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