7 types of Facebook Ads: available, content, targeting and pricing
Sunday, 28 April 2013
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Hello to you all. If you regularly use Facebook, you're probably not missed many advertisements present on the platform. Often integrated in subtle ways for SMEs to large accounts like these ads undergo several years the reputation of interested proposals from the listed company (with all the financial issues that entails). In my view, this is a mistake!
A good choice of ads, good targeting and worked well, for example, ads can hit a target sometimes little écoutante on other channels, or to reach a critical visibility in a specific period (launch of a new product , etc.). I undertook to prepare an overview of the different types of advertisements offered by Facebook, with a focus on integration within the platform, content, targeting and pricing.
If community platform offers users billion to date a number of different formats, I decided to make a focus on seven of them. Why seven? Because a pragmatic point of view, only 7 types of ads are usable in self-service. I deliberately forgets the inset page log-out, for the very large budgets ( over $ 700,000 per day for distribution in the United States), and includes the highlighting of publications achieved in just a few clicks .
Note that these ads can not be created in the same place if some of them are customizable directly from the interface of creating advertisements , you will go through the Power Editor (including a service to manage a many campaigns and advertisements) for the less conventional (sponsored result, etc.).. Finally, offers and promoted publications can be administered directly from the newsfeed of Facebook pages.
1. Traditional Ad (Advertisement)
Objective: To get new fans, users or participants
This is undoubtedly the best known insert, as the most visible: the advertising , "inset right column" or "traditional announcement." Appearing on the right of the news on the wire and profiles, this ad is composed of 25 characters of a title, a text of 90 characters and a 100x72px image dimensions. His main interest? It can point to a landing page (Application attached to a page, etc..), Allowing you to increase your conversion rate.
In terms of targeting, there are many possibilities:
Location (country, city, or province and postal code to seven countries: United States, Canada, United States, Australia, Brazil, Japan and Spain)
Age (range from 13 years or exact age)
Sex (male, female)
Interest (specific topics or interests extended to a class)
The (everyone, fans, non-fans or anyone connected or not one of your other presences)
The situation (interest, relationship status)
Language (globally or by country with distinction)
Training (college / high school to college, college graduate)
The workplace (business)
Note that this targeting is extremely important: it is better to take the time to cut a campaign ad dedicated 10 to 10 different targets with 10% of the budget rather than broadcast a single vague announcement, which will not generate qualified clicks ! In terms of pricing, the announcement can be traditional broadcast CPC (cost per click) or CPM (cost per 1000 impressions), with a daily or total budget (diluted over the entire duration of the campaign).
2. Sponsored publication
Objective: promote a message or increase commitment
Sister of traditional ads, sponsored the publication can not promote a presence as permitted inset highlighting a page, but ... one of its publications. This will make it possible to promote your last photo published or shared your last your last video posted, right profiles and newsfeed with one identical to those of traditional ads targeting and pricing link (or "advertisements ").
3. News sponsored
Objective: To generate interest by promoting the interaction of a contact
News sponsored an ingenious invention from Facebook: highlighting the interaction of one of your friends, assuming that spark your interest especially compared to traditional advertising (the classic "Hey, Matthew like this page? This is probably interesting "). Please note that the news media is used in sponsored a traditional ad or a sponsored publication since it fed interactions initially generated.
Recoverable news are particularly varied:
People love your page
People love to publish your page
People commenting on the publication of your page
People sharing the publication of your page
People using your email application
News published via your application
People registering for your event
Displayed in the right column (on the newsfeed as on profiles) or directly in the newsfeed, news sponsored therefore have options as targeting the specific interactions (the "I love "but not the" Comments "only" Shares "or the three types of interactions at the same time, etc..). Please note that no budget increase is required (pricing based on that of the advertising or sponsored publication).
4. Offers
Objective: To develop its business by offering a special deal
The offers are coupons that Facebook users will benefit "in store", "online" or "in-store and online." It may for example be a free coffee to purchase a menu in a restaurant, 10% discount on a brand new collection of clothing, or a gift certificate an e-commerce site. Each claim supply generating a publication with its contacts, snowball effect is often very important.
