Facebook Ads &

Sponsored Stories:
Premium Opportunities
2011 Facebook, Inc. All rights reserved. Product specications subject to change without notice.
The Facebook Mission
Give people the power to
share and make the world
more open and connected
2011 Facebook, Inc. All rights reserved. Product specications subject to change without notice. 3
Introduction
At Facebook, we believe businesses will be better in a connected world.
We connect 800 million people to their friends and the things they care
about, including your business. These real connections enable authentic
conversations that unlock business potential. After all, people have always
relied on friends to make decisions and discover new things. On Facebook,
when people hear about you through a friend, they are twice as likely to
engage. Facebook delivers the wisdom of friends, all the time, everywhere.
We build social technology that drives business growth.
Facebook Ads and Sponsored Stories enable you to reach your customers,
their friends, and broader targeted audiences.

In this guide, youll find an overview of these products, including product
specifications and policies.
2011 Facebook, Inc. All rights reserved. Product specications subject to change without notice. 3
2011 Facebook, Inc. All rights reserved. Product specications subject to change without notice. 4
Introduction
Overview of Premium Ads
Page Post Ads
Like Ads
Poll Ads
Event Ads
Standard Ads
Premium Sponsored Stories
Advertising Guidelines
3
5
6
10
12
14
16
17
19
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Facebooks Premium Ads give you the opportu-
nity to advertise your products and businesses
on the Facebook Home Page.
The Facebook Home Page is among the
most valuable pages on Facebook in terms
of engagement and traffic. Its the first thing
people see upon logging in, and where they
spend much of their time engaging with their
News Feeds and the surrounding content.
Premium Ads have 100% share of voice in the
Home Page ad space. They are interactive
units that enable people to engage with your
business by taking simple social actions, such
as liking your Page, liking and commenting
on your Page posts, RSVPing to your event, or
answering questions. People can take these
actions directly from the ad.
Once someone has interacted with
your Premium Ad, information
about this interaction is displayed
in the ad. When people see their
friends names paired with your
ads, they are more likely to engage
with your ad and remember your
business. Additionally, when people
engage with your ads, their actions
may also be shared with their
friends, as News Feed stories.
Overview of Premium Ads
Example of Premium Ad on Home Page
2011 Facebook, Inc. All rights reserved. Product specications subject to change without notice. 6
When people hear about you from friends, they
listen. Well expand your ad with the names of
friends who have already connected with you.
Ads are better when they come from your Page
posts. These 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.
Page Post Ads
Premium Page Post Ads are made from
Page posts. They are better because they are
the most flexible, engaging, and social ads
on Facebook.
Our expanded Page Post Ads put your Pages
voice on the Home Page, in front of your
ideal audience. For your fans, and friends
of your fans, your ad will expand to show
what people are saying about your business
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 message and what their
friends are saying about your
business, the ad is twice as
effective: ad recall can double and
engagement increases.
2011 Facebook, Inc. All rights reserved. Product specications subject to change without notice. 7
Page Post Ads
Flexible
Anything you can post on a Page,
you can turn into an ad.
Engage people with 6 different
kinds of Page Post Ads: status
updates, videos, photos, questions,
links, and events. Facebooks ad
targeting puts your ideal message
in front of your ideal audience.
Initial appearance of Page
Post Ad to non-fan
2011 Facebook, Inc. All rights reserved. Product specications subject to change without notice. 8
Page Post Ads
Social
When shown to fans and friends
of fans, Premium Page Post
Ads display in a larger format
with the names and pictures of
friends, at no extra cost.
When people see the combination
of your businesss message and
what their friends are saying
about your business, the ad is
much more effective: ad recall
can double and engagement
increases.
Engaging
When your Premium Page Post
Ad is shown to your fans, it will
automatically be displayed in a
larger format that includes an
interface that lets people like
and comment on the post directly
from the ad, at no extra cost.
