Facebook’s Targeted Ad Service   4 comments

Some people have used Facebook ads to drive traffic the way paid search ads do,  it’s no cost effective.  Others use ads that encourage target audience to Like their Facebook page.

Facebook introduced Sponsored Stories,  Facebook’s targeted ad service that lets us use Facebook members’ comments and actions in ads that appear on their friends’ Facebook pages. Example, suppose I post on Facebook that some of my students enjoyed reading a book available at  xyzbooks.com,  the owners of this site will use my comments in an ad that would appear on my friends or colleagues main Facebook page, known as a news feed.

By launching a sponsored stories ad campaign, ads could get a boost in ads’ click-through rates as compared to self-service Facebook ads.  Using posts in ads enables businesses to reach people who might otherwise not know them.

Using a mix of self-service ads, which used to be called Marketplace Ads, and Sponsored Stories, the businesses can get
thousands of  Likes, and roughly half of the their new customers will come via Facebook.

Facebook followed Sponsored Stories with more changes this fall that draw on its greatest asset—the voluminous detail it has about the opinions and preferences of hundreds of millions of consumers. The social network introduced a new ad format that, for instance, when appearing on your Facebook page indicates that your friend xyz  Liked the advertised brand while also including a brand message. Facebook news feed redesign puts posts at the top of a Facebook user’s news feed, including posts from businesses that draw a lot of attention on the social network.

When an ad features a friend’s endorsement it adds an element of value and trust. Consumers who view an ad featuring social context, like a friend Liking a retailer, are more likely to recall the ad.

Facebook calls “social context” the pairing of ads with what consumers have said or done on the social network. Unless a consumer specifically clicks on his Account Settings and selects “Pair my social actions with ads for No One,” Facebook reserves the right to highlight consumers’ actions in ads.

The idea behind Sponsored Stories is that the ads enable marketers to highlight consumers’ actions, such as clicking Like on a retailer’s page. Each ad features the profile picture of the consumer whose action is highlighted, along with his name.

Facebook launched a new ad format, which it calls a Premium ad unit. A Premium ad makes use of social context, such
as if a friend Liked a Facebook post from the advertiser.  The ads appear on the right side of a consumer’s home page, next to the news feed. At the top of the ad is the label “Sponsored” followed by a message noting that a friend Likes a piece of content or a brand. Beneath that is messaging from the advertiser itself.

Unlike Sponsored Stories, which amplify consumers’ actions, Premium ads enable advertisers to deliver their own messages. And the ads do not appear in the news feed, where they can be glossed over as a consumer reads the often-voluminous posts from his Facebook friends


4 responses to “Facebook’s Targeted Ad Service

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  1. Pingback: Paid Search Ads | Adsense Information Blog - Resources Tips and Tricks

  2. Nuttige informatie, hier kan ik erg veel mee bedankt!

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