Specifically, and besides adding a title (90 characters) and a vignette (80x80px) specific offer, it is possible to add:
A bar code (UPC-A 12 digit or 13-digit EAN), to present directly to a vendor for offers "in-store"
A use code (optional), to inform the payment for example, offers "online"
A web address (on which to get the offer), explaining the methodology for Proposals "in Stores and Online"
Note that it is also possible to limit the number of claims to offer as well as the cut-off date ... just to avoid unpleasant surprises! In terms of billing, you will be able to opt for a cost per offer (with different suggestions estimated using the potential scope) directly during the design of the offer or the CPC or CPM if you decide to further promote ( through the Ads Manager).
5. Sponsored Result
Objective: To enhance its presence in a search
One type of advertising that make less noise is definitely sponsored result : specifically, this insert allows you to promote your page or application in the Facebook search engine (in both the suggestions in writing a keyword and the results), and so, for example, to make a nice foot nose to your competitors by promoting your presence before them when a user searches for.
Created via the interface for creating ads , you should go through the Power Editor , this announcement includes the course name, image and category of your presence, but also an associated message (70 characters). Note that like advertisements (traditional ads), it is possible to point to a specific ad tab, and therefore potentially a landing page (one attached to your page, etc.. Implementation), with the key to a real opportunity to maximize the conversion rate.
If targeting Sponsored results is as advanced as this example-sponsored publications of (location, age, gender, interest, connection, location, language, training, employment), pricing is much more complete: in addition to traditional CPC and CPM, it is possible to opt for an optimized CPM, and so learn simultaneously a maximum CPC, cost per 1,000 users, a social cost for 1000 impressions, and CPA (cost per action) or less.
6. Publication promoted
Objective: To increase the visibility of specific publications
It is a figure that we hear regularly: only 16% of fans of a Facebook page would be able to see the publication of the last (closing eyes of course the fact that you can play with Edgerank and the average appetite for a brand varies greatly depending on the area of activity). Facebook proposes a solution to momentarily increase the average visibility promoting publication or publication promoted .
Specifically, a "Promote" link at the bottom right of publications to define an audience (fans or fans and friends of fans) and a maximum budget (with six suggestions in terms of estimated range, depending on the potential range). If the promotion period (3 days) is not customizable, it is always possible to change the currency if needed (49 to choose from). Note that only the pages of more than 100 fans and only publications dating from June 2012 and older are eligible.
7. Advertising mobile application installation
Objective: To encourage the application download iOS or Android
Browsing Facebook through your iOS or Android smartphone? Then you will not have missed the famous commercials asking you to download an app This insert , which allows developers to enhance their web app with the appropriate OS, seems to work well: the company Miso highlights for example, have recorded a CPC of $ 0.45, a conversion rate of 26% (facilities) for a final cost of $ 1.73 per user.
(Proposed by Facebook tutorial . PDF ), which guides you step by step in its design, also recalls the customization elements: a title, a textual description of 130 characters and an image 800x150px (for the latter, the document appears not be updated because the Power Editor Facebook now requires an illustration of 600x360px dimensions, which also corresponds to the dimensions seen on recent announcements).
If the possibilities in terms of targeting are many (location, age, gender, interest, fan, connection terminal), it is nothing compared to the billing: besides the classic CPC and CPM, you can also focus on a fixed CPM ( and not dynamic), optimized CPM (maximum CPC, cost per 1,000 users, 1,000 social cost and maximum cost per impression share) or the Multi Premium (solution unavailable with me, and which I found very little information ... ).
In conclusion
I hope this post will give you all the cards to make the right choices (which I remind you, may also be that you do NOT purchase space on Facebook!). If you run a lot of ads, a little advice, go to a ball: creating 10 ads, then replacing less efficient 3 by 3 news after a week, and so on, you peaufinerez their attractiveness and accentuate the performance of your campaigns.
Pending the arrival of a new format of Facebook ads, why not with the highly anticipated ads on third party sites (like inserts Adsense Adwords budgets, but with advertisements affinity with topics and content pages? would it not be a logical evolution for Facebook), please find me on Twitter (@ Kriisis ), Facebook ( Kriisiis.fr ) or Google+ ( Kriisiis.fr ) if you have any questions or suggestion.
