Facebook Advertising Guidelines

Date of Last Revision: January 10, 2011. Advertising Philosophy At Facebook, we believe that every part of our site, including the ads, should contribute to and be consistent with the overall user experience. Thus, we are committed to protecting our user experience by keeping the site clean, consistent, and free from misleading advertising. We believe that we can help transform existing advertising into messages that are tailored to the individual user based on how their friends interact and affiliate with the brands, music artists, and businesses they care about. Advertising Guidelines The following guidelines apply to all ads appearing on Facebook, including ads within canvas pages of Facebook Platform applications. In addition, all advertising on Facebook must comply with thePrivacy Policy and Statement of Rights and Responsibilities. Advertising appearing within applications on Facebook Platform must comply with all additional Facebook Platform Policies. Facebook reserves the right to reject or remove advertising that we deem contrary to our ad philosophy. These guidelines are subject to change at any time and Facebook may waive any of these guidelines at its discretion.

1.

Accounts a. b. Advertisers cannot create or manage multiple Facebook accounts for advertising purposes unless given permission by Facebook to do so. Advertisers cannot programmatically automate the creation of accounts or ads unless given permission by Facebook to do so.

Landing pages / Destination URLs . Ads that contain a URL or domain in the body must link to that same URL or domain. a. b. c. d. Ads must send users to the same landing page when the ad is clicked. Landing pages cannot generate a pop-up (including "pop-overs" and "pop-unders") when a user enters or leaves the page. Landing pages cannot use "fake" close behavior (ie. when a user clicks the 'close' icon on the page, the page should close down and no other behavior should result). Landing pages cannot utilize "mouse trapping" whereby the advertiser does not allow users to use their browser "back button" and traps them on their site and/or present any other unexpected behavior (for example: navigation to another ad or page). Ads cannot require viewers to click on the ad to submit Personally Identifiable Information (such as name, date of birth, phone numbers, social security number, physical addresses, or email addresses) on the landing page or in the ad, except to enable an ecommerce transaction and where the ad and landing page clearly indicate that a product is being sold.

e.

Facebook references . The following conditions apply to all ads that have a Facebook Page, application, event, group, or Connect site as its destination, except as otherwise specifically permitted to those subject to the Branding and Promotion Policy section of the Platform Policies: i. ii. a. . i. ii. Ads may make limited references to "Facebook" in its title, body, or image for the purposes of clarifying the destination of the ad; Ads cannot imply any endorsement of the product, service, or ad destination by Facebook. All other ads, destination ads, and landing pages must adhere to the following restrictions: Ads cannot mention or refer to Facebook, its site or its brand in any manner, including in the title, body, image, or destination URLs; Ads cannot use Facebook logos, trademarks, or site terminology (including but not limited to Facebook, The Facebook, FacebookHigh, FBook, FB, Poke, Wall, and other company graphics, logos, designs, or icons); Facebook site features cannot be emulated.

Ad Copy and Image Content . Ads must directly relate to the content on the landing page.

a. b. c. d.

Ads must clearly represent the company, product, or brand that is being advertised. Products or services promoted in the ad must be directly available on the landing page. Ads must not include unsubstantiated claims, including but not limited to prices, discounts or product availability. Ads cannot insult, harass, or threaten a user. Ads must not contain audio that plays automatically, without a user's interaction. Any automated animation must cease after 15 seconds and must not replay.

