2013-04-12 00_15_49-Campaign_ BLITZ_TEST_CAMPAIGNYou may have noticed that Facebook’s Ad Manager tries to create two ads for you each time.

One is a traditional post where you specify a headline, image, and copy. And the one below it is a tag-along sponsored story.

Why?

The first ad gets you noticed in the news feed or the right-hand side. The second ad amplifies interactions from this post.

The former is called a page post story, while the latter is a page post like story. You have creative control of what you say in the post itself. But the latter is your fans doing the talking; you’re just amplifying their like, comment, check-in, RSVP, or whatever.

But unless you get into the newsfeed in the first place, you can’t get this honest endorsement from friends, which is more trustworthy than whatever you have to say.

So in your Facebook ad campaigns, don’t let your sponsored stories run out of budget just because they might be paired with some other ads sucking all the budget in a campaign.

Make sure you have sponsored stories always on. What your fans say to friends (an endorsement) never burns out- at least not like regular ads that lose CTR from high frequency.

2013-04-12 00_55_19-Advertise on Facebook

Choose what type of action is most important to you via action specs in Power Editor. If you leave the default, you end up getting photo views and likes, which may or may not be what you want. Maybe you want shares or conversions (such as e-commerce buying or lead form conversion).

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Promote posts in the newsfeed placement, not the right-hand side. If you don’t choose, you’ll be mainly on the right with 6 other ads people don’t see or trust.

Look at your cost per action and number of stories generated.

Did you know paid impressions generate more organic and viral, too? There is an actions-by-time report that tells you this.

Readers, are you using ad combos properly to get into the newsfeed and generate stories?

– Dennis Yu

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Dennis Yu
Dennis Yu is the Chief Technology Officer of BlitzMetrics, a digital marketing company which partners with schools to train young adults. Dennis’s program centers around mentorship, helping students grow their expertise to manage social campaigns for enterprise clients like the Golden State Warriors, Nike, and Rosetta Stone. He’s an internationally recognized lecturer in Facebook Marketing and has spoken in 17 countries, spanning 5 continents, including keynotes at L2E, Gultaggen, and Marketo Summit. Dennis has been featured in The Wall Street Journal, New York Times, LA Times, National Public Radio, TechCrunch, Fox News, CBS Evening News and is co-author of Facebook Nation – a textbook taught in over 700 colleges and universities. He’s a regular contributor for Adweek’s SocialTimes column and has published in Social Media Examiner, Social Media Club, Tweak Your Biz, B2C, Social Fresh, and Heyo. He held leadership positions at Yahoo! and American Airlines and studied Finance and Economics at Southern Methodist University as well as London School of Economics. He ran collegiate cross-country at SMU and has competed in over 20 marathons including a 70 mile ultramarathon. Besides being a Facebook data and ad geek, you can find him eating chicken wings or playing Ultimate Frisbee in a city near you. You can contact him at dennis@blitzmetrics.com, his blog, or on Facebook.