How to Choose the Best Ad Type for Your Goals - HubSpot Blog

Discover which Facebook ads you should use for different purposes now. ... Images on Facebook gives you a format to use, with spaces to make ... TheFacebookAdTypes:HowtoChoosetheBestAdTypeforYourGoals Checkoutourgiantlistof50FacebookAdExamplestoinspireyou. AccessNow BethanyCartwright Updated: June11,2021 Published: January03,2020 DidyouknowthatpeopleintheU.S.spend20%oftheirmobiletimeonFacebookorInstagram? Andthereareover1.8billionpeopleusingFacebookeverymonth? Withsomanyactiveusers,FacebookAdsareano-brainerforanymarketerlookingtoreachnewaudiences inaplacewherepeoplearealreadyspendingasignificantamountoftime. Facebook'sbusinessplatformhasgrowntobemoreandmoresophisticated,givingadvertisersmoreoptionstoreachnewaudiencesandretargetprevioussitevisitorsbacktotheirbrand.However,withsomanydifferentoptions,itcanbedifficultforadvertiserstofigureoutwhichFacebookAdtypeisbestforanygivencampaignobjective. Inthispost,we'llwalkthrougheachofthedifferentFacebookAdtypesandhelpyoufigureoutwhichadsyoushouldrunfordifferentcampaigngoals. FacebookAdTypes PostEngagement InstantExperience Video EventResponses Offers LeadGenerationAds PageLikes Slideshow Carousel Collection Image PostEngagements 1.PostEngagement IfyouregularlypostcontentonyourFacebookpage,youprobablyknowthatsomecontentperformsbetterthanothers.WithFacebookpostengagementads,youcandrivemoreengagementonindividualpostsandexpanditsoriginalreach.Thishelpsyougeneratemoreactivityonyourposts and helpsyougetmoreorganicfollowersquicklybyofferingthemthekindsofpoststhey'llseemoreofiftheyfollowyou. Intheexamplebelow,theFashionStorkClubadpromotesanupdatethiscompanymadetotheirFacebookphotos.Noticethattheadddisplaysthepostengagement(likes,comments,shares)alongwiththeposttoencourageviewerstoengagewithit. Theadalsofeaturesa"likepage"buttonwhichallowstheadvertisertogeneratebothpagelikesandpostengagementsallinonepost.  2.InstantExperience Whileappengagementadsareintended tohighlightspecificfeaturestodrivein-appengagements,appinstalladsarefocusedongeneratingnewusers.Insteadofcallingoutspecificfeatures,appinstalladsaremorelikelytoshowcasethe app'scorepurposeandmainfunctionality.  ImageSource 3.Video Thevideoadfeatureshelpeducateyouraudienceaboutyourproductfeaturesusingvideo.  Videosshouldbethehighestresolutionpossibleinaspectratios9:16or16:9.Theyalsoneedtobeaminimumofonesecondtoamaxof240minutes.AcoolthingaboutFacebook'svideoadsisthatyoucanuploada360ad,whichisanimmersiveexperiencewhereuserscandragtheirfingerorturntheirdevicetoseeanad.  In theexampleabove,Spotify'sadusesacreative,colorfulvideothatfocusesonfindingnewmusicandplaylistsforuserstoenjoy.WhileausermightseetheaddanddecidetosignupforSpotifyimmediately, Spotifyusedthebrandawarenessapproachtocreatecompellingcontenttodrawtheuser'sattention. 4.EventResponses Whetheryouhaveanewstoreopeningorjustwanttoboostawarenessforoneofyourstore'sexistinglocations,youmightconsiderusingthelocalawarenessadtypetodrivebrandawarenessinspecificgeographicregions.Thisadtypeislargelythesameasbrandawarenessads,butwillbemoreorientedandtargetedvialocation.  Forexample,ColdStoneCreameryusedalocalawarenessadtotargetpeopleinageographicareawhentheirstoreinBangladeshopened.Noticehowinthisad,ColdStonechosetouseavideoasthecreativeassetfeaturedinthead.Thisisagreatwaytoengageusersandenticethemtostopscrollingdowntheirnewsfeed.  5.Offers Duringthewebsiteconversionadssection,wetouchedonthefactthatyoucoulduseconversion-focusedoffersasalandingpointforyourFacebook ad.Thatsaid,Facebookalso allowsyoutosetoff-siteofferdownloadsasacampaignobjective.  