Prohibited Content . Ads must not be false, misleading, fraudulent, or deceptive. a. b. c. . i. ii. iii. iv. v. vi. vii. Ads will not be permitted in cases where a business model or practice is deemed unacceptable or contrary to Facebook's overall advertising philosophy. Ads, or categories of ads, which receive a significant amount of negative user feedback, or are otherwise deemed in violation of community standards will not be permitted. Ads cannot contain, facilitate, promote, or reference the following: Offensive, profane, vulgar, obscene or inappropriate language; Obscene, defamatory, libelous, slanderous and/or unlawful content; Tobacco products; Ammunition, firearms, paintball guns, bb guns, or weapons of any kind; Gambling, including without limitation, any online casino, sports books, bingo, or poker without authorization from Facebook; Scams, illegal activity, or chain letters; Contests and sweepstakes unless given permission by Facebook to do so; if permission is given, you are subject to Facebook's Promotions Guidelines; Get rich quick and other money making opportunities that offer compensation for little or no investment, including "work from home" opportunities positioned as alternatives to part-time or full-time employment or promises of monetary gain with no strings attached; Adult content, including nudity, sexual terms and/or images of people in positions or activities that are excessively suggestive or sexual, or provocative images in violation of community standards; Adult friend finders or dating sites with a sexual emphasis; Adult toys, videos, or other adult products; Uncertified pharmaceutical products; Spy cams or surveillance equipment; Web-based non-accredited colleges that offer degrees; Inflammatory religious content; Politically religious agendas and/or any known associations with hate, criminal and/or terrorist activities; Content that exploits political agendas or uses "hot button" issues for commercial use regardless of whether the advertiser has a political agenda; Hate speech, whether directed at an individual or a group, and whether based upon the race, sex, creed, national origin, religious affiliation, marital status, sexual orientation, gender identity, or language of such individual or group; Content that advocates against any organization, person, or group of people, with the exception of candidates running for public office; Content that depicts a health condition in a derogatory or inflammatory way or misrepresents a health condition in any way.

viii. ix. x. xi. xii. xiii. xiv. xv. xvi. xvii.

xviii. xix.

Refusal of Ads . We may refuse ads at any time for any reason, including our determination that they promote competing products or services or negatively affect our business or relationship with our users.

Data and Privacy . You may not give data you receive from us to any third party, including ad networks. a. b. Unless authorized by us, your ads may not display user data -- such as users' names or profile photos -- whether that data was obtained from Facebook or otherwise. You may not use user data you receive from us or collect through running an ad, including information you derive from your targeting criteria, for any purpose off of Facebook, without user consent.

Targeting . Any targeting of ads based on a user attribute, such as age, gender, location, or interest, must be directly relevant to the offer, and cannot be done by a method inconsistent with privacy and data policies. a. Ads with adult themes, including contraception, sex education, and health conditions must be targeted to individuals at least 18 years old. Platform ads should do this via Demographic Restrictions, not by obtaining user data. Ads for dating sites, services, or related content must follow these targeting criteria (does not apply to ads on Facebook Platform): the Relationship Status targeting parameter must be utilized and set to Single; i. ii. iii. the Sex targeting parameter must be utilized and a single value of Male or Female must be selected; the Age targeting parameter must be utilized and the age range selected must start at least at 18 years old; the Interested In targeting parameter must be utilized and a single value of either Men or Women must be selected.

b. .

Prices, discounts, and free offers . Ads cannot be deceptive or fraudulent about any offer made. a. . i. If an ad includes a price, discount, or 'free' offer, the destination URL for the ad must link to a page that clearly and accurately offers the exact deal the ad has displayed; the ad must clearly state what action or set of actions is required to qualify for t he offer.

Subscription Services . The advertisement of Subscription Services must comply with the conditions noted below and as determined by Facebook in its sole discretion. "Subscription Services" may include sites that promote downloading ringtones, games, or other entertainment services or any site that induces a user to sign up for recurring billing of a product or service.

. i. ii.

The ad must clearly state what action or set of actions is required to qualify for the offer. If the user must subscribe to a service, the service and offer requirements must both be stated in the ad. The recurring subscription must be consistent with what is promoted in the ad copy. At a minimum, the promoted website must clearly and accurately display the price and billing interval (such as per week or once per month) on the landing page as well as any page that prompts a user for Personally Identifiable Information (such as name, date of birth, phone number, social security number, physical addresses, or email addresses) or billing information (including, but not limited to, mobile phone number or credit card number). If users sign up for the service by transmitting a code by text message, the price and billing interval must be clearly and prominently displayed beside the code. If the service is a subscription, the website must provide a prominent opt -in checkbox or other clear mechanism indicating that the user knowingly accepts the price and subscription service. This should be on the first page where the user enters personal d ata, and the user should not be able to proceed without opting in. All of the foregoing items should be located in a prominent place on your webpage, as determined by Facebook in its sole discretion, and should be easy to find, read, and understand.

iii. iv.

v.

