After going through the early social networks online, I thought it’ll be right to touch upon the one network which is quickly growing, Facebook. For the moment, I’m captivated by the advertisements. Needless to say, most are recommendations for friends, requests, and interesting topics which are catered to me. I don’t know much about their advertising system but already I like how non-invasive they are as I comment on friends and family walls.
The other day I went as far as to click on More Ads and looked around the Ad Board. Fan pages, current local events and promotions as well as marketers were advertising their products. I found a couple of interesting sites this way. Most of them led me to fanpages where I had to like it in order to proceed to the next step and others went straight to the main site.
I decided to go deep and investigate how Facebook advertising works.
Behind ‘Create Ad’
One of the options which is small but nonetheless there for you to click on is the Create Ad text link. Facebook is currently ranked 2nd in Alexa with over 400,000,000 users worldwide. When you create an ad, it can be targeted towards a specific audience or niche.
In the process, a graphic image 80 pixels in width and 110 pixels in height can be included. Your teaser text is then limited to 135 characters. And once you’re ready to roll out, there are two ways to go about it, through paid per click (CPC) or per impression (CPM). Don’t worry, tracking tools are also available to assist you with the progress of who’s clicking through or if you want, modifications to your ad is possible if needed.
What I found interesting is the Case Studies. There are three companies who are showcased to show you how they have effectively benefited from Facebook advertising. All the stories are presented with an overall graphical representation to which their business have gained profits. This is very convincing in regards to the opportunities that may be available for marketers to display some of their products or services.
Glancing over the Advertising Guidelines as of April 8, 2010, the philosophy striked me as the initial experience of which I have mentioned above.
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.
As I continued to read further, the guidelines are neatly structured that even my brother can go about creating an ad. The prohibitions are also another interesting list to follow.
Ads cannot contain, facilitate, promote, or reference the following:
- Offensive, profane, vulgar, obscene or inappropriate language;
- Obscene, defamatory, libelous, slanderous and/or unlawful content;
- Tobacco products;
- Ammunition, firearms, paintball guns, bb guns, or weapons of any kind;
- Gambling, including without limitation, any online casino, sports books, bingo, or poker without authorization from Facebook;
- Scams, illegal activity, or chain letters;
- Contests and sweepstakes unless given permission by Facebook to do so; if permission is given, you are subject to Facebook’s Promotions Guidelines;
- Get rich quick and other money making opportunities that offer compensation for little or no investment, including “work from home” opportunities positioned as alternatives to part-time or full-time employment or promises of monetary gain with no strings attached;
- Adult content, including nudity, sexual terms and/or images of people in positions or activities that are excessively suggestive or sexual, or provocative images in violation of community standards;
- Adult friend finders or dating sites with a sexual emphasis;
- Adult toys, videos, or other adult products;
- Uncertified pharmaceutical products;
- Spy cams or surveillance equipment;
- Web-based non-accredited colleges that offer degrees;
- Inflammatory religious content;
- Politically religious agendas and/or any known associations with hate, criminal and/or terrorist activities;
- Content that exploits political agendas or uses “hot button” issues for commercial use regardless of whether the advertiser has a political agenda;
- Hate speech, whether directed at an individual or a group, and whether based upon the race, sex, creed, national origin, religious affiliation, marital status, sexual orientation, gender identity, or language of such individual or group;
- Content that advocates against any organization, person, or group of people, with the exception of candidates running for public office;
- Content that depicts a health condition in a derogatory or inflammatory way or misrepresents a health condition in any way.
That’s quite a long list isn’t it? Nonetheless, I haven’t come across any of these type of advertisements yet so Facebook is doing a good job of regulating their board. I must say, I’m more inclined to Like something so those buttons are also available for you to vote on if wanted. I don’t understand for what really but it aligns with Facebook’s system of speaking your mind and poking around.
More About Facebook Advertising
There are many places online that will tell you more about the advertising possibilities of which Facebook has to offer. While many of these come from consultants that have already pushed this for more than a year, you might find some valuable insights from looking over Facebook’s advertising process in the making.
Facebook Advertising Resources: The 6 Types of Ads on the New Home Page – an analysis of some of the commonly found ads you’ll find on Facebook.
Guide to Facebook Ads – Facebook’s very own tutorial on how to get the most from your advertising.
Beginner’s Guide to Advertising on Facebook – There are great suggestions here from a fresh perspective without all the jargon. You’ll learn how to get your ad approve to tracking it effectively towards strategies to get more click-through.
Facebook Advertising – An Opportunity For Deep Targeting At Very Low Cost – Talks about the advantages and walks you through how the advertising regiment is done. There’s also some tips to help you look at the possibility from an objective view which is helpful for those of us who gets pumped but fail to see the pitfalls.
Facebook Advertising: 10 Laws Every Marketer Needs to Know – This is a repost from the site but is still relevant to the present. The list has some great tips on making your ads work for you. It starts from answering if Facebook is any good for your product to how to effectively get the most out of your advertising campaign.
The Future of Facebook: Privacy, Politics and Advertising Revenues – With the current situation around the web on Facebook’s privacy agenda in regards to targeted advertising and free speech, this will be a good read for understanding the effects of it’s advertising on a global scale. On the same note, Facebook Says Advertising is Not the Driver Behind Policy Changes.
Ads Posted on Facebook Strike Some As Off-Key – This article is a funny read but it has some positive insight to which Facebook may have to consider when taking in advertisements that creeps off users. Here’s another one as Facebook Advertising Gets Creepier explains how liking an ad is stand offish.
Dennis Yu – Jeremy ‘Shoe Money’ has got a beef with this guy but let’s face it, despite his shady practice, Dennis blogs about Facebook how tos a lot. You’ll find information which might possibly be relevant to your niche.
BONUS: A whitepaper on successful Facebook stories for download from Julie Gallaher – Facebook Advertising Success Stories.
Got any other tips or experiences with Facebook ads?