1. Expanded Premium Ads
Building EssEntial ConnECtions:
Premium ads on Facebook
At Facebook, we believe that businesses will be better in a connected world. We connect 800 million
people and their friends to the things they care about. Your Page is the place where your business
connects with people, and Facebook Ads help you reach those people, and their friends, more often.
Our expanded Premium Ads in particular can be twice as effective as before. These ads put your Page’s
voice on the Home Page, in front of your ideal audience. For your fans and their friends, your ad will
expand to show how friends are connected to your brand alongside your message, all in one. The ad
expands to include this enhanced social context at no additional cost to you.
When people see the combination of your brand’s message and what their friends are saying about your
brand, ad recall can double and engagement increases.
When people hear about you from friends, they
listen. We’ll expand your ad with stories from
friends who have already connected.
Ads are better when they come from your Page
posts. These Premium ads appear on the Home
Page and create a seamless experience between
your Page and your ads.
People can interact with your brand
throughout the ad. Their interactions will
generate stories about you in friends’
News Feeds, as well as on your Page.
Facebook: Building Essential Connections

2. Expanded Premium Ads
How these Premium ads work
Premium Ads built from your Page are flexible, simple, and social. They create a seamless experience
between interactions on your Page, in your ad, and in the News Feeds of people and their friends.
1 Create a post on the brand Page. 2 Promote it as a Facebook ad.
Choose from 6 kinds of Page posts: status updates The ad is created from the contents of your Page
(text), photos, videos, links, questions, and events. post. Anything you can post on your Page, you can
turn into an ad.
3 show more social ads for friends of fans. 4 Provide more points of engagement for fans.
When people see your ad and have friends who Fans will see an expanded interface below the ad
are fans of your Page, we’ll automatically expand that lets them like or comment on the post directly
the ad with enhanced social context about those from the ad.
friends, at no extra cost to you.
Facebook: Building Essential Connections

3. Expanded Premium Ads
Premium ad specifications
All of the ad formats below are made from the text and media of your Page posts. As you post, consider
what it will look like as an ad. Optimize your ads by choosing formats that match your marketing
objectives, and capturing your core message in the first 90 characters of your post.
Photo Video Question
Up to 90 chars of text Up to 90 chars of text Will show exactly 4 answers, or
168 x 128 px thumbnail 185 x 104 px thumbnail 3 plus a “see more” link
4:3 aspect ratio 16:9 aspect ratio
status Event link
Up to 150 chars of text Up to 90 chars of post text Up to 90 chars of post text
No additional media 75 x 75 px thumbnail 75 x 75 px thumbnail
Facebook: Building Essential Connections

4. Expanded Premium Ads
Best practices for Page posting
Effective Facebook Ads start with strong Page posts. You should focus on posting content to your Page that
people will want to engage with and share with their friends. Here are a few best practices:
1 Post succinct content.
Shorter posts drive higher engagement. Make sure your core message is clear and concise. Keep in mind
that your ad will show the first 90 characters of your post. If the post is longer, viewers will have the
option to click to see more in an overlay on the same page.
2 Enhance your message with a photo or video.
Ads with rich media are larger and more engaging than simple text. Whenever you want to share a
message on your Page, consider using related pictures or videos to make your message stand out.
3 ask questions.
Your Page should be a place for conversations between
you and your fans. Ask your fans and customers for
their ideas and feedback. Create Questions posts or
ask questions in the text of your posts. Boost them as
Premium Ads to reach more people and get them talking
to and about your business.
4 Be timely.
Your audience will be more likely to engage with your
posts if you are talking about topics that are already top
of mind for them, such as current events, holidays or
news. For example, we’ve found that posts mentioning
Independence Day on July 4th generated about 90% more
engagement than all posts published on that day.
5 Boost posts for at least a day to reach as many people as possible.
If you’re posting multiple times/day to engage your fans organically, make sure that you promote your
most important posts individually so that they run long enough to reach a larger audience.
The best way to get people to engage with your ads is to understand what your audience cares
about. You should visit Page Insights regularly to track which posts resonated with your audience and
generated the most engagement, then post and promote more of this type of content.
Contact your Account Manager to learn more.
Facebook: Building Essential Connections