5 New Facebook Ad Types You Should Be Using (But Probably Aren’t)
- 1. Facebook Page Engagement Audiences. Ideally, the majority of your money should be spent on custom audiences inside Facebook.
- Canvas Ads.
- Lead Ads.
- Custom Video View Audiences.
- Page-Based Custom Audiences.
What are the five types of Facebook adverts?
There are currently 5 main Facebook advertising formats: carousel, single image, single video, slideshow and collection.
What type of Facebook ad is most effective?
The carousel ad is one of the most effective Facebook ad formats for product positioning via remarketing in your sales funnel. Carousel ads are more interactive than the single image or single video format, and typically create more engagement and increase time spent on the ad.
What makes a good Facebook ad 2020?
What makes a great ad is that it is fine-tuned to the brand as well as to the brand’s customers. It aims to address problems, create the need, or make people understand how your product is better.
What ads are not allowed on Facebook?
Ads must not discriminate or encourage discrimination against people based on personal attributes such as race, ethnicity, color, national origin, religion, age, sex, sexual orientation, gender identity, family status, disability, medical or genetic condition.
How many types of Facebook ads are there?
There are 11 types of ad types available for use on Facebook. Now that you know the difference between Facebook Ad formats and objectives we’ve compiled a guide to walk you through creating your own Facebook Ad based on the different ad types.
What are Facebook ad versions?
Facebook is rolling out a way for brands to automatically create thousands of different versions of an ad that will vary in content based on who they are shown to and where they appear. Advertisers cannot mix images and videos for their ads but instead must choose one format or the other.
What are the different types of ads?
Types of advertising
- Newspaper. Newspaper advertising can promote your business to a wide range of customers.
- Magazine. Advertising in a specialist magazine can reach your target market quickly and easily.
- Outdoor and transit.
- Direct mail, catalogues and leaflets.
How do I know if my Facebook ad is successful?
Facebook has a “check engine” light on your campaigns, giving you a warning if things aren’t quite right—warning lights. They call this indicator Relevance Score, and it’s much like Google’s Quality Score. All your Facebook ads are scored from one to 10, with one being absolutely horrible and 10 being awesome.
Are Facebook ads effective?
Fortunately, there’s a short, easy answer: yes, Facebook advertising works – incredibly well. Take a brief sojourn back through the history of Facebook advertising. Examine the data behind why Facebook ads are so powerfully effective and why you should be using them.
What makes a good Facebook AD 2021?
Use automation to increase the spending on high-performance ads. Create entertaining ads, as ads with low-performance cost more to display. Lower your costs of warming up leads by investing in content marketing. Focus the bulk of your budget on bottom-of-funnel audiences.
How do I make my Facebook ads attractive?
How to Create the Perfect Facebook Ad in Minutes
- Create a simple CTA with one clear action.
- Use an audience targeting strategy that helps you refine over time.
- Write a clear and conversational headline.
- Use an image that has creative tension with the headline.
- Use the description area to remove friction for your CTA.
What is a CTA in marketing?
A call to action (CTA) is a marketing term that refers to the next step or the action that the marketer wants the consumer to take. Calls to action can be as direct, such as a button that says “Buy Now,” or a softer CTA such as “Read More.”
Why do FB ads get rejected?
One of the most common reasons for ads being rejected today is because the display URL doesn’t match the domain that the ad is sending people to. The ‘display URL’ is the URL that is displayed at the bottom of the ad.
Why do Facebook ads get rejected?
If the display URL — the one you choose to display with your ad — doesn’t go to the same website as the link your ad brings people to upon click, Facebook may reject the ad. This is to ensure that users get the experience they are expecting when they click on an ad.
Why do my Facebook ads keep getting rejected 2021?
It’s not uncommon to see this message next to your Facebook Ads: Rejected. This typically means that you must edit something within your ad or change the target audience selections. After rectifying the situation, you can resubmit the advertisement, which usually doesn’t take more than a few minutes for approval.
5 New Facebook Ad Types You Should Be Using (But Probably Aren’t)
Audiences who engage with your Facebook page In an ideal world, the majority of your advertising dollars would be spent on specific audiences within Facebook. Let’s go ahead and click on “Facebook Page” to create a list of people who have interacted with your Facebook posts or page in general. If you want to pick users who have engaged with certain pages or articles on your page, you may do so now, for example. For example, here’s what a template looks like if you’re looking for a place to begin: Users who have already opened or interacted with your prior Canvas campaigns can also see your new canvas advertisements if you use Facebook’s audience targeting feature.
The most common method of converting Facebook users is to run an ad with a lead magnet offer to those who are already familiar with your brand or have some passing knowledge of it (like previous website visitors).
To reach new audiences with video marketing on Facebook, it’s an obvious choice to create and promote your films.
So Jon sells them different items and even makes blog entries tailored to their individual interests as a consequence of their interactions.
- The fact that you’re still promoting Facebook posts indicates that you’re doing something wrong.
- There are simply too many other, superior alternatives to choose from at this time.
- It doesn’t help that Facebook is continually introducing new features and making upgrades to its platform.
- In this post, I’ll discuss five strategies that can significantly boost the return on investment you’re getting.
- Are you prepared to begin?
1. Facebook Page Engagement Audiences
In an ideal world, the majority of your advertising dollars would be spent on specific audiences within Facebook. There is only one potential drawback to using these: they can frequently restrict your early findings. Huh?! What part of that makes sense? Custom audiences require a wide audience in order to be effective. Consequently, you will want at the very least a thousand or two dollars on the low end before you can see any substantial effects. Consider the implications of this if you’re targeting a bespoke audience based on your website traffic or email leads, for example.
It’s possible that they’ll never reach the thousand visits per day level (or at least, it might take awhile).
