Facebook advertising provides 15 objectives and 1,300+ targeting options, making it complex and overwhelming to most business owners. That does not include the six different ad types to choose from. That is why it is highly recommended to hire a professional experience in Facebook advertising to help set up and run your campaign. Facebook ad managers will have the knowledge and skills needed to create an effective strategy.

In this article, we will explain the different types of Facebook ads available, so you have an idea of which method works best for you. We will cover the types of Facebook ads and break them down to explain the format and objectives, how to use them, and ways to improve your results.


Facebook Ad Objectives

1.Awareness Ads: There are more than 1.8 billion Facebook users logging in each month. Most of those people likely do not know about your company, or that it exists. Awareness is at the top of a sales funnel, without people being aware of something, how can you convert them?

This allows you to target new people, get them interested in your product or service, and introduce yourself. Create engagement by sharing your company story and connecting with potential customers.

Awareness ads include:

Reach: Get your ad viewed by most users possible.

Local Awareness: Get your ad seen by local users. There are limited targeting options based on the area.

Brand Awareness: Help encourage users to learn more about your company.

The purpose of awareness ads is to increase brand awareness. When used properly, they can do more than build awareness, they can build a following. It is worth investing in creative and high-quality photos during the awareness phase. For example, short 15-second videos, infographics, and random facts are just some of the popular methods that perform well.  However, it has to be a memorable ad to be successful.

Test to see if your ad is memorable by showing it to a few employees that fit your target audience. Then, an hour later, ask them to describe the ad. This only works if they are unaware, they will be questioned later.


2.Consideration Ads:  The consideration ad objectives help get people to consider looking further into your product or service. It targets those in the top to the middle of the sales funnel. This type of advertising is useful for in-app or on-site content, including coupons, digital marketing, how-to write articles, blog posts, video testimonials, and newsletters.

Consideration ads include:

  • Engagement: Increase engagement between people and your company.
  • Traffic: Increase traffic to your website.
  • Video Views: Generate more video views.
  • App Installs: Get more people to install your app.
  • Messenger Ads: Directly advertise to targeted users through Messenger.
  • Lead Generation: Obtain more leads through a form that users fill out.

 It is recommended that you first identify what your top content is, then direct people to that content with your sales funnel. Include an infographic with your content to encourage leads, even create promotional content that people won’t be able to resist. However, keep it realistic as people will catch on if you’re offering a $999 product for $9.99.

Tip: If you have a poor-quality ad, no one will click on it. It is worth the time and effort to have a high-quality photo or infographic. Otherwise, it will simply be a waste. Also, ensure that the page you direct people to loads quickly. Slow loading pages are a leading cause of page abandonment.


3.Conversion Ads: The purpose of a conversion ad is to encourage people to take action and/or buy your service or product. This is done by targeting people in the bottom part of the sales funnel, which helps increase your bottom line. Because of this, these types of ads are also the simplest to analyze but are more expensive than the other types of ads.

Some forms of conversion ads include directly sending people to your contact page or product page, asking them to complete registrations, or getting people to visit your store.

Facebook Conversion Ads include:

  • Store Visits: Get more foot traffic to a brick-and-mortar location.
  • Product Catalog Sales: Increase product sales.
  • Conversions: Encourage users to take action on your website.

Facebook Pixel and conversion ads are used together. Facebook Pixel is a small piece of code that tracks user actions over the web and allows you to remarket to visitors later. Also, you can track user behavior on your website. We highly recommend placing conversion codes on specific pages, such as a thank you page or another relevant page to help track goals.

When you run a Facebook conversion ad, you will have some choices to where the ads are shown, and the format. We will cover the various types of Facebook ad formats next.

If you have never used conversion ads before, you may want to have a slightly broader target audience than usual. This allows Facebook to help do the work on finding the people most likely to convert. Once you have finished with the ad campaign, gather all the data, and use it to set up the next campaign.