I have to give Facebook’s team a lot of props. They make it easy for any beginner to start running Facebook ads on their platform. For example, you can easily make a post to your Facebook’s Business page and click boost post to start running an ad. The problem is that the simplicity comes with a price. Most people don’t seem to get results from those simple “boosted post”
In this article, I’ll go over the other options that you have and the different types of ads you can run using Facebook ads.
This is the most common one as I mentioned above. Most novice Facebook advertisers start with this. It’s as simple as clicking on “boost post” under a post that you published on your Facebook page.
This ad type helps to promote your external website and send people to your landing pages or blog posts. You can use Link Click Ads with several placements; this allows you to deliver the same ad across multiple News Feeds and reach a large audience.
The pros of a boosted post is that it can get you a decent amount of engagement (likes and possibly shares), but it’s not worth the money if you’re going for sales. Boosted post tends to work well with content marketing.
This is probably one of the most popular and upcoming type of Facebook advertising. I would say this is an effective way of advertising on Facebook except you need to be super creative. Nobody wants to waste time just watching some random vids.
Facebook Video Ads are actually another form of the Link Click Ads — just that instead of a still image, your ad’s featuring a video.
- Ad copy text: 90 characters
- Aspect ratios supported: 16:9 to 9:16
- File size: up to 4 GB max
- Continuous looping available
- Video can be as long as 120 min., but most top-performing videos are 15–30 seconds
The goal here is to get creative with the vids that you use.
Time to start getting a little bit more advanced. I love carousel ads and find them to be super effective for e-commerce advertising. This is especially true if you have a lot of products to display.
For example, I have an apparel e-commerce shop. That shop has over 600 SKUs and it would be hard to choose which products to display on a regular Facebook ad, this is why I go towards Carousel ads and they convert well.
The good thing is that carousel ads work well with Instagram too.
- Recommended image size: 1080 x 1080 or 600 x 600 pixels
- Ad copy text: 90 characters
- Headline: 25 characters
- Link Description: 30 characters
Dynamic Product Ads
Facebook’s dynamic product ads are like re-marketing display ads on steroids. They target users based on past actions (or inactions) on your website or application with a perfectly timed ad.
All you have to do is upload your product catalogue to Facebook and double-check that your Facebook Pixel is installed correctly on your site’s pages.
I use dynamic product ads for all my client’s e-commerce sites for their retargeting campaigns. These are the ads that come with the highest relevance score and produce excellent results.
Facebook handles all of this for you.
This Facebook ad type allows people to download your content or sign up for your offer without leaving Facebook platform.
This makes the Lead Ads a perfect method for quickly getting a potential customers email address!
This is very similar to Twitter’s lead cards.
From my experience, this type of ad works best for real estate and car dealership industry. Usually for industries who do not have a lot of content to share or promote.
Once a person has filled in the form, their email addresses will be stored on your Facebook ads account.
The easiest way to move the new leads from Facebook to your CRM system is to automate the entire process.
You can integrate this with Mailchimp or another email provider.
Mobile App Ads
Mobile App Ads are the perfect choice to drive more installs to your mobile app. This ad is displayed only on the Mobile Newsfeed. When users click the “Install” call to action, the App Store will immediately pop up. This delivers a great conversion rate.
When using this Facebook ad format, you’ll have many additional targeting options to fine-tune your audience. For example, you’ll be able to choose which iOS/Android version you want the user to have, or if you only want to target mobile devices or also tablets, and if you want to target only users connected to a WiFi network.
This is a good type of ad for people who are looking to market directly to people on mobile devices. It can be a very powerful tool for people who are looking for app installs too.
You can also run this on cross platform such as Instagram.
Event ads are pretty much ads for your upcoming events. Facebook Events are a great way for event organizers to attract more visitors. If you want to boost the reach of your event, use this ad unit with the right targeting options.
According to the size and relevance of the event you’re promoting, you may want to limit the geographical reach of the ad to people living in the same city or region as the event.
Really good for geolocation targeting.
These are the type of ads for restaurants and small local business to promote coupons and offers. Similar to the type of offers that you would see on Yelp.
Again, these type of ads work extremely well for companies that don’t have a lot of content.
There are a lot more ad types that you can run on Facebook, but we’ll keep it simple for now. These are the most basic type of ads for different types of businesses. I hope you find this article useful and can find a type of ad that works well for your business.
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