ads and sponsored stories guide_march 2013

7/30/2019 Ads and Sponsored Stories Guide_March 2013

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Ads and Sponsored Stories Guide

March 2013


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ProductsAds and sponsored stories


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Voice of frienSponsored stVoice of businessAds


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Definition of ads

Ads are paid messages coming frombusinesses. They are the voice of the

marketer. They can include social contabout friends.


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Ads overview

1. Page post text ad2. Page post photo ad3. Page post video ad4. Page post link ad5. Question ad6. Offer ad7. Event ad

8. Page like ad9. App ad10. Mobile app install a11. Domain ad12. Sponsored results


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Definition of sponsored stories

Sponsored stories are messages cominfrom friends about them engaging wit

business. Businesses can pay to promothese stories so theres a better chance

people see them.


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Sponsored stories overview

1. Page like sponsored story2. Page post like sponsored story3. Page post comment sponsored story4. Page post share sponsored story5. Question sponsored story6. Offer claim sponsored story7. Event sponsored story

8. Check-in sponsored s9. Game played sponso10.App shared sponsore11.Open graph sponsore12.Domain sponsored s


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Placement Homepage News feed (desktop and mobile) All Facebook Logout page Search bar


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Homepage

News feed desktop

Right-handside onhomepage

News feed mobile


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All Facebook

Sponsored

Right-hand side on Facebook News feed desktop


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News feed

News feed desktop News feed mobile


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News feed desktop


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News feed mobile


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Logout page


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Search bar


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Summary of our products by individual place

News feeddesktop

News feedmobile

Right-handside ofhomepage

Right-handside ofFacebook

Logout page Page post ads X X X X XPage like ads x x X

App ads X XMobile app install ads X

Offsite ads X XSponsored resultsSponsored stories X X X X


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Summary of how to buy

Bundles of placementsyou can buy Placements contained Why this option? HoAll Facebook All placements except logout

page and the search bar

Facebook will decide where to show your ad to drive the most clicks

and actions that you desire for your budget.

Ad

Ed

HomepageRight-hand side of the

homepage

News feed desktopNews feed mobile

The best way to reach your audience from the most visited page onFacebook.

IO,

News feed News feed desktop News feed mobile The most engaging placement of the site. Pobu

News feed desktop News feed desktop The most engaging placement of the site. PoNews feed mobile News feed mobile

The most engaging placement on customers most personal device.

Po

Logout Page Logout Page The largest creative format to drive either video views or directresponse traffic.

IO

Search bar Search bar The ability to target what people are looking for in one of the mostused features on Facebook.

Po

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 Facebooks Application Programming Interface directly, or via tools built by our Preferred Marketing Developers (PMDs) using Faceboo4. Ads Create flow self-serve ad creation form, which can be accessed at http://www.facebook.com/ads/create5. 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 butto


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Ads: Voice of busineCreative details


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News feed desktop News feed mobile RHS of homepage RHS of FaText: 500 characters, remaindertruncated

Text: Up to 6.5 lines in mobile feed,remainder truncated. (Usually is around205 275 characters.)

Text: 150 characters, remaindertruncated

Text: 120 chtruncated

Page post text ad

Best use casesAwareness for current and prospective custome


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Specs and formatting for photosdependent on how many photos areavailable

Single photo: Cap at 400 pixels (400w forlandscape, or 400h for portrait). Usuallymeans 400x300 px or 300x400 px. Nearly

square photos are cropped to 320x320 px

2 or 4 photos: 196x196 px for each photo

3 photos, or between 5 and 9: 129x129 pxthumbnails

Album created stories: 3 photos in

129x129 px, and one larger photo at398x264 px

Text: Up to 6.5 lines in mobile feed, remaindertruncated. Usually is around 205 275characters.

Image: Optimal width- 720 px (will be stretched ifshorter, will be cropped if wider)

Height varies. follows aspect ratio 720 px is the maximum height before

cropping i n feed (will show full image ifclicked). Crops from the middle.

Should upload a photo of any dimensionbetween 200 x 200 and 2048 x 2048.

Mobile website renders differently ondifferent phones. We optimize the photos tolook best in the browsers and photos they aredisplayed in.

Text: 90 characters, remainder truncated

Image: 168x128 px (Note: posting a 4:3

photo is recommended, as they will beresized to a 4:3 ratio/168x128 px. Largerimages will be resized to fit. 3 px are

added in to each side of the border.)

Text: 90 cha

Image: 118x

to each side

Page post photo ad

Best use cases Awareness for current and prospective custome Engagement


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Video thumbnail when uploaded viaFacebook: 400w x 225h px for landscapeaspect ratio videos, 225w x 400h px for

portrait

YouTube thumbnail: 132wx75h px. Nextto the thumbnail is the name of the

video, the source link, and a shortdescription of the video. When the

thumbnail is clicked and the videoplayed, it expands to 400wx225h.

Text: Up to 6.5 lines in mobile feed,remainder truncated. Usually is around205 275 characters.

Video thumbnail: Optimal width- 720 px(will be stretched if shorter, will be

cropped if wider)

720 px is the maximum height beforecropping in feed (will show full image if

clicked). Crops from the middle.


Video thumbnail when uploaded via

Facebook: 185x194 pxYouTube thumbnail: 140x104 px

Note: Alternate video image sizes will be

reformatted to fit these dimensions withtheir aspect ratios preserved. Videothumbnail will be pulled from video/post

Text: 90 cha

Video thum

Facebook: 1will be pull

YouTube th

Page post video ad

Best use cases Awareness for current and prospective custome Engagement


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Logout pageText: Recommend 90 characters or less toensure 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

Page post video ad (continued)

Best use cases Awareness and engagement for current and pro


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News feed desktop News feed mobile RHS of homepage RHS of FaText: 500 characters, remaindertruncated. Link attachment is shown

Text format:1-2 lines for the title (depending onlength)

1 line for the domain the link points to 2-3 lines for the body text (depending

on title length)

Image: 154x154px if the offsitedestination has an image larger than

154x154px; 90x90px otherwise


Image: 100x100 px thumbnail

Link:

2 lines for link title 1 line for the source 1 line for the description. If no source,

we display description.



Text: 90 ch

Image: 50x5

Page post link ad

Best use cases Awareness for current and prospective custome Acquisition and conversion for current and pros


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Logout pageText: Recommend 90 characters or less toensure no text is cut

Image:

851x315 px 300 dpi resolution Image uploaded from the Page to a

public album

Page post link ad (continued)

Best use cases Acquisition and conversion of prospective custo


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News feed desktop News feed mobile RHS of homepage RHS of Fa Page name and question is limited at 2

lines total

Up to 3 answers plus a See Moreoption.

4 answers will show if there are exactly4 answers.

Page name and question listed, up toabout 125 characters (3.5 lines)

Up to 3 answers, plus a See Moreoption. 4 answers will show if there areexactly 4 answers.

Question/answer character limit isdependent on how many capital vs.

lowercase letters are used

Up to 2 anthere are

Question/dependenlowercas

Question ad

Best use cases Engagement


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News feed desktop News feed mobile RHS of homepage RHS of FaText: 90 characters, remainder truncated

Image: 90x90 pxTerms and conditions: 900 characters (we

recommend no more than 700 foroptimal user experience)


Image: 100x100 px


Terms and conditions: 900 characters (werecommend no more than 700 for

optimal user experience)

Image: 75x75 (RHS of homepage)

Text: 90 cha

Terms and recommend

user experi

Image: 50x5

Offer ad

Best use cases Acquisition and conversion for current and pros Loyalty for current customers Consideration


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News feed desktop News feed mobile RHS of homepage RHS of FaText: Page name, event title, date, time,location (pulled from event)

Image: Pages profile photo

Text: Page name and event title

Image: Pages profile photo

Map with location of event



Text: 90 cha

Image: 100x

Event ad

Best use cases Driving current and prospective customers to a


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Page like ad

Best use cases Fan acquisition

News feed desktop News feed mobile RHS of FacebookText: 90 characters

Image: 100x72px, but we recommenduploading images of at least 200x144px

in order to make sure that imagesdisplay properly even on retina displays.

