Advertising on Facebook: Doing it Right

Facebook Doing it Right
Advertising on Facebook is considered a very effective promotional tool due to its very flexible settings, ease of launching, and low cost of leads. To achieve the necessary results, each campaign must have its own goal. Let’s take a look at what types of Facebook ads there are and their goals.

How to choose the right goal?

Knowing what type of ads to choose for Facebook means getting the most out of ads on this social network, which today provides the full range of tools you need to run a successful marketing campaign.

Choosing the right type of ads that work properly to achieve your business goals will be the difference between generating massive conversions and wasting your marketing budget.

Unlike other paid media platforms, Facebook gives you unprecedented opportunities to personalize your ads, so you can target your ads to your target audience based not only on demographics, hobbies, and interests of potential customers but even on their social network acquaintances.

For the investment in the promotion to show the desired results, it is first necessary to determine the main goals. The goal of the advertising campaign is the actions you expect users to take after interacting with the ad.

Today, there are more than a dozen main types of campaigns on the social network. Let’s take a look at all types of ads on Facebook and break down each goal individually so we can see the big picture and understand what’s best to use depending on the situation.

Let’s start by listing all types of Facebook ads:

  • image;
  • photo;
  • video;
  • stories;
  • dynamic creative;
  • ring gallery;
  • slide show;
  • advertising with a selection of products;
  • interactive format.

And in addition to the basic types, there are various purposes of advertisements:

  • leads;
  • conversions;
  • clicks;
  • engagement for publication;
  • responses to invitations;
  • likes;
  • messenger.

Before proceeding to the parsing of each type, we should note one important feature of the Facebook ad. You can’t take up more than 20% of the banner area with text. Otherwise, the material will not be approved. That’s why pictures are often used here without using text. This is an important rule of advertising on Facebook.

Image Format

Facebook Image Format
The easiest format is a static image. It allows you to promote high-quality photos of your company. It is simple and convenient. According to Facebook statistics, a photo is the best way to attract users to the site.

Video Format

Facebook Video Format
This type of advertising on Facebook attracts the attention of large users. We advise you to post videos that are no longer than 15 seconds so that users can easily view them from their mobile devices. The gif format is also supported.

Dynamic Format

Facebook Dynamic Format
The ad consists of different parts:

  • image;
  • video;
  • headlines;
  • descriptions;
  • buttons.

Facebook itself takes each of these and optimizes them to achieve the highest results from each display. In this way, the user who sees your ad interacts with a customized version of the creative.

Loop Gallery Format

Here you can add 10 images that are switched with a click. Video is also supported. This format is good if you want to show several products at once. And each image can attach a link.

Slide Show Format

Facebook Slideshow 2

Like the ring gallery, you can add up to 10 images here. Unlike other types of ads on Facebook, the slideshow loads even with a slow network connection. This format will easily replace the video with any of your photos and music.

Subject Format

Show people the products in your catalog! You can add a main video or photo and up to four smaller images. That way, you can see all the photos in one ad at once, without having to flip through them. This format encourages people to quickly navigate to items and purchases.

Stories Format

The format allows you to show the content on full screen, to attract people’s attention even more and fuel their interest. Try to evoke positive emotions and push to perform the action you want on your mobile device.

Interactive Format

Suitable for advertising applications because it allows you to get acquainted with them before installation, it’s almost like a test-drive of a car. The format will help find and interest people who are likely to want to install your app.

Messenger Format

This isn’t an ad format, but it’s the goal of the campaign, but let’s write a little more about it. Ads with a link to Messenger encourage users to start a conversation with your company. Messenger with customers, including automated features.

People will see these ads in the “Chats” tab of the Messenger app. When a person touches the ad, Messenger opens a window with detailed information and a call to action button. By tapping this button, the person goes to the location you specified when you created the ad

Brand Recognition

The main focus of this type is to generate interest in the product or service. To do this, the ad needs to demonstrate the benefits of your company to the target audience to create an association with the brand.

There are these types of Facebook ad campaigns to achieve the main goal:

  • Brand Recognition. This type focuses on introducing your brand to your target audience.
  • Reach. This is suitable when you need to reach the largest number of people in the audience. In this case, the social network will not select the most appropriate users – your ad will be seen by all in a row. It is possible to manage how often they will see your post.
  • Attracting attention. This advertising campaign on Facebook motivates the user to perform a targeted action, rather than just showing your ad as many times as possible.

There are such classifications in the section:

  • Traffic. The main setting, in this case, is to bring users to your site, application, or page. This is one of the most popular and simple types. Ads in this case will be aimed at users who are more likely to click on it or view the landing page, depending on your chosen settings.
  • Engagement. This targeting advertising is aimed at encouraging users to view a page or publication and start interacting with it. By interaction, we mean likes, comments, subscribing to the page, or responding to events. This allows you to promote publications, promote your Facebook page, increase attendance at events, and encourage users to take advantage of an offer on your page.
  • App installs. If you’re using Facebook to promote your mobile app, this is perfect for this purpose. The social network algorithm will work to achieve the greatest number of installations of the mobile app or reaching events within the app. It is important to remember that to run this kind of promotion, it is imperative to register the app with Facebook in advance, as well as to integrate the SDK.
  • Video views. The main goal is to get the maximum number of video content views. Optimization can take place according to the following models: ThruPlay – watching the whole video or at least 15 seconds; 10-second views – optimizing the display for users who are most likely to watch at least 10 seconds; 2-second views – allowing you to get the most coverage with the minimum quality of the audience. Pay attention to the format of the video for advertising on Facebook, the recommended extension – from 500 p, the recommended formats are MP4, MOV.
  • Leads. Ability to get potential customers who send their personal information using a special form. This type is great when you do not have a website or need to quickly collect a base of contacts from potential customers. The conversion rate, in this case, is much higher than when leading the user to the site, but the quality of such appeals is usually lower. This advertising format is available on Facebook without a website page.
  • Messages. The main purpose is to attract the user to correspond in Messenger. Great for services and product categories where a person needs to be consulted before making a decision. The best results are obtained when run in conjunction with chatbots that can promptly respond to customer questions.

Increase the number of conversions.

The most effective Facebook advertising campaign is aimed at getting the final result, which is sales. At the same time, it is the most complex in terms of setting up and maintaining.

Campaigns aimed at conversions are divided into:

Conversions. Aimed at achieving targeted actions on the site or in the app. To run this type, you need to install Pixel Facebook on the site and set up event transmissions for optimization.

Pixel Facebook

Catalog sales. Potential customers are shown products from your store’s catalog. In this case, a separate gallery of products is formed for each user. Before launching, you need to prepare the catalog and set up Pixel Facebook and Business Manager. Pay attention to the image format for Facebook ads. The catalog should have quality images.

Spot visits. The purpose of this type is to increase conversions. It appeared relatively recently and is great for businesses with multiple outlets. It is formed dynamically for each point, shown to the appropriate audience (those closest to a particular point).

Conclusion. Facebook offers a wide range of types of advertising campaigns and optimization opportunities to achieve almost any business goal. It is important to make the right choice, as this will largely determine its further effectiveness and actions aimed at improving efficiency.