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The Facebook Ad Types: Choose the Best Ad Type for Your Goals

22 January 2020
Nathanael McMillan

According to the research, people in the U.S. spend over 20% of their mobile time on Facebook or Instagram. And there are almost 2 billion people using Facebook every month.

 

Does Facebook ad mean anything to businesses? 

Of course, it does. With so many active users, Social media advertising are a no-brainer tool for any marketers who are looking to expand the business and reach new audiences in a place where people are already spending a significant amount of time. 

Facebook's business platform has grown and developed to be more and more advantageous, yet sophisticated. It gives advertisers more options to reach new audiences and retarget previous site visitors back to their brand.

On the other hand, with so many options, it can be quite difficult for advertisers to figure out which Facebook Ads type is the most suitable for any given campaign objectives. 

 

1. Post Engagement

If you post content on your Facebook page regularly, you probably notice that some content performs better than others. With post engagement ads, you can drive more engagement on specific posts and expand its original reach. This will help you generate more activity on your posts and get more organic followers quickly by offering them the kinds of posts they will see more of if they follow you. 

2. Instant Experience

While the main purpose of the app engagement ads is to highlight specific features to drive in-app engagements, app install ads are focused on generating new users. Alternatively, app install ads are more likely to showcase and demonstrate apps' core purpose as well as main functionality.

3. Video

According to the studies, 80% of people remember what they see while 0nly 20% remember what they read. In fact, you will barely recall this article in a few days. But a well-designed visual can sneak into your mind and stay there for a long time. 

In order to do that, the video ad features help educate your audience about your product features using video. Apart from increasing brand awareness, Facebook's video ads allow you to upload a 360 ad, which is an immersive experience where users can drag their finger and their device to see an ad.  

4. Event Responses

Whether you are the owner of a new store or just want to increase brand awareness to your store's existing locations, you might want to consider implementing Facebook Event Response ads to help you get more people through the door for your event in geographic regions.

The ads will allow you to create an event and target your desired audience directly from your Facebook event page and promote it with photos or videos. Besides giving your target audience a simple way to join, it helps to keep track of how many people have responded to your event so you can plan accordingly. 

5. Offers

During the website conversion ads section, Facebook allows you to use conversion-focused offers as a landing point for your Facebook ads. With that said, you can set off-site downloads as a campaign objective. 

Whether you have holiday deals, special discounts, or any kind of offers to promote via Facebook ads, you can customize your ads with calls-to-action action specific to the offer with the offer claim objective. For instance, you might want to use a "Learn More" call-to-action if you're offering something special for the first 300 sign-ups. 

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 (as we discussed in the previous section) to drive users to your website and have them fill out a form there.

The traditional way of lead generation conversion path is that users are driven to a specific landing page where they fill out the form. However, the drawback to this conversion path is that users are required to leave Facebook once they have clicked on the ad in order to claim what you are promoting.

Fortunately, Facebook offers the lead generation objective, which allows you to collect lead information without forcing your audience to leave the Facebook app. Conversion path a user goes through on a Facebook lead ad :

Once the user clicks on the ad and call-to-action (in this case, Sign up) after seeing a traditional conversion-focused ad, he/she can click the Register button and see a form with their information auto-filled.

Once the user is done submitting the form on the lead ad, he/she can click out of the ad and go back to browsing on Facebook. Hence, this is an example of great user experience and Facebook will sync with your CRM so your leads are right where you want them. 

7. Page Likes

From time to time, you might want to use Facebook Ads as a tool to expand your organic search. If this is your campaign goal, you should be using the page like ad type to encourage new users to "like" your page.

Once they do, they will be able to see your organic content when you publish it. Page Likes campaign is one of the best advertising methods when advertiser's priority is to build their social media presence and regularly produce content for their Facebook users to drive engagement. 

8. Slideshow

Facebook slideshow ads are somewhat categorized in the video category that uses motion, sound, and text to create an immersive ad experience to audiences.

It is an affordable alternative to video and providing a quick loading time. You can as a result capture the attention span of someone who doesn't like waiting slideshow ads play well on every connection speed. Unlike video ads, slideshow ads are quick and affordable to create.

You can create it in a few minutes from desktop or mobile and use it to tell a story that can be developed over time.

9. Carousel

Carousel ads are a kind of advertising format that allows you to combine multiple videos or images into a single ad. This expansive ad space embraces creativity, where you can showcase a number of images in order to improve your chances of conversion or sale.

Carousel ads are a useful marketing strategy to showcase specs about products or 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.

10. Collection

If you have a list of products that you want to release or promote, collection ads could be something you might want to look into, especially at the end of a campaign that drives a lot of interest.

Collection ads are more or less an online store, with a primary image of the product along with four images customers can tap through. If they decide to purchase, they can do so without having to leave the platform.

For driving visitors to your site, a quick creation process, and keeping things simple, image ads are right up your alley. They are a common form of an ad and come with fewer bells and whistles than other formats. Still, they can be extremely effective.

With a single, stunning image and little text, you can create a stunning image ad, where that picture will be the focal point. Images on Facebook give you a format to use, with spaces to make sure your photo is incredible and you have the option to include a copy.

If you are looking to drive visitors to your site with a quick creation process while keeping things simple, image ads are right up your alley. With a stunning image and little text, you can create an effective ad, where the picture will be the center of attention. With Facebook image ads, you can select your own format to use while having an option to include a copy.  

 

How to Choose Which Facebook Ad Type to Use

We've now covered all of the different types of Facebook Ads you can use to achieve the goals of your particular ads. But is that all-encompassing? Definitely, Not

Additionally, Facebook has many different options for you to choose from once you pick a campaign objective, which means choosing an ad type isn't even half of the battle. In fact, many of these Facebook Ad type campaign objectives overlap, and you can use several ad types to achieve the same objective.

Nevertheless, Facebook has many different options for you to select from when you pick a campaign objective, meaning choosing an ad type isn't even half of the job.

 

So now, how do you decide which ad type to use for your business?

 

1) Define your campaign goal.

Before you start an ad campaign, you will first need to determine your goal for the campaign. Are you trying to drive attendance for an upcoming event? Drive conversions on your website? or just simply get more customers to your local store?

Don't just begin a campaign around which ad type you should use. Instead, begin it with your own marketing goal and build your ad around it.

 

2) Choose relevant types you could use. 

Once the goal of your ad campaign is clearly identified, then you can take a look at what Facebook Ad types available to you. Fortunately, you already know what each of the Facebook Ad types are. 

Select the one that most relevant to your goals. You probably noticed that Facebook allows you to use more than a single ad type for a single objective. 

 

3) Narrow down your options.

Once you've chosen which ad types are most applicable to your needs, choose the one you think will work best for your campaign. Or, use the same creative, copy, and targeting options to set up a campaign test using different ad types and see if one performs better than the other. 

Once you have decided and chosen which ad type is most applicable to your needs, then choose the one that you think will work best for your campaign. Otherwise, use the same creative or copy and targeting options to set up a campaign test using different ad types to see which one performs better than the other. 

 

4) Use different ad types for different campaign goals.

Don't just stick to one ad type for all of your campaigns. Instead, make sure you're optimizing your ads for the right campaign objectives. Try out different Facebook Ad types and different ad campaigns to optimize your ad strategy for your audience.

Don't just stick to only one ad type for all of your campaigns. instead, make sure you're optimizing your ads for the right campaign objectives. Also, try experimenting with different Facebook Ad types to your ad campaigns in order to optimize your ad strategy for your audience. 

 

5) Target the right audience.

Creating your ads is only half of what needs to be done. The other half is figuring out and determine the right target audience for your ads campaign.

 

6) Test, analyze, and repeat.

Once you have finalized your campaign objective, selected your ad type, created your ad and targeted the right audience, now its time to analyze and evaluate your results.

Note: Digital advertising is all about testing, analyzing and optimizing ad campaigns over time. It's very important that you follow these steps, and you will be on your way to implementing a high-ROI ads strategy in no time. 

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