Ads for Alcoholic Beverages . To the extent permitted by law and these guidelines, ads may only be targeted to the following age groups: . i. ii. iii. iv. a. 25 years or older in India and Sweden; 21 years or older in Cameroon, Micronesia, Palau, Solomon Islands, Sri Lanka and the US; 20 years or older in Japan, Iceland, and Paraguay; 19 years or older in Canada, Korea, and Nicaragua; or 18 years or older in any other country (excluding those countries specified in Section 11.b below). Please note the country specific provisions in Finland and Poland in Sections 11.d.xiii and 11.d.xiv below. You may not target alcohol ads to any users (irrespective of age) in Afghanistan, Brunei, Bangladesh, Egypt, Gambia, Kuwait, Libya, Norway, Pakistan, Saudi Arabia, United Arab Emirates, Yemen or any other market where such ads are prohibited.

b. .

You must ensure that your ads: Are age and country targeted (where a user's age or country cannot be determined, the ad cannot be displayed to the user in question);

i.

Comply with all applicable local laws and required or recommended industry codes, guidelines, licenses and approvals including, without limitations, those applicable to the advertising of alcohol tasting, giveaways of alcohol, or other giveaways as a reward for the purchase of alcohol; Include all applicable required or recommended disclaimers, notices, and warnings; and List your permanent address if required by local law. c. You must ensure that your alcohol ads never: Include content (including but not limited to celebrities, characters, imagery, or the depiction of situations) that is intended to appeal to anyone younger than the permissible targeted age group or is otherwise associated with youth culture (this could include, by way of example only, implying that the consumption of alcoholic beverages is fashionable or the accepted course of behavior for those who are underage);

ii. iii. .

i. ii. iii. iv. v. vi. vii. viii. ix. x. xi. xii. xiii. d.

Portray or be targeted at pregnant or nursing women; Contain ad creative that includes any person that is or appears to be under the age of 25 or is otherwise suggestive of the presence of anyone younger than the permissible targeted age group; Be untruthful or misleading about alcoholic beverages, their use, effects or properties; Portray people consuming or encourage people to consume alcohol rapidly, in excess, or irresponsibly; Portray abstinence from alcohol consumption or moderate alcohol consumption negatively; Portray or promote intoxication or make references to the intoxicating effects of alcohol; Portray the strength of the alcoholic beverage being advertised as positive property; Portray the consumption of alcoholic beverages as causing or contributing to the achievement of personal, business, social, sporting, sexual or other success; Portray alcoholic drinks as being healthy, offering medical or therapeutic benefits, aiding relaxation, alleviating individual or collective problems, or having other benefits; Associate the operation of any vehicle or engagement in any sport or potentially hazardous activity as having taken place during or after the consumption of alcohol; Associate violent, dangerous or antisocial behavior with the consumption of alcohol; Advertise any beverage with more than 22% alcohol by volume if targeted to users in Finland; or Advertise any alcoholic beverage other than beer if targeted to users in Poland. It is recommended that all alcohol ads contain text that promotes drinking responsibly (for example "Drink Responsibly," "Drink Smart" or other similar text customarily used in the targeted market).

Copyrights and trademarks . Ads cannot include any content that infringes upon the rights of any third party, including copyright, trademark, privacy, publicity or other personal or proprietary right. a. The advertiser must have intellectual property rights to the creative and be permitted to display such creative as advertising on the Facebook Site.

Spam . Ads cannot contain, facilitate or promote 'spam' or other advertising or marketing content that violates applicable laws, regulations or industry standards.

Incentives . Ads cannot offer incentives to viewers for clicking on the ad, for submitting Personally Identifiable Information (such as name, date of birth, phone number, social security number, physical addresses, or email addresses), or for performing any other tasks.

Downloads . Ads must not contain or link directly or indirectly to a site that contains spyware/malware downloads, whether initiated automatically or manually by the user, or other auto-initiated downloads. a. . i. ii. iii. Ads cannot contain or link to a site that facilitates or promotes: Collection of demographic and usage information from a user's computer without the user's express consent; Collection or request of Facebook usernames or passwords from any user; Proxying Facebook usernames or passwords for the purpose of automating logins to the Facebook site; Any software that results in an unexpected user experience, including but not limited to software which (i) "sneaks" onto a user's system and performs activities hidden to the user, (ii) may alter, harm, disable or replace any hardware or software installed on user's computer without express permission from the user, (iii) is bundled as a hidden component of other software whether free or for fee, (iv) automatically downloads

without Facebook's express prior approval, (v) presents any download dialog boxes without a user's express action, or (vi) may violate or infringe upon the intellectual property rights of any third party, including copyright, trademark, patent or any other proprietary right. The following sections do not apply to ads on Facebook Platform

16. a. b. c. d. e.