Text: 90 characters

Image: 100x72px, but we recommenduploading images of at least 200x144px in

order to make sure that images displayproperly even on retina displays.

Text: 90 characters

Image: 100x72px, but we recommenduploading images of at least 200x144px in

order to make sure that images displayproperly even on retina displays.


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RHS of homepage RHS of FacebookTitle: App name

Text: 90 characters

Image: 110x80 px

Title: App name

Text: 90 characters

Image: 100x72 px

App ad

Best use cases Awareness for prospective customers Drive installs of an app


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News feed mobile (only possible placement)Text: 130 character limit

Image: Customizable image is 600x360, uploaded via API, Power Editor or Developer simple buyflow (see example on left below). If no image is uploaded at time of ad creation, the image is

taken directly from app center (800x150, resized to 600x113 for mobile retina).

Note: App icon taken from the App Center during app registration (75x75 ).

Mobile app install ad

Best use cases Acquisition and conversion for prospective cust Driving and measuring (CPI) app installs


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RHS of homepage RHS of FacebookTitle: 25 characters

Text: 90 characters

Image: 110x80px, but we recommend

uploading images of at least 220x160pxin order to make sure that images

display properly even on retina displays.

Title: 25 characters

Text: 90 characters

Image: 100x72px, but we recommend

uploading images of at least 200x144px inorder to make sure that images display

properly even on retina displays.

Domain ad

Best use cases Driving visits to a website and online sales


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Search barText: 70 characters, remainder truncated

Ads may not include content that infringes upon orviolates the rights of any third party, including

copyright, trademark, privacy, publicity, or otherpersonal or proprietary rights.


Sponsored results

Best use cases Drive app installs and discovery of your Page Customize message and landing tab in search Cross-targeting related entities on Facebook


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Sponsored stories:Voice of friendCreative details

lik d


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News feed desktopText: Friend name, Page name, Pagecategory

Image: 90x90 px thumbnail of Page

profile picture

If available: Facepile of other friends

who have previously liked the Page ortext from the description of the Page.

Text: Page name, Friend name, Pagecategory

Image: 125x125 px thumbnail of Page

profile picture

If available: Text from the description of

the Page

Page like sponsored story

Best use cases Fan acquisition Consideration

Jaspers Market!Food/Grocery"

News feed mobileText: Friends name, Page name, category

Page like stories published in the last 14

days appear like this when sponsored:

Text: Page namcategory

Page like storieappear like thisthe header Pa

lik d ( i d)


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Page like sponsored story (continued)

Best use cases Fan acquisition Consideration

RHSText: Friends name and Page name

Image: Friends profile picture and Pagesprofile picture

P t lik d t


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News feed desktop News feed mobile RHS Text of the post is wrapped as a 'sub-

story' of a story about the friends like

All of the various dimensions of theoriginal post are slightly shrunk

For photo posts: there's a similar grid

with different sizes depending on howmany photos there are.

Large size: 358 px 237px

Middle: 176 x 176 px

Small: 117 x 117 px

Friends name, details of the post Specs dependent on type of post (see

Page post ad slides for the specs)

Text: 90 characters



Page post like sponsored story

Best use cases Awareness for prospective customers Engagement

P t t d t


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News feed desktop News feed mobile RHSText: wrapped as a 'sub-story' of a storyabout the friends comment

All of the various dimensions of the

original post are slightly shrinkFor photo posts: there's a similar grid

with different sizes depending on howmany photos there are.

Large size: 358 px 237px

Middle: 176 x 176 px

Small: 117 x 117 px



Text: 90 characters



Page post comment sponsored story


P t h d t


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News feed desktop News feed mobile RHSText: wrapped as a 'sub-story' of a storyabout what the friend says about thepost

All of the various dimensions of theoriginal post are slightly shrink

Text: Friends name, what the friend saysabout the post

Specs dependent on type of post (see


Text: 90 characters

Friends name, what the friend saysabout the post

Specs dependent on type of post (seePage post ad slides for the specs)

Page post share sponsored story


Q ti d t


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News feed desktop News feed mobile RHS Page name and question is limited at

2 lines total

Up to 3 answers plus a See Moreoption.

