Facebook Ads for Pages and Events allow users to engage with your ads the same way they interact with other content on Facebook – without leaving the page they are viewing. Ads for Pages include a "Become a fan" link, while ads for Facebook Events include an "RSVP" link. Users who view these ads can connect with your Pages and Events from the ad itself, automatically creating a story on the user’s profile page and possibly even their friends’ home page Highlights, generating free distribution for you.

You can choose to include a "Become a Fan" link when you create a Facebook Ad for a Page. This will allow users to connect with your Page directly from the ad, without interrupting their Facebook experience. They'll still be able to click on your ad and view the Page directly as well. To set up ads with a "Become a fan" link, click "Promote Page with an Ad" when viewing any Page you manage, and this option will be automatically added to the ad creative. Alternatively, you can create ads with this fan link when you choose to advertise your Page through the normal ad creation page.

If you'd like to advertise an Event you've created on Facebook, you can now also choose to let users RSVP directly from the ad. To do so, simply choose to advertise your Event from the Event page itself, or from the ad creation page as above.

You can choose to include an RSVP link when you create a Facebook Ad for an Event. This will allow users to connect with your Event directly from the ad, without interrupting their Facebook experience. They'll still be able to click on your ad and view the Event directly as well. To set up Event ads with an RSVP link, click "Promote Event with an Ad" when viewing any Event you manage, and this option will be automatically added to the ad creative. Alternatively, you can create ads with this link when you choose to advertise your Event through the normal ad creation page.

If you'd like to advertise a Page you manage on Facebook, you can now also choose to let users "Become a fan" directly from the ad. To do so, simply choose to advertise your Page from the Page itself, or from the ad creation page as above.

When you give users the option to become a fan of your Page, or RSVP to your event directly from the ad they're viewing, you give them a chance to easily connect with your Page or Event without interrupting their Facebook experience. They'll still be able to click through your ad to view the Page or Event itself, but this second option may be less disruptive to their Facebook experience, and increase engagement with your ad.

Once they've become a fan of your Page, or RSVPed to your Event, you'll be able to contact them with updates and other news, just as you can any other fan. In addition, when other users view the same ad, they will see friends who have already become a fan of your Page or are attending your Event, increasing the relevancy of the ad for them.

As with all Facebook Ads, you will bid for Facebook Ads for Pages and Events on a per-click (CPC) or per-impression (CPM) basis. The specific criteria for what counts as a "click" on each type of ad is described below.

Ads for Pages
If you choose to bid and pay per click (CPC), your clicks will include clicks on the title, image or ad body, as well as clicks on the "Become a Fan" link. When a user becomes a fan of your Page through the ad, that action will also be reported as an "Action" in your Facebook Ad reports. You won't be charged if a user clicks on his friends’ names appearing with the ad.

Ads for Events
If you choose to bid on a CPC basis, this will include clicks on your title, image, or ad body, as well as "Yes" and "Maybe" RSVPs through the link on the ad. You won't be charged when a user clicks on his friends’ names appearing with the ad, or for incomplete or "No" RSVPs.

If you choose to pay per thousand impressions (CPM), you will be billed when your ad is shown on the site, regardless of whether the user interacts with it.

If you choose to promote your Page or Event with an ad, we require you to use the Page or Event 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 use the name of their Page or Event as their ad title so that users are clearly aware of what they're engaging with when they become a fan or RSVP to an Event from within the ad.

As with all Facebook Ads, your reports will show you how your ads are performing with impressions, clicks and CTR. Clicks will include clicks on your title, image, body and clicks on the "Become a Fan" link or RSVP "Yes" and "Maybe"s. In addition, you will see a breakdown of your respective friend actions (users becoming fans of your Page, or RSVPing to your Event) so that you can measure how these features are performing for your ads.

Yes. Click on the "I want to advertise a web page." link and you’ll be able to create your own ad: title, body, image and URL which points to your Page but does not include the "Become a Fan" link.

Yes. Click on the "I want to advertise a web page." link and you’ll be able to create your own ad: title, body, image and URL which points to your Event but does not include the "RSVP to this Event" link.

No, friend actions can only be used to promote content within Facebook. This ensures users are clearly aware of the actions they're taking with your ad.