facebook premium ads overview

Facebook’s New UpgradedPremium Ad Products

Overview

?Why are we making this change?

Facebook will be replacing our Classic Premium Ads

with new, upgraded Premium Ads originating from your Page.

New, Upgraded Premium Ads

Reach more people in more engaging ways!

800M people

Friends of Fans

Fans

*4x more likely to purchase when people see friends interact with a brand

Sources: comScore; Nielsen

Make 1 post/day into an Ad to reach 3-5x more fansRun expanded Premium Ads with a 20-30x frequency to reach friends of fans and your target audience

Post on your Page and reach 16% of your fans


ü Larger-Format Ad with more points of engagement for users

ü Enhanced, more prominent placement of social context (friends)

ü 40% Increase in Engagement

ü 80% More Likely to be Remembered

ü 16% Increase in Fan Rate

ü Significant Increases in Purchase Intent

Ads originating from Page Post content show significantly improved performance.


Ads expanded with friends perform better than classic ads across multiple metrics.

Everything starts with great content from the Page. Paid, owned and earned work seamlessly together.Simplification of Facebook’s creative offerings: Anything you can do on your Page, you can do in ads.

Rollout

Classic Premium ads will be phased out starting on February 29, 2012

Formats No Longer Available:

Premium Like(Photo & Video)

Premium Event(Photo & Video)

Video Comment Premium Poll(Photo & Video)

Formats That Will Still Be Available:

Premium StandardLinks to destination off Facebook

(Photo & Video available)

Note:Marketplace Ads

(Non-Home Page)NOT Affected

Rollout

Classic Premium ads will be phased out starting on February 29, 2012

Updated, Premium Ad ProductsHow They Work

New, Upgraded Premium AdsHow does this work?

1 Make a Page PostChoose from 6 kinds of Page posts: status updates (text), photos, videos, links, questions, and events.


2 Promote as an AdThe ad is created from the content of your Page post. Anything you can post on your Page, you can turn into an ad.

Upgraded Premium Ads can be targeted to anyone you want. All available targeting options can be used.


3 More Social for Friends of FansWhen the person seeing your ad has friends who are fans of your Page, we’ll automatically expand the ad with enhanced social context about those friends, at no extra cost to you.


4 More Engagement Points for FansWhen fans see your ad, they’ll see an expanded interface below the ad that lets them like or comment on the post directly from the ad.

New, Upgraded Premium AdsWhat are the six Upgraded Premium Ad Types?

1 2 3

New, Upgraded Premium AdsWhat are the six Upgraded Premium Ad Types?

4 5 6

New, Upgraded Premium AdsWhat else do I need to know?

Reporting & MetricsYou receive the same

Facebook reporting options as you do now with Classic

Premium Ads.

Third-Party TrackingWe only allow impression

tags for premium. We do not accept click tags for

Premium Page Post Ads at this time.

Creative DeliveryYour Facebook team will provide you with specific

instructions based on your needs for each campaign.

New, Upgraded Premium AdsWhat New Premium Ad Should I Run?

Classic Premium Ad New Premium Ad or Featured Story

Like Ad with Photo Photo Page Posts

Like Ad with Video Video Page Posts

Event Ad Event Page Posts

Event Ad with Video Events Page Posts (drive event RSVPs) orVideo Page Posts (drive video plays)

Poll Ad with Photo Questions Page Posts (Note: No image included)

Poll Ad with Video Video Page Posts (drive video plays) or Questions Page Posts (drives responses)

Video Comment Ad Video Page Posts

Standard (Offsite) Ad Remains available

New, Upgraded Premium AdsFrequently Asked Questions

What if I don’t have access to the Brand Page? A different team that mine manages the Page and posting strategy and execution…Facebook Ad Ops can still create ads working only with the Media team, if necessary, using posts that don’t get organic distribution. This means that these posts won’t appear on the Page’s wall and won’t run organically in fans’ News feeds.

Who should use these Posts?• Advertisers running messages relevant only to non-fans.• Advertisers running messages relevant to only a small subset of the fan base that

isn’t covered by Page post targeting.• Advertisers who need to do creative testing, without spamming the wall.• Advertisers who have Pages and Media teams with little or no communication.


How can I reach non-fans with Ads and Sponsored Stories from Pages? Only fans can see my Page Posts…

Yes, you can reach non-fans! Ads and featured stories from Page posts allow you to reach anyone, just like with any ad. This means you can target any segment of the Facebook user base, including fans, non-fans and any other targeting clusters desired.

Will I receive the same level of Facebook reporting as before?

Ads and Sponsored Stories from Page posts have been brought to parity with the Classic Premium Ads. You can see the exact same metrics for these ads as before.


How can I run an ad only to non-fans? I don’t want the post to be seen by my current fans at all…

Facebook Ad Ops can accomplish this by using Posts that don’t get organic distribution. . This means that these posts won’t appear on the Page’s wall and won’t run organically in fans’ News feeds.

I have been using Premium Like Ads to acquire fans. So what ads should I be using now?

Marketplace Like ads are the most efficient approach to fan acquisition. However, note that ads from Photo Posts also drive greater fan acquisition than classic Premium Like Ads.

facebook premium ads overview

Documents