Everything You Need to Know About Types of Facebook Ads

 
Here’s some help deciding which Facebook ad type will get you the most bang for your buck.

Here’s some help deciding which Facebook ad type will get you the most bang for your buck.

 
 
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The good news: You’ve made a choice to sell your product or service using Facebook ads.

The not-so good news: You now have to decide which Facebook ad will get you the most bang for your buck.

Luckily, this blog post is here to help you make the best decision possible. Let’s get to it.

If your goal is brand awareness or site traffic… Try image ads.

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You’ll be familiar with this ad type because it’s the one that shows up most in your personal feed. This ad type is simple to set up and works well for both desktop and mobile, and it also works well on both Facebook and Instagram.

What you need if you’re short on time:

  • A clear understanding of your value, communicated through intriguing copy

  • At least one really great image to incentivize a user to click, whether it’s to like your page or visit your site

What you need if you’ve got time:

  • Write out at least two target audiences and identify their desires that can be communicated through your ads

  • Multiple lines of copy to test between your target audiences

  • Multiple images to test, either in individual ads or carousels

If your goal is to reach people, get video views, or convert sales… Try video ads.

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This ad type can really pop in feeds if done properly. The only tough part about this ad is that you need a really good video (at minimum), which can add more prep time to your advertising ventures than a simple image ad.

What you need if you’re short on time:

  • An edited video that aligns with Facebook’s ultra-specific video best practices

  • A clear understanding of what you want your viewer to do (watch the video, click, etc.)

  • Accompanying copy that makes your ad really sing

What you need if you’ve got time:

  • Multiple videos (aligning with Facebook’s best practices) that are different in visual style

  • At least two unique lines of copy for each video ad so you can test which does best with your video

 
 
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If you’re selling a highly visual product or service… Try slideshow ads.

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This ad type is commonly used by brands like Blue Apron to showcase the variety of meal options once you subscribe. The key here is that you need to have multiple images to sell one product or service. If you’re selling multiple items in a store, you’ll want to use carousel ads (detailed below).

What you need if you’re short on time:

  • At least 2 images that are similar in visual style and same in ratio

  • At least one line of copy that can be used with your images, with a clear positioning statement

What you need if you have time:

  • Up to two sets of 10 (!) images that are all similar in visual style and cropped in the same ratio. Note: If you want to experiment with different visual styles, group like with like. A moody photo set should be in one ad, and a cheerful photo set should be in another

  • Up to two copy drafts for each image set. If you’ve got two photo sets, you should have four sets of copy total

If you’re selling multiple items or products… Try carousel ads.

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You’ve likely seen furniture brands like CB2 using these types of ads. Carousel ads are fantastic if you want to pack multiple site links into one ad. With the opportunity to include up to 10 different items, it’s an easy way to promote direct sales of anything in your online (or brick and mortar) store.

What you need if you’re short on time:

  • At least 2 images of products, each with their own unique link, cropped in the same ratio

  • A universal line of copy that goes with your whole ad, then a unique headline, description text, and call to action for each image included in your carousel

What you need if you have time:

  • Two sets of up to 10 product images, each with their own link

  • Custom headers, link descriptions, and call to action for every displayed product

  • Establishing of a test in Facebook’s ad platform back-end. This is key. The Carousel ad option takes the onus of testing off of your hands by letting Facebook mix up the order of ads to make an ultimate recommendation of the best order.

And there you have it! While Facebook often pushes different ad formats (like the new Instant Experience) I’d recommend starting with one of these four. The only way to get better at ads is to get started, so try the above and really pay attention to performance. Facebook auto-optimizes, so as long as you give a wide range of copy and images to test with, you’ll know your winning ad in no time.

Have you run Facebook ads before? If so, comment with your tips below.

 
 
 
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