Starting with “Engagement,” you will be presented with a list of your fresh new targeting possibilities.
Let’s go ahead and click on “Facebook Page” to create a list of people who have interacted with your Facebook posts or page in general.
Step3.At this point, you may choose the action or trigger that will add persons to this new list. Consider the following examples: you may now choose persons who are:
- Have interacted with certain pages or topics on your page
- Have shared your page with others
- Have clicked on your call-to-action button (indicating an interest in learning more about your company)
- Alternatively, you may have sent you a message and saved posts
If you’re merely seeking to reach the broadest possible audience at this time, go ahead and pick the default setting of “Everyone who interacts with your Page” as your target audience. We will be returning to this example several times in the future to add new layers to different campaigns, so keep it in mind as we proceed.
2. Canvas Ads
Canvases advertising are full-screen commercials that employ attractive video, photos, maps, and other interactive elements to capture the attention of people on their mobile device. Here’s an illustration of what a Canvas advertisement may look like: Because 54 percent of Facebook users access the social network via their mobile devices, these advertisements have the ability to reach millions of people – and keep their attention. According to AdWeek, the average viewing duration for these advertisements was a whooping 31 seconds in 2016.
- The majority of people will not sit through a 30-second commercial on television.
- As a result, 31 seconds on the internet feels like a lifetime.
- There are no additional costs associated with the creation of these advertisements.
- The last advantage of Canvas advertising is that they rely on Facebook’s Instantarchitecture, which allows them to be displayed instantly.
- That’s crucial, given that the great majority of mobile pages load at an unacceptably poor rate.
- Furthermore, according to Google’s new page performance benchmark analysis, practically every single website takes an excessive amount of time to load.
- As an illustration of what an ecommerce canvas ad looks like, consider the following: You may connect your product catalog to the ad on the left-hand side, which will load right in the midst of the advertisement.
- The only thing you have to do is go into the Facebook Ad Manager and pick Canvas advertising from the “ad format” drop-down menu.
- It is possible to show more of an advertisement than would ordinarily fit on the screen thanks to the carousel function, which has the potential to show up to 10 films or photographs in a single advertisement.
- JewelScent noticed a threefold reduction in the cost per click when using carousel advertisements rather than link ads, as well as a threefold increase in the return.
For example, here’s what a template looks like if you’re looking for a place to begin: Users who have already opened or interacted with your prior Canvas campaigns can also see your new canvas advertisements if you use Facebook’s audience targeting feature.
3. Lead Ads
The most common method of converting Facebook users is to run an ad with an alead magnetoffer to individuals who are already acquainted with your brand or have some passing acquaintance with it (like previous website visitors). Here’s an example of what one of those advertisements would look like: Furthermore, the aim would be to direct those who click on this ad to a landing page similar to this webinar landing page: More information may be found by clicking here.
3 Killer Facebook Ad Types You Probably Aren’t Using
However, while theCreative Hubis replete with outstanding examples of large corporations (with in-house creative teams and large budgets) launching innovative products on Facebook, it can be difficult to envision, say, an accountant or a plumber or a three-person startup creating Canvas advertisements. That doesn’t mean you have to stick with the same old static picture creative (although, hey, if it’s working, don’t get rid of it: continue reading this article). In reality, there are a number of different ad kinds that may help you get started with your Facebook ad campaign without having to go out and buy a Jon Hamm replica and a MacBook Pro.
Underutilized Facebook Ad Type1: Offer Ads
You’ve done an excellent job of organizing your account. Your viewers have reached the pinnacle of granularity. You haven’t moved any troops at this point. Sometimes all it takes is to light a fire under someone’s arse to get them to do anything. Many bargain-hungry surfers find that a good, old-fashioned promotional discount is the right prod to get them to make a purchase. So why not make the bargain more sweeter by running a Facebook offer ad? Offer advertisements are one of the most effective methods of attracting people’s attention on Facebook and prompting them to take action.
- In the event that you sell your items online, prospects will receive alerts across all of their applications and devices to remind them of your sale.
- For businesses with physical locations, customers who enter through the front door may pull out their cellphones and take advantage of the deal that was shown to them on Facebook in real life.
- (Please keep in mind that your promotion will appear in prospects’ “Offers” bookmark at all times.) Surprisingly, though, it appears that very few people are making use of these devices.
- The fact that the ability to make offer advertisements is only available in your Ads Manager account if you pick particular campaign goals (more on that in a moment) or boost an offer from your Facebook Business Page is one of the reasons they may not be as widely used as they should be.
- Modular components are used to construct offer advertisements, which may be removed or added as needed.
- It’s also vital to remember that you must include an end date for your offer advertisements.
- As previously stated, offers can be redeemed online (through an offer URL), in-store, or both; you also have the option to provide catch-all or unique promo codes to enable for more efficient tracking of your promotions.
- Because if you’re dealing with well defined and engaged Facebook audiences, it’s likely that these individuals have friends who might be interested in your offer as well.
Now, the most effective approach to encourage consumers to take advantage of the deals you provide on a silver platter is to give large discounts; Facebook suggests promoting items that are free or at least 20 percent off. I’m astonished to say the least.
Some caveats about offer ads
It is true that Facebook offer advertising, for all of their versatility and strength, are not without their drawbacks. If you do not choose the Traffic, Conversion, or Store Visits objectives, offer ads will not be available in the Ad Set interface. If you do not select the Traffic, Conversion, or Store Visits objectives, the offer advertising slider will not be visible in the Ad Set interface. And last but not least, before you go ahead and activate an offer ad, make sure you’ve double and triple verified everything since once they’re live, they can’t be modified or deleted.
