THE CHALLENGE

With over 6.4 million of potential customers in Romania (1.15

billion worldwide) on Facebook, there is a definite need to
identify the most cost effective way for your business to
invest in all the different Facebook ad units available.

Do you know all the different ad units of Facebook?
Can you tell, based on your key objective, which ad unit
is most likely to generate the best results for you?
How will your ad appear on Desktop News Feed and
what should the creative be for Mobile News Feed?
Do you know that ThinkDigital can offer you Premium
ad formats on Facebook, which yield even greater per-
formance results?
Read on to find out all the answers for a successful Face-
book campaign!
INTRODUCTION
Businesses find it a challenge to utilize all the different
Facebook products in the most profitable way. What they
want is to drive results, higher Return On Investment (ROI)
and to be able to take the most of what Facebook has to
offer: a grand pool of existing and potential customers.
Our main goal in ThinkDigital is to connect brands to con-
sumers. As the authorized Partner of Facebook in Greece,
Romania, Hungary, Bulgaria, Albania & Cyprus, we exper-
tise in connecting your brand to the right people and drive
results for your business.
A BRIEF DESCRIPTION
OF THE AUGUST ADS UPDATE, 2013
THE HIGHLIGHTS
The three pillars of simplification Facebook introduced during its latest update were in order to: (i) eliminate redundancies, (ii)
provide consistency across ad units and (iii) include the best of sponsored stories in all ads. Lets take a closer look:
1. Larger images drive more engagement and better performance.
Weve seen that people engage more with consumer and paid stories when they feature high-quality, large images. With that
in mind, Facebook decided to expand the size of images in many of the ad units to give you a bigger canvas to display your
brand or products. This new design is optimized to bring more customers to your site and drive better results for your busi-
ness. Detailed recommendations for image sizes per ad unit can be found in the updated Ads & Sponsored Stories Guide.
Paid ads are paid messages from businesses whereas
sponsored stories are messages from friends about ways
they have engaged with a business (businesses can pay to
promote these stories so that more people can see them).
Above these standard, marketplace ad units, there are the
Premium Ads as the most effective way to advertise on
Facebook.
A. Guaranteed reach and maximum performance with
Premium Ad Units on the users Homepage. Unlock the
true power of social by choosing one of the below
formats:
i. Premium page post ads (text, video, photo or link). An
efficient way to serve booked impressions to users,
reaching them either from the News Feed or the
homepage RHS (right hand side).
ii. News Feed Reach Block. Any type of Page Post ads,
targeted to news feed mobile, desktop or both news
feeds. An effective way to reach every day the vast
majority of your target audience!
iii. Right Hand Side Reach Block. Any type of Page Post
ads, targeted to desktop Right Hand Side. An effective
way to reach every day the vast majority of your target
audience! Once a user sees the Engagement ad 3 times
(the frequency cap), it will be displayed to him again
only if the estimated impressions goal is not reached. In
such case, the user may see the ad up to 2 additional
times.
iv. Log Out Experience. Log Out Experience expands the
Premium offering with an optional fourth placement.
Log Out Experience Video: Distribute a video post from
your Page at the end of a users Facebook journey and
engage with them thanks to the rich media that takes
over the log out screen.

B. Or go for the Marketplace Paid Ads
i. Page Post ads (with text, video, photo or link)
ii. Offer ads
iii. Event ads
iv. Page like ads
v. App ads
vi. Mobile app install ads
vii. Domain ads
C. In correspondence to the above units, the different
types of Sponsored Stories are:
i. Page like sponsored stories
ii. Page post like-comment-share sponsored stories
iii. Offer claim sponsored stories
iv. Event sponsored stories
v. Check-in sponsored stories
vi. Game played sponsored stories
vii. App shared sponsored stories
viii. Open graph sponsored stories
ix. Domain sponsored stories
2. The same aspect ratio across News Feed desktop and mobile placements makes optimizing ads easier.
Weve heard from you that it can be difficult to understand how a given ad will look when delivered in various placements. The
primary reason is that the aspect ratios of images in desktop and mobile were often not aligned, so an ad would not always
appear in its optimized state. Were excited to announce that Facebook has redesigned the ads to have the same aspect ratio
across all News Feed placements. You will no longer have to create two different News Feed campaigns one for mobile and
one for desktop to get optimized ad creative. If you want to optimize further, Facebook is also making changes to the buying
tools to make it possible for you to optimize for any specific placement. This means you could create one ad for News Feed
desktop only and another for the right column only.
3. Consistency in elements and formats across ad units makes buying Facebook products simpler.
In addition to simplifying ad images, other ad elements have been updated for less complexity. A few examples include: stan-
dardization of text truncation rules, clear recommendations for optimal image sizes and character counts, and more precise
details about when and how much additional content is pulled into an ad. There are no longer discrepancies between Page
post link ads and domain ads on the right column, so the design for the Page post link ad on the right column mirrors that of
the domain ad to get the best of both placements in one ad unit.
YOUR WEAPON OF CHOICE
Ad Units
Brand Targets
Brand
Awareness
Engagement Website
Conversions
In-store
Purchases
Join &
Attend
an Event
Like a
Page
App
installs
Play a
game
Open
Graph
Installs
P
a
i
d

A
d
s
Page post Text O O
Page post Photo O O
Page post Video O O
Page post Link O
Offer O
Event O
Page like O
Mobile app install O
App O
Domain O
S
p
o
n
s
o
r
e
d

A
d
s
Page like O
Page post like O O
Page post comment O O
Page post share O O
Event O
Check In O
Game played O
App shared O
Open graph O
Domain O
P
r
e
m
i
u
m

A
d
s
Page Post ( photo,
text, like, link or
video
O O O
Right Hand Side
Reach Block
O O O
News Feed Reach
Block
O O O
Logout Placement O O O
THE AD UNITS PLACEMENTS
You can buy ad placements in News Feed, mobile or/ and desktop and in the right column of Facebook, as indicated below.
By buying an All Facebook placement, you actually buy in mobile & desktop News Feed and right column of Facebook, mak-
ing sure that your ad will show where it will get the most clicks and actions for your budget.
The most engaging placement on customers most personal device is the mobile News Feed, whereas the desktop News Feed
is the most engaging placement on customers biggest screen.
What does this mean? That the most engaging placement on Facebook, no matter the device, is the News Feed, period! Final-
ly, you can deliver your message with additional frequency throughout Facebook to get more clicks and actions from the right
column of Facebook. Each ad unit has a Specific Placement as indicated in the following infographic:
CHEAT SHEET FOR BEST RESULTS
We are all about optimization and best practices, so, in order for your Facebook cam-
paign to generate the best results, we have some guidelines to best meet your objec-
tives, as demonstrated in the following table:
WRAP UP
So there you have it! A brief over-
view of what has changed and
what is about to enhance your
ads performance on Facebook!
ThinkDigital will cont inue to up-
date you over the coming weeks
and months as Facebooks simpli-
fication and optimization efforts
evolve. Join us in this exclusive
journey of Advertising, Branding
and ultimately Sales and let us do
the (Digital) Thinking for you!
Find out more:

www.facebook.com/thinkdigital
brain-ro@thinkdigital.net