Whetheryouhavediscounts,holidaydeals,orcontent-specificofferstopromoteviaFacebook ads,theofferclaimobjectiveallowsyoutocustomizeyouradswithcalls-to-actionspecifictotheoffer.Forexample,youmightusea"LearnMore"call-to-action ifyou'reofferingsomethingthat'sgoodonlyforthefirst500sign-ups,likeintheadexamplebelow: ImageSource Asyoucansee,theofferclaimFacebook Adtypeshouldleadyourusersdirectlytoasign-uppageonyourwebsitewheretheycanclaimtheofferyoupromoted. 6.LeadGenerationAds Inatraditionalleadgenerationconversionpath,usersaredriventoalandingpagewheretheyfilloutaform.Forexample,youmightuseaFacebookofferclaim ad(likewediscussedintheprevioussection)todriveuserstoyourwebsiteandhavethemfilloutaformthere. ThedownsidetothisconversionpathisthatusersarerequiredtoleaveFacebookaltogetheroncethey'veclickedontheadtoactuallyclaimwhatyou'repromoting. Luckily,Facebookofferstheleadgenerationobjective,whichallowsyoutocollectleadinformationwithoutforcingyouraudiencetoeverleavetheFacebookapp.  Here'sanexamplethatshowstheconversionpaththeusergoesthroughonaFacebookleadad. First,theuserseeatraditionalconversion-focusedad: ImageSource Oncetheuserclicksontheaddand/orcall-to-action(inthiscase,Sign-Up),theyseethispopupwithintheFacebookapp: Next,theusercanclicktheregisterbuttonandseeaform(ofyourchoosing)withtheirinformationauto-filled. Oncetheusersubmitstheformontheleadad,theycanclickoutoftheadandgobacktobrowsingonFacebook.It'sagreatuserexperience andFacebookwillsyncwithyourCRMsoyourleadsarerightwhereyouwantthem.  WantmoreinformationonhowtosetupandsuccessfultargetFacebookleadadstotherightusers?Checkoutthiscomprehensiveguide.  7.PageLikes Insomecases,youmaywanttouseFacebookAdstoexpandyourorganicreach.Whenthisisyourcampaigngoal,youshouldusethepagelikeadtypetoencouragenewusersto"like"yourpage.Oncetheydo,they'll beabletoseeyourorganiccontentwhenyoupostit. ImageSource PagelikecampaignsarebestforadvertiserswhoputlotsofeffortintotheirsocialmediapresenceandproducecontentspecificallyfortheirFacebookusers todriveengagement. Keepinmind,youcanalsoada"likepage"call-to-actionoptiontootheradtypes ifyouwanttoaccomplishtwogoalswithonead.  8.Slideshow Slideshowads,inFacebook'sopinion,arekindofinthevideocategory,kindofnot.Thinkofthemasbillboards:theymovequicklyandcangiveanimmersiveadexperience.Slideshowsareanaffordablealternativetovideo,andalsoprovideaquickloadingtime,soyoucancapturetheattentionspanofsomeonewhodoesn'twanttowaitforvideos.  Theseareapossibleoptionforyouifyouwanttoquicklymakeads.Facebookgivesyoutheoptionofchoosingfromstockimagesandfreevideoeditingtoolstomakeyouradspectacular.Youcanevenchoosemusic.  Slideshowsarealsogreatforyouifyouwanttosimplifyaprocessthatisalittlebitmorecomplex.LikeCarousels,youcanusequicklymovingimagestotellastoryorsequence. 9.Carousel CarouseladsareverydiverseandFacebookhoststhemontheirwebsite,Instagram,Messenger,andAudienceNetwork.Carouselsletsyoushowupto10imagesorvideosinonead.Thisexpansiveadspaceembracescreativity.  Commonwaystousecarouseladsareproductdemos,producthighlights,showcasingspecsaboutaproduct,andawaytotellstories.Althoughthey'repopularonInstagram,CarouselsalsohaveaplaceonFacebook,andcanattractuserswhoareintoaninteractiveexperience. 10.Collection Ifyou'rereleasingalotofproductsatonce,collectionadsmaybesomethingyoulookinto,especiallyattheendofacampaignthatdrivesalotofinterest.Thisisbecausecollectionadsletsinterestedbuyersmovefromdiscoveringyourproducttopurchasinginastreamlinedmethod. Collectionadsareprettymuchlikeanonlinestore,withaprimaryimageoftheproductalongwithfourimagescustomerscantapthrough.Iftheydecidetopurchase,theycandosowithoutleavingtheplatform.  