Underutilized Facebook Ad Type2: Video Ads
According to Facebook, individuals spend five times as much time viewing video material as they do static information on both Facebook and Instagram, according to the company. There is a possibility that this is connected to the fact that more than 100 million hours of video are consumed on Facebook alone every day. Images and carousels, to be sure, are powerful tools for brand promotion, lead generation, and, you know, sales conversion. However, video is the most effective way to attract the attention of the scrolling masses.
- So why are so many small and medium-sized businesses (SMBs) still using still photographs?
- In truth, that remark now applies to video in general, not just YouTube.
- If you’re a marketer in any sense of the word, there’s a good chance you’ve come across at least one of their films in recent months (on product launch days, they’re practically unmissable on LinkedIn).
- The majority of them are recorded on cell phones.
- And it is undeniable that they are effective.
- You may apply the same do-it-yourself strategy to your company’s Facebook advertisements.
- The fact that you are even remotely interesting will cause an astonishing amount of people to stop and take notice.
- or even YouTube.
- Keep an eye on what occurs (you will not be disappointed).
How to make a great Facebook video ad
While your video advertisements don’t require famous guests or ice wall-melting zombie dragons to be effective, there are best practices that should be followed if you want to get as much value as possible from your video advertisements.
Facebook suggests that your videos be the following:
- The video is less than 15 seconds long. Taken from a vertical position (for the best mobile performance)
- Include your company’s name and/or the name of the product you’re advertising from the beginning
- Are intended to be enjoyed without the use of sound
What exactly does that final sentence mean? When most individuals watch Facebook video advertising, they do so on their phones or while doing thirty other things on their computers; in any case, they aren’t paying attention to what is being said. This means that if your value proposition is spoken, a significant portion of your prospects (the viewers you’re paying for) will miss it. To ensure that your message is received, include text in your videos (using one of the aforementioned tools), use images that make sense even without sound, and make extensive use of the ad text (90 characters), headline (25 characters), and link description (30 character) fields in your advertisements.
Underutilized Facebook Ad Type3: Messenger Ads
Finally, but certainly not least, we have Facebook Messenger advertisements. Let’s speak about statistics for a moment. ViaFacebook Messenger takes advantage of the fact that the majority of us are not interested in picking up the phone; most people would like to communicate using their fingers and thumbs instead of their voice. Now, I’m not the first person to espouse the merits of Facebook Messenger, nor am I the only one. You might be aware with a guy named Larry who is so confident of the platform’s utility that he founded a firm to assist marketers in capitalizing on it by employing chatbots developed on the platform.
- You may make your Facebook Messenger advertising as basic or sophisticated as you like, and you can choose between two distinct types of ads: click to messenger and sponsored message.
- This is a grave error.
- When they are delivered as conventional advertisements (on Facebook, Messenger, or Instagram), they contain a specific CTA that, when clicked, initiates a Messenger chat with the advertiser.
- At the ad level, however, the “Ad Setup” page features an extra option (below the typical fare) titled “Edit Messenger Setup,” which allows you to make changes to the way your ads are shown.
- This is not the best method to make the most of an underutilized advertising medium.
- By default, sponsored message advertisements are sent to anybody who has already engaged in a discussion with your company.
For click to messenger advertisements, the primary differences are that you may choose between “text only” or “text and image” or “text and video,” however with sponsored messages, you are only allowed to choose between “text only” or “text and video.” In both cases, you have complete control over the experience, from the initial message to the custom responses that a user can select; if you’d prefer to use the opportunity to direct prospects to specific pages on your website, you can opt for hyperlinked buttons instead of suggested responses instead.
You may dramatically boost the pace and scale of tailored client interactions by employing a mix of answers or buttons, among other techniques.
To create a more engaging experience, you may delegate some of the work to artificial intelligence by selecting, you guessed it, “Connect Your Bot.” That, however, is a discussion for another day, my friends.
What Are You Waiting For?
It’s easy to become paralyzed by analysis when it comes to Facebook advertising because of the platform’s seemingly infinite number of targeting options and well over a dozen ad types. By utilizing only one of the three ad types that have been reviewed in depth today, you will provide your company a strong competitive edge. What more could you possibly ask for?!
5 Exciting Facebook Ad Types You Should Try in 2019.
This year has seen the rapid development of social media platforms. And there is no network that does this better than Facebook, the undisputed leader. The redesign of the News Feed, which was announced in January, was without a doubt the company’s most significant news of 2018. For many, this was the final nail in the coffin of organic reach. We may not subscribe to this viewpoint, but the reality is that organic has suffered yet another setback. Despite this, some businesses are reducing their Facebook advertising budgets in 2019 in favor of (Facebook-owned) Instagram, according to a report.
- However, even with the rise of Instagram, Facebook continues to be one of the most effective advertising methods accessible to your organization.
- As a result of the fact that Facebook advertising is effective and completely scalable However, Facebook continues to attract a broader and more diversified audience than any other social media platform.
- It is also a reasonably priced option.
- It is safe to assume that Facebook continues to be your go-to social media advertising platform of choice.
- This raises the age-old marketing question: how can you distinguish yourself from the competition?
- 5 Facebook Advertising Mistakes That Will Destroy Your Marketing Budget
Facebook ad types galore
In recent years, the number of Facebook ad kinds has increased dramatically, and many advertisers are naturally perplexed as to which ones to utilize. We’ll go through five of the more recent ad kinds in this section:
- Facebook Messenger advertisements, Facebook Collection ads, Facebook Canvas ads, and Facebook lead ads are all examples of advertising on Facebook. Facebook Story advertising are now available in beta.
.as well as when and why to employ them. Ads with video against those with images According to a Facebook research, mixing video and picture advertising resulted in the highest number of conversions throughout a brand’s campaign. The vast majority of Facebook advertisements fit into one of these two categories, despite the common misconception that “video advertising” are a distinct format unto themselves. So, which is the most effective? The majority of people would put their money on video.