Page Post Ads create a seamless
experience between interactions
on your Page, in your ad, and in
the News Feeds of fans and
their friends.
Appearance of Page Post Ad to fan
2011 Facebook, Inc. All rights reserved. Product specications subject to change without notice. 9
Product Specifications
Page Post Ads Guidelines
Total Height
Up to ~350 pixels (will vary based on size of photo/video/etc. attachment)
Note:
Photo posts w be reszed to t a ._ aspect rato, wth a maxmum sze o i68 x iz8
pixels. In order to maximize the size of your photo attachment, we recommend posting
a 4:3 photo. Larger images will be resized to fit, with their aspect ratio preserved.
vdeo thumbnas w be reszed to t a i6. aspect rato, wth a maxmum sze o
185 x 104 pixels. Alternative video image sizes will be reformatted to fit these dimensions
with their aspect ratios preserved.
Enhanced Social Content
Up to ~50 pixels
For fans
Comment interface, 50 pixels
Attachment
75-128 pixels (link previews
are the smallest, photos the
largest) Note that plain text
posts (status messages) dont
include any attachment
Text
Up to 3 lines of text,
or 90 chars
For everyone else
Like this Page, 14 pixels
Adheres to Facebook Advertising Guidelines (p 19)
2011 Facebook, Inc. All rights reserved. Product specications subject to change without notice. 10
Like Ads drive engagement by letting people
see which of their friends have already liked
your business.
Nielsen research shows that there is a 1.6x
increase in ad recall and a 2x increase in
message awareness when people see a
friends name associated with an ad.*
The Premium Like Ad can include the names
of friends who like the business. When people
see that their friends like a business or product,
it increases their trust in that business and
the likelihood that they will
engage with the ad. If none of the
users friends currently like the
business, the ad displays the total
number of people who like the
business among the Facebook
community. This is another way of
providing trust and validation.
* Advertising Effectiveness: Understanding
the value of a Social Media Impression.
April 2010, The Nielsen Company.
** The option to like the News Feed or Profile story
does not appear if the user already likes the brand.
Initial appearance of Premium Like
Ad unit
Click the Like button to connect
to the brand
Prole story **
Newsfeed story **
Like Ads
2011 Facebook, Inc. All rights reserved. Product specications subject to change without notice. 11
Product Specifications
Like Ads Production Guidelines
Title (25 characters)
Links to Page on Facebook
Image or Video Thumbnail
(110x80 px)
Links to Page on Facebook
Like
# people like [your brand]
Like Ad Unit
Total size:
240 px wide (variable height)
Like + Video Ad Unit
Total size:
240 px wide (variable height)
Requirements
Text:
Title25 character maximum
Body copy 135 character maximum
The Like Ad will show social context (friends who also like the Page, not the
number of people who Like your page, if eligible.
Adheres to Facebook Advertising Guidelines (p 19)
Link:
Title and image must link to the
relevant Brand Page.
Image:
110x80 px, 4k RGB JPG, GIF or
PNG
Page:
Client must have a live,
published Page.
Creative Requirements
ody Copy
lmae or vdeo
Iacebook Pae
Body Copy
(135 characters)
2011 Facebook, Inc. All rights reserved. Product specications subject to change without notice. 12
Poll Ads
Poll Ads encourage interaction with your
brand by asking a question and letting
people instantly see the results.
* Text will state You like [business] if the user already likes the business.
** User must be someone who likes the business to see the Poll published
into their Feed.
2011 Facebook, Inc. All rights reserved. Product specications subject to change without notice. 12
1. 3.
2.
1. This ad unit asks a
question and offers
two or three responses.
2. When someone selects
their response, the
poll results reveal the
answers of everyone
who has already
answered the poll.
3. People can also click on
a link to see how their
friends voted and/or to
like the business.*
Premium Poll Ads
generate wall stories
on your Page, which can
appear in the News Feeds
of people who have liked
your business.
Results are shown once the user engag-
es. The user can then click to see how
friends vote and/or like the business
Users friends photos appear when user
clicks to see how their friends voted
Initial state of Poll Ad
19 mInutes ago Comment LIke
Wall story on Page & News Feed story**
Profile story
News Feed story
2011 Facebook, Inc. All rights reserved. Product specications subject to change without notice. 13 2011 Facebook, Inc. All rights reserved. Product specications subject to change without notice. 13
Product Specifications
Poll Ads Production Guidelines
Title (25 characters)
Links to Page on Facebook
or client specied URL
Image or Video Thumbnail
(110x80 px) Links to Page on Facebook
or client specied URL
Question (40 characters
ending in a question mark)
Responses (25 characters) 2 or 3 choices
Poll Ad Unit
Total size:
240 px wide (variable height)
Poll + Video Ad Unit
Total size:
240 px wide (variable height)
Requirements
Text: Title25 character maximum
Body copy135 character maximum
Question40 character maximum
Responses25 character maximum
for each of the 2 or 3 choices
Note: No comparative/competitive
claims can be made in the creative.
Image: 110x80 px, 4K RGB JPG,
GIF or PNG (must submit thumb-
nail image with video)
Clicking video thumbnail will
play the video.
Link: Links to Page on Facebook
or client specied URL
Page: Client must have a live,
published Page.
Adheres to Facebook
Advertising Guidelines (p 19)
Creative Requirements
Tte
ody Copy
lmae or vdeo
Iacebook Pae
Queston
z_ response optons
Body Copy
(135 characters)
2011 Facebook, Inc. All rights reserved. Product specications subject to change without notice. 14
Event Ads
Invite people to RSVP to an event and let
them spread the word on your behalf.
1. 3.
2.
1. This ad lets you invite
people to events.
2. Once a person
responds, the Ad
expands to show
friends who are
attending the event,
as well as the total
number of Facebook
attendees. The act of
RSVP-ing to the event
is public and may
appear in friends
News Feeds.
3. People are also given
the option to send an
invite with a message
to friends and/or to
like the event.*
Users can write custom messages to
friends that they invite to the event
RSVP to event
Invite more friends to event
News Feed story
Prole story
* Text will state You like [brand] if the user already likes the brand.
2011 Facebook, Inc. All rights reserved. Product specications subject to change without notice. 15
Product Specifications
Event Ads Production Guidelines
Event Name (25 characters)
Links to Page on Facebook. Title
should match title of event.
Image or Video Thumbnail
(110x80 px) Links to Event on
Facebook
Date Enter start date and end
date to Event page (ad takes the
start date). End date of event must
not be earlier than ad flight end.
Location Enter location to Event
page (28 character maximum).
Event Ad Unit
Total size:
240 px wide (variable height)
Event + Video Ad Unit
Total size:
240 px wide (variable height)
Requirements
Text: Title25 character maximum
Body copy135 character maximum
Image: 110x80 px, 4K RGB JPG, GIF or
PNG (must submit thumbnail image
with video). Thumbnail image should
materially represent the linked Event.
Video play button gets added auto-
matically to all Video ad submissions.
Clicking thumbnail plays the video.
Link:
Title must link to Event.
Title should match the title of the
linked Event.
Event: Client Page must host
and publish a live Event to run
an Event ad.
Date: Must be a specic date
and start time*
Location: Must be a specic
location (physical or website
address)*
28 character maximum
Page: Client must have a live,
published Page.
* Date and location are pulled
from Event Page details.
Adheres to Facebook
Advertising Guidelines (p 19)
Creative Requirements
ody Copy
lmae or vdeo
Iacebook Lvent
Lvent date
Lvent ocaton
RSvP
Body Copy
(135 characters)
2011 Facebook, Inc. All rights reserved. Product specications subject to change without notice. 16
Image Ad Unit
Total size: 240 px wide (variable height)
Image + Video Ad Unit
Total size: 240 px wide (variable height)
heht o ad unt expands
Requirements
Text: Title25 character maximum
Body copy135 character maximum
Image: 99x72 px, 4K RGB JPG, GIF or PNG
(must submit thumbnail image with video)
Link: Title and image will link to client specied URL.
Page: Client must have a live, published Page to host
video for ad unit (if applicable).
Adheres to Facebook Advertising Guidelines (p 19)
Standard Ads
Standard Ads can link to sites outside
Facebook, giving you the option to drive
conversions on other sites. Standard Ads are
not interactive and do not generate organic
stories anywhere on the site like Premium
Ads with opportunities for engagement do.
17 2011 Facebook, Inc. All rights reserved. Product specications subject to change without notice.
Premium Page Post Like Story
How Sponsored Stories work:
A person engages with your Page, app, or domain.
This activity generates a story in their friends News
Feeds. Due to the dynamic nature of News Feed,
their friends may or may not see this story.
By including Sponsored Stories with your Facebook
Ads campaign, this persons friends can also see
the story appear in the right-hand column of pages
throughout Facebook.

