Everything You Need to Know to Get the ROI Out of Your Facebook Ads

@Kevin | Strategy

As Facebook continues to roll out its lineup of advertising offerings, it’s important for you to stay on top of the different options that are available and their unique characteristics including promoted posts, sponsored stories, page post ads and marketplace ads. We’ve assembled the essentials that will ensure you succeed in choosing the right platform, for the right audience to achieve the highest ROI. The goal of these ad platforms is to help advertisers engage audiences with pushing rich content to the center of the Facebook experience via the News Feed.

No matter which ad offer you choose, remember to follow these best practices:

  • Use rich media such as images and video to encourage user engagement and experiment with giveaways and discounts
  • Maintain your brand voice with creative that will resonate with your targeted audience
  • Limit your images to no more than 20% text as per the Facebook rules
  • Include a strong and targeted call to action related to the motivations of your audience
  • Use Custom Audiences and Look Alike Audiences to focus relevant content to the right people

Essentially, you will need to know the following:

  • What are the differences between each?
  • How can your company go about purchasing one?
  • Where will your ad appear once it’s created?

A Breakdown of Facebook’s Ad Offerings

“Page Post Ads”

What is it?

Facebook Page Post Ads are paid advertisements that are generated from the posts within your company’s timeline and appear as ads in the news feeds (voice of brand for awareness) or sidebars of your selected audience. Use Page Post Ads to reach more people with your posts and amplify the virality of content and drive product awareness, engage users, and acquire new fans.

When setting up this type of ad there are many available options to choose from, including the ability to carefully select things like your audience targeting and campaign pricing, and you’re able to work with a wide variety of content like statuses, photos, videos, offers and more. Just be sure to follow Facebook’s guidelines for advertising creative when choosing your content.

How to Choose Your Audience

When setting up the ad, you should first choose an appropriate audience for your post using Facebook’s numerous targeting options, considering things like location and age. Then you can decide even further upon your desired reach by zeroing in on specific connections. We recommend making an ad for those that are already connected to your page (your fans) and another for those who are connected to your page via your existing fans. These ads can be incorporated into the same campaign and can also include the use of sponsored stories, which we will cover below.

Campaign, Pricing and Schedule

Finally, you will need to decide upon your budget, setting your total spend amount and the date range for your campaign’s lifespan. Be aggressive with your budget and bidding and remember, you can always check your campaign’s stats and adjust numbers at a later date.

Sponsored Stories

Sponsored Stories are paid promotions that appear from organic user generated posts (voice of friend for brand ambassadors). You can run sponsored stories based off page likes, check-ins, offer claims, likes on posts, app usage and more, and can set them up to run alongside your promoted posts or you can set them up to run on their own the same way you would with a promoted post.

When a user acts on your sponsored story, it will then appear in either the news feeds or sidebars of that user’s Facebook friends. The goal here is to have the friends of your engaged users then take similar action on your story, bringing more attention to your page and expanding your audience.

Promoted Posts

Facebook Promoted Posts are promotions that appear in your fans’ news feeds and are created directly on your page using the promote button within your status update bar. These posts can only be shown to existing fans and their friends and cannot be as narrowly targeted as the other ads can.

When setting up the budget for a promoted post you have two options. You can either choose to set the budget on the spot using a flat rate and Facebook’s parameters, or you can decide to promote the post at a later time, which then allows you to set your own custom budget. We would recommend the latter as it gives you more flexibility and a competitive edge.

Marketplace Ads

Marketplace Ads, Facebook’s final ad offerings, are advertisements that appear in users’ sidebars that allow your company to work with real time bidding, cookie based ads and search re-targeting. When acted upon, marketplace ads can take users both to pages and apps within Facebook and to third party sites.

Facebook Marketplace Ads can be purchased within Facebook Exchange, which allows your company to target your audience via data collected outside of Facebook that has been pulled from users’ recent searches or website visits. If you choose to purchase a marketplace ad outside of Facebook Exchange, your post may then include calls to action and social context.


Each one of these Facebook ads has their own advantages. It will be important to experiment with what works best for your audience and to continually monitor the progress of each ad you create to see which type gets the most attention and ROI.

You can expect a significant lift in your engagement with the following performance:

  • 2x higher engagement with Page Post Sponsored Ads vs. standard Page Post Ads
  • 30% lower CPCs for Page Post Sponsored Stories vs. standard Page Post Ads
  • 2-3x higher CTRs for Page Post Ads in Mobile News Feed vs. Desktop News Feed

Additions & Feedback

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