According to a survey conducted by comScore, 64 percent of consumers are more inclined to purchase a product after viewing a video about the product.
I say “can be” because video is not a magical component in and of itself.
So, while creating your Facebook advertising, think about which ones you can do better with the resources you have at your disposal—and don’t forget the fundamentals of excellent social media interaction in the process.
Now, let’s take a look at the many forms of Facebook ads that are now available. See also: Instagram Video Ads: Best Practices for 2019 (also on YouTube).
1. Facebook Messenger ads
What is the purpose of Facebook Messenger advertisements? In order to engage those with whom you most likely already have a connection, you should choose a channel that has been shown to increase customer trust. Facebook Messenger advertising were made available to the public in July of last year, and the response has been overwhelmingly positive. That shouldn’t come as a surprise, given that this ad format has partnered with a winner: messaging applications have surpassed social media networks in terms of usage.
- The advantage of Facebook Messenger is that it gives the much sought-after one-on-one client experience.
- Consequently, your audience is more responsive to your message than they would be in a typical touchpoint.
- Even better, Facebook provides you with three different types of Facebook Messenger advertisements, allowing you to tailor your message ads to a finer degree than ever before.
- Product suggestions and special offers are ideal for sending sponsored messages to those with whom you are currently engaged, such as friends or family members.
- They vary from conventional News Stream advertisements in that they include a “Send Message” button, which opens a chat feed instead of a traditional message box.
- However, for some, they might be disconcerting and invasive.
- Find out more about Facebook Messenger advertising in this article: How to Leverage Facebook Messenger Ads in 2019 for more information.
2. Facebook Collection ads
What is the purpose of Facebook Collection ads? To promote things on mobile devices and encourage people to consider them. Collection adverts were first featured on Facebook in March 2017. A header video or picture is displayed first, followed by four product photos in a Facebook Collection ad. When you click on a product image, a scrollable catalog of up to 50 other goods is displayed. While the advertiser selects the first four goods, Facebook selects the remaining products depending on the advertiser’s targeting preferences.
It is important to note that Facebook Collection advertising are particularly intended for the mobile format.
In addition, Facebook Collection advertisements have faster load speeds than other types of ads.
Together with Canvas advertisements, which are the next item on our list, Facebook is placing a large bet on the mobile format and tailoring its service to be more user-friendly in a mobile-centric environment.
3.Facebook Canvas ads
What is the purpose of Facebook Canvas ads? This format is ideal for showcasing your products and brand in a full screen interactive manner on a mobile device. Canvas advertising on Facebook were released earlier in 2016 than Collection advertisements on Facebook. The fact that they aren’t widely employed may be due to advertisers’ confusion about how adaptable they really are. Canvas advertising are a format that may be expanded to contain photos, videos, slideshows, carousels, clickable link buttons, and text.
- A branded “landing page” is presented to your audience as a way to get their attention while they are scrolling through their News Feed.
- All of these extras are intended to enhance the overall experience.
- I’ll get to it in a minute.
- This research was published at ROI.
- They discovered that Collection advertising outperformed Canvas advertisements by 50% in terms of click-through rate (CTR), as well as having a higher Link-to-Click Ratio.
- FabFitFun was able to raise CTR by 80 percent while also achieving a 19 percent return on investment by combining the two strategies.
- In order to execute Canvas and Collection advertising properly, an extensive time and labor commitment is required—something that many social media departments lack the bandwidth and resources to complete.
- Many of the same engagement benefits are available in a more straightforward-to-create bundle with these.
- Take a look at how simple it is to manage your Carousel ad campaigns from within Falcon.
4. Facebook lead ads
What is the purpose of Facebook lead ads? It is possible to generate more leads with fewer touchpoints. These were first released in 2015, so they aren’t quite “new,” but they have had a number of enhancements since then. Because Facebook lead advertising activate a pop-up form that can be submitted without leaving the News Feed, they effectively eliminate the need for a landing page in the first place. Whenever someone clicks on a lead ad, a pop-up window displays with all of the relevant personal information that Facebook has on file already filled in by the company.
The beauty of it is that by eliminating the labor-intensive nature of landing pages, you increase your chances of generating leads.
Users benefit from Facebook lead advertisements since they make the process of filling out forms faster and easier. Small Business Club is the source of this information. The following are the behaviors that Facebook lead advertising permit:
- Become a subscriber, sign up, learn more, get a quote, download, or apply now.
In turn, this makes them suitable for a variety of approaches like as newsletters, blog and webinar sign-ups and promotions, special offers, recruiting and asset download campaigns, to name just a few examples. As an added plus, Facebook lead advertising are presently compatible with a wide range of Customer Relationship Management (CRM) platforms worldwide. This simply serves to further solidify their reputation as a lead-generation machine. Limitations? There is only one use case, which is obviously very small and particular.
5. Now in beta: Facebook Story ads
What is the purpose of Facebook Story advertisements? It remains to be seen if the Stories ad format will become popular on Instagram, but it has already shown to be successful there. As previously said, Instagram’s percentage of ad spend is increasing. With the success of Instagram Stories, it’s not surprising that Facebook is doubling down on that success with Facebook Story ads.Launched in March 2017, Instagram Story ads are short advertisements that are inserted between users’ stories.Now in beta: Facebook Story ads.The success of Instagram Stories has defied predictions that ephemeral content will become obsolete.
- Will the Stories format have the same success on Facebook as it has on other social media platforms?
- Advertisers (but not users) can take comfort in the fact that Facebook Story ads will not be skippable.Social Media Consultant Matt Navarra was among the first to reveal the beta via a tweet.
