Facebook Ties Offers With Ads

Product updated to allow brands to append barcodes

When Rosetta Stone bundled a recent Facebook Offers campaign with an ad buy on the social network, the language-learning company saw a better return than its paid search campaign on Google. The next time Rosetta Stone runs an Offers campaign, they won’t have any choice but to pair it with an ad buy. Facebook has now expanded Offers globally to any brand with at least 400 fans but with the requirement that brands create an ad as well to ensure users see the deals in their news feeds.

Robin Grant, global managing director of social media agency We Are Social, said in an email that the ad requirement “is not a great surprise” but also not a dealbreaker because Facebook’s “just asking for a nominal amount to be spent on ads.”

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