A Guide to Creating and Publishing Marketplace Ads on Facebook

For marketers using Facebook to promote their brands, the site’s ad setup might be a little difficult or confusing at first glance. This is undoubtedly due to the various types of ads available in Facebook’s marketplace. There are four different types of ads, and each one is significant and potentially harmful to your brand if used incorrectly. In this article, we will discuss the different ad types and subsequently how to create and publish them.

Different Ad Types and How to Create and Publish

When using Facebook, you will find four different types of ads to use within the marketplace. Understanding what each type entails is the true key to success in using them to bolster your business model. The ad types are as follows:

  • Sponsored Stories
  • Page Post
  • External Website
  • Facebook Object

Sponsored Stories: This type of ad is an interactive feature where marketers get to play to the social context of the site. As long as you have a fan base built up and as long as you can create compelling, interesting ads that stand out and appeal to your niche, you can use Sponsored Stories to build a very successful ad campaign.

Page Post: This particular type of ad helps to drive user engagement on Facebook. By using a Page Post ad, you are transforming an element of your page, like a photo, into a legitimate ad that people can then like and share and follow.

External Website: With this type of ad, you are basically driving traffic off-site to another site of your choosing. For instance, you will post an ad on Facebook that perhaps takes users to a landing page where you’re attempting to sell a product or to garner a sign-up. This ad doesn’t get the preferred placement of a Sponsored Stories ad—it’s located at the top-right of the screen—but it does have potential.

Facebook Object: An Object ad in the Facebook marketing place is exactly like an External Website ad, save one key difference. Instead of driving traffic off-site, you’re instead driving traffic to different areas of Facebook. This ad can be incredibly useful to build a network or a larger fan base.

Now that you know the differences in the ads, you can decide which ad types to use for your campaign. Creating and publishing your preferred ads is the next step. Now, for this, you have two main options. You can either use Facebook’s in-house ad tool, which is efficient enough to get the job done on a basic level, or you can use an API tool to manage every aspect of creating and publishing your ads, following up with statistics, etc. Something like Qwaya works quite well for this.

Using an ad tool, you can then decide which ads you want to put out there, which type of paid ad you desire (CPC or CPM), and you can begin to create and hone your campaign.

If this guide seems simplistic, that’s because the creation and publication of ads is also simplistic. As long as you have a proper ad tool and understand which types of ads you want to publish, the rest is as easy as letting the tool handle the work.