Best Ads Type for Your Goals
Did you know that people in the U.S. spend 20% of their mobile time on Facebook or Instagram? And there are over 1.8 billion people using Facebook every month?
With so many active users, Facebook Ads are a no-brainer for any marketer looking to reach new audiences in a place where people are already spending a significant amount of time.
Facebook’s business platform has grown to be more and more sophisticated, giving advertisers more options to reach new audiences and retarget previous site visitors back to their brand. However, with so many different options, it can be difficult for advertisers to figure out which Facebook Ad type is best for any given campaign objective.
In this post, we’ll walk through each of the different Facebook Ad types and help you figure out which ads you should run for different campaign goals.
1. Post Engagement
If you regularly post content on your Facebook page, you probably know that some content performs better than others. With Facebook post engagement ads, you can drive more engagement on individual posts and expand its original reach. This helps you generate more activity on your posts and helps you get more organic followers quickly by offering them the kinds of posts they’ll see more of if they follow you.
In the example below, the Fashion Stork Club ad promotes an update this company made to their Facebook photos. Notice that the add displays the post engagement (likes, comments, shares) along with the post to encourage viewers to engage with it.
The ad also features a “like page” button which allows the advertiser to generate both page likes and post engagements all in one post.
2. Instant Experience
While app engagement ads are intended to highlight specific features to drive in-app engagements, app install ads are focused on generating new users. Instead of calling out specific features, app install ads are more likely to showcase the app’s core purpose and main functionality.
The video ad features help educate your audience about your product features using video.
Videos should be the highest resolution possible in aspect ratios 9:16 or 16:9. They also need to be a minimum of one second to a max of 240 minutes. A cool thing about Facebook’s video ads is that you can upload a 360 ad, which is an immersive experience where users can drag their finger or turn their device to see an ad.
4. Event Responses
Whether you have a new store opening or just want to boost awareness for one of your store’s existing locations, you might consider using the local awareness ad type to drive brand awareness in specific geographic regions. This ad type is largely the same as brand awareness ads, but will be more oriented and targeted via location.
During the website conversion ads section, we touched on the fact that you could use conversion-focused offers as a landing point for your Facebook ad. That said, Facebook also allows you to set off-site offer downloads as a campaign objective.
Whether you have discounts, holiday deals, or content-specific offers to promote via Facebook ads, the offer claim objective allows you to customize your ads with calls-to-action specific to the offer. For example, you might use a “Learn More” call-to-action if you’re offering something that’s good only for the first 500 sign-ups, like in the ad example below:
6. Lead Generation Ads
In a traditional lead generation conversion path, users are driven to a landing page where they fill out a form. For example, you might use a Facebook offer claim ad (like we discussed in the previous section) to drive users to your website and have them fill out a form there.
The downside to this conversion path is that users are required to leave Facebook altogether once they’ve clicked on the ad to actually claim what you’re promoting. Luckily, Facebook offers the lead generation objective, which allows you to collect lead information without forcing your audience to ever leave the Facebook app.
7. Page Likes
In some cases, you may want to use Facebook Ads to expand your organic reach. When this is your campaign goal, you should use the page like ad type to encourage new users to “like” your page. Once they do, they’ll be able to see your organic content when you post it.
Slideshow ads, in Facebook’s opinion, are kind of in the video category, kind of not. Think of them as billboards: they move quickly and can give an immersive ad experience. Slideshows are an affordable alternative to video, and also provide a quick loading time, so you can capture the attention span of someone who doesn’t want to wait for videos.
These are a possible option for you if you want to quickly make ads. Facebook gives you the option of choosing from stock images and free video editing tools to make your ad spectacular. You can even choose music.
Slideshows are also great for you if you want to simplify a process that is a little bit more complex. Like Carousels, you can use quickly moving images to tell a story or sequence.
Carousel Ads are very diverse and Facebook hosts them on their website, Instagram, Messenger, and Audience Network. Carousels lets you show up to 10 images or videos in one ad. This expansive ad space embraces creativity.
Common ways to use carousel ads are product demos, product highlights, showcasing specs about a product, and a way to tell stories. Although they’re popular on Instagram, Carousels also have a place on Facebook, and can attract users who are into an interactive experience.
Image advertising are perfect for increasing traffic to your website, having a short development procedure, and keeping things straightforward. They are a frequent type of advertisement and have less frills than other forms. Nevertheless, they can be very powerful.
You may make a beautiful image Ad with just one eye-catching image and minimal text, with the image serving as the main focus. Facebook images provide you a format to follow, with areas to ensure your shot looks amazing and the choice to add copy.
How to Select the Best Facebook Ad Type
We’ve covered every form of Facebook Ad campaign aim you may employ to achieve your unique ad goals. But is that all there is? Actually, no.
In actuality, a lot of the campaign objectives for the Facebook Ad type overlap, and you might employ various ad kinds to achieve the same goal. Additionally, once you select a campaign aim on Facebook, you have access to a wide range of possibilities, so picking an ad type is only the first step in the struggle.
1) Establish your campaign’s objective.
You must first decide what your campaign’s objective is before starting any advertising. Are you attempting to increase website conversions? encourage attendance at a future event? just bring in more consumers to your neighborhood shop?
Don’t only plan your campaign around the type of advertisement you intend to employ. Instead, construct your advertisement around your own marketing requirements.
2) Select Types That are Appropriate For Use
Consider the many Facebook Ad types that are accessible to you after defining the objective of your advertising campaign. Fortunately, you already know what each form of advertisement is.
Select the kind that best serves your objectives. You’ve certainly seen that Facebook offers a variety of ad kinds that you might utilize to achieve a particular goal. Any of the following strategies could be used, for instance, if your objective is to encourage ebook downloads:
Website conversions, website visits, and lead generation offer claims
3) Narrow Your Range of Choices.
Choose the one you believe will work best for your campaign once you’ve determined which ad types are most appropriate for your needs. Alternately, you can build up a campaign test using various ad kinds to determine whether one performs better than the other using the same creative, copy, and targeting variables.
4) Produce Assets and Write Copy
The abundance of creative and layout options offered by Facebook’s Ads Manager tool is a fantastic feature. You may tailor your ads for audiences on desktop and mobile in addition to selecting from image, video, picture grid, and carousel layouts.
You can opt not to use a call-to-action at all on Facebook, or you can utilize a variety of them in your advertising. Make sure to test and analyze which of your ad campaigns is more effective for your target demographic as you run them.
5) Use several ad types to achieve various campaign objectives
Don’t limit your campaigns to using the same type of advertisement. Make sure your advertising are optimized for the appropriate campaign goals. To optimize your ad approach for your audience, test out several Facebook ad kinds and ad campaigns.
6) Select the appropriate audience
The first step in creating your advertisement is just to draft it. Finding the appropriate audience to target with your advertising strategy is the other side of the puzzle.
Fortunately, our comprehensive section on setting up your targeting strategy for whatever ad campaign you run is included in our free guide to Facebook Lead Ads.
7) Test, review, and iterate.
It’s time to examine your outcomes after you’ve established your campaign aim, chosen your ad type, made your ad, and chosen the appropriate audience.
Always keep in mind that digital advertising is all about testing, analyzing, and gradually improving future ad campaigns. Follow this crucial last step, and you’ll soon be on your way to putting a high-ROI ad campaign into practice.
Which Facebook Ad kind should I try out straight away, you might be asking.
This comprehensive guide to Facebook Lead Ads was freshly created. I hope you have gained all the knowledge needed to optimize lead generation advertising that lets people fill out forms without ever leaving Facebook