There are three different placements for ads: Mobile News Feed, Desktop News Feed, and Right Column of Facebook. The key distinction is that Right Column ads do not show up on mobile devices; therefore, you lose 50% of your prospects. According to Facebook, as reported by SocialMediaToday, 48% of daily active users and 49% of ad revenue come from mobile. However, we’ve been involved in campaigns where 60% of our daily active users and our ad revenue came from users on mobile devices.
News Feed ads are in your prospective customer’s News Feed. In general, they are more social and more effective than the other ad placements. Plus, you can populate the News Feed with great images—it is much easier to grab attention in a News Feed. The reason you see Suggested Post on some of the posts in your News Feed is because the owner of the advertisement has targeted you—either you have an interest in the subject matter and/or you fit its target demographic. The reason you see Sponsored at the bottom of an ad just means that it is a paid advertisement. And, no, one is not more expensive than the other.