No More Facebook Sponsored Stories as of April 9
According to Facebook, “Sponsored stories are messages coming from friends about them engaging with a Page, app or event that a business, organization or individual has paid to highlight so there’s a better chance people see them.” In human terms, if a Facebook user likes your company’s product or checked into your local business, the action would appear as an advertisement with the person’s picture on their friend’s Facebook Feed.
This was an issue for Facebook, since there was a class action suit brought against them for violating the privacy of under age people.
What does this mean for your business?
- For you, it means that you will no longer be able to create an ad campaign that promotes when people like or check into your business.
- You can still create ads for your products or for your small business that can appear in News Feeds and on the side of Facebook pages.
- These can include the likes and people’s faces but they cannot be the main visual on the ad.
- Facebook will retire Sponsored Stories on April 9, 2014
Alternate Facebook Ad Units
Right Sidebar Ads: These low-cost ads show up on the right side bar on Facebook. They are small, but are pretty effective in growing your community; they are also the cheapest out there and offer tons of targeting options. If you use these ads, make sure to think about your market and target those who you think will best convert to paying customers. The most basic ad should at least address location, age, and gender. Here are a few examples:
Hairdresser in Miami Florida
Ages 22 – 40 (exact match)
People located in Miami Florida
Interests: Makeup, Vogue, Fashion
French Restaurant in New York City
Ages 22 – 40 (exact match – you want people who will drink alcohol & increase the check amount)
People located in New York City, Brooklyn, Queens, Hoboken, Jersey City
Interests: Restaurants, French Food, Dining Out
Suggested Posts: Suggested posts are targeted at current fans of your business page. The most effective type of “Suggested Post” is that which appears in the Newsfeed. This is the most prominent area and will get you the best results. If your website is optimized for mobile, set the placement to show in both mobile & desktop Newsfeed. If your website is not, just select Desktop Newsfeed.
Promoted Posts: You can run these in tandem with Suggested Posts, this will increase the visibility for promotions and products. Select a Facebook post to become the ad. This post will appear in the Newsfeed of people who already like your page. It will also be seen by their friends. The nice part about this type of ad is that you can set a budget for the promotion (on a CPM – Cost per Thousand basis) and the promotion will end as soon as you’ve gone through your budget.
These are super easy to run and can be activated directly from your fan page.