Facebook Ads are to drive traffic and engagement is every marketer’s go-to strategy With its extensive user base, Facebook is the leading social media network.
To make sure you reach out to your target audience at the right time with the right message, Facebook implemented people-based marketing.
Facebook is home to nearly 2.4 billion monthly active users.
People-based marketing is about channelizing your marketing efforts through the lens of people.
Find out what your audience like or measure their demographics, run tests and figure out whether your Ad is reaching to the correct audience.
Facebook’s Business Platform allows users to create result-driven ads. But with so many options to choose from, marketers often get confused with the type of ad that will work best for their Campaign.
Facebook Ads are a strategic combination of the correct audience, placement and objective of Ads. It shall clarify :
– Who will see this Ad?
– What are we planning to achieve?
– Which type of Ad will show the best results?
We have discussed earlier, how to create an Ad with focus on the Audience and Placement. In this blog post, we will run you through different types of Ad formats and Ads so that you can figure out how to ace your Ad.
Types of Facebook Ads Formats
Facebook Ads using Photos
Photo Ads are by far the most easy-to-create Ads on Facebook. These Ads usually have a Link, CTA and an Image for the user.
The impactful asset of this Ad is the Headline and Ad creative, your image shall leave a lasting impression on the User’s mind. To create a captivating graphic, you can also use specific online tools or stock images.
Facebook Ads using Videos
As the name suggests, these Ads support a Video in their Ad format. Video Ads drive more engagement than regular ads and are a perfect way to gain a user’s attention.
These simple videos can be created with online websites like Animoto or Pawtoon; enter your text and select images. You can also work with pre-defined templates.
Facebook Ads using Slides
In a slideshow Ad, you can use multiple images to create an ad using the slideshow creation tool on Ads Manager on Facebook, or you can directly upload your slideshow.
While using the slideshow ad, keep in mind that you put up a captivating thumbnail to make the user’s thumb stop.
Instant Facebook Ads Experience
Instant Experience Ads formerly known as Canvas Ads, are interactive and fully-immersive ads on Facebook. These Ads work on mobile screens and give the user a bulti-in microsite experience.
With features like full screen, zoom in/out, and a combination of photos, videos, gifs, slideshows these ads hold the attention of the User.
A carousel Ad has ten different cards on which you can either run a Video or Image Ad. All these cards can have different text and CTA, which allows users to land on the page they want. Carousels are also very effective on Instagram. See how Facebook compares with Instagram and which is more suitable for your brand strategy.
Carousel Ads are usually used for product catalog, but you can also use them to create awareness and provide specifics of your Brand.
Dynamic Ads are the perfect ad type to re-target the users. The Ads work best for product catalog sales- all you have to check is whether the catalog is updated carefully and Facebook pixel is embedded in your website’s code.
Facebook will then automatically re-target users using its automation techniques to reach out to the right people with the right products. The downside of Dynamic Ads is broken-links, out of stock products and wrong pricing, hence double check before you run Dynamic Ads.
For example, I was recently searching about Instax on Amazon and a few days later this Ad popped up on the feed. It has three different colors of Instax, reel and other products related to the Polaroid camera Instax.
Types of Facebook Ads
App Engagement Ads focuses on in-app engagement. This ad can help you scale new users or generate activity within the existing users.
The main feature of this ad is it lands existing users directly to the app and non-users are redirected to the play store. This Ad’s specific copy and CTAs allow the User to indulge with particular features of the application rather than just installation.
The Image Ad format or Video Ad format works best with this Ad.
As the name suggests, this ad is inclined towards the installation of the application. This Ad’s copy highlights the core features and functionality of the app to attract users.
App Install Ads usually works best with the Image format, provided there is high-value copy to drive engagement.
Facebook Events are a great way to generate buzz around your event. If you have an upcoming event, this Ad unit is the best way to boost the responses with the right targeting specifics.
Limit the geographical area according to the event’s location to have maximum responses.
If you have a target attendance to achieve for your event, this ad can be a perfect add-on to your campaign strategy.
Discounts and offers are a perfect way to lure your audience. This Ad type allows set off-site offers to drive traffic.
Whether it is a discount coupon, BOGO deal or any other offer, Offer Claim Ads can incorporate any offer with their soft copy and CTA. If the user clicks on the button, he is redirected to the landing page where they can redeem the offer.
To use this Ad type, your Facebook page shall have more than 50 Likes.
With its extraordinary digital reach, Facebook is by far the most effective platform to increase awareness and reach of your Brand. If you want to expose your Brand’s product /services to an overreaching crowd, go ahead with this ad objective.
Brand Awareness is used when reach is the driving factor of your Campaign. For a successful Brand Awareness Ad, your creative should grab User’s attention while they scroll on their feed. The quality of your content should be remarkable in this Ad so that the user would want to know more about it. This ad can be a part of any campaign whose goal is to spread information about your brand.
If you have opened a new store or started a local business, these ads work best to spread the word. This ad functions just like the brand awareness ad but with enhanced location-targeting features.
To make the experience user-friendly, you can also add CTAs like Call Now or Send Message.
Collection Ads give users instant experience of your products. It is a new feature added on Facebook Ads. It allows the user to browse and shop selected products from the app.
This feature provides users with a new in-app shopping experience in a visually immersive way.
It is the most sought Ad type on Facebook, as the name suggests, it focuses on generating leads. Unlike traditional lead generation Ads, these ads have a built-in form inside the app itself.
Hence the user doesn’t have to leave the platform to fill in the form.
Lead Generation Ads help get sign-ups for newsletters, email list, events etc. Once the user clicks on the Ad, a form pops up wherein you can ask him for his information. These lead forms are customizable, so you can seek whatever information you require from the User.
Using these Ads, you can set up an appointment, get registrations for your event or get information for Email-marketing.
Facebook consistently changes the algorithm of your feed. Hence, even your best posts don’t reach the concerned audience. According to recent updates, only 2-3% of your user base come across your posts consistently. Post Engagement Ad is a perfect way to boost those figures and make sure that your posts reach everyone.
With Post Engagement Ads, you can drive traffic on your page with your best performing content. This Ad also offers a CTA Button which will allow users to directly like your page for more updates as well as increase engagement on that particular post.
Do you want to increase potential conversion on your website, then this can be your Ad to ace it. Using website conversion, you can redirect the users who click on Ad to a specific landing page on your website.
You have to be a little careful while using them. Once the user reaches your landing page, make sure you ask them to sign up for a newsletter or any free resources. Using website conversion and Email Marketing, you can convert a potential lead.
Now you know which Ad will help you scale your campaign, its time you start generation real-business through Facebook.
Debbie Moran is a Digital marketing strategist with 5+ years of experience producing advertising for brands and helping leaders showcase their brand to the correct audience. She has been a part of RecurPost since 2019 and handles all the activities required to grow our brand’s online presence.