A Breakdown of Facebook Ad Types - AdEspresso

Basic ad formats · Image ads · Video ads · Slideshow ads · Stories ads · Instant Experience ads · Carousel ads · Collection ads. Youarehere:Home/Academy/Guides/TheBeginner’sGuidetoFacebookAdvertising/ABreakdownofFacebookAdTypesAcademy ABreakdownofFacebookAdTypesInChapter3ofourFacebookAdsGuide,we’regoingtodiscoverallthedifferentFacebookadtypes. You’llfindtheanswerstothefollowingquestions: WhatbasicadformatsarethereonFacebook? WhatFacebookadtypescanImakefrommyFacebookPage? WhatFacebookadtypescanImakefrommyAdsManager? HowcanIuseeachFacebookadtypeformyadvertisinggoals? ByunderstandingyourFacebookadformatandadtypeoptions,youcandesignFacebookadsthatcatertoyourspecificaudienceandmarketinggoals—andmakethemostoutofyourFacebookadvertisingexperience. Basicadformats AFacebookadformatisthebasiclayoutofyourad:asingleimagewithtext,avideo,afull-screeninteractiveexperience,etc.Thereareonlysevenbasicadformats,butwiththeseseven,youcandesignahugenumberofadtypesaimedatdifferentadvertisingobjectives. Inthesectionbelow,wewillintroducethesevenadformatsbeforeexpandingintothemanyadtypesthatyoucanmakewiththem. Imageads Imageadsarethemostbasicadformat.Theycontainonlyasingleimageandcanbeusedinmultipledifferentadtypes,placements,andaspectratios. Imageadsareeasytomakeandcaneffectivelyshowoffyourproductorserviceifyouusehigh-qualityphotos.Thisadformatisagreatall-aroundchoiceforalmostanystageofyourfunnel,whetheryouwanttogrowyourbrandawarenessorpromoteasaletoincreaseconversions. Althoughimageadsareagreatall-aroundchoice,theycanalsobelimitingasyouonlyhaveasingleimagetogetyourmessageacross.Whenyouwanttodemonstratehowyourproductworksorshowoffmultipleproducts,thesingleimageformatisnotyourbestchoice. Bestpracticesforimageads: Payattentiontoaspectratios,soyourendproductdoesn’tgetstretchedorcutoff. PutintheefforttomakequalityimagesthatstandoutfromtherestofFacebook. Keepyourmessagefocusedbyusingonlyasmuchtextasyouneed. Learnmoreaboutimageadspecs. Source Videoads Videoadsuseasinglevideotomarketaproductorservice. Videoadvertisingdriveshighaudienceengagement,andevensmallercompaniescanmakesimplevideostoentertainandconnectwiththeiraudience. Theonlydrawbacktovideoadsisthattheyaretime-consumingtomake.Ifyouhavesimplemessages,thenanimageorcarouselmightdothejobmoreefficiently. Bestpracticesforvideoads: Keepyourvideosshort(Facebooksuggestslessthan15seconds). Startwithabangandgetyouraudienceengaged. ReadourfullguidetoeffectivevideoadsonFacebook. Learnmoreaboutvideoadspecs. Slideshowads Slideshowadsaremadeupof3to10imagesorasinglevideothatplaysinaslideshow.Theseadsarethelittlecousintovideoadsbecausetheyusefivetimeslessdataandareintendedtobeusedinmarketswhereinternetconnectionsaregenerallylimited. Slideshowadscanalsobeagreatsteppingstoneforpeoplewhohavenovideo-makingexperiencebutstillwanttocatchthereader’seyewiththemovementandsoundthatmakesvideoadssoeffective. Bestpracticesforslideshowads: Usehigh-qualityimagesandvideostomakeanimpact. Insertmusic(thatyouhavetherightstouse). Targetslow-internetareaswithslideshowversionsofyourbestvideoads. Slideshowssharethesamespecsasvideoads. Source Storiesads Storiesadsarefull-screenimmersiveexperiencesthatpopupin-betweentheStoriesuserswatchonFacebook,Instagram,MessengerorWhatsApp.YoucanmakeyourStorieswithvideos,imagesorevencarousels. Storiesofferalotmorefreedomofexpressionthanyourtypicalvideoorimageads,asyoucanexperimentwithvideoeffects,emojisandevenaugmentedrealitytomakeanimpressiononyourviewers. TheStoriesformatisgreatforshowingoffyourbrand,butStoriesarenotplacedonFacebookfeeds,sotheyaren’tasilverbulletforadvertisers.ThemediainStoriesrequiredifferentformattingthanimageorvideoads,soyoumightbeforcedtomakeuniquecontentjustforStories,makingthemmoreworkoverall. BestpracticesforStoriesads: KeepthepaceofyourStoriesquick,withfrequentswitchesbetweendifferentimagesandvideos. Usetoolslikemotionandaugmentedrealitytoenhancetheviewingexperience. Optimizeyourimagesandvideostobeusedonafullscreen. LearnmoreaboutStoriesadspecs. Source InstantExperienceads InstantExperienceads(formerlyCanvasAds)areamobile-onlyinteractiveadthatletsusersengagewithyourcontentonFacebook. WithInstantExperienceads,yourtargetaudiencememberscanswipethroughacarouselofimages,tiltthescreenindifferentdirections,andzoominorzoomoutbymovingtheirfingertips.InstantExperienceadsalsoload10timesfasterthanstandardmobilewebapplications! InstantExperienceadsareagreattooloverall,butifyouarenewtoadvertisingonFacebook,theymayrequiremoretimethantheyareworth.Ifyouaren’tparticularlytech-savvy,itcouldbebettertojuststickwithmorebasicadformats. BestpracticesforInstantExperienceads: Facebookrecommendsthatyouusefivetosevencomponents(images,videos,etc.)inyouradasthesegetmoreengagement. Useapre-madetemplatetosavetime. Repeatyourcentralthemeoftenthroughoutyourad. LearnmoreaboutInstantExperienceadspecs. Source Carouselads Withcarouselads,readerscanflipthroughmultipleimagesorvideos,eachwithitsownheadline,link,ordescription. Carouselsaregreatforintroducingreaderstoabroadrangeofyourproducts,aseachimageinthecarouselcanhaveitsownlandingpagespecificallytailoredforthatproduct. Thecarouselformatcanalsobeeffectivelyusedtotellastoryorexplainaprocessbysplittingupeachsectionacrossdifferentsectionsofyourcarousel. Bestpracticesforcarouselads: Makemultipleuniqueheadlines,CTAs,anddescriptionsforeachpartofyourcarousel. Showthetop-performingimagesorvideosfirsttohookyouraudience. Linktomultiplelandingpagesforamorepersonalizedexperience. Learnmoreaboutcarouseladspecs. Source Collectionads ACollectionadislikeamobilewindow-shoppingexperiencewhere,withonetap,readerscanscrollthroughyourproductlineup.YoucanthinkofCollectionadsasamoreadvancedcarouselad—bothshowoffyourproductlineups,butCollectionadsaremorecustomizableandfull-screen. Collectionadsareperfectforlargeonlinestores,butforcompaniesthatsellalimitednumberofproductsorservices,thereareprobablybetteroptionsforyou. BestpracticesforCollectionads: LetFacebookalgorithmsdecidewhichproductsfromyourcatalogareincludedforeachspecificuser. FillyourcatalogwithavarietyofproductsthatFacebookcanchoosefrom. Pickaneye-catchingimagetodrawpeopleintoclickingonthead. LearnmoreaboutCollectionadspecs. Source Facebookadtypes AdsonFacebookarecreatedbasedonobjectiveslikebrandawareness,conversionsorleads.Eachoftheseobjectiveshasacorrespondingaddesignedtoaccomplishthatgoal;thesearecalledadtypes. Inthisnextsection,wewillgoovertheadtypesyoucanmakeonFacebook.Wehavedividedthembasedonwhereyoumaketheseadtypes.WithFacebookadvertising,youcancreateadsintwoplaces: YourFacebookPage YourAdsManager Typically,theadcreatoronyourFacebookPageisfocusedonsimplicityandspeed,whereastheAdsManageradcreatorallowsyoutogomorein-depth.UnderstandingwhatyoucandoonbothoftheseplatformsiskeytomakingadsonFacebook. AdscreatedfromyourFacebookPage TheeasiestwaytomakeFacebookadsisdirectlyfromyourFacebookPage.JustclickonthePromotebutton,andyoucanstarttheprocessofgettingyourbrandandproductsoutthere.YoucannotcreatealladsfromyourFacebookPage,butyoucancreate: Boostedposts PageLikesads WebsiteVisitorsads WebsitePurchasesads Automatedads Leadads Eventads AsyoucanalsomakeleadadsandeventadsontheAdsManager,wewilllookatthoseadtypesinthenextsection. BoostedPosts EverytimeyoupostsomethingonyourFacebookPage,Facebookoffersyouthechancetoamplifythepost’sreachwithaBoostedPost. AfteryouclickonPromote,justchooseBoostaPosttogetyourpostinfrontofmorepeopleacrossFacebook’sadvertisingnetwork. TheBoostedPostwilllookexactlylikeanordinaryFacebookpost,withaSponsorednoteontopofthead. PageLikesads PageLikesadsarethego-tooptionforincreasingyourpagelikes.TheycanbedisplayedonallplacementsandincludeavisibleCTA(calltoaction)thatallowsreaderstoimmediatelylikeyourpage. YoucanmakeaPageLikesadbyclickingonthePromoteMyPageoptiononthePromotemenu. Source Websitevisitorsads Thisadtypehelpstopromoteyourexternalwebsitebysendingpeopletoyourlandingpagesorblogposts.Youcanusewebsitevisitorsadsacrossseveralplacements,allowingyoutoreachalargeaudience. YoucanmakeawebsitevisitorsadbyclickingontheGetMoreWebsiteVisitorsoptiononthePromotemenu. Websitepurchasesads ThewebsitepurchasesadusesyourFacebookpixeldatatotargetadsatpeoplewhohavealreadyshownaninterestintheproductsonyourwebsite. Beforeyouusetheseads,you’llneedtosetupyourFacebookpixelsoitcancollectallofthedatathatyou’llneed. YoucanmakeawebsitepurchasesadbyclickingontheGetMoreWebsitePurchasesoptiononthePromotemenu. Automatedads Anautomatedadisaperfectbalancebetweenasimplepageboostandafull-fledgedmarketingcampaignorganizedfromyourAdsManager.Insteadofhavingyoudoeverything,theautomatedadwalksyouthroughtheprocess,usingAItohelpyougetthemostoutofyourtargeting,placements,andadbudget. YoucanmakeanautomatedadbyclickingontheGetStartedWithAutomatedAdsoptiononthePromotemenu. MessengerAds Supportedplacements:MessengerInboxMessengerStories MessengeradsappearinthemaintabofFacebookmessenger,wherepeoplespendtimechattingwithfriends. Auserwillseeyouradintheinboxamongsttheirconversations,andcanclicktoinitiateaFacebookconversationwithyourpage.   Specs: Recommendedimagesize:1,200x628pixels Minimumwidth254x133 Imageratio:1.9:1 Text:125characters Headline:25characters Description:30characters AdscreatedfromyourAdsManager TheAdsManagerthatwesetupinChapter2istheotherplacetodesignadsonFacebook.AdsManagerhasmoreoptionscomparedtoyourFacebookPage.Also,ifyouwanttocreatecustomaudiencesorcatalogs,that’llneedtobedonethroughAdsManager,makingthismoreofaone-stop-shopforallofyourFacebookadneeds. WhencreatingfromtheAdsManager,youcanmake: Eventads(alsoavailablefromyourFacebookPage) Offerads Leadads(alsoavailablefromyourFacebookPage) Dynamiccreativeads Dynamicads Mobileappads EventAds AneventadisanadthathelpsyoumarketyourFacebookeventstoyourtargetmarket,helpingyougrowthereachandimpactofyourevents. Dependingonthesizeandrelevanceoftheeventyou’repromoting,youmaywanttolimitthead’sgeographicalreachtopeoplelivinginthesamecityorregionastheevent. Source Offerads Thisadtypeisperfectforonlineorbrick-and-mortarstoreownerswhowanttoattractmorepeopletotheirshops. Withanofferad,youcangiveusersthechancetoredeemaspecialofferonyourproductsorservices.ByofferingaspecialdiscountorpromotiononFacebook,youcanencouragenewcustomerstotryyourproductorbringbackoldcustomerswhoneedthatextralittlepushtocommitagain. Source LeadAds AleadadisanadwithanInstantFormattachedtoitsothatyoucanlearnvaluableinformationaboutfuturepotentialcustomers. Youcanuseleadadstogathercontactinformationforfuturepromotions,domarketresearchonyourtargetaudience,ordriveengagementwithyourbrand. YoucanlearnmoreaboutthiskindofFacebookadbytakingalookatourcompletehow-toguideonmakingleadads. Dynamiccreativeads AdynamiccreativeadisanadwhereyougiveFacebookmultipleadcreatives,CTAsandcopysetsthatitcanthenmix-and-matchtotargeteachindividualreader. Theseadsareperfectwhenyouhaveaproductwithmultipletargetmarkets.Forexample,youcouldpromoteyourChristmassalewithadynamiccreativeadwithseveralproductsandcreativesdesignedforcouples,parents,orgrandparents,andthenFacebookwillchoosethemostappropriateoneforeachreader. Source DynamicAds Facebook’sdynamicadsarelikeremarketingdisplayadsonsteroids.Theytargetusersbasedonpastactions(orinactions)onyourwebsitewithaperfectlytimedad. AllyouhavetodoisuploadyourproductcatalogtoFacebookanddouble-checkthatyourpixelisinstalledcorrectlyonyoursite.Facebookhandlestheautomationandretargeting!Formoreondynamicads,readourbeginner’sguide. Mobileappads Mobileappadsaretheperfectchoicetodrivemoreinstallstoyourmobileapp.ThisadisdisplayedonlyonthemobileNewsFeed. WhenusersclicktheInstallCTAonyourad,theAppStorewillimmediatelypopup.Thismakesiteasyforyourreaderstoquicklygofrombeinginterestedinyourapptodownloadingitinaflash. Source Andnowletsgettowork Asyou’veseen,Facebookhasaverybroadofferingofadformatsandadtypesthatcanmeettheneedsofanybusiness.Wheneverpossible,wesuggestyoutestdifferentadformatsandseewhichonesperformbetterforyou.Thiswilldeliverthebestresultsatthelowestcost. ForacompleteoverviewofallFacebookadtypesandspecs,seethisguidebyFacebook. NowthatyouhaveaclearideaofwhatyoucanadvertiseonFacebook,let’smoveontoChapter4andlearnhowtobringeachandeveryFacebookadtypetolifewithstunningaddesignsandcompellingadcopy! GetthemostoutofyourdigitaladbudgetwithAdEspresso.CreateandmanageallyourFacebook,Instagram,andGoogleadsinsecondsfromasingledashboard. 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