Facebook Ads Advanced
Social Media Marketing

Facebook Ads Advanced Features

In my recent article Facebook Ads Step-by-Step Introduction, we went step-by-step to create your first Facebook Ad. Today we are going to review some of the advanced features and options available when creating ads on Facebook. Click To Tweet

See Facebook Ads Step-by-Step Introduction.

Choosing Your Facebook Ad Audience

Advanced Targeting Options

When creating your ad, click “See Advanced Targeting Options” to see more ways you can target your audience.

Interested In and Relationship Status: Select the sexual preference of your audience (for people who have indicated this preference on Facebook) and the relationship status relevant for your campaign (ex: Engaged). Not everyone lists a Relationship status on Facebook, so the only way to target everyone is to select All.

Languages: Target a specific spoken language within your target audience.

Education Select the education level or your desired audience (ex: In College).

Workplaces: Select the workplace of your desired audience (for users who have indicated this on Facebook).

By selecting the demographics that are most likely to respond to your ad, you’ll save money and increase your response.

Remember, the more specific you are about your market, the fewer people will see your ad… but this is a good thing! You don’t want to reach millions of people. You want to reach the exact people who are most likely to respond to your ad.

Sponsored Stories

Another type of Facebook ad is the “sponsored story”. This boosts your ad’s credibility, because it’s a type of “social proof”. People tend to trust things their friends trust.

According to Facebook:

Stories are where people share and discover content they care about in fast and fun ways. And the use of stories across platforms is growing everywhere. In fact, an Ipsos survey of stories users commissioned by Facebook IQ found that 68% of people say they use stories on at least three apps regularly, and 63% plan to use stories more in the future.1 Last year, we launched Instagram Stories ads and since then, advertisers have embraced the format, creating engaging ads for people that also drive business results.

https://www.facebook.com/business/news/introducing-facebook-stories-ads

Sponsored stories are messages coming from friends about them engaging with a Page, app or even that a business, organization or individual has paid to highlight so there’s a better chance people see them. You can create a sponsored story with the ad create tool. Under “Consideration” select traffic and continue to the ad creation page. Under “Edit Placements” make sure “Stories” is checked. Learn more here…

https://www.facebook.com/business/ads/stories-ad-format

Facebook has a couple of examples of sponsored ads on the above page. These stories may appear in either the News Feed or the right column.

Also according to Facebook:

How are Sponsored Stories different from Facebook Ads?

Sponsored Stories are messages from your friends about them engaging with Pages, apps or evens on Facebook—stories that are already eligible to be in your News Feed. An advertiser has paid to show the activity as a sponsored story so there’s a better chance you will see it.

With Facebook Ads, an advertiser creates a message they want to share and chooses who they want to reach. Ads are sometimes paired with news about actions your friends have taken (such as liking a Page or RSVPing to an event).

They also talk about how Sponsored Stories are chosen for users:

Whether or not you see a specific Sponsored Stories depends on whether or not a friend of yours has connected with a business that would like to promote stories.

For example, if your friend likes the Starbucks Page and a story about it is published in your News Feed, you may see a Sponsored Story about it if Starbucks has opted to promote it.

All this basically means that Sponsored Stories will show up to the friends of people who have liked your page, responded to an event you’ve created, used your app, or in some way interacted with the page, event, app, etc. you’re trying to promote.

Premium Facebook Ads

In addition to standard ads, there are also premium ads that grab extra attention. Of course, this comes at a premium price, but it can be worth the additional cost if you have a product or service with wide appeal.

Premium ads have three placements:

  • Desktop News Feed
  • Desktop Right Column
  • Mobile News Feed

These are the types of ads that can be created as premium ads on the right column:

  • Page post text ad
  • Page post photo ad
  • Page post video ad
  • Page post link ad
  • Event ad
  • Offers ad
  • App ad
  • Domain ad

Other ads are on the desktop or mobile newsfeed and are basically promoted posts just like any other promoted posts.

Logout Page

An additional premium ad type is the logout page. When you log out of Facebook, you may see an ad. There are two types of logout page ads:

  • Logout page video ad
  • Logout page post link ad

Logout Page Post Video Ad

This type of ad gets 90 characters of text that pops up over a large video along with your page’s name and profile picture.

Here are the specs recommended for a video ad:

  • 1920x1080p resolution is suggested
  • 1280x720p resolution is the minimum requirement
  • MP4 is the preferred format
  • 16:9 aspect ratio is suggested
  • Maximum of 3 minutes
  • 30-60 seconds is recommended

Logout Page Post Link Ad

This type of ad, like the video ad, gets 90 characters of text, your page’s name, and your page’s profile picture. However, it uses an image instead of a video.

Here are the specs recommended for a photo ad:

  • 851×315 pixel image
  • 300 DPI image resolution
  • Image must be uploaded on your page in a public photo album

The logout page ads are unique in that there is no competing information on the page. Your ad will stand out, because there is no other text on the page other than basic Facebook header/footer information.

Because of this distinction, these ads have the most potential. However, they are also expensive. al Words

Facebook Ads definitely have a lot of different options to choose from. As expensive as they can be, optimizing them for ultimate performance is vital. Hopefully, you now have a more complex grasp on what it takes to choose the right ad type and create an ad that will perform well.

Remember these critical elements:

  1. Choose your target audience carefully. This is one of the most critical elements to any Facebook Ads campaign.
  2. Choose the right ad type for your purpose. This is called the “advertising objective”.
  3. You only get a set number of characters for your ad, so be sure to pack the most vital information into it.
  4. Experiment with various photos or videos to find one that really resonates with your core audience.

Not every Facebook campaign will be profitable. Even experts occasionally have flops. So never, put all of your eggs into one advertising basket. Instead, be sure to make Facebook a portion of your ad campaigns and not your sole promotional method.

If you use the tips in this guide, you’ll be on your way to ensuring most of your campaigns are profitable and successful.

If you want to go deeper into this topic comment below or connect with me on Facebook.

To Your Success,

Bob Swetz

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