There are Facebook ad’s in the right margin of the page and there are “promoted posts” that show up in users’ news feeds.
Here’s a study that shows that if a Facebook page owner makes a post on their page and then pays to promote that post, the post will show up in the targeted users’ news feeds and the click-through-rates will be 45 times higher than the ad’s that show up in the right margin.
Similarly, other actions associated with promoted posts are higher than the right margin ad’s.
In addition, right margin ad’s don’t show up for mobile users, but promoted posts show up for all users.
This article is by Zak Stambor of Internet Retailer magazine.