So far we’ve reviewed the basics of setting up a Facebook ad and the the best way to create an ad. Now let’s look at the various objectives and ad types that Facebook offers. It’s very important to understand the differences between them to assure you select the right ad for your goals. These are not to be confused with the Boosts or Promoted Posts also available on FB. That’s a whole ‘nother blog!
- Page Post Engagement
- Page Likes
- Clicks to Website
- Website Conversions
- App Installs
- App Engagement
- Event Responses
- Offer Claims
- Video Views
- Local Awareness
- Carousel Ads
- Dynamic Products
To recap... the basic steps in creating a Facebook ad (any ad actually - print or internet) are:
- Set your goal for the ad
- Define the audience you want to reach
- Determine your budget
- Create your ad
Page Post Engagement: Supported Placements: Right Column, Newsfeed, Mobile
This is the most common type of FB ad. It’s designed to get more people liking, commenting on and sharing your posts. These ads have the side benefit of generating Likes for your Page. Always remember to check the comments and reply to them for an engagement boost.
Page Likes: Supported Placement: Right Column, Newsfeed, Mobile
This ad type is all about increasing your Page Likes with a very visible CTA such ad “Like Page”. The correct image is very important for this ad type. Spend the time to define the perfect audience you want to be Liking your Page. While we all want to have loads of Likes, it’s much better to have quality Likes from people who will actually do business with you.
Clicks to Website: Supported Placements: Right Column, Newsfeed, Mobile
This ad, when clicked, sends people to any page on your website including an online store. The image you choose, the value proposition, and the call-to-action are very important in attracting clicks. This is a great ad type to draw attention to a new or newly redesigned website, or one that has new features, services, and products.
Website Conversions: Supported Placements: Right Column, Newsfeed, Mobile
This is an objective rather than an ad type. FB provides a snippet code which you add to the HTML on your website. You’ll then get reports when people see your ad and take action. You can choose whether to measure checkouts, registrations, leads, key web page views, adds to the cart and other web conversions. This data helps you understand who comes to your site and what they’re responding to so you can make your ads (and website) even better.
App Installs: Supported Placements: Mobile
This is the perfect choice to increase your app installs. When clicking on the “Install Now” button, the App Store automatically pops up. The are additional targeting options to zero in on your audience. For example, you can choose which iOS/ Android version you want the user to have, if they use mobile devices or tablets, or only users connected to a WiFI network.
App Engagement: Supported Placements: Right Column, Newsfeed
This ad gets more people to engage with your app and takes them to specific parts of your app, like the purchase page for an item, or a screen where they can register or start a download. Your app’s rating and usage is clearly visible in this ad, so be sure to have a good score or the ad won’t be very effective. Would you play a game with a one-star rating?
Event Responses: Supported Placements: Right Column, Newsfeed, Mobile
The Event ad is a great way to attract more visitors to your event. For the ad to be the most effective use the right targeting options and geographic reach. When people click on it, they can join the event and it will even be added to their own Facebook calendar. They’ll also get reminders for the event, and you can keep track of how many people responded.
Offer Claims: Supported Placements: Right Column, Newsfeed, Mobile
This ad is perfect for brick and mortar store owners who want to attract people into their stores. To create an offer, you’ll need at least 50 Likes on your Page. Create special offers to get more people doing business with you. You can offer discounts or other rewards - it’s up to you. You decide how long your offer runs, who sees it, how many people can claim it and more. Once your offer is live, any user who clicks on your ad and redeems the offer will receive an email containing the details and terms of the offer.
Video Views: Supported Placement: Right Column, Newsfeed, Mobile
It’s no surprise that we see more and more videos on people’s Newsfeeds. Videos are entertaining and engaging and can tell your story very effectively. One word of caution: if you choose a video ad your video must be of high quality or you’ll be wasting your time and money. Producing good quality videos can be time consuming and costly. Big brand companies are most likely the adopters of this ad type, although small companies with a smart social strategy could get excellent results.
Local Awareness: Supported Placements: Right Column, Newsfeed, Mobile
If you are looking to easily reach people in the area around your business this is the ad type for you. Just start with your business address and the area you want to reach, and FB will show your ad to as many people on Facebook as possible within the selected area.
Slideshows: Supported Placements: Right Column, Newsfeed, Mobile
Unlike video ads, these ads are perfect for low bandwidth audiences. They’re made directly in the Ad Manager. Select the ad goal (Website Views for example), scroll down to the video option and select Slideshow. From there either use your own images or use the FB library of images. Add in your copy for each image and VOILA! - you have a professionally looking slideshow. These lightweight video ads ensure that people all over the world can view your brand’s story on almost any internet-connected device.
Multi-Product Carousel Ads: Supported Placements: Newsfeed, Mobile
This new ad format was released in June 2014. It’s useful for ECommerce advertisers looking to market multiple products, services or promotions without having to create multiple ads.The carousel format offers flexibility and multiple creative options - while also lowering your cost per click. It allows for up to 5 individual images each with it’s own title, description, and call-to-action making clicks on the ad more likely.
Dynamic Product Ads: Supported Placements: Right Column, Newsfeed, Mobile
Make your ads even more targeted and relevant to customers. Dynamic Product Ads help reinforce customer interest by featuring products individuals have viewed on your website or mobile app. Facebook even provides reports on which ads are doing best.
As you can see, there’s pretty much an ad type for any type of objective you may have. We have found it useful to try different ad types for an ad campaign. And within those ad types, run ads with different images, CTA’s, and copy. Then track the progress daily. Are you getting the conversions you set out to get? Are some ads performing better than others?
We limit campaigns to weekly time frames, monitoring them closely, and pulling ineffective ads as necessary. The first people who click on an ad tend to be the most responsive to advertisements in general. Once you get through this first wave of people, the cost of reaching the next group will increase. If you begin to see decreases, target a different group or alter the ad.
Facebook ads do work, as long as you take the time to create them well and monitor them closely. The Facebook advertising platform is the single best course of attracting new fans, and, as with everything on Facebook, it will change and most likely get even better.
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