Facebook has a number of engagement ads which are displayed on the homepage. The most popular are those which let users click on the “Become a Fan” button directly under and image or video about the product, service, or brand. As of today, polling and event engagement ads include the ability to become a fan immediately after RSVPing for the event or completing the poll. It’s a great way for the advertisers to get ongoing engagement beyond the life span of the ad.
The new ads are fairly straight forward. As soon as the user is completed with their first action, they are prompted to become a fan, as pictured in the image above. Facebook has been experiencing a lot of success in selling large brand ad campaigns which convert users into fans. As I’ve written in the past, there has become an underground ecosystem of ad networks which provide advertisers with ads on a “cost per fan” basis.
Facebook however sells all homepage advertisements on a flat CPM basis. Brands continue to purchase ads though as campaigns are converted into communities where company’s can continue to engage the users. While you can only purchase these types of ads directly from Facebook, if you’re working for a larger company, these new engagement ads are something that you may want to look into.
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i don't see this funcionality when designing an ad
Comment by Spiros — December 18, 2009 @ 1:50 pm
i have just finished a campaign giving a nice netbook by HP
for the past week and half of the three weeks campaign ads were in the air.
the amount of fans it drew is handful, and the engagement is high.
where can i find more of those "..underground ecosystem of ad networks which provide “cost per fan” basis."?
Comment by ilan peer — December 19, 2009 @ 11:16 am
@ilan – if that does exist, i bet there everyone is rushing madly after getting fans for anything. Even if that means going without sleep/food/etc for days
Comment by Sardar Mohkim Khan — December 20, 2009 @ 8:25 am
Hi,,,
I also created an Ad for my website today and i also cannot find the option of becoming a fan on facebook while designing the Ad
Comment by awais — December 20, 2009 @ 8:16 pm
@awais – the 'become a fan' feature on the ad itself reflects only when advertising a facebook fan page. you can see this option when you set up an ad (advertise a facebook page or advertise an outside site)
Comment by ilan peer — December 21, 2009 @ 4:41 am
Hey folks – that's because these are engagement ads – not the social ads that you can create directly on your own on Facebook. Engagement ads show up on the home page and are purchased via FB's sales team w/ minimum ad spends…
Comment by Andrew — December 21, 2009 @ 5:35 am
I agreed. I have done couple fan page ads but still couldn't see the engagement ad features. An app called Polls have the same functionality but the UI is not as good as the one in Facebook. I believe Facebook Polls only work with large clients.
Comment by Jonnychn — December 22, 2009 @ 8:19 pm