Source: Facebook. 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. Source: Plantsome on Facebook.
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.
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.
Source: Lee Valley Tools on Facebook. Instant Experience ads used to be called Canvas. 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 are only available for mobile devices. Several automakers have successfully used them to encourage test drives. It breaks down all the details you need to know to make the most of this important type of Facebook ad campaign. 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. The Taiwanese beverage brand Nature Fruit used dynamic ads to manage the language settings for its ads when it expanded into Malaysia.
You need a Facebook Business Manager account to use Dynamic ads. Facebook Messenger ads give you access to the 1. When creating your ad, simply choose Messenger as the desired placement. You also need to select 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. 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. They specifically targeted the ads to those interested in alcohol, cocktails, hiking and the outdoors.
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. If you already have a Facebook business page and you should , you can head straight to the Facebook Ads Manager or Business Manager to create your Facebook ad campaign. Log into Facebook Ads Manager and select the Campaigns tab, then click C reate to get started with a new Facebook ad campaign.
Facebook offers 11 marketing objectives based on what you want your ad to accomplish. Choose a campaign objective based on your goals for this particular ad. Keep in mind that for conversion-oriented objectives like sales you can pay per action, but for exposure objectives like traffic and views you will pay for impressions.
From there, we need to specify which kind of engagement we want. Name your Facebook ad campaign and declare whether your ad fits into any special categories like credit or politics. Scroll down a little further to choose whether to turn on budget optimization. Next, you decide how much money you want to spend on your Facebook ad campaign. You can choose a daily or lifetime budget. Then, set the start and end dates if you want to schedule your ad in the future, or choose to make it live right away.
Keep in mind that running your Facebook paid ads on a schedule may be the most efficient way to spend your budget since you can choose only to serve your ad when your target audience is most likely to be on Facebook. You can only set a schedule if you create a lifetime budget for your ad.
Scroll down to start building the target audience for your ads. Understandably, this statistic is one of the most popular among Facebook advertising evangelists, and for good reason. There are two main reasons this growth in users is so important to advertisers. The first is that the larger the audience, the more granularly advertisers can target potential prospects. Unlike traditional advertising platforms, the emphasis in paid social is on finding the right people, not finding as many people as possible, a paradigm that is the polar opposite of platforms such as TV and radio advertising.
This is not the death knell you may have heard about, however. Facebook remains the most popular social network in the world, and slower growth is still growth. Facebook is also still crushing it in terms of user engagement. Image via Business Insider. Although advertisers have many elements to consider when launching a new online advertising campaign, from potential reach to ad creative, oftentimes it comes down to cold, hard numbers.
Fortunately, Facebook is one of the most cost-effective advertising platforms available. However, with so many ad formats available, the question of ROI depends greatly on the ad format in question. Facebook ads are similarly cost-effective when it comes to cost-per-action, or CPA.
As we can see in the figure below, CPAs across Facebook ads vary quite widely. Some sectors offer more competitive CPAs than others. The education and apparel verticals have significantly lower CPAs than the home improvement and technology verticals:.
To see even more data on Facebook advertising costs, check out the full range of WordStream data on Facebook advertising benchmarks for your industry. Although the cost of Facebook advertising has risen in recent years, overall costs remain significantly lower in many cases than similar metrics in PPC. Image via Salesforce Q1 Advertising Benchmark report.
In the past, Brett had managed to achieve strong performance according to traditional metrics. These two metrics are held in high regard because they are both interrelated, but if your goal is lead generation , they become substantially less important. In the past, Brett devoted a great deal of time, effort, and energy into maintaining high Relevance Scores by rotating his ad creative on a regular basis — sometimes daily — to ensure the ads being displayed in his campaigns were fresh.
Ordinarily, many advertisers would be gravely concerned by this perceived drop in performance. This allows you to set a budget at a campaign level. In the past, Facebook only allowed users to set this at an ad set level so it caused a lot of complications when allocating budgets to different audiences.
This is my favorite step in creating Facebook ads. Then, you can toggle dynamic creative on if you want Facebook to automatically generate variations depending on the audience most likely to engage. These are my new favorite ad sets from Facebook. You can also use this to rotate in an offer style ad feature. This allows you to send automatic reminders, discount codes, and more. Until you get down to the placements , optimization, and delivery at the bottom.
This last step is the most important step. Keep your eyes peeled for Facebook Group ads. Facebook has been silently testing these since late With a bigger drive for user experience and more lawsuits, Facebook is going to drop core targeting options slowly. But with this comes more ad options and a greater drive to video. Until we have more information from Facebook, businesses should continue to work to understand their customers and how best to engage them.
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