11.Image Fordrivingvisitorstoyoursite,aquickcreationprocess,andkeepingthingssimple,imageadsarerightupyouralley.Theyareacommonformofanadandcomewithfewerbellsandwhistlesthanotherformats.Still,theycanbeextremelyeffective. Withasingle,stunningimageandlittletext,youcancreateastunningimagead,wherethatpicturewillbethefocalpoint.ImagesonFacebookgivesyouaformattouse,withspacestomakesureyourphotoisincredibleandyouhavetheoptiontoincludecopy. HowtoChooseWhichFacebookAdTypetoUse We'vecoveredallofthedifferentFacebookAdtypescampaignobjectivesyoucanusetomeetyourspecificadsgoals. Butisthatallencompassing?Notreally.  Inreality,manyoftheFacebookAdtypecampaignobjectivesoverlap, andyoucouldusemultipleadtypestoaccomplishthesameobjective.Additionally,Facebookhasmanydifferentoptionsforyoutochoosefromonceyoupickacampaignobjective,whichmeanschoosinganadtypeisn'tevenhalfofthebattle.  Sohowdoyoudecide whichadtypetouse? FeaturedResource:FacebookAdExamplesCollection AccessNow Learnfromthebest!We'vecompiledour50favoriteFacebookadvertisementsforyoutolookoverandgetinspiredby.Checkoutthisexclusivelookbooktoseewhichadsstandouttoyou.  1)Defineyourcampaigngoal. Beforeyoubeginanyadcampaign,youfirstneedtodeterminewhatthegoalofyourcampaignis.Areyoutryingtodriveconversionsonyourwebsite?Driveattendanceforanupcomingevent?Simplygetmorecustomerstoyourlocalstore? Don'tjustcomeupwithacampaignaroundwhichadtypeyouwanttouse.Instead,startwithyourownmarketingneedsandbuildyouradaroundit.  2)Chooserelevanttypesyoucoulduse. Onceyou'vedefinedthegoalofyouradcampaign,takealookatthedifferentFacebook Adtypesavailabletoyou.Luckily,youalreadyknowwhateachoftheadtypesare.  Choosethetypemostrelevant toyourgoals.YouprobablynoticedFacebookhasmultipleadtypesyoucoulduseforasingle objective.Ifyourgoalistodrivedownloadsforanebook,forexample,youcoulduseanyoneofthefollowingoptions:  ClickstoWebsite WebsiteConversions LeadGeneration OfferClaims 3)Narrowdownyouroptions. Onceyou'vechosenwhichadtypesaremostapplicabletoyourneeds,choosetheoneyouthinkwillworkbestforyoucampaign.Or,usethesamecreative,copy,andtargetingoptionstosetupacampaigntestusingdifferentadtypesandseeifoneperformsbetterthantheother.  4)Writecopyandcreateassets. OnegreatfeatureofFacebook'sAdsManagertoolisthewiderangeofcreativeandlayoutoptionsyouhaveavailabletoyou.Notonlycanyouchoosebetweenimage,video,photogrid,andcarousellayouts, youcanalsocustomizeyouradsformobileanddesktopaudiences. Facebookalsohaslotsofdifferentcalls-to-actionyoucanuseonyourads,oryoucanchoosenottouseoneatall!Asyourundifferentadcampaigns,makesuretotestandanalyzewhatworksbestforyouraudience.  5)Usedifferentadtypesfordifferentcampaigngoals. Don'tjuststicktooneadtypeforallofyourcampaigns.Instead,makesureyou'reoptimizingyouradsfortherightcampaignobjectives.TryoutdifferentFacebookAdtypesanddifferentadcampaignstooptimizeyouradstrategyforyouraudience. 6)Targettherightaudience. Creatingthedraftofyouradisonlyhalfthebattle.Theotherhalfisfiguringouthowtotargettherightaudienceforyouradscampaign. Luckily,ourfreeguidetoFacebookLeadAdshasanin-depthsectiononhowtosetupyourtargetingstrategyforanyadcampaignyourun. 7)Test,analyze,andrepeat. Onceyou'vedefinedyourcampaignobjective,selectedyouradtype,createdyourad,andtargetedtherightaudience,it'stimetoanalyzeyourresults. Remember:digitaladvertisingisallabouttesting,analyzing,andoptimizingfutureadcampaignsovertime.Makesureyoufollowthisimportantfinalimportantstep,andyou'llbeonyourwaytoimplementingahigh-ROIadsstrategyinnotime. Youmaybewondering,"Okay,whichFacebookAdtypeshouldIdefinitelytryrightaway? Wejustputtogetherthisin-depthguideonFacebookLeadAds.It'llhelpyoulearneverythingyouneedtoknowaboutoptimizingleadgenerationadsthatallowuserstosubmitformstoyouwithouteverleavingFacebook.Checkitouthereorclickthebannerbelow. Topics: FacebookAdvertising AdManagement Don'tforgettosharethispost! 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