Non-social page-Like ads appear on Facebook mobile site but not in app yet

mobileFacebook is expanding its test that puts non-social page-Like ads in the feed by opening inventory on Although these ads are not eligible for the mobile app feed yet, we’ve heard this is coming soon.

When Facebook began rolling out the “Promote Page” button, which enables page owners to create three ad types with as few as two clicks, we learned that mobile page-Like ads were one of the ad types. These ads have a headline, body copy and image, and can be shown to any audience, even if users are not already connected to a page directly or through a friend. These are usually found in the desktop sidebar, whereas ads in the mobile feed have primarily been Sponsored Stories –which include social context about a friend connected with the page — or Page Post Ads. See our post about the different types of Facebook ads for more information about these terms.


Although Facebook had previously tested page-Like ads in the desktop feed, the option for these ads on mobile is new this year. Facebook informed developers working with the Ads API of the change earlier this month. We’ve learned that the page Like ads will only appear in the mobile touch site for now, but Facebook is working on bringing these to the native apps in the next few months.

Ads without social context can be relevant if they are targeted well, but the primary way advertisers are accessing this new mobile and desktop News Feed inventory is through the “Promote Page” button. These ads have few options for targeting and customization, and it seems Facebook isn’t doing much on its end to help page owners reach the right audience. The example shared with us was for a New Jersey surf shop that appeared in the feed of a user in Oakland, Calif.

If Facebook allows these sorts of poorly targeted ads in the feed, it disrupts the user experience more than if the same ad were to appear in the desktop sidebar. This is a problem the social network will have to address as it transitions more of its desktop inventory to mobile.

Mediabistro Job Fair

Mediabistro Event

Mediabistro Job Fair

Join us on January 27 at the Altman Building in New York City for an incredible opportunity to meet with hiring managers from the top New York media companies, network with other professionals and industry leaders, and land your next job! Register now!


Leave a Reply

One Response to “Non-social page-Like ads appear on Facebook mobile site but not in app yet”

  1. Facebook Tests Non-Social Page Like Ads On Mobile Platform, But Not Via Apps - AllFacebook says:

    [...] Facebook expanded its test of non-social page like ads to its mobile platform, but users of its mobile applications will not be affected yet, as the test is limited to inventory on, according to sister blog Inside Facebook. [...]

Get the latest news in your inbox
interested in advertising with inside facebook?

Social Media Jobs
of the Day

Social Media Manager

Social Media Manager
Santa Monica, CA

Social Media Manager

Honest Tea, Inc.
Bethesda, MD

Product Manager - Community Platform

Maker Media
San Francisco, CA

Featured Company

Join leading companies like this one and recruit from the nation's top media job seekers on the Mediabistro Job Board. Every job post comes with our satisfaction guarantee. Learn More

Our Sponsors

Mediabistro A division of Prometheus Global Media home | site map | advertising/sponsorships | careers | contact us | help courses | browse jobs | freelancers | content | member benefits | reprints & permissions terms of use | privacy policy Copyright © 2014 Mediabistro Inc. call (212) 389-2000 or email us