YOUR ULTIMATE GUIDE TO TYPES OF FACEBOOK ADS

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YOUR ULTIMATE GUIDE TO TYPES OF FACEBOOK ADS
March 28, 2017
By Betsy McLeod

Facebook advertising can be overwhelming for business owners. I don’t blame them—there are more than 1,300 targeting options, 15 objectives to choose from, and 6 main ad formats available. Unless you’ve got a team dedicated to cracking the best Facebook ad combinations or some seriously insane social media skills, your Facebook advertising strategy will probably be mediocre at best.
I’m here to help you understand your options in order to make better choices for the future. In this post, I’ll break down all your Facebook ad type options including ad objectives and ad formats, how business owners should use each one, and sneaky tips to improve results.
In a TLDR Kind of Mood? Skip Ahead to:
Facebook Ad Objectives
Awareness
Consideration
Conversions
Facebook Ad Formats
Video
Photo
Slideshow
Carousel
Dynamic Product Ads
Lead Form Ads
Let’s Clear Up the Absolute Most Confusing Part About Facebook Ad Types
There are two distinct things business owners tend to lump together as “Facebook ad types;” ad objectives and ad formats.
Facebook ad objectives and Facebook ad formats are two extremely different things:
Facebook ad objectives = Your goals
Facebook ad format = How your ad appears creatively
Types of Facebook Ad Objectives

The most important thing business owners need to understand about Facebook ads is that Facebook shows your ads to the people most likely to complete your objective. That means selecting the right objective is paramount for success.
There are three parent types of Facebook ad objectives and they all have different purposes: awareness, consideration, and conversions.
Notice anything?
Each ad objective is designed to target a different stage in the sales funnel.

That wasn’t an accident. Facebook deliberately designed its ad platform to be able to serve ads at key micro-moments in the buyer’s cycle.
Once you identify where in the buyer’s cycle/sales funnel you’re targeting, your objective pretty much chooses itself.
Within those three objectives are 15 micro-objectives. It’s these that you’ll actually pick for your ad creation.
THE 15 FACEBOOK AD OBJECTIVES TO CHOOSE FROM IN THE ADS PLATFORM:


Awareness Ad Type: Over 1.8 billion people use Facebook every month. We’re willing to bet the majority of those people don’t know your company exists. Targeted towards the very top of the sales funnel, awareness ads build top-of-mind awareness and interest in your product or service. These discovery ads are perfect for you to tell your company story and connect with new prospective customers.
The awareness ads available to you include:
Brand Awareness – Encourage discovery of your brand
Local Awareness – Encourage discovery of your local business (limited targeting options, targets based on proximity to business)
Reach – Show your ad to the maximum amount of people possible (limited availability)
How to Use Awareness Ads:
Awareness ads are meant to help people discover your brand. They’re good for building your base audience and creating awareness of your brand. If you’re a business owner, you should invest in high-quality imagery and creatives for this stage. Infographics, 15-second videos, Did You Know creatives, and photos that really pop are all great examples of ads that typically perform well, as long as they truly are high-quality. The idea is to build awareness, which means your ad creative needs to be memorable.
Sneaky trick: A sneaky way to test if an ad is memorable is to show it to an employee who would qualify as your target audience and then ask them to describe it an hour later. Don’t tell them what you’re doing.


Consideration Ad Type: Get people to start thinking about your business, product, or service, and look for more information about it. The consideration ad type is targeted towards the top-middle of the sales funnel. Consideration ads are great for most of your on-site (and in-app) content, including blog posts, coupons, video testimonials and how-tos, and email newsletters.
Types of consideration ads include:
Traffic to your website – Send people to a page on your website
Engagement – Drive engagement with your company
Page Likes – Increase Facebook page likes
Post Engagement – Increase engagement with a specific post
Offer Claims – Get people to claim an offer
Event Responses – Get people to attend an event
App Installs – Generate app installs
Video Views – Generate views on a video
Lead Generation – Acquire new leads via a lead form Facebook users can fill out right on the platform
Messenger Ads – Send people advertisements right into their Facebook Messenger account.
How to Use Consideration Ads:
As a business owner or marketing manager using this Facebook ad type, I would recommend identifying your top content and amplifying it. Funnel people to that lead-generating blog post with an infographic traffic ad. Got a great special? Create an offer ad people can’t resist. Is your email newsletter your biggest source of leads and sales? Create a lead generation ad to get more subscribers.
Sneaky Tips: No matter how great your content is, people won’t click on an ad that sucks. Invest in high-quality images or else you’re wasting your money. Second tip: make sure the landing page you send people to has a fast loading speed. You’d be surprised to see how many people abandon a website page when it takes too long to load.


Conversion Ad Type: Conversion Facebook ads encourage people to carry out a specific action or purchase your product or service. I.E., conversion ads’ main goal is to convert users. They’re targeted towards the very bottom of the funnel and are aimed at directly increasing your bottom line. Conversion ads are the easiest to measure results, but also tend to cost much more than the other ad types. A few examples of conversion ads include sending users directly to a contact or product check-out page, sending people to your store, or complete event registration fill-outs.
Types of conversion Facebook ads include:
Conversions – Drive an action on your website
Product Catalog Sales – Drive product sales
Store Visits (Limited Availability) –Drive foot traffic to a store
How to Use Conversion Ads:
Conversion ads are used in conjunction with your Facebook pixel, which is a snippet of code that follows users around the web. This pixel not only enables you to remarket to website visitors, but it also enables you to track behaviors on your site. We suggest business owners and marketing managers place conversion codes on thank-you pages or other relevant pages that mark your goals.
Sneaky Tip: If you’re just starting with conversion ads, leave your targeting relatively broad, and let Facebook do the work finding users most likely to convert. When your ad set is done, you can collect the data and plan your next campaign accordingly.
When creating these types of Facebook ads, you have a few options of how that ad is presented, or the format. Keep reading to find out the different types of Facebook ad formats you have to choose from!
YOUR ULTