Here's some info about Facebook Ads:
- Ads can appear in News Feed on desktop, News Feed on mobile, and in the right column of Facebook on desktop.
- Ad content is sometimes paired with news about social actions that your friends have taken, like liking a Page.
- Your friends might see news about the social actions you have taken in Facebook ads. This news will only be shown to your confirmed friends and will adhere to applicable privacy settings you've set for your account. If a photo is used, it's your profile photo and not a photo from your photo albums.
- Facebook doesn't sell your info to advertisers.
- Facebook actively enforces policies that help protect your experience with third-party apps and ad networks.
Facebook ads are so important to brands because of the extra reach, exposure, and targeting options available to brands who advertise on the network. For every single brand that advertises on Facebook, it’s also important to be able to segment social media performance by paid vs. organic activities.
How Paid and Organic Likes Are Calculated
Paid and organic Likes are broken out within Facebook Insights’ Like Sources.
Like Sources can be viewed within the Insights tool or the Insights data export, where the number of unique people who liked your Page are broken out by location.
You can find the following three sources of paid Likes within Like Sources:
- Mobile Ads
- Sponsored Stories
The sum of these three sources represents the total number of paid Likes for your Page.
How to Use It
When you advertise on Facebook, it becomes more difficult to report on audience growth that is driven organically.
Nevertheless, for social marketers, it’s important to both understand the impact of paid advertising and avoid attributing paid Likes to successful community management tactics.
Segmenting paid Likes from total Likes allows you to do just that. By separating the two, you can accurately report on community growth while still being able to identify trends in organic growth.
This chart from Simply Measured’s Facebook Insights with Ads Report breaks down one brand’s average impressions, average likes, average comments, and average shares by paid vs. organic.
Organic growth trends can be used to identify successful tactics for building your audience.
Segmenting fan growth also makes it possible to calculate benchmarks and set goals based on your Facebook advertising budget
Companies can use several types of ads provided by Facebook, from sponsored stories to canvas ads.
Sponsored stories are content created by the consumer’s interaction with a brand. Sponsored stories function similarly to organic stories: only the user’s Facebook friends can see the ad.
Companies can also adjust its target audience based on age, gender, and location. This helps the company reach the right audience
While sponsored stories are the voice of the consumers, ads are the voice of the company. Marketers create the ads, controlling its content and audience. Marketers can create standard ads (ads placed on the right hand side of your Facebook page) and page post ads (promoted organic page posts).
Sponsored posts are regular posts that business owners pay to turn into an ad. It can be a simple post discussing the owner’s background and business history, etc.
Carousel ads allow advertisers to show 3-5 images, videos, or both in a single ad unit. Carousel ads allow advertisers to feature multiple products or one long image.
Canvas ads are full-screen, mobile-optimized ads that feature a combination of images, videos, texts, and links for an immersive user experience. Canvas ads are highly interactive. Users can pan in and out, play, pause, click, and swipe without leaving Facebook.
Ads can appear on a user’s page through paid search or paid social. Paid search helps consumers find a company while paid social helps companies find consumers. This can be done through targeting: Facebook uses user data to match users with your products. Facebook directs ads that are only relevant to users based on their activity and interests: what the users like, view, etc.