Grammar, sentence structure, spelling, and spacing Ad text must be in complete sentences. Ads cannot include excessive repetition (such as "buy, buy, buy"). Ads must use correct spelling. Ad text must include grammatically correct spacing.

Ad text must be grammatically correct and contain proper sentence structure.

17. Capitalization . Ads must use proper, grammatically correct capitalization (such as capitalizing the first letter of all proper nouns and capitalizing the title of the ad). a. b. Ads cannot include excessive capitalization (such as "FREE") or incorrect capitalization (such as capitalizing the first letter of every word in a sentence). Acronyms may be capitalized.

18. Punctuation . Ads must include logical, correct punctuation. a. b. c. Ads cannot contain repeated and unnecessary punctuation (such as "Buy now!!!"). All complete sentences (including if the ad title is a complete sentence) must end with a single punctuation mark. Sentences cannot end with ellipses, dashes, etc. Exclamation points cannot be used in the title of any ad.

19. Symbols . The use of all symbols, numbers, or letters must adhere to the true meaning of the symbol. a. b. i. ii. iii. c. . i. ii. Ads cannot contain repeated and unnecessary symbols. Symbols cannot be used for the following: To substitute for letters (e.g. "$ave" instead of "save"); To substitute for entire words (e.g. "&" instead of "and" or "$" instead of "cash/dollars/money"); As unnecessary abbreviations to shorten character count (e.g. "w/" instead of "with" or "@" instead of "at"). Symbols may be used for the following: If the $ symbol is paired with a dollar amount (e.g. "Save $100 today"); If the # symbol is used for comparative phrases (e.g. "Voted the #1 site by NY Times"). If the symbol is part of the product or brand name;

COST AND BUDGETING

Advertising on Facebook is simple and cost-effective. You tell us what you want to advertise and to whom you'd like your ads to appear and we'll let you know how much other advertisers are paying to reach your audience. In this section, you will learn more about: y y y y Bidding Daily budget, daily spend limit, and lifetime budget Cost to advertise on Facebook When to choose CPC vs CPM

Bidding The suggested bid range shows you the range of bids that are currently winning the auction among ads similar to yours. It is recommended to set a bid price within or above the suggested pricing range provided for your ad. Your maximum bid is the most you'll pay for a click on your ad or per thousand impressions delivered depending upon whether you chose to pay per click (CPC) or per thousand impressions (CPM) (help section). We only charge you the amount that is required for your ad to win the auction (see the delivery section), which may be lower than your maximum bid.
Suggested bid range based on current market pricing.

Daily Budget, Daily Spend Limit, and Lifetime Budget You have complete control of how much you spend on a daily basis. The budget that you set when setting up a new campaign is your Daily Budget. It represents the maximum amount that you are willing to spend on that campaign for each day you are advertising. Your ads will automatically stop showing once your budget has been met for the day. You can change your daily campaign budget, or pause or delete your ads from within your Ads Manager at any time.

Keep in mind that this is different from your Daily Spend Limit. The Daily Spend Limit is the maximum amount that, given available impressions and winning bids, will be spent on your account in one day. The limit is reset at midnight in your select time zone each day. Your Daily Spend Limit will increase automatically as you successfully make payments. However, you will never pay more than the sum of your maximum Daily Budgets. Similarly to your Daily Budget, your Lifetime Budget is the amount you are willing to spend over the full lifetime of your advertising campaign on Facebook. The total you spend on your Facebook Ad campaign will not exceed this amount.

You may also change these settings in your Ads Manager after you've set your ad live. You'll notice the "Duration" is editable in your campaign settings. Each ad within a campaign is delivered based on these settings.
Edit the duration in your Ads Manager

Need Assistance? Visit our additional help section or contact our Sales Team

COST OF ADVERTISING
There isn't a set cost for advertising on Facebook. However since this is a market-driven delivery system, you are paying the price that the market has set. You can estimate your cost when you create your ads by following the following steps: y y y Identify your target audience Decide if you would like to pay per click (CPC) or per thousand impressions (CPM) Select the maximum bid for your ad based on the suggested bid range provided. This is the approximate range of what other advertisers are paying for your target demographic. Set your campaign's daily budget based on the maximum bid and the number of clicks or impressions you would like to pay for per day.