A good choice of ads, good targeting and worked well, for example, ads can hit a target sometimes little écoutante on other channels, or to reach a critical visibility in a specific period (launch of a new product , etc.). I undertook to prepare an overview of the different types of advertisements offered by Facebook, with a focus on integration within the platform, content, targeting and pricing.
If community platform offers users billion to date a number of different formats, I decided to make a focus on seven of them. Why seven? Because a pragmatic point of view, only 7 types of ads are usable in self-service. I deliberately forgets the inset page log-out, for the very large budgets ( over $ 700,000 per day for distribution in the United States), and includes the highlighting of publications achieved in just a few clicks .
Note that these ads can not be created in the same place if some of them are customizable directly from the interface of creating advertisements , you will go through the Power Editor (including a service to manage a many campaigns and advertisements) for the less conventional (sponsored result, etc.).. Finally, offers and promoted publications can be administered directly from the newsfeed of Facebook pages.
1. Traditional Ad (Advertisement)
Objective: To get new fans, users or participants
This is undoubtedly the best known insert, as the most visible: the advertising , "inset right column" or "traditional announcement." Appearing on the right of the news on the wire and profiles, this ad is composed of 25 characters of a title, a text of 90 characters and a 100x72px image dimensions. His main interest? It can point to a landing page (Application attached to a page, etc..), Allowing you to increase your conversion rate.
In terms of targeting, there are many possibilities:
Location (country, city, or province and postal code to seven countries: United States, Canada, United States, Australia, Brazil, Japan and Spain)
Age (range from 13 years or exact age)
Sex (male, female)
Interest (specific topics or interests extended to a class)
The (everyone, fans, non-fans or anyone connected or not one of your other presences)
The situation (interest, relationship status)
Language (globally or by country with distinction)
Training (college / high school to college, college graduate)
The workplace (business)
Note that this targeting is extremely important: it is better to take the time to cut a campaign ad dedicated 10 to 10 different targets with 10% of the budget rather than broadcast a single vague announcement, which will not generate qualified clicks ! In terms of pricing, the announcement can be traditional broadcast CPC (cost per click) or CPM (cost per 1000 impressions), with a daily or total budget (diluted over the entire duration of the campaign).
2. Sponsored publication
Objective: promote a message or increase commitment
Sister of traditional ads, sponsored the publication can not promote a presence as permitted inset highlighting a page, but ... one of its publications. This will make it possible to promote your last photo published or shared your last your last video posted, right profiles and newsfeed with one identical to those of traditional ads targeting and pricing link (or "advertisements ").
3. News sponsored
Objective: To generate interest by promoting the interaction of a contact
News sponsored an ingenious invention from Facebook: highlighting the interaction of one of your friends, assuming that spark your interest especially compared to traditional advertising (the classic "Hey, Matthew like this page? This is probably interesting "). Please note that the news media is used in sponsored a traditional ad or a sponsored publication since it fed interactions initially generated.
Recoverable news are particularly varied:
People love your page
People love to publish your page
People commenting on the publication of your page
People sharing the publication of your page
People using your email application
News published via your application
People registering for your event
Displayed in the right column (on the newsfeed as on profiles) or directly in the newsfeed, news sponsored therefore have options as targeting the specific interactions (the "I love "but not the" Comments "only" Shares "or the three types of interactions at the same time, etc..). Please note that no budget increase is required (pricing based on that of the advertising or sponsored publication).
4. Offers
Objective: To develop its business by offering a special deal
The offers are coupons that Facebook users will benefit "in store", "online" or "in-store and online." It may for example be a free coffee to purchase a menu in a restaurant, 10% discount on a brand new collection of clothing, or a gift certificate an e-commerce site. Each claim supply generating a publication with its contacts, snowball effect is often very important.
