Facebook offers advertisers a number of unique ways to interact with Facebook members. From becoming a fan of a company’s Page to confirming attendance at a Facebook business event to installing an application, these actions are automatically turned into stories that appear in your friend’s News Feed. Marketers who maximize these interactions by giving fans reasons to participate are transforming their fans into brand advocates, often without them even knowing it.

An engagement ad allows you to interact directly with the ad unit. Engagement ads allow users to RSVP to an event, become a fan of a Page, or watch a video, all without leaving the ad unit. For marketers who have a very specific goal (for example, drive more fans to the Page), engagement ads have the potential to drive a much higher conversion rate.