The budget that you set is your daily budget. Your ads will automatically stop showing once your budget has been met for the day, and you will never accrue charges in excess of your daily budget.

CPM VS CPC

When to choose CPC vs CPM In short, it depends on your goal. Choose CPC (cost per click) advertising when your goal is to have people click through to your website or your Facebook Page, Event, or Application. With CPC advertising, you can control the actual cost to drive each person to your site. Many advertisers hoping to drive online conversions through their ads (e.g. sales of t-shirts or subscribers to a newsletter) will choose the CPC model. Choose CPM (cost per thousand impressions) advertising when your goal is to increase brand, product or service awareness.

Scheduling
Control the length of your campaigns
or manage existing ad

Depending upon your objectives, you can schedule your ads to run during specified dates or continuously. If you have an offer that is available for a limited time, for instance, choose to run your ad only during that time. During the ad creation process, you are given a choice between the two

scheduling options. If you choose to run your ad in an existing campaign, you'll notice the daily budget and schedule are already set. Both of these options are determined at the campaign level. You may change your schedule at any time within your Ads Manager, even once it's live. You'll notice that "Duration" is editable in your campaign settings. Each ad within a campaign is delivered based on these settings.
ad duration settings in your ads manager

Delivery
Ensuring your ads receive impressions and clicks
or manage existing ad

For any given ad unit, our auction selects and delivers the best ad to run based on the ads: y y y Bid We try to design our auction to make our advertising marketplace as efficient as possible so as to maximize the value created for users and advertisers. As part of this, we suggest a bid range based on how much other advertisers would have been willing to pay for the same target audience, which often results in advertisers being charged less than their maximum bid. Maximum bid Quality Performance

Suggested bid range based on what similar advertisers are bidding

For example: If your maximum bid is $1.00, but our system has determined that your ad can win the auction with a $0.60 bid, you will only be charged $0.60. The purpose of this is to try to price ads in a way that minimizes the need for you to continually update your bids in order to maximize ROI (return on investment). We suggest that you enter your true maximum cost per click (CPC) or cost per 1,000 impressions (CPM) when creating an ad to ensure you are best represented in the auction. Quality In addition to an ad's maximum bid, quality is a factor considered for ad delivery. The quality of an ad is calculated based on a variety of factors including the positive and negative feedback (X) that an ad has received from users. (See Ad Types.)

Performance Finally, the past performance history of the ad also plays a factor in delivery. Facebook ranks ads based on eCPM(estimated CPM) where eCPM=CPC bid multiplied by the click-thru rate (CTR).If an ad doesn't perform well when it's first running on our site or if the performance declines over time, our system will determine that this ad is less likely to perform well in the future and will display the ad less often as a result.

Click through rate (CTR) graph in the ads manager

Monitor your CTR from your Ads Manager to ensure good performance. If you are seeing a decline in performance, try editing your ad creative so that it resonates better with your target audience, adjust your targeting, or raise your bid to be more competitive.

Billing
Invoice and Payment information
or manage existing ad

With Facebook Ads, you are billed automatically to the credit card provided. You can manage and monitor receipts directly within your Ads Manager as well as through email notifications. You may be automatically charged as often as once a day for ad charges that accrue on your account, depending on your daily spend. If you spend less than $25.00 a day between all of your ads, you may not be charged right away. Our system will charge you once you have spent a total of at least $25.00. For example, if you spend $5.00 a day, your credit card will be charged after 5 days for a total amount of $25.00. As soon as you are charged, you will receive a notification sent to the primary email address associated with your account. This way, you will be able to easily save these emails and keep track of how much you are spending.

Email notification and Ads Manager billing summary

Invoices In addition to receiving an email for each transaction, you can easily access invoices from your own account. To do so, go to your Ads Manager then click the 'Billing' tab in the navigation bar on the left side of the screen. This will take you to a list of all charges organized by month. To see a more detailed breakdown of each credit card charge, click on the description next to the charge for more information. Keep in mind that if you have not been charged yet, you won't see any information in your Billing Manager.

Ad Types
Choosing the best ad for your marketing objectives
or manage existing ad

Facebook Ads allow you to easily advertise a destination on Facebook such as a Page, Event, Application or your own website
An ad that drives traffic to something on Facebook An ad that drives traffic to an external website

Depending on your marketing objective, Facebook Ads offer a specific ad type to promote an external website, Facebook Application, Facebook Page or Facebook Event. These ad types are determined when first creating your ad and when you choose the destinatio of n your Ad. The "Like" link in your ad Many Facebook Ad types have a"Like" link. "Like" is a familiar action Facebook users use to attribute value to various objects on the site - photos, wall posts, status updates, and notes. By clicking on the "Like" link, users are able to express their sentiment about your business or organization and share this expression with their friends. When a user likes your business or organization, their friends will be able to see that action in their version of the ad. The "Like" button will only appear in your ad if you are promoting a Facebook object such as a Page, Application, or Event. The "X" in the upper right corner of the ad is a way users can give us quick and easy feedback on the ads they are seeing. We take this feedback into account as we continue to improve our advertising system for all advertisers and users.

As with any online advertising platform, you can choose to drive traffic to any website. When designing your ad, enter the web address or destination URL (e.g., www.example.com) of the web page you would like to promote. People who click on your Facebook Ad will be directed to this page.

Facebook ad for Livenation

A good landing page will be representative of the information in your ad. It will showcase what you're promoting. If you're promoting a specific product or offer, your destination URL will drive people to the product or offer page on your website.
Need Assistance? Visit our additional help section or cont

In addition to driving traffic to your website, you can also choose to direct people to your Facebook Page to create lasting connections. A Facebook Page is a destination on Facebook that enables you to share information about your business and products more fluidly.

Create an ad directly from your Facebook Page

Facebook Ads for Pages allow people to engage with your ads the same way they interact with other content on Facebook. Facebook Ads for Pages include a "Like" link where people can choose to connect immediately with your Facebook Page without leaving the page they are viewing. In addition to connecting to your Page by clicking the "Like" link, people can choose to click through to your Page from the ad. When users who view these ads "Like" your Page from the ad, or click through to your Page, a story will automatically be created on the user's profile page and possibly even their friends' News Feeds, generating free distribution for you.

A News Feed story when people Like your Page

You can promote your Page by selecting it in the Destination drop down menu in Step 1 of designing your Ad, or from the administrative section of your Facebook Page. Remember, you can only promote a Page that you are an administrator of.

Promote something on Facebook link

If you choose to promote your Page with a Facebook Ad, we require you to use the Page name as your ad title.

If you'd like to change the title of your ad, you won't be able to include friend actions with your ad. We require advertisers to use the name of their Page as their ad title so that users are clearly aware of the content they are engaging with within the ad. The title for Facebook Ads for Pages is limited to 25 characters. If your Page name exceeds this length, it'll automatically be shortened to fit, with an ellipsis ("...") added to the end. Your ad body is limited to 135 characters and can be customized to meet your advertising goals. The image from your Page will automatically upload. However, you can upload a different image if you prefer.

Have you set up a public Event on Facebook? Do you want to drive more awareness? Facebook Ads for Events not only allow you to increase distribution to your Event beyond your friends list, they also require an RSVP link in the ad. These ads allow users to RSVP to your Event without leaving the page they are viewing. When the people who view these ads RSVP in the ad or click through to your Event, it will automatically create a story on the users' profile page and possibly even their friends' News Feeds, generating free distribution for you.

A RSVP story in the News Feed

You can promote your Event either by selecting your Event from the Destination dropdown menu in Step 1 of designing your Ad, or from the administrative section of your Facebook Event.

An ad on a user's profile page

If you choose to promote your Event with a Facebook Ad, we require you to use the Event name as your ad title so that users are clear about the content they're engaging with in the ad.
Need Assistance? Visit our additional help section or contact our Sales Team

Now that you've developed a Facebook Application, how do you get people to engage with it? You might have invited all your friends and they might have invited some of their friends to interact with your Facebook Application. However at some point, you reach the edge of your social circle. That's when Facebook Ads can help you drive more engagement at a much larger scale. You can advertise your Application by: y Selecting I want to advertise something I have on Facebook and then choose your Application's name from the available drop-down menu while designing your ad. Manually inserting the URL for your Application into the Destination URL field in the ad creation page.

Promote something on Facebook link

Your ad will direct people to your Application when they click on your ad. This is a great way to promote your Application and increase engagement.