Specifically, and besides adding a title (90 characters) and a vignette (80x80px) specific offer, it is possible to add:
A bar code (UPC-A 12 digit or 13-digit EAN), to present directly to a vendor for offers "in-store"
A use code (optional), to inform the payment for example, offers "online"
A web address (on which to get the offer), explaining the methodology for Proposals "in Stores and Online"
Note that it is also possible to limit the number of claims to offer as well as the cut-off date ... just to avoid unpleasant surprises! In terms of billing, you will be able to opt for a cost per offer (with different suggestions estimated using the potential scope) directly during the design of the offer or the CPC or CPM if you decide to further promote ( through the Ads Manager).
5. Sponsored Result
Objective: To enhance its presence in a search
One type of advertising that make less noise is definitely sponsored result : specifically, this insert allows you to promote your page or application in the Facebook search engine (in both the suggestions in writing a keyword and the results), and so, for example, to make a nice foot nose to your competitors by promoting your presence before them when a user searches for.
Created via the interface for creating ads , you should go through the Power Editor , this announcement includes the course name, image and category of your presence, but also an associated message (70 characters). Note that like advertisements (traditional ads), it is possible to point to a specific ad tab, and therefore potentially a landing page (one attached to your page, etc.. Implementation), with the key to a real opportunity to maximize the conversion rate.
If targeting Sponsored results is as advanced as this example-sponsored publications of (location, age, gender, interest, connection, location, language, training, employment), pricing is much more complete: in addition to traditional CPC and CPM, it is possible to opt for an optimized CPM, and so learn simultaneously a maximum CPC, cost per 1,000 users, a social cost for 1000 impressions, and CPA (cost per action) or less.
6. Publication promoted
Objective: To increase the visibility of specific publications
It is a figure that we hear regularly: only 16% of fans of a Facebook page would be able to see the publication of the last (closing eyes of course the fact that you can play with Edgerank and the average appetite for a brand varies greatly depending on the area of activity). Facebook proposes a solution to momentarily increase the average visibility promoting publication or publication promoted .
Specifically, a "Promote" link at the bottom right of publications to define an audience (fans or fans and friends of fans) and a maximum budget (with six suggestions in terms of estimated range, depending on the potential range). If the promotion period (3 days) is not customizable, it is always possible to change the currency if needed (49 to choose from). Note that only the pages of more than 100 fans and only publications dating from June 2012 and older are eligible.
7. Advertising mobile application installation
Objective: To encourage the application download iOS or Android
Browsing Facebook through your iOS or Android smartphone? Then you will not have missed the famous commercials asking you to download an app This insert , which allows developers to enhance their web app with the appropriate OS, seems to work well: the company Miso highlights for example, have recorded a CPC of $ 0.45, a conversion rate of 26% (facilities) for a final cost of $ 1.73 per user.
(Proposed by Facebook tutorial . PDF ), which guides you step by step in its design, also recalls the customization elements: a title, a textual description of 130 characters and an image 800x150px (for the latter, the document appears not be updated because the Power Editor Facebook now requires an illustration of 600x360px dimensions, which also corresponds to the dimensions seen on recent announcements).
If the possibilities in terms of targeting are many (location, age, gender, interest, fan, connection terminal), it is nothing compared to the billing: besides the classic CPC and CPM, you can also focus on a fixed CPM ( and not dynamic), optimized CPM (maximum CPC, cost per 1,000 users, 1,000 social cost and maximum cost per impression share) or the Multi Premium (solution unavailable with me, and which I found very little information ... ).
In conclusion
I hope this post will give you all the cards to make the right choices (which I remind you, may also be that you do NOT purchase space on Facebook!). If you run a lot of ads, a little advice, go to a ball: creating 10 ads, then replacing less efficient 3 by 3 news after a week, and so on, you peaufinerez their attractiveness and accentuate the performance of your campaigns.
Pending the arrival of a new format of Facebook ads, why not with the highly anticipated ads on third party sites (like inserts Adsense Adwords budgets, but with advertisements affinity with topics and content pages? would it not be a logical evolution for Facebook), please find me on Twitter (@ Kriisis ), Facebook ( Kriisiis.fr ) or Google+ ( Kriisiis.fr ) if you have any questions or suggestion.
