Facebook adds Sponsored Stories to ‘Pages You May Like’ mobile module

Facebook appears to be testing Page-Like Sponsored Stories in a mobile module called “Pages You May Like.”

With this new module, seen right, the social network is showing some users two Sponsored Stories at a time. This increases Facebook’s mobile inventory, but it’s unclear how it might affect clickthrough rates. Two ads are now competing next to each other, but the unit includes a large thumbs-up symbol, which could perform well. It’s unknown whether this format is being tested only for premium advertisers working with Facebook directly or whether any mobile Sponsored Story is eligible to be shown here.

A number of third-party ad providers have seen early success with Facebook’s mobile Sponsored Stories. Nanigans found mobile campaigns have an average 45 percent lower cost per click than those on desktop. In some cases, CPCs were as low as $0.20. AdParlor says it has seen an average mobile CTR of 0.821 percent, which is 25 times better than traditional Facebook ads.

However, Facebook is doing a a slow rollout of mobile ads, monitoring interaction and feedback to avoid disrupting the user experience.

We first saw Facebook testing the mobile “Pages You May Like” module at the end of June, but it did not include sponsored listings, as seen below. At the time this seemed to be the mobile equivalent of what Facebook does on desktop with the “Recommended Pages” module in the sidebar. It’s unclear if Facebook will continue to show the module with unpaid suggestions or if it is now for Sponsored Stories only.