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Facebook Offers – What, How, and Why

Published: April 9, 2014

Author: Kristina McLane

Sometimes there are parts of Facebook Advertising that I forget exist. I focus on what is working and put off trying something new. Facebook Offers are one of those things! If you are familiar with Offer Extensions in Google AdWords, then you have a pretty good idea what is an Offer Claim in Facebook.
For those of us who do not know, the idea is quite simple: you can promote discounts, savings, downloads or anything that you can think of to your designated audience.  An offer could be free eBooks, giveaways, coupon codes, discounts, or whatever matches up with your advertising goals. In exchange for the click, users will only have to provide you with their email address. After they claim the offer, an email will be sent with the details of the discount or download and the link to your actual website. The idea is to make your customers believe that they get a deal through Facebook that they won’t be able to get anywhere else.

How do I get started?

The only obstacle in between you and using Offer Claims is your number of page likes (and obviously your business model).  To get started, your Facebook page will need a minimum of 50 likes.  While I personally encourage using Power Editor for almost any Facebook ad creation, I think offer claims are most easily created through the ads create tool.
offer claims
Once you click through, you can click the plus sign and start creating your offer! You will add a headline, an image, and the expiration date of your offer.  Those are basics required to get started, but you also have the option to add more advanced settings, such as redemption links, codes, and claim limits to prevent too many offers from being distributed.  If you only have 1,000 coupon codes to offer, that is where the claim limits will be best utilized.
Ecommerce accounts will probably find these advanced options more useful.   Once you have figured out exactly what you want to offer, the last step is simply press “Post Offer”.  After your Offer is created, you will return the ad create tool (or the Power Editor), and you can choose your offer from the dropdown options.  From there you will get to choose all your usual settings: budget, location, and audience.

Are there best practices?

While a lot this will depend on your individual goals for your business, there are some general best practices that you can apply to offer claims.
1.  Offer a good incentive: If you are lead generation, you want the email address.  This could mean a whitepaper, free eBook, or coupons.  For Ecommerce, this could be coupon codes or free trial offers – basically, anything that will get them to your site and shopping.
2. Keep it simple: This is still social advertising, and that means that you should save your hard sell for other mediums.
3. Strong Call-To-Action:  This kind of flows from keeping your ads simple.  Straightforward calls-to-action will tell your audience exactly what they are accepting.
4. Know Your Audience: This can mean several different things.  You will want to make sure that your offer would appeal to your audience.  This might mean that to start out, you only use existing customers or much smaller audiences.  Unless you have an offer that will appeal to almost anyone, this will give you more control and more data to optimize your next offer.

Should I be using Offers in the first place?

 Maybe.  Whether offer claims can be useful can be useful to you will depend on what you actually have to offer.   Without a direct offer like a download or a redemption code, there are many more benefits to using regular Facebook ads.

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