- “I believe they will be an appealing affordable choice at first, and companies will spend some time playing with them to determine their worth,” he said.
- The Instagram and Facebook platforms for Stories will be aligned in terms of functionality and ad platform design, but consumption will continue to be a slow burn for the latter.”So far, Facebook Stories has “only” garnered 300 million users compared to Instagram Stories’ 500 million users.
True to expectation, Instagram users are primarily younger (68 percent are between the ages of 34 and under).Facebook obviously believes that the totally immersive, fleeting charm of Instagram Stories will rub off—and pay off—on its flagship platform.What more is in store for Facebook advertising?
During the 2018-2019 holiday season, Facebook has been testing augmented reality advertisements with a restricted set of companies.
Users will soon be able to try on clothes, cosmetics, and other items using augmented reality.
It would be fascinating to observe which of these ad types will be able to withstand the test of time and changing interaction patterns.
The Facebook Ad Types: How to Choose the Best Ad Type for Your Goals
Did you know that consumers in the United States spend 20% of their mobile time on social media platforms like Facebook and Instagram? And there are about 1.8 billion users that use Facebook every month, according to statistics? The fact that Facebook has such a large number of active users makes it an obvious choice for any marketer wanting to reach new audiences in an environment where people are already spending a substantial amount of time. In recent years, Facebook’s business platform has become increasingly complex, allowing marketers more possibilities for reaching new audiences and retargeting existing site visitors back to their brand’s website.
Here, we’ll take you through each of the numerous Facebook Ad kinds and help you determine which ads to run for specific campaign goals.
Facebook Ad Types
- The following are examples of post engagements: instant experience, video, event responses, offers, lead generation ads, page likes, slideshow, carousel, collection, image, and post engagement.
1. Post Engagement
For those of you who share content often on Facebook, you’re probably aware that certain content performs far better than others. With Facebook post engagement advertising, you can increase the amount of engagement on specific posts while also broadening the reach of the original post. In this way, you can generate more action on your posts while also increasing the number of organic followers you have rapidly by providing them with the types of posts they will see more of if they follow you.
Take note that the advertisement displays the post engagement (likes, comments, and shares) alongside the post in order to encourage people to interact with it.
2. Instant Experience
While app engagement advertisements are designed to draw attention to certain features in order to increase in-app engagements, app install ads are intended to increase the number of new users. The essential goal and primary functionality of an application are more likely to be showcased in an app install advertisement than individual features are to be called out. Image courtesy of Shutterstock
The video ad features assist you in informing your audience about the characteristics of your product via the use of video. It is recommended that videos have the greatest resolution available and have aspect ratios of 9:16 or 16:9. They must also be a minimum of one second and a maximum of 240 minutes in length. One unique feature of Facebook’s video advertisements is the ability to publish a 360-degree commercial, which is an immersive experience in which viewers may drag their finger or spin their device to view an advertisement.
While a customer may view the advertisement and decide to join up for Spotify right away, Spotify employed the brand awareness technique to generate engaging content to capture the user’s attention and encourage them to sign up for the service.
4. Event Responses
To raise awareness of your brand in specific geographic areas, whether you have a new shop opening or just want to raise awareness for one of your store’s current locations, you may want to consider utilizing the local awareness ad type. This ad kind is similar to brand awareness commercials in that it will be more focused and targeted based on the location of the viewer. Cold Stone Creamery, for example, employed a local awareness campaign to target individuals in a specific geographic region when their restaurant in Bangladesh first opened its doors.
This is a fantastic approach to engage people and persuade them to stop scrolling down their newsfeeds entirely.
We touched on the idea of using conversion-focused offers as a landing place for your Facebook advertisement during our discussion of website conversion advertisements in the previous portion of this article. Having said that, Facebook also allows you to define downloads of off-site offers as a campaign target for your campaigns. Whether you’re promoting discounts, seasonal specials, or content-specific offers through Facebook ads, the offer claim objective allows you to personalize your advertisements by include calls-to-action that are particular to the offer you’re promoting.
6. Lead Generation Ads
In a standard lead generation conversion route, consumers are sent to a landing page, where they complete a form to get information. If you want to bring viewers to your website and ask them to fill out a form, you might utilize a Facebook offer claim ad (like the one we covered in the previous section). Unfortunately, the disadvantage of this conversion route is that consumers are needed to exit Facebook entirely once they have clicked on the ad in order to truly claim the offer you are advertising.
Here’s an illustration of the conversion route a person might take when clicking on a Facebook lead ad.
Once the user has completed the form on the lead ad, they will be able to click out of the ad and return to their Facebook surfing. A fantastic user experience, and Facebook will integrate with your CRM, ensuring that your leads are just where you want them to be.
Want more information on how to set up and successful target Facebook lead ads to the right users? Check out this comprehensive guide.
In some situations, it may be necessary to employ Facebook Ads to increase the reach of your organic content. Using the page like ad type to encourage new visitors to “like” your page is a good strategy if this is your campaign’s overall aim. Then, when you upload organic material, they’ll be able to see it as well as your paid content. Image courtesy of Shutterstock Page-like campaigns are ideal for marketers who invest a great deal of time and attention into their social media presence and who create content exclusively for their Facebook followers in order to increase interaction with their brand.
As far as Facebook is concerned, slideshow advertisements fall between between video and non-video categories. Consider them to be billboards in motion: they move swiftly and may provide an immersive advertising experience. Slideshows are a cost-effective alternative to video that also has the advantage of loading quickly, allowing you to attract the attention of those who do not have the patience to wait for movies to load. If you want to create adverts rapidly, this is an alternative that you may consider using.
You may even select your own music.
You can utilize swiftly moving photos to convey a story or sequence in the same way that Carousels do.
