8 Types Of Facebook Ads That Work
Facebook has 1.18 billion active users per day. But despite having a highly participatory community, connecting with it from a marketing point of view is not always easy.
If a brand wants to stand out and give a boost to their sales should do more than simply post to Facebook. One way to do this is by creating optimized ads targeted to the right audience. Optimized Facebook ads can help you spend your Marketing budget wisely and with a positive return on your investment.
And how should an ad be to get good results on Facebook? If you are looking for some good examples, you have come to the right place. In this article, we'll quickly review the three general Facebook ad formats: right column, desktop news section, and mobile news section. And then we'll show you the eight types of ads you can create to boost your sales.
But before you get to this, let's look at the four components you should have a good ad for Facebook, or any ad, really, regardless of its type.
4 Tips for Your Facebook Ads to Work
1. Make it look
Visual content is easier to share and remember than writing, and in addition the Facebook algorithm treats it more favorably by showing it to more people. It really does not matter what type of advertisement you think, your image should always be visually appealing.
2. That it is relevant
Relevance is critical to success. Remember that you're spending money when someone sees or clicks on your ad (depending on the settings you use). If you show ads that are not relevant to your target audience you will be wasting your time and money and probably will not see success with any advertising.
In February 2015, Facebook launched a feature that rates your ads and gives you a relevancy score, similar to the ranking of ads in Google AdWords. The more relevant your audience is to the image, copy and landing page of your ad, the higher your score will be, and the more favorably Facebook will treat your ads.
3. Include a tempting value proposition
A value proposition tells the reader why they should click on your ad to get more information about your product. What differentiates your product from any other? Why should the user click on your ad to go to your website?
Your value proposition must be credible. For example, saying that you sell the best shoes in the world will not make people go to your page, but maybe offering 20% discount, or adding a social test like "The brand of favorite shoes of more than 300,000 amateur racers ".
4. Have a clear call to action
A well-designed and relevant ad is great, but without a call to action (CTA), your audience will not know what to do next. Add a CTA that gives a sense of urgency to the message like "Buy now and save 10%", or "Offer ends soon". The CTA should encourage people to click on your ad now.
The 3 main formats for Facebook ads
Format 1: Right Column
This was the first advertising format that Facebook had. It is the one that appears on the right side of the user news feed.
While ads in the news feed are likely to get higher share metrics, ads in the right column can get clicks and conversions more cheaply.
For an advertisement of this format to be successful, it must be relevant to the user, have a value proposition, a striking image and a call to action.
Example
It is visual, clear, simple and relevant for lovers of sneakers.
Format 2: Computer News Section
This type of ad appears directly in a user's news feed when you access Facebook on your desktop computer. An ad in the news feed has a higher commitment rate than one in the right column, but it can also be more expensive. These ads should follow good Facebook practices and be attractive and visual.
Example
This image is not only bigger than the ad in the right column, but also attracts the viewer's attention to the product. Also your value proposition is a discount, so you are much more likely to convert.
Format 3: Mobile News Section
This type of ad appears in the user's mobile news feed and is displayed as an organic publication of people and pages that we follow.
Example
This ad is visual. It focuses on the discount to get the attention of the user. Being a limited offer causes the user a sense of urgency, so he will click on the link to access the page.
Now that we've covered all three major ad formats, let's see how you can use them for your business.
8 types of Facebook advertising
1. Video
Video ads offer a more engaging content type than static messages. Every day you see 8 million videos on Facebook, so it seems to be a good indication that this type of ads work.
A little tip: try to make it as short as possible and make your call to action clear. In addition if you manage to excite the user you will get him to share it.
Here are some corporate video ideas you can create for your Facebook ad:
2. Image
Another type of advertising is a post with an image. This is one of the most popular types of ads since Facebook began to favor visual content. The optimal size for this type of ads in the news feed is 1200 × 628 pixels, if it is larger the image will be trimmed. Adjust your image according to the needs of the target audience and what attracts them most.
Example:
3. Various products
This type of campaign allows you to show multiple products within the same ad. Users can scroll through the images and click individual links for each product.
Here's an example of Shutterfly's multi-product ad, along with additional images used in the ad. Each image has a different offer, to attract different types of users.
4. The local ad
Local ads on Facebook only work if your business has a physical location that is trying to generate real traffic.
If you're going to make a special event or discount at your physical store, set the ad to show only people within walking distance of your store. Make these ads appear a few days before the event, and in the case of mobile devices, you can also include the same day of the event. This way if someone goes through the area of your store and opens your facebook account you can see it.
5. Offer
A bid is the latest form of advertising. A business can promote a discount on a product or service that can be redeemed on Facebook. The benefit of this? Eliminate a step in the buyer's journey , which ultimately boosts sales.
This type of advertisement has many advantages:
- Directs the user directly to the offer.
- It eliminates any friction because you do not have to leave Facebook to access the offer.
- You can reach any type of audience you want, since all the orientation options are available.
6. Event
Event announcements promote a specific event. The CTA of these ads usually send users directly to the ticket purchase page, wherever it is housed.
These ads are displayed in the news feed for the specific audience you've chosen.
A good advertisement in this format will clearly show the benefit of attending the event: The price, the dates and a clear CTA to buy the ticket.
7. The remarketing ad
A remarketing ad is shown to a specific list of previously identified people. Have you ever seen advertisements that follow you over the internet after visiting a certain website? Facebook can also do that. You can target the audience of your ad in a way that only shows people who have visited your website in the last month, for example.
This type of ad is very well received, since the user to whom it is addressed already knows our products or services and we know that you are interested in them. In this case the efforts in the design of the advertisement will be decisive for the user to decide whether or not he becomes a client of our web.
8. Promoted publication
A promoted publication is an organic post from a Facebook fan page that has been boosted with advertising money.
This type of ad is different from the previous ones because it is not created in the Facebook Ads Manager. Its advantages are that you can include more information in the description, (since there is no limit on the word count), and that you can also have a link in the copy.
The cons? Promoted posts have fewer bidding, targeting, and pricing options. Nor can you run any type of A / B test because you are promoting a post that has already been created.
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