Facebook, Inc.

Dong Guo

Mark Kar Hong Wong

Zhi Zhong

Abheek Anand

William Taube Schurman

Aaron Gia-Li Chou

Vivek Raj

Systems, methods, and non-transitory computer-readable media can identify a page within a social networking system. Information associated with at least one of the page or a representative of the page can be acquired. A set of calls to action implementable at the page can be identified. The set of calls to action can be ranked based on the information associated with at least one of the page or the representative of the page.

Systems and methods for ranking calls to action based on information associated with online resources

To promote an object maintained by a social networking system, an advertiser identifies the object to the social networking system. Based on the user interaction with one or more posts associated with the object, the social networking system selects one or more candidate posts from the one or more posts. Promotion efficacies of each candidate post for a group of users having one or more common demographic characteristics are determined and a candidate post is selected based at least in part on the promotion efficacies. The selected candidate post may be identified to the advertiser or presented to additional users having the common demographic characteristic by the social networking system.

Identifying posts in a social networking system for presentation to one or more user demographic groups

A social networking system generates an advertisement, a recommended budget, and recommended targeting criteria for an object maintained by the social networking system for presentation to social networking system users. Information associated with the object by the social networking system is used to generate elements of the advertisement, the recommended budget, and the recommended targeting criteria. Different budgets, each associated with a predicted return on investment, may be determined, allowing an advertiser to select a budget based on the return the advertiser receives from presentation of the advertisement. Additionally, an advertiser may modify the recommended targeting criteria, recommended budget, or elements of the generated advertisement to customize presentation or distribution of the advertisement.

Simplified creation of advertisements for objects maintained by a social networking system

An online system provides identifies multiple candidate budgets to an advertiser requesting presentation of advertisements via the online system. The advertiser may select a candidate budget used for presenting advertisements via the online system. A default budget may be identified from the candidate budgets to increase the likelihood of the advertiser selecting the default budget. The candidate budgets and the default budget are determined by the online system to maximize the likelihood that an advertiser elects to present advertisements via the online system or to maximize revenue received the online system for presenting advertisements from the advertiser. Various factors are specific to the advertiser, the object being advertised, and other contextual information may be used to determine the candidate budgets.

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Milpitas, CA, United States of America

Dong Guo