Carousel advertisements are quite different, and Facebook hosts them on their website, as well as on Instagram, Messenger, and the Audience Network, among other places. Carousels allow you to display up to ten photos or videos in a single advertisement. This vast ad space is conducive to innovation. Product demos, product highlights, showing specifications about a product, and telling tales are all examples of how carousel advertisements are used. Even though they’re most commonly seen on Instagram, carousels can be seen on Facebook as well, and they can attract people who are looking for an engaging experience.
If you’re introducing a large number of items at the same time, collection advertisements may be something you want to consider, especially near the end of a campaign that has generated a great deal of attention. This is due to the fact that collection advertisements allow prospective customers to proceed from discovering your product to purchasing it in a more efficient manner. Collection advertisements are quite similar to an online store in that they provide a central image of the product as well as four other photos that users may tap through.
Image advertising are ideal for attracting visitors to your website, as well as for streamlining the development process and keeping things as easy as possible. In comparison to other formats, they are a frequent type of advertisement that contains less bells and whistles. Nonetheless, they have the potential to be exceedingly effective. With a single, amazing image and little text, you may make a breathtaking image ad in which the image will serve as the focus point of attention.
You may utilize images on Facebook because the platform provides a framework that includes gaps to ensure that your photo is wonderful and the opportunity to insert copy.
How to Choose Which Facebook Ad Type to Use
All of the numerous Facebook Ad kinds and campaign objectives that you may utilize to achieve your unique advertising objectives have been reviewed in detail. Is that, however, a comprehensive statement? No, not at all. When it comes to Facebook Ads, many of the campaign objectives are overlapping, and you might employ many ad kinds to accomplish the same goal. Additionally, after you’ve decided on a campaign aim, Facebook provides a plethora of possibilities from which to choose, so selecting an ad type is just half of the battle.
Featured Resource:Facebook Ad Examples Collection
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1) Define your campaign goal.
Before you begin any advertising campaign, you must first define what you want to achieve with your campaign. Do you want to increase the number of conversions on your website? Are you trying to increase attendance for an upcoming event? Simply increase the number of people that visit your local store? You shouldn’t only create a campaign based on the sort of advertisement you intend to employ. Instead, start with your own marketing requirements and design your advertisement around them.
2) Choose relevant types you could use.
Once you’ve determined what you want to accomplish with your ad campaign, have a look at the various Facebook Ad kinds that are accessible to you. Fortunately, you already know what each of the different ad types is. Select the one that is most relevant to your objectives. You’ve certainly seen that Facebook offers a variety of ad formats that may all be used to achieve a same goal. If you want to increase the number of downloads of an ebook, for example, you may utilize any of the following strategies:
- Website visits, website conversions, lead generation, and offer claims are all examples of what we mean by clicks to website.
3) Narrow down your options.
Once you’ve determined which ad kinds are most appropriate for your requirements, select the one you believe will perform the best for your campaign. Alternatively, you may use the same creative, copy, and targeting settings to put up a campaign test that tests several ad kinds to determine which works better than the others in terms of results.
4) Write copy and create assets.
When it comes to the Facebook Ads Manager tool, one of the most useful features is the extensive selection of creative and layout options you have at your disposal. Not only can you pick from a variety of layouts such as image, video, picture grid, and carousel, but you can also tailor your advertising to appeal to both mobile and desktop consumers. Facebook also offers a variety of alternative calls-to-action that you may incorporate into your advertising, or you can opt to utilize none at all!
5) Use different ad types for different campaign goals.
Don’t limit yourself to using the same ad type for all of your campaigns.
As an alternative, make certain that you are optimizing your adverts for the correct campaign objectives. Experiment with multiple Facebook Ad kinds and different ad campaigns to see which ones work best for your target demographic.
6) Target the right audience.
Making a rough draft of your advertisement is only half of the battle. The second side of the equation is determining how to target the appropriate demographic for your advertising strategy.
Luckily, our free guide to Facebook Lead Ads has an in-depth section on how to set up your targeting strategy for any ad campaign you run.
Following the completion of your campaign objectives, the selection of your ad type, the creation of your ad, and the targeting of the appropriate audience, it is time to evaluate your outcomes. You should always keep in mind that digital advertising is all about continuously testing, evaluating, and optimizing future ad campaigns. Make sure you complete this critical last step, and you’ll be well on your way to executing a high-return on investment (ROI) advertising campaign in no time. Perhaps you’re thinking to yourself, “Okay, which Facebook Ad kind should I absolutely test right away?” We’ve just finished putting out our comprehensive guide to Facebook Lead Ads.
You may find out more about it here or by clicking on the banner below.
Eastern Time, and modified on June 11, 2021
A Breakdown of Facebook Ad Types
In Chapter 3 of our Facebook Ads Guide, we’ll go over all of the different sorts of Facebook ads that are available. You’ll find the solutions to the following questions in the next section:
- What are the most basic ad types available on Facebook
- What sorts of Facebook advertisements can I create from my Facebook Page
- From my Ads Manager, what sorts of Facebook ads can I create and display? What are the best ways to use each Facebook ad type to achieve my advertising objectives
Understanding your Facebook ad format and ad type options will allow you to create Facebook advertisements that are tailored to your individual audience and marketing objectives — allowing you to get the most out of your Facebook advertising experience overall.
Basic ad formats
It is the fundamental structure of your Facebook advertisement that determines whether it is a single image with text, video, or an interactive experience that takes up the entire screen. Only seven fundamental ad formats exist, but with these seven, you may create an enormous number of ad kinds that are targeted at a variety of advertising purposes. After introducing the seven ad forms, we’ll go over the numerous other ad kinds that you may create with them in the section below.
