Facebook rolled out some changes to the flow of creating Facebook ads, hoping to relieve some of the frustration surrounding which type of Facebook ad to create.

Much to the respite of business owners and ad-makers across the globe, Facebook simplified the ad platform and streamlined the whole ad creation process. However, they gave us a list of options that aren’t too clearly explained. We’ll go through all of the possible objectives (and how to achieve them) below.

The self-serve ad platform is now a clean drop-down list with the following options:

What kind of results do you want

The Power Editor is not quite as pretty but has the same offering:

Objective

So, which one is right for me?

Each objective has a few options for ad placement and type…

Clicks to Website

1) Make a page post that is linked to your website. (News Feed and RHS column placement)

2) Make a domain ad that links directly to your website. (RHS column only. Good landing page strategy recommended for this objective.)

Screen Shot 2014-01-14 at 2.43.35 PM

Website Conversions

1) Make a page post that is linked to your website

2)  Make a domain ad that links directly to your website (Again, good landing page strategy recommended for this one.)

Yes, Clicks to Website and Website Conversions are exactly the same. I am not sure why Facebook has kept this redundancy in the platform, but make sure you check the box to track conversions when selecting either one.

Conversion Tracking

Page Post Engagement

1) For a Facebook Page using a post

2) Sponsored story about people liking your post

3) Sponsored story about people commenting on your post

4) Sponsored story about people sharing your post

Running a targeted page post ad can be very effective at increasing engagement. I recommend considering the option to promote your most recent post. This way, your ad is automatically updated, which does a lot of the heavy lifting for you.

Page post

Page Likes

1) For a Facebook Page

2) Sponsored story about people liking your page

Sponsored Story

The objective of Page Likes is pretty straightforward. It leverages social proof by bringing in mutual friends that like the same things. In addition, if you have some big-name fans and thought-leaders who also like your page, having something like “Michael Jordan and 100 others like this” can be very influential in attracting new fans in your space.

App Installs

1) For a Facebook app

2) Sponsored story published through your app

3) Sponsored story about people playing your game

Sponsored story 2

Got mobile apps? This ad type will help you get more exposure. Just remember that when you’re promoting a native mobile app, your best bet is to only show that ad in the mobile Newsfeed.

App Engagement

1) For a Facebook app

2) Sponsored story published through your app

3) Sponsored story about people playing your game

Sponsored story 3

Whether you are promoting native mobile apps or apps on your Facebook page, this ad type will help you get more exposure. When users of your app use and engage with it, this activity is posted back to Facebook, attracting others to use your app too.

Offer Claims

1) For a Facebook Page using a post

2) Sponsored story about people liking your post

3) Sponsored story about people commenting on your post

4) Sponsored story about people sharing your post

Offer

Event Responses

1) For a Facebook event

2) Sponsored story about your event

Event Responses

These ads only work for promoting events made through Facebook’s Event system. The purpose of the ads is to help you gain exposure by showing users’ friends that are attending the event and inviting users to join the event themselves.

Your Turn

As you can see, with all the different options for ad types, it was a good call on Facebook’s part to simplify the way they were presented and created. Whether you want to bring Facebook fans to your website, have them engage with you in the Newsfeed, or install apps, there are plenty of options for you.

Important note: Facebook will be getting rid of their Sponsored Story options on April 9, so keep this in mind when deciding on your upcoming Facebook ad strategy.

Do you favor a certain type of ad over another, or do you use multiple types? Share with us in the comments below!

1 Comment

  1. youtube.com April 12th, 2014

    I appreciate the information provided on your site and enjoyed reading your blog. Thanks for all the enthusiasm to offer such amazing articles.

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, Digital Marketing Manager at Koofers, is passionate about helping people understand the power of social media, and more importantly - how to do it right! When he's not nerding out on his Android phone or A/B testing conversions, you can probably find him scuba diving in warm waters or watching Virginia Tech football. His two biggest passions in life are technology and making a difference in the lives of others.