4 answers will show if there areexactly 4 answers.

Page name and question listed, up toabout 125 characters (3.5 lines)

List of answer options and thumbnailof friends profile picture next toselection

Up to 2 answer. 3 answers will show ifthere are exactly 3 answers.

Question/answer character limit:Dependent on how many capital vs.lowercase letters are used

Question sponsored story

Best use cases Engagement

Offer claim sponsored story


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News feed desktop News feed mobile RHSText: Name of friends who have claimedthe offer, 90 characters, remaindertruncated

Image: 90x90 pxTerms and conditions: 900 characters (we

recommend no more than 700 foroptimal user experience)

Text: Name of friends who have claimedthe offer, 90 characters, remaindertruncated

Image: 100x100 px

Text: Name of friends who have claimedthe offer, 90 characters, remaindertruncated

Image: 75x75 (RHS of homepage)50x50 (RHS of Facebook)

Offer claim sponsored story

Best use cases Acquisition and conversion for prospective cust Loyalty for current customers Consideration

Event sponsored story


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News feed desktop News feed mobile RHSText: Name of the friend going to theevent, Page name, event title, date, time,location (pulled from event)

Image: Friends profile photo

Text: Name of the friend going to theevent, Page name, event title, date, time,location (pulled from event)


Text: Name of the friend going to theevent, Page name, event title, date, time,location (pulled from event)


Event sponsored story

Best use cases Driving prospective customers to an event

Check in sponsored story


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News feed desktop News feed mobile RHSText: 500 characters, remaindertruncated

Thumbnail of Pages profile photo, Like

button, friends check-in, location addedat end

Text: Up to 6.5 lines in mobile feed,remainder truncated. Usually is around205 275 character

Thumbnail of Pages profile photo, Likebutton, friends check-in, location added

at end

Text: 90 characters

Thumbnail of Pages profile photo, Likebutton, friends check-in, location added

at end

Check-in sponsored story

Best use cases Driving in-store visits

Game played sponsored story


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News feed desktop News feed mobile RHSText: Friends name, 90 characters

Image: Thumbnail of friends profilepicture

Option to play the game from thesponsored story

Text: Friends name


Text: Friends name, 90 characters


Option to play the game from thesponsored story

Game played sponsored story

Best use cases Awareness for prospective customers Acquisition and conversion for prospective cust Consideration

App shared sponsored story


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News feed desktop News feed mobile RHSText: Friends name, what the friend saidabout the app, title of app, description ofthe app

Image: 90x90 image

Text: Friends name, what they said aboutthe app, title of the app

Image: 100x100 px

Text: Friends name, what they saidabout the app (up to 90 characters)

Image: Thumbnail of friends picture and

the image for the app

App shared sponsored story

Best use cases Drive app installs

Recipe Generator!

Open graph sponsored story


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News feed desktop News feed mobile RHSCharacter limits and image sizescompletely dependent on story type

Character limits and image sizescompletely dependent on story type

Character limits and image sizescompletely dependent on story type

Open graph sponsored story

Best use cases Drive installs and usage of your Open Graph app

Domain sponsored story


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News feed desktop News feed mobile RHSText: 500 characters, remaindertruncated. Link attachment is shown

Text format: 1-2 lines for the title

(depending on length)1 line for the domain the link points to

2-3 lines for the body text (depending ontitle length)

Image: 154x154px if the offsite

destination has an image larger than154x154px; 90x90px otherwise


Image: 100x100 px thumbnailLink: 2 lines for link title

1 line for the source

1 line for the description. If no source, wedisplay description.



Domain sponsored story

Best use cases Driving visits to a website and online sales

ads and sponsored stories guide_march 2013

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