Expanded Premium Ads

Facebook: Building Essential Connections

Building EssEntial ConnECtions: Premium ads on Facebook

At Facebook, we believe that businesses will be better in a connected world. We connect 800 million people and their friends to the things they care about. Your Page is the place where your business connects with people, and Facebook Ads help you reach those people, and their friends, more often.

Our expanded Premium Ads in particular can be twice as effective as before. These ads put your Page’s voice on the Home Page, in front of your ideal audience. For your fans and their friends, your ad will expand to show how friends are connected to your brand alongside your message, all in one. The ad expands to include this enhanced social context at no additional cost to you.

When people see the combination of your brand’s message and what their friends are saying about your

brand, ad recall can double and engagement increases.

When people hear about you from friends, they

listen. We’ll expand your ad with stories from

friends who have already connected.

Ads are better when they come from your Page

posts. These Premium ads appear on the Home

Page and create a seamless experience between

your Page and your ads.

People can interact with your brand

throughout the ad. Their interactions will

generate stories about you in friends’

News Feeds, as well as on your Page.

Expanded Premium Ads

Facebook: Building Essential Connections

How these Premium ads work

Premium Ads built from your Page are flexible, simple, and social. They create a seamless experience

between interactions on your Page, in your ad, and in the News Feeds of people and their friends.

Create a post on the brand Page.

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

Promote it as a Facebook ad.

The ad is created from the contents of your Page post. Anything you can post on your Page, you can turn into an ad.

show more social ads for friends of fans.

When people see your ad and have 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.

Provide more points of engagement for fans.

Fans will see an expanded interface below the ad that lets them like or comment on the post directly from the ad.

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Expanded Premium Ads

Facebook: Building Essential Connections

Premium ad specifications

All of the ad formats below are made from the text and media of your Page posts. As you post, consider

what it will look like as an ad. Optimize your ads by choosing formats that match your marketing

objectives, and capturing your core message in the first 90 characters of your post.

PhotoUp to 90 chars of text168 x 128 px thumbnail4:3 aspect ratio

VideoUp to 90 chars of text185 x 104 px thumbnail16:9 aspect ratio

QuestionWill show exactly 4 answers, or 3 plus a “see more” link

statusUp to 150 chars of textNo additional media

EventUp to 90 chars of post text75 x 75 px thumbnail

linkUp to 90 chars of post text75 x 75 px thumbnail

Expanded Premium Ads

Facebook: Building Essential Connections

Best practices for Page posting

Effective Facebook Ads start with strong Page posts. You should focus on posting content to your Page that

people will want to engage with and share with their friends. Here are a few best practices:

Contact your Account Manager to learn more.

Post succinct content.

Shorter posts drive higher engagement. Make sure your core message is clear and concise. Keep in mind

that your ad will show the first 90 characters of your post. If the post is longer, viewers will have the

option to click to see more in an overlay on the same page.

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Enhance your message with a photo or video.

Ads with rich media are larger and more engaging than simple text. Whenever you want to share a

message on your Page, consider using related pictures or videos to make your message stand out.

ask questions.

Your Page should be a place for conversations between

you and your fans. Ask your fans and customers for

their ideas and feedback. Create Questions posts or

ask questions in the text of your posts. Boost them as

Premium Ads to reach more people and get them talking

to and about your business.

Be timely.

Your audience will be more likely to engage with your

posts if you are talking about topics that are already top

of mind for them, such as current events, holidays or

news. For example, we’ve found that posts mentioning

Independence Day on July 4th generated about 90% more

engagement than all posts published on that day.

Boost posts for at least a day to reach as many people as possible.

If you’re posting multiple times/day to engage your fans organically, make sure that you promote your

most important posts individually so that they run long enough to reach a larger audience.

The best way to get people to engage with your ads is to understand what your audience cares

about. You should visit Page Insights regularly to track which posts resonated with your audience and

generated the most engagement, then post and promote more of this type of content.