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.