Premium Sponsored Stories

Appearance of sponsored
story to friend of fan
People are naturally interested in things their
friends care about. Thats why the News Feed
is such a central part of Facebook: News Feed
stories give friends an easy way to share what
they like.
Now with Sponsored Stories, you can increase
the visibility of these powerful News Feed
stories when they relate to your organization
or business. Due to the dynamic nature of News
Feed, people dont see every story their friends
share about your business. Sponsored Stories
broaden your reach by putting stories from
peoples friends into the right-hand column of
pages throughout Facebook, allowing your fans
to help their friends discover your business and
connect with your Page.
18 2011 Facebook, Inc. All rights reserved. Product specications subject to change without notice.
Like (is a fan of) a Page
Liked a Page post
in the last 7 days
Commented on a Page post*
in the last 7 days
Checked into a place or
claimed a deal
in the last 7 days
Voted on a question**
in the last 7 days
RSVPed to an event**
in the last 7 days
Page App
Select Sponsored Stories in step 1 at http://www.facebook.com/ads/create
Used an app/ played a game
twice or for >10 min in the last
month
Shared an app
in the last 14 days
Domain
Liked, shared, or posted
content from your domain
in the last 7 days
What kinds of
stories can I
promote?
I want to promote
stories from my
the friends of the person who engaged with my Page, App or Domain to
How do I start?
* Currently only available in Premium.
** Currently only available in Premium or the Ads API.
Pro tip:
Run Ads and Sponsored Stories at the same time. Ads put your businesss voice in front of your
ideal audience. Sponsored Stories drive engagement and reinforce your message by showing
people how friends have already engaged with your business.
For example, combine Page Post Ads with Page Post Like and Page Post Comment Sponsored
Stories to boost everything happening on your Page in an engaging, personal way.
Premium Sponsored Stories
Its easy to turn the actions people take with your Page, app, or domain into Sponsored Stories.
Like Facebook Ads, Sponsored Stories are non-disruptive and respect peoples privacy settings.
Additionally, Sponsored Stories appear only to friends of the person who took the actionthe
same people who would naturally see them in their News Feeds. The chart below shows the kinds
of activity you can promote with Sponsored Stories.
2011 Facebook, Inc. All rights reserved. Product specications subject to change without notice. 19
At Facebook, we believe that every part of our site, including
the ads, should contribute to and be consistent with the overall
user experience. Thus, we are committed to protecting our user
experience by keeping the site clean, consistent, and free from
misleading advertising. We believe that we can help transform
existing advertising into messages that are highly relevant to
every person on Facebook. We want people to discover and
share products and services they care about.

The following guidelines apply to all ads appearing on Facebook,
including ads within canvas pages of Facebook Platform
applications. In addition, all advertising on Facebook must
comply with the Privacy Policy and Statement of Rights and
Responsibilities. Advertising appearing within applications on
Facebook Platform must comply with all additional Facebook
Platform Policies. Facebook reserves the right to reject or
remove advertising that we deem contrary to our ad philosophy.
These guidelines are subject to change at any time and Facebook
may waive any of these guidelines at its discretion.

For further information, please visit

http://www.facebook.com/ad_guidelines.php
Advertising Guidelines