Image advertisements are the most fundamental of all ad formats. They simply include a single picture and may be used in a variety of various ad formats, positions, and aspect ratios because to its flexibility. Image advertisements are simple to create and may successfully showcase your product or service if you utilize high-quality photographs to illustrate it. It’s a terrific all-around pick for practically any point of your funnel, whether you’re looking to build brand recognition or advertise a deal in order to increase conversions.
It is not recommended to use a single picture format when you want to explain how your product works or when you want to display many goods. Image advertising best practices include the following:
- Maintain a close eye on aspect ratios to ensure that the final result is not stretched or chopped off
- Make an effort to create high-quality photographs that stand out from the rest of Facebook’s content. Keep your message focused by include exactly the amount of text that is necessary
Find out more about the picture ad specifications. Source
Video advertisements make use of a single video to promote a product or service. Video advertising encourages high levels of audience participation, and even tiny businesses may create basic movies to entertain and connect with their target audiences. The main disadvantage of video advertisements is that they take a long time to produce. In the case of basic messaging, a picture or a carousel may be more effective than a text-based solution. Best practices for video advertisements include the following:
- Short videos (less than 15 seconds, according to Facebook) are recommended. Start with a boom and pique the interest of your audience
- Read our comprehensive guide to creating great video advertising on Facebook.
Learn more about the specifications for video advertisements.
Slideshow advertisements are made up of three to ten pictures or a single video that is displayed in a slideshow format to the viewer. These advertisements are considered the little cousins of video advertisements since they consume five times less bandwidth and are meant to be used in regions where internet access is often limited. The use of slideshow advertising may also be an excellent stepping stone for persons who do not have video-making knowledge but still want to attract the reader’s attention with the movement and sound that make video advertisements so powerful.
- To make a lasting impression, use high-quality photographs and videos. Music (that you have permission to use) should be included. Make slideshow versions of your finest video commercials and distribute them to slow-internet locations.
Slideshows have the same technical specifications as video advertisements. Source
Stories advertisements are full-screen immersive experiences that appear in between the Stories that viewers are watching on Facebook, Instagram, Messenger, or WhatsApp, and may be viewed by clicking on them. You may use movies, pictures, and even carousels to create your own Stories. Stories provide a great deal more creative flexibility than traditional video or image advertisements, allowing you to experiment with video effects, emojis, and even augmented reality to create an impression on your audience.
Because the material in Stories requires a different layout than that of picture or video advertising, you may be required to create new content specifically for Stories, which may increase the amount of time you spend on them overall.
- Continue to keep your Stories moving along at a rapid pace, switching between different photos and videos often. Enhance the viewing experience by including features such as motion and augmented reality
- Optimize your photos and movies so that they may be viewed in full screen mode.
Find out more about the Stories ad specifications. Source
Instant Experience ads
User engagement with your content on Facebook is enabled through Instant Experience advertisements (formerly known as Canvas Ads), which are interactive ads that are only available on mobile devices. With Instant Experience advertisements, your target audience members may swipe through a carousel of pictures, tilt the screen in different ways, and zoom in or zoom out by swiping their fingertips over the screen to interact. Instant Experience advertising also load ten times quicker than normal mobile web apps on smartphones and tablets!
In the event that you aren’t especially tech-savvy, it may be best to stay with more simple ad forms for the time being. Best practices for Instant Experience advertising include the following:
- The social media platform Facebook recommended that you include five to seven components (pictures, videos, and so on) in your ad since these generate higher interaction. Make use of a pre-made template to save time and effort. Throughout your advertisement, return to your key idea several times.
Find out more about the Instant Experience ad specifications. Source
The usage of carousel advertising allows visitors to scroll through a series of pictures or videos, each with its own headline and link, or a description. The usage of carousels is ideal for exposing readers to a broad selection of your items, as each image in the carousel may link to a landing page that is specially suited to that product’s specifications. In addition to telling a tale or explaining a process, the carousel format can be utilized to effectively convey a story or explain a process by dividing up each component among different areas of your carousel.
- Create many different headlines, call-to-actions, and descriptions for each section of your carousel
- Show the most popular photographs or videos first in order to capture your audience’s attention. To provide a more customized experience, include links to several landing pages.
Learn more about the specifications of a carousel advertisement. Source
ACollection ad is similar to a mobile window-shopping experience, in which readers may scroll through your product assortment with a single touch of their finger. Collection advertising may be seen of as a more complex version of a carousel ad – both display your product ranges, but Collection advertisements are more customisable and take across the entire screen. However, if your company sells a small number of items or services, collection advertisements may be a better alternative for you than other possibilities.
- Rather of manually selecting goods from your inventory for each individual user, use Facebook’s algorithms to do so. Fill your catalog with a diverse selection of items from which Facebook users may pick
- Choose an eye-catching graphic to get visitors to click on the advertisement
Find out more about the Collection ad specifications. Source
Facebook ad types
A variety of objectives, such as brand recognition, conversions, and leads, are taken into consideration while creating Facebook advertising. Each of these objectives has a matching ad that is specifically tailored to achieve that aim; they are referred to as ad kinds. In the next part, we’ll go through the many sorts of ads you may create on Facebook. We have classified them according to the location where you place various ad kinds. You can create ads for Facebook advertising in two locations: the Facebook advertising platform and the Facebook advertising platform.
Understanding what you can and cannot do on each of these platforms is critical to successfully running Facebook advertising.
Ads created from your Facebook Page
The quickest and most convenient method to create Facebook advertising is to do it straight from your Facebook Page. Simply click on thePromotebutton to begin the process of bringing your brand and products in front of as many people as possible. You will not be able to make all advertisements from your Facebook Page, however you will be able to create:
- Boosted postings
- Page Likes advertisements
- Website Visitors advertisements
- Website Purchase advertisements
- Automated advertisements
- Lead advertisements
- Event advertisements
Because you can also create lead advertising and event ads in the Ads Manager, we’ll go over those ad kinds in more detail in the following section.
Every time you publish a new post on your Facebook Page, Facebook provides you with the option to boost the post’s visibility by purchasing a Boosted Post. After you click on Promote, all you have to do is select Boost a Message to get your post in front of even more people throughout Facebook’s advertising network.
In terms of appearance, the Boosted Post will look precisely like a regular Facebook post, with the addition of a Sponsorednote on top of the ad.
Page Likes ads
Page Likes Ads are the most effective way to increase the number of people who like your page. In addition, they may be shown on all locations and have a prominent CTA (call to action) that encourages users to like your page right away. Clicking on thePromote My Pageoption under the Promotionmenu will allow you to create a Page Likes advertisement. Source
Website visitors ads
In order to increase your page likes, Page Likes Ads are the most effective choice. In addition, they may be shown on all locations and have a prominent CTA (call to action) that encourages users to like your page quickly. Clicking on thePromote My Pageoption under the Promotionmenu will allow you to create a Page Likes ad. Source
Website purchases ads
The purchases made on your website are added to your Facebook pixel data, which allows you to target advertisements to people who have already expressed an interest in the items on your website. Before you can utilize these advertisements, you must first set up your Facebook pixels so that it can gather all of the information that you will require. Clicking on theGet More Website Purchasesoption on thePromotemenu will take you to a website purchases ad.
Automatic advertisements strike the ideal compromise between a basic page boost and a full-fledged marketing campaign that can be managed from your Ads Manager. Instead of requiring you to perform all of the tasks, the automated ad guides you through the process, utilizing artificial intelligence to help you get the most out of your targeting, placements, and ad spend. You may create an automatic ad by selecting the Get Started With Automated Adsoption from thePromotemenu and following the on-screen instructions.
Placements that are supported include:Messenger InboxMessenger Stories Messenger advertisements show in the main tab of Facebook Messenger, where individuals spend the most of their time speaking with their friends and family. A user will notice your ad in their inbox amongst their other discussions and will be able to click on it to start a Facebook conversation with your business page. Specs:
- Images with the following dimensions: 1,200 x 628 pixels with a minimum width of 254 x 133 pixels and an aspect ratio of 1.9:1 are recommended
- Text with 125 characters
- Headline with 25 characters
- Description with 30 characters are recommended
Ads created from your Ads Manager
Besides the Advertisements Manager, which we set up in Chapter 2, there are additional places where you may build ads for Facebook. When compared to your Facebook Page, Ads Manager offers greater customization choices. Aside from that, if you want to create custom audiences or catalogs, you’ll have to do it through Ads Manager, which makes it more of a one-stop shop for all of your Facebook ad requirements. When generating from the Ads Manager, you have the following options:
- Advertisements for events (which are also available from your Facebook Page)
- Advertisements for offers
- Advertisements for leads (which are also available from your Facebook Page)
- Dynamic creative advertisements
- Dynamic advertisements
- Mobile application advertising
An event ad is a type of advertisement that allows you to sell your Facebook events to your target audience, hence increasing the reach and impact of your events. In certain cases, depending on the size and importance of the event you’re marketing, you may wish to restrict the geographical reach of the advertisement to those who live in the same city or region as the event. Source
If you run an online or brick-and-mortar store and would want to attract more customers, this ad type is ideal for you. With an offer ad, you can provide customers the opportunity to take advantage of a limited-time discount on your products or services.
By promoting a special discount or campaign on Facebook, you may entice new consumers to test your product and re-engage existing customers who need that extra little push to commit once again. Source
Alead adis a classified ad that has an Instant Form connected to it, allowing you to gather useful information about possible clients in the future. Lead advertising may be used to collect contact information for future promotions, to do market research on your target demographic, or to increase interaction with your business and its products. Take a look at our entire how-to guide on creating lead advertising to learn more about this type of Facebook advertisement.
Dynamic creative ads
It is possible to create dynamic creative ads by supplying Facebook with different ad creatives, call to action buttons, and content sets that it can then mix-and-match to target each unique reader. When you have a product that has several target audiences, these advertisements are ideal. To advertise your Christmas sale, for example, you might create a dynamic creative ad that had numerous goods and creatives that were meant for couples, parents, and grandparents, and Facebook would select the most relevant one for each reader.
Facebook’s dynamic advertisements are similar to remarketing display advertisements on steroids. They target consumers based on previous activities (or inactions) on your website with a precisely timed ad that appears on their browser window. Nothing more than uploading your product catalog to Facebook and double-checking that your pixel is properly put on your website will suffice for this task! Facebook takes care of the automation and retargeting for you! More information about dynamic advertisements may be found in our beginner’s guide.
Mobile app ads
Mobile app advertisements are an excellent solution for increasing the number of downloads of your mobile application. This advertisement is only visible on the mobile News Feed. When people click on theInstallCTA in your ad, the App Store will open in a new tab on their computer. This makes it simple for your readers to move from being interested in your app to downloading it in a flash as a result of your content. Source
And now lets get to work
As you’ve seen, Facebook provides a highly diverse range of ad layouts and ad kinds that may be customized to match the specific requirements of each business. Whenever feasible, we recommend that you experiment with multiple ad types to see which ones work best for you. At the lowest possible cost, this will yield the finest possible benefits. See this guide from Facebook for a comprehensive review of all Facebook ad formats and specifications. Having a clear understanding of what you may market on Facebook, let’s move on to Chapter 4 where you’ll learn how to bring each and every Facebook ad kind to life with visually appealing ads and intriguing ad language!