Facebook Ads give businesses a competitive advantage…but only when it’s used correctly. In order to have a sound Facebook Ad Strategy, it’s essential to have knowledge of the different types of Facebook Ads and Facebook Ad design. The value that Facebook Ads can deliver to a company is immense. 

The social network generated almost $27 billion in advertising revenues in 2016, up from only $764 million in 2009—an increase of over 3,400% in the space of less than a decade.

Along with the undeniable effectiveness of Facebook Ads, they are also cheaper in comparison to other forms of advertising such as Google Ads. 

On AdWords, advertisers can spend more than $100 per click in really competitive industries, but on Facebook, you can pay as little as $0.25 per click depending on the CTR and targeting factors for your ad”. 

In the age of digital privacy, where gaining information about customers is extremely difficult, Facebook is a hub that holds immense amounts of consumer information. Before digital privacy became a huge issue, and even after, people willingly disclosed their personal information.

The value of Facebook Ads should not be undermined. Having access to such a large database of people’s information means that as marketers we can serve them targeted ads to achieve marketing goals.

Effectiveness

If you have scrolled through Facebook, you most likely have accidentally clicked on an ad without knowing it was one. In contrast to ads that feel like they’re being forced in your face (ex. ads on mobile games or ads that go ignored on the side of websites/blogs), Facebook has seamlessly integrated ads into your Facebook newsfeed. Many of them don’t even look like ads. 

Now that you understand the potential benefits that you can reap from using Facebook advertising let’s help you figure out the best Facebook Ad objectives and Facebook ad format for your campaign.

Types of Facebook Ad Objectives:

There are 3 Stages to Customer Acquisition. Facebook can help you reach each stage with different types of ads. Here are the three stages: 

Awareness 

Facebook Ads are great for increasing your reach to help your company build an audience. 

There are different types of awareness ads:

  • Brand Awareness – encourages discovery of your brand
  • Local Awareness – encourages discovery of your local business
  • Reach – shows ads to the maximum amount of people possible

Awareness Ad Objectives:

  • Impressions 
  • Reach

How to Use Awareness Ads – Use high-quality creatives such as infographics, 15-second videos, and custom images to reach these goals. The content should be immediately consumable in-platform. A link can be included but only as a secondary focus.

Consideration 

After achieving awareness of your company’s brand, consideration ads can be used to encourage customers to look further into considering whether your product or service is something they’d be interested in purchasing. The main point of these ads is that they should be information and product/service-focused. By providing more information through blog posts, coupons, video testimonials, and email newsletters you can help consumers get closer to reaching a decision.

Consideration Ad Objectives: 

  • Clicks 
  • Engagement
  • Video Views
  • Messages
  • App Installs
  • Lead Generation
  • Traffic

How to use Consideration Ads: Provide information about the product/service. Images and video-based ads should link to the site for more information. Use top-performing content that will encourage consumers to choose your product/services over competitors. The ad should also use a call-to-action. Some examples of good call-to-actions are: learn more, subscribe, get started. Create call-to-action (CTA) based on your brand goals.

Square

Conversion

The final objective is to reach the level of awareness where customers are willing to convert or make the sale. Conversion ads are used for customers who are far into the buying process. They are already aware of the brand, the product, and have considered your product in comparison to competing brands. In order to push the consumer to complete the sale, the messaging should be focused on pricing and promotion. 
Conversion Ad Objectives:

  • Conversions
  • Sales
  • Store Visits

How to use Conversion Facebook Ads:

Use strong CTAs in advertising. Some examples of strong CTAs to use for conversion: sign up, book now, buy now.

facebook store promotion

Facebook Ad Formats

In order to utilize Facebook Ads correctly, you must match the objective to the correct ad formats. Facebook provides a variety of different ad formats you can choose from. By knowing the different specs of each one, you’ll be one step closer to using Facebook Ads to convert your leads into sales.

1. Video Ads

Now, these are straightforward. These ads are in the form of videos. Video ads should deliver one single message that is easily digestible by the audience. 

Create them in Ads Manager or boost from a Facebook Page. 

Recommended length: 15 seconds or less

Ad Objectives for Video Ads:

  • Brand Awareness 
  • Local Awareness
  • Reach
  • Traffic
  • App Installs 
  • Engagement
  • Video Views
  • Lead Generation
  • Conversions

2. Photo Ads

One image that consists of a call to action and a link.

Ad Objectives for Photo Ads:

  • Brand Awareness
  • Local Awareness
  • Traffic
  • Reach 
  • App Installs
  • Engagement
  • Lead Generation
  • Conversions
  • Product Catalog Sales

3. Slideshow Ads

Slideshow ads use images or videos to create a story.

Create your own slideshow using a minimum of 3 images or up to 10 images or videos. Slideshow ads can help walk through a complicated sequence or simplify a complex process. Also, a benefit of using slideshow ads is that they can be used to target people with older devices and slow internet connections. In addition, you can either create your own slideshow and upload it or use a slideshow creation tool in Facebook Ads Manager.

Features: Branded formats, music, text overlays, etc

Ad Objectives for Slideshow ads:

  • Brand Awareness 
  • Local Awareness
  • Reach
  • Traffic
  • App Installs
  • Engagement
  • Video Views
  • Lead Generation
  • Conversion

4. Carousel Ads

These shouldn’t be confused for slideshow ads. Unlike slideshow ads, carousel ads give you more versatility by allowing you to showcase 2 or more images/videos with different headlines. The distinct differences in the appearance of the ads can be seen in the pictures. Each creative is shown as a card that can be scrolled through and each image can be linked to a different web page.

Best Feature: allow you to feature multiple products in one ad

  • Brand Awareness
  • Local Awareness 
  • Reach 
  • App Installs
  • Engagement
  • Lead Generation
  • Conversions
  • Product Catalog Sales

5. Instant Experience Ads

Full-screen ad experiences that are immersive and interactive. Before, in order to have this experience, Facebook upon clicking the link would redirect you to another page. However, with Instant Experience ads, this experience can be hosted completely on Facebook.

Ad Objectives for Instant Experience Ads:

  • Brand Awareness
  • Traffic

6. Dynamic Product Ads

Dynamic product ads are great for remarketing. They allow you to promote products to people who have already expressed interest on other platforms such as your website, app, or anywhere on the internet. All you have to do is set the campaign and Facebook will do the rest of the work for you.

Ad Objectives for Dynamic Product Ads:

  • Product Catalog Sales

7. Lead Form Ads

Lead form ads direct you to a fillable form that people can fill out. The fields can be customized to the types of data that you’d like to obtain.

Ad Objectives for Lead Form Ads:

Lead Forms

8. Collection Ads

Once a user clicks on your Facebook Collection ad, it will immediately open your Instance Experience ad. The primary goal of Collection ads is to make it easier for users to discover, search, and purchase products and services from portable gadgets. 

Collection ads are an immersive way of showcasing your products and services. You will need a variety of images and videos on your Collection ads. These images and videos will pop up every time a user clicks and opens your Instant Experience. The Collection ad will entail a cover image or video with several products showcased under the cover image. The users will then know more about your offers, and might even visit your website or app. 

Ad Objectives for Collection Ads:

  • Brand Awareness
  • Traffic
  • Store Visits
  • Conversions
  • Product Catalogue Sales
  • App Installs
facebook advertising

9. Event Ads 

Some brands organize regular events to increase brand awareness or generate more leads. And by using Event Ads on Facebook, you can boost your event promotion on this Omnipotent channel. 

Whether you’re hosting tradeshows, fundraisers, charity events, sports competitions, or tours, any business can leverage Facebook events to invite more people. 

Once you create an event, promote your event to have a huge turnout or high revenue from ticket sales. You can create your event from the Facebook Ads Manager or boost your event from your page. 

Ad Objectives for Event Ads:

  • Brand Awareness/Event Awareness
  • Local Awareness
  • Reach
  • Lead Generation
  • Engagement
  • Event Responses and Offer Claims
  • Conversions
facebook advertising
Image: Vici Media

To ensure your Event ad is successful, here are some best practices you must follow:

  • Your event cover video or image must be relevant to your event
  • Use a self-explanatory event name that is short and easy to remember
  • Include the event’s location to drive awareness within audiences nearby
  • Add the event date and time
  • Write a clear description of the event
  • Provide the entire event schedule
  • Make sure to include the admission details such as ticketing, reservations, and prices
  • Showcase your event’s co-host, promoters, sponsors, and special guests

10. Messenger Ads

You can also offer a direct and more personalized experience by creating Messenger Ads. There are two ways you can advertise on Facebook Messenger. One, the Messenger ads in your inbox can appear between conversions. Two, the Messenger ads in Stories can appear in your inbox between stories. 

When users click on an ad, they’ll see the ads either in:

With the detailed view, users will see a call to action that will end up in the destination you set when you created the ad. 

Ad Objectives for Messenger Ads:

  • Brand Awareness
  • Traffic
  • Lead Generation
  • Conversions
  • Store Visits

11. Stories Ads

Stories ads are fun ways to share and digest content. For one, Facebook stories offer a natural experience for users by providing a vertical and full-screen view. Secondly, stories deliver the message fast! 

Ad Objectives for Stories Ads:

  • Brand Awareness
  • Reach
  • Video Views
  • Conversions
  • App Installs
  • Traffic
  • Lead Generation
facebook advertising
Image: Instapage

How to Set Up Each Facebook Ad

There are 11 types of ad types available for use on Facebook.

Now that you know the difference between Facebook Ad formats and objectives we’ve compiled a guide to walk you through creating your own Facebook Ad based on the different ad types.

  1. Boost your Posts
  2. Promote your Page
  3. Send People to your Website
  4. Increase Conversion on your Website
  5. Get installs of your app
  6. Increase engagement in your app
  7. Reach people near your Business 
  8. Raise Attendance

If you want to..

1. Boost your post

For this ad type, your posts are your creatives, therefore, you don’t need to worry about creating any custom content for this post.

Step By Step: 

  1. Click create a new ad and then “Boost your Posts”
  2. Choose from one of your Facebook Pages or enter its URL
  3. Select a previous update that you’ve published to your page
  4. Name the campaign
  5. Set an audience and budget
  6. Change the way your boosted posts look in three different locations on Facebook (optional)
  7. Add or remove the locations your ad will appear

2. Promote your Page

Step By Step: 

  1. Click create a new ad and then “Promote your Page”
  2. Choose a Facebook Page to promote or enter its URL
  3. Name the campaign
  4. Set up Audience and Budget
  5. Set creative elements ex: photo, text, etc.

Option 1: Image. Choose from:

  1. Your own custom image (recommended)
  2. Stock photos from Shutterstock
  3. Library of previous images used
  4. Photo Guidelines:
    1. 1200 x 444 pixels (width and height)
    2. Image Ratio: 8:3
    3. Ideally, 20% or less of the image should be text

Option 2: Slideshow

  •  Upload three to seven photos
  •  Select between square or rectangle for the shape of the slideshow
  • Choose transition

Option 3: Video

  • Upload video 
  1. Customize Text (upper limit of 90 characters)
  2. Preview Ad and Select Locations you want it to appear
Image result for promote your page facebook ad

3. Send people to your website

Step By Step: 

  1. Click create a new ad and then “Send people to your website”
  2. Enter URL of the page you would like to send people to
  3. Give the campaign a name
  4. Set up Audience and Budget
  5. Build creative
    1. Choose between a single image/video or multiple images (up to 5)
    2. The multiple image option allows you to build a carousel of pictures with separate headlines, links, and descriptions
  6. Edit headline, description, and CTA
  7. Preview ad and select locations to appear
Image result for send people to your website facebook ad

Picture Link: https://emporiamainstreet.com/utilizing-facebook-ads/

4. Increase Conversions on your website

Step By Step: 

  1. Click create a new ad and then “Increase conversions”
  2. Enter URL to promote
  3. Track conversions of the ad with a conversion pixel
  4. Name the campaign
  5. Set up audience and budget
  6. Build creative
    1. Choose between a single image/video or multiple images (up to 5)
    2. The multiple image option allows you to build a carousel of pictures with separate headlines, links, and descriptions
  7. Edit headline, description, and CTA
  8. Preview ad and select locations to appear
Image result for increase conversions on your website facebook

5. Get installs of your app

Step By Step: 

  1. Click create a new ad and then “Get Installs”
  2. Choose an app by name or URL 
  3. Name Campaign
  4. Set Audience and Budget
  5. Build creative
    • Choose between single image/video or multiple images
    • Set headline, text, Facebook page, etc.
  6. Track Conversions

Differences for this ad type:

  • Ad preview – this ad will only appear on mobile apps and websites
  • Deep links – you can link the app to a particular screen on your app
  • CTA buttons – unique CTA’s for apps

6. Increase Engagement in your App

Step By Step: 

  1. Click create a new ad and then “Increase Engagement”
  2. Choose an app by name or URL
  3. Name the campaign
  4. Set audience and budget
  5. Build the creative
    • Choose between single image/video or multiple images
    • Set headline, text, Facebook page, etc.

      6. Link to specific pages using Deep Links settings to drive engagement

Image result for increase engagement in your app facebook ad

7. Reach people near your business

Step By Step: 

  1. Click create a new ad and then “Reach people near you”
  2. Choose a Facebook Page or enter its URL
  3. Name the Campaign
  4. Set up Audience and Budget
    1. For audience: Choose an area from a map to target the people in those areas
  5. Choose a CTA

8. Raise attendance at your event

Step By Step: 

  1. Click create a new ad and then “Raise attendance”
  2. Choose a Facebook event or enter its URL
  3. Name the campaign
  4. Choose Image for the Ad – You can create up to six ads to text by uploading multiple images.

9. Get people to claim your offer

Step By Step: 

  1. Click create a new ad and then “Get people to claim your offer”
  2. Choose an offering you’ve published or create a new offer
    1. Create customized offers from Ad Editor or from Facebook Page directly.
  3. Name the campaign
  4. Set audience and budget

10. Get Video Views

Step By Step: 

  1. Click create a new ad and then “Get video views”
  2. Choose Facebook Page or enter URL
  3. Name the campaign
  4. Set audience and budget
  5. Create the ad. Chose from:
  • upload a video to share
  • use a video post on your page
  • Use a series of 3-7 images as a slideshow

Recommended Video formats:

  • .mov or .mp4 file format
  • At least 720p resolution
  • Widescreen (16:9 aspect ratio) is recommended
  • Maximum of 120 minutes
  • 2.3 GB max
  1. Customize text and button 

11. Collect Leads for your business

Step By Step: 

  1. Create a new ad and then “Boost your posts”
  2. Choose a Facebook page or enter the URL
  3. Name the campaign
  4. Set up Audience and budget
  5. Create the ad creative
  6. Customize image and text
  7. Choose a CTA
  8. Attach a new or previously created Lead form 
    1. Name the form and choose a language
    2. Select the information you would like to collect ex: First name, Job title, etc.
    3. Option to ask three custom questions
  9. Link private policy and any legal disclaimers from your website
  10. Include link to your website for people to visit upon completion

Ready to get started?

Once you have your Facebook Ad strategy down, you’ll want to get started on designing. If you’re a marketer who launches campaigns frequently, submit your design requests on Penji! Increase your productivity with Penji’s quick turnaround time of 24-48 hours. Use promo code “FBADTYPES” for 25% off your first month!