Facebook Getting Started Guide: Ads and sponsored stories

Guide to creating Facebook ads
and sponsored stories

Table of contents:

Introduction. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

Recent updates to the ad creation process. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Getting started . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Creating your ad or sponsored story . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

1. Set up your ad or sponsored story . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

2. Choose your audience . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

3. Objective . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

4. Campaign, pricing and schedule . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

5. Place order or review ad . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

Examples . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

A local bakery with the goal of creating awareness . . . . . . . . . . . . . . . . . . . . . . . . . 14

A national retailer with the goal of engaging its audience . . . . . . . . . . . . . . . . . . 17

Glossary. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

© 2012 Facebook, Inc. All rights reserved. Product specifications subject to change without notice.

Guide to creating Facebook ads and sponsored stories

Introduction

At Facebook, we believe businesses are better in a connected world. We are helping to create that
world by connecting over 845 million people and their friends to the things they care about.

For marketers, it’s the power of these real connections and the authentic conversations they enable that
makes Facebook a powerful marketing tool. When people engage with your business on Facebook, their friends
are able to see the connection.

People have always relied on friends to help them make decisions and to discover new things. Marketing
on Facebook allows you to tap into that behavior by adding social context that shows people’s interactions
with your business to their friends. A well-run campaign that leverages social activity generates a return on
investment of 3x or greater1.

This guide is designed to help you set up Facebook ads and sponsored stories to help you start conversations
with your fans, their friends, and a targeted audience in a relevant and compelling way. Ads let you connect
with a new audience. Sponsored stories start with a Page post or another action that someone takes with your
Page, app or event, and help you build deeper relationships with people you’re already connected to.

To learn more about Facebook ads and sponsored stories, and to see examples of each, go to:
http://www.fburl.com/?key=2332387.

1
Based on a variety of industry techniques including media mix modeling and other test/control approaches.

© 2012 Facebook, Inc. All rights reserved. Product specifications subject to change without notice. 2


Changes to how you create ads and sponsored stories

We’ve updated how you create ads and sponsored stories to put the people you want to reach at the center of
the ad creation process. You can now share new types of stories and more relevant messaging.

Three new capabilities:

1. The updated Destination field enables you to promote any Page, event and website, or any app that you
manage.
2. Broad Category and Precise Interest targeting can be used together to target very specific groups.
3. Objective helps you optimize the delivery of your promotion to reach your business objectives.

We’ll revisit each of these new features in detail later in the guide.

1. The destination you enter in the field will be the place people will go when they click on your ad or
sponsored story.



2. Broad Category and Precise Interest targeting can be used together to choose a very specific audience for
your ad or sponsored story. When you target mutiple Broad Categories, your reach will increase. Adding
Precise Interest targeting will give you a smaller, but more precisely-targeted group.

3. Objective helps you deliver your ad or sponsored story to the people who are most likely to respond
to your campaign in the way that’s most important to you. You can choose from a variety of objectives
including: Page likes, app installations, or clicks on your ads or sponsored stories.



Getting Started

There are three ways to begin creating an ad or sponsored story.

1. Go to facebook.com/ads/create

2. From your homepage, click the “Create an Ad” link



3. On the admin panel of your business’ Facebook Page, go to “Build Audience” and click on
“Create an Ad”



Creating your ad or sponsored story

1. Set up your ad or sponsored story

Specify what you want to promote by typing the name of a Page, event, app or website into the Destination
field. You can promote any Page, event, or website, but you can only promote apps you manage.

Promote your Page, and not a specific post.

Promote a Page post. Choose to always promote
your most recent post or pick a specific post.

Create a new ad by writing the content and
choosing an image. Make sure to clearly explain
what you are promoting, the unique qualities of
your product or service, and special offers. End
with a clear call-to-action so people know what to
do when they see your ad.

Show sponsored stories about people liking your
Page to their friends.

Does an agency or another department of your business manage your Page or app? You can
still promote it by sponsoring the following types of stories:

• All posts from the brand
• Any like of the Page
• Any like on Page posts from the brand



2. Choose your audience

When using Broad Targeting, Facebook reaches its intended audience 95% of the time versus an online
industry average of 72% of the time. For narrow targeting, Facebook reaches its intended audience 90% of the
time versus an online industry standard of 35%2.

You can target people by location, age, gender, interest, and many other variables.

Precise Interest targeting lets you reach people based on information they’ve provided in their profile
(timeline). This information is pulled from their listed likes and interests, the Pages they like, apps they use, and
other information they’ve added to their timeline.

When you enter an interest, an additional menu will appear under the headline “Suggested Likes and Interests” to
allow you to choose other, related likes and interests.

2
Nielsen, “Reaching the Right Audiences Online”, October 2011



Typing “#” before a Precise Interest lets you choose people who expressed a related
interest. For instance, typing “#Cooking” lets you reach people interested in “cooking”,
“cooking tips”, and “cooking and eating”.” Without the #, you would have targeted only
people who are interested in “cooking.”

Broad Categories help you to target specific groups—for instance, people who have recently moved or gotten
engaged, or groups like Baby Boomers.

Check off the categories you want to reach.

Using Precise Interests and Broad Categories together helps you focus on a very specific audience for your ads
or sponsored stories. For example, if you’re selling cookware, you may want to show your ad or sponsored story
to people who like cooking and who have just gotten engaged and might be selecting gifts for their wedding
registry. Choosing the broad category “Engaged <6 months” and the precise interest “#Cooking” will allow you
to reach this group.



Choose an audience that’s already connected to the Page or app you’re promoting or reach their friends.

Click Advanced Targeting Options to target people based on their relationship status, the languages they speak, their
education, and where they’ve worked.

Ads and sponsored stories perform better when they
are targeted to at least 100,000 users. Always check your
estimated audience to make sure it’s large enough.

Learn more about how to use Broad Category and Precise Interest targeting here:
http://ads.ak.facebook.com/ads/FacebookAds/InterestsTargeting.pdf



3. Objective

Facebook advertising helps you achieve a variety of business objectives such as conversions, sales or brand
awareness. The Objective section lets you specify whether you want Facebook to show your ad or sponsored
story to the people most likely to like your Page, install your app or click on your ad or sponsored story.

For example, if you want to grow your audience, select “show this to people who are most likely to like my
Page” from the Objective field.

If you want more people to click on your ad or sponsored story, select “click on my ad or sponsored story.”

If you want more people to install your app, select “show this to people who are most likely to install my app.”

When you select “like my Page” or “install my app” in the Objective section, you’ll automatically pay for your ad
or sponsored story based on the number of impressions you receive (CPM). This means you will only pay when
someone sees your ad, which works best for campaigns to build awareness or grow your audience.

When you select “click on my ad or sponsored story,” you’ll automatically pay for the number of clicks you
receive (CPC) and you can specify how much you would like to pay for each click.

If you are advertising a website outside of Facebook, you can pay either based on the number of impressions
your receive (CPM) or for the number of clicks your receive (CPC).

Not sure which Objective you should be optimizing for? Set up a campaign with two
identical ads, one to optimize for clicks and the other to optimize for Page likes or app
installs. You can then see which Objective is best for achieving your business goals.



4. Campaign, pricing and schedule

This is where you name your campaign, choose how you’ll pay, and tell Facebook when to run your ad or
sponsored story.

If you chose “click on my ad or sponsored story” as your Objective, you’ll pay each time someone clicks on
your ad or sponsored story.

Type a name for your campaign.

Enter your maximum budget. We will never
exceed this number.

Choose the start and end dates for your
campaign, or click the check box to start
running it today.

The suggested bid range s based on the bids
that are currently winning the ad auction
for the users you’ve chosen to target. You’re
not required to bid within this range, but
we recommend using it to help ensure that
you’re getting a good amount of impressions
or clicks.

If you’ve chosen Page likes or app installs as your Objective, you’ll pay per thousand impressions (CPM). An
“impression” is any time someone sees your ad or sponsored story.

Give your campaigns distinct names like labor_day_promotion_2012_PageLikes_US that
make it easy to remember the targeting objectives you chose.



5. Place your order

Once you’re satisfied with your choices, you can place your order immediately by clicking the “Place Order.”

After you place your order, your ad or sponsored story will go through the Facebook review process before
going live. Please allow up to 24 hours for this process.

Clicking “Review Ad” will allow you to preview and edit your ad or sponsored story



Examples

A local bakery with the goal of creating awareness

Bob is a baker in Sunshine, Texas. He wants to run ads to build awareness of his custom cake business among
event-planning and catering businesses near him.

First, he sets up a Page on Facebook to showcase photos of the special cakes he makes.

While on his Page, he clicks on the “Build Audience” drop-down in the admin panel and selects “Create an Ad.”



He follows the process to run an ad on Facebook, selecting his Page as a destination, and clicking the button to
run a new ad about his Page.

The process automatically pulls in a title, image and body copy for the ad, and shows people who already like
his Page.

He restricts the ad to people in Sunshine, TX, and selects “#Event planning,” “#Event management,” and
“#Catering” from Precise Interests to make sure that event planners and caterers in his area will see his message.



Then he tells Facebook to show the ad to people who are most likely to click on it.

Finally, he sets a campaign budget, and places his order.



A national retailer with the goal of engaging its audience

Jasper’s Grocery is a health-food store with locations across the United States. It has a thriving fan base, but it
wants to build deeper relationships with its fans.

First, it establishes a regular schedule of posting to its Page five times per week, and tracks the engagement of
its current audience on a post-by-post basis.



When it understands what content its audience find most engaging, it decides to run a Facebook marketing
campaign to ensure that its entire audience sees its most recent posts.

It navigates to facebook.com/ads/create, and chooses to promote its most recent Page post.

The process automatically pulls in its latest post, as well as a title, image
and body copy. It also shows how many people have already liked the post,
commented on it, and shared it.

Jasper’s Market chooses to promote its post to people who are most likely to like its Page, and accepts the
default targeting for the United States.



Finally, it sets a campaign budget and places its order.



Glossary

Ads – Marketing messages that point to a Page, event, app, or a destination outside of Facebook, such as a
website. Ads have the voice of the brand and can have social context, such as friends’ names or faces. Ads only
appear on the right-hand side of Facebook pages.

CPM – Cost Per Mila, which is Latin for “thousand.” The rate Facebook charges for one thousand ad impressions

CPC – Cost Per Click. The rate Facebook charges for each click.

Destination – The Page, event, app or website you want to promote.

Objective – The action you want people to take when they see your ad or sponsored story. You can choose to
have us show your ad or sponsored story to the people most likely to like your Page, install your app, or click on
your ad or sponsored story.

Sponsored stories – Marketing messages that come from a Page post, or a story about a friend interacting
with a brand through actions such as check-ins, app use, or Page likes. The core messsage is controlled by the
advertiser, but sponsored stories will also show social context, such as people interacting with what’s being
promoted to their friends. Sponsored stories can appear on the right hand side of Facebook or in the news feed
on the web or mobile.


Facebook Getting Started Guide: Ads and sponsored stories

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