Build Awareness

Both Page post ads and sponsored stories can appear both in news feed and on the right hand column, and are great ways to drive awareness and engagement to your app. A person’s news feed is at the center of their Facebook experience. It’s the primary place people go to consume content from their friends and from people, brands, and apps they’re interested in following.

Page post ads help you reach a broader audience with the content you post to your brand’s Page.

Sponsored stories promote user generated content—including likes, status updates, and Open Graph stories. Sponsored stories will appear to a user only if that user or their friend is connected to the Page, site, or app that generated the story.

There are different types of ads and sponsored stories that will help you achieve different marketing objectives. This tutorial will walk you through creating and boosting the right kind of post for your needs.

Choose your post or story type

Page post ad types: choose which one matches your objectives and the content you have to share.

Page post type	Marketing goal
Photo Page post	Use striking images of your products, fans, or events to drive engagement and awareness
Video Page post	Share product videos, TV spots, or behind-the-scenes event footage to drive views of video content
Question Page post	Generate lightweight engagement by polling your fans with questions that gather insight on your audience’s preferences, or reinforce key brand attributes
Offer Page post	Bring customers to your business with offers they can claim and share with friends
Link Page post	Drive traffic to your website or mobile app to increase sales or installs
Event page post	Let people know about your event— online or offline—to get more attendees

Sponsored story types: When choosing a type of story to sponsor, consider what will drive most engagement with your audience, or best achieve your marketing objectives:

Story type	Marketing goal
Like stories	Boost the visibility of times when a person’s friend has liked your Page, or a Page post—one specific post or any post on your Page.
Offer claimed stories	Let friends of your fans know when someone claims an offer on your Page, to help drive sales
Likes, comments, and shares of a post	If you’re announcing a new product, or have some compelling content to share, you can sponsor stories related to that post when people like, comment, or share.
Open Graph stories	If you have an app that publishes Open Graph stories, or you would like to sponsor stories that come from a related app (e.g. when someone listens to your band’s music on a radio app), you can set this up using the Action Spec.
Is Playing stories	If you have a game that is publishing stories to Facebook, you can promote stories letting people know their friends are playing the game.

Promote your post or story

You can run these ads and sponsored stories using our Ads Create Flow or Power Editor.

Using the Ads Create flow:

• Click “Create an Ad” and choose your Page as the destination. If you would like to use promoted posts, choose “Promote Page Posts.”
• Pick the post you want to promote from the drop-down menu under “Your Ad,”
• Pick a target audience and a budget, and begin running your ad.
• If you would like to sponsor stories about your Page or website, you will see a “Sponsored Stories” section right below the section about “Your Ad.” From these menus, you can select the type of story you want to sponsor.

Using Power Editor:

• Under “Ads,” create an ad, and choose “I want to advertise something I have on Facebook.”
• You’ll be asked to choose either Facebook Ads or Sponsored Stories.
• Then from the drop down menu, select the post or story you want to promote.
• Choose your audience and budget, and run your ad.
• Power Editor is great for large volume campaigns and also offers more targeting capabilities.

Create a post using the Page composer: in addition, you can easily launch your Page post ad directly from your Facebook Page.

• Enter your content (post) in the composer on your Facebook Page.
• Using the Page composer: click the “Promote” button in the lower right hand corner.
• Your post will appear in desktop and mobile News Feed.

Get more exposure in news feed

• Promote to fans and friends of fans to get higher engagement and broader exposure
• Bid as high as you can per click or impression in feed to increase how often your post appears
• Avoid promoting the same story to the same audience in multiple ads or campaigns
• Complement your news feed campaign with right-hand side ads to make sure people interact with your business and create more stories about your brand that will be shown to friends
• For Page post ads only: posts that 1) are relevant to your brand, 2) use rich images and videos, 3) highlight the product, 4) are light on text, and 5) focus on what your fan needs and wants to share perform well.

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Have more questions?

See our FAQs on Advertising or contact us to get started.