FACEBOOK ADS: THE COMPLETE, ALWAYS
In this Facebook ads guide, we’ll walk you through everything you need to know, from planning your first ad to developing advanced campaign strategies.
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Facebook advertising is an important way to connect with your audience on the world’s largest social network. How large? 2.80 billion monthly active users large, to be precise.
Sure, that’s an impressive number. But Facebook ads are all about getting your message in front of exactly the right segment of those people. The people who are most likely to actually want your products or services.
If you want to get the best results, it’s important to understand the different Facebook ad types and targeting options before you dive in.
In this Facebook ads guide, we’ll walk you through everything you need to know, from planning your first ad to developing advanced campaign strategies.
Bonus: Download a free guide that shows you how to save time and money on your Facebook ads. Find out how to reach the right customers, lower your cost-per-click, and more.
Types of Facebook ads
Image ads
These simple ads are a great way to get started with Facebook paid advertising. You can create one with just a few clicks by boosting an existing post with an image from your Facebook Page.
Image ads may be simple, but that doesn’t mean they have to be boring.
For example, you might think domain names are a pretty ho-hum product. But that doesn’t stop the Canadian Internet Registration Authority from creating fun Facebook photo ads.
Source: Canadian Internet Registration Authority on Facebook
Video ads
Video ads can run in the News Feed and Stories, or they can appear as in-stream ads in longer Facebook videos. Video ads can show your team or your product in action, like this quick demo video ad from Abeego.
Source: Abeego on Facebook
Just like image ads, video ads can also take a more creative approach, like this one from Tru Earth:
Your video ads don’t need to use filmed video footage. You can also create GIF-like graphics or other animations to capture attention or explain your offer, like in this video ad from IKEA.
Source: IKEA Canada on Facebook
Poll ads
This mobile-only Facebook ad format incorporates an interactive component by adding a two-option poll to an image or video ad. You can add a separate link for each poll choice.
Both you and those who answer will see the tally of responses to each poll option.
Source: Facebook
Carousel ads
A carousel ad uses up to 10 images or videos to showcase your product or service.
You can use this format to highlight different benefits of one product, several different products or even use all the photos together to create one large panorama image.
Each image or video can have its own link. In the ad below, each “Shop Now” button goes directly to the sales page for the plant in the accompanying image.
Source: Plantsome on Facebook
Slideshow ads
Slideshow ads offer an easy way to create short video ads from a collection of still photos, text, or existing video clips.
Slideshow ads have eye-catching motion, just like videos, but use five times less data. So, they load well even for people on slow internet connections. They’re an easy, low-impact way to draw attention.
You can build your ad and add text and music within Ads Manager.
Source: Facebook
Collection ads
These Facebook paid ads, which are offered only for mobile devices, allow you to showcase five images or videos that customers can click to buy a product or service.
Collection ads pair with Instant Experiences (more on those below) and allow people to buy your products without ever leaving Facebook. This makes online shopping easy when people are on-the-go.
The primary photo or video can do much more than showcase a single product. For example, in this Lee Valley Tools ad, the primary video teaches viewers how to choose the right seeds for their garden. The product images below all point to supplies for planting and saving seeds.
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Source: Lee Valley Tools on Facebook
Source: Lee Valley Tools on Facebook
Instant Experience ads
Instant Experience ads used to be called Canvas. They’re a full-screen ad format that loads 15 times faster than a mobile website outside of Facebook.
This ad from Kilne links to an Instant Experience with a video at the top and a carousel below.
Source: Kilne on Facebook
Source: Kilne on Facebook
You can also link a few Instant Experiences together so people have access to even more instant mobile content.
Lead ads
Lead ads are only available for mobile devices. That’s because they’re specifically designed to make it easy for people to give you their contact information without a lot of typing.
They’re great for collecting newsletter subscriptions, signing someone up for a trial of your product or allowing people to ask for more information from you. Several automakers have successfully used them to encourage test drives.
Source: Facebook
Source: Facebook
Because these ads are such a great way to feed your sales funnel, we’ve got a whole guide to using Facebook lead ads. It breaks down all the details you need to know to make the most of this important type of Facebook ad campaign.
Dynamic ads
Dynamic ads allow you to promote targeted products to the customers most likely to be interested in them.
For instance, say someone has visited a product page or placed a product in their shopping cart on your website, but then abandoned the purchase. With dynamic ads, you can advertise that specific product in their Facebook feed.
This reminds the potential customer to complete the purchase, and can be a very effective Facebook marketing strategy.
It’s not just the product selection that can be dynamic. The Taiwanese beverage brand Nature Fruit used dynamic ads to manage the language settings for its ads when it expanded into Malaysia.
This allowed them to create a single ad that automatically ran in either English or Simplified Chinese, based on the user’s preferences. The result was a 25% lower cost per add-to-cart.
Source: Facebook
You need a Facebook Business Manager account to use Dynamic ads.
Messenger ads
Facebook Messenger ads give you access to the 1.3 billion people who use Messenger every month. When creating your ad, simply choose Messenger as the desired placement. You also need to select Facebook feed.
Here’s what an ad looks like in the Messenger app:
Source: Facebook
You can also run “click-to-Messenger” ads in the Facebook feed. These ads feature a call-to-action button that opens a Messenger conversation with your Facebook Page. People can use it to have a one-on-one conversation with one of your salespeople or customer service reps.
Stories ads
Mobile phones are meant to be held vertically. Stories ads are a mobile-only full-screen vertical video format that allows you to maximize screen real estate without expecting viewers to turn their screen.
Stillhouse Spirits Co. ran Facebook Stories ads as part of a campaign to reach U.S. males aged 21 to 40. They specifically targeted the ads to those interested in alcohol, cocktails, hiking and the outdoors.
Source: Facebook
Augmented reality ads
Augmented reality ads use features like filters and animation to allow people to interact with your brand.
For example, the filter could help users see what a shade of lipstick would look like on their lips, or how a pair of glasses might fit their face.
Augmented reality ads can also be used to extend your reach. The ads allow users to take selfies with the filter and share them on their own channels.
The cosmetics band essence used mask filters in augmented reality ads to connect with their audience. The mask designs were based on an earlier round of ads that polled followers on their favorite features.
