x80 px Image: 100x72 px Best use cases •  Awareness for prospective customers •  Drive installs of an app
  • 30. Mobile app install ad News feed mobile (only possible placement) Text: 130 character limit Image: 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 ad RHS of homepage RHS of Facebook Title: 25 characters Title: 25 characters Text: 90 characters Text: 90 characters Image: 110x80 px Image: 100x72 px Best use cases •  Driving visits to a website and online sales
  • 32. Sponsored results Typeahead Text: 90 characters, remainder truncated Ads may not include content that infringes upon or violates the rights of any third party, including copyright, trademark, privacy, publicity, or other personal or proprietary rights. Image: 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 friend Creative details
  • 34. Page like sponsored story News feed desktop News feed mobile RHS Text: Page name, Page category Text: Friend’s name, Page name, beginning of description of the Page d Text: Friend’s name and Page name Image: 90x90 px thumbnail of Page Image: Friend’s profile picture and Page’s profile picture profile picture If available: Facepile of other friends Page like stories published in the last 7 days Page like stories older than 7 days will appear like this when sponsored: appear like this when sponsored, under who have previously liked the Page or text from the description of the Page. the header “Pages You May Like”: Jasper’s Market! Food/Grocery" Best use cases •  Fan acquisition •  Consideration
  • 35. Page post like sponsored story News 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: there's a similar grid with different sizes depending on how many photos there are. Large size: 358 px 237px Middle: 176 x 176 px Small: 117 x 117 px Best use cases •  Awareness for prospective customers •  Engagement
  • 36. Page post comment sponsored story News feed desktop News feed mobile RHS Text: wrapped as a 'sub-story' of a story •  Friend’s name, details of the post Text: 90 characters about the friend’s comment •  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 shrink Page post ad slides for the specs) For photo posts: there's a similar grid with different sizes depending on how many photos there are. Large size: 358 px 237px Middle: 176 x 176 px Small: 117 x 117 px Best use cases •  Awareness for prospective customers •  Engagement
  • 37. Page post share sponsored story News feed desktop News feed mobile RHS Text: wrapped as a 'sub-story' of a story Text: Friend’s name, what the friend says Text: 90 characters about what the friend says about the about the post Friend’s name, what the friend says post Specs dependent on type of post (see about 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 shrink Page post ad slides for the specs) Best use cases •  Awareness for prospective customers •  Engagement
  • 38. Question sponsored story News 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 story News feed desktop News feed mobile RHS Text: Name of friends who have claimed Text: Name of friends who have claimed Text: Name of friends who have claimed the offer, 90 characters, remainder the offer, 90 characters, remainder the offer, 90 characters, remainder truncated truncated truncated Image: 90x90 px Image: 100x100 px Image: 75x75 (RHS of homepage) Terms and conditions: 900 characters (we 50x50 (RHS of Facebook) recommend no more than 700 for optimal user experience) Best use cases •  Acquisition and conversion for prospective customers •  Loyalty for current customers •  Consideration
  • 40. Event sponsored story News feed desktop News feed mobile RHS Text: Name of the friend going to the Text: Name of the friend going to the Text: Name of the friend going to the event, 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 story News feed desktop News feed mobile RHS Text: 500 characters, remainder Text: Up to 6.5 lines in mobile feed, Text: 90 characters truncated remainder truncated. Usually is around Thumbnail of Page’s profile photo, Like Thumbnail of Page’s profile photo, Like 205 – 275 character button, friend’s check-in, location added button, friend’s check-in, location added Thumbnail of Page’s profile photo, Like at end at end button, friend’s check-in, location added at end Best use cases •  Driving in-store visits
  • 42. Game played sponsored story News feed desktop News feed mobile RHS Text: Friend’s name, 90 characters Text: Friend’s name Text: Friend’s name, 90 characters Image: Thumbnail of friend’s profile Image: Thumbnail of friend’s profile Image: Thumbnail of friend’s profile picture picture picture Option to play the game from the Option to play the game from the sponsored story sponsored story Best use cases •  Awareness for prospective customers •  Acquisition and conversion for prospective customers •  Consideration
  • 43. App shared sponsored story News feed desktop News feed mobile RHS Text: Friend’s name, what the friend said Text: Friend’s name, what they said about Text: Friend’s name, what they said about 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 and Image: 90x90 image the image for the app Recipe Generator! Best use cases •  Drive app installs
  • 44. Open graph sponsored story News feed desktop News feed mobile RHS Character limits and image sizes Character limits and image sizes Character limits and image sizes completely 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 story News feed desktop News feed mobile RHS Text: 500 characters, remainder Text: Up to 6.5 lines in mobile feed, Text: 90 characters, remainder truncated truncated. Link attachment is shown remainder truncated. Usually is around Image: 75x75 px thumbnail Text format: 1-2 lines for the title 205 – 275 characters. (depending on length) Image: 100x100 px thumbnail 1 line for the domain the link points to Link: 2 lines for link title 2-3 lines for the body text (depending on 1 line for the source title length) 1 line for the description. If no source, we Image: 154x154px if the offsite display description. destination has an image larger than 154x154px; 90x90px otherwise Best use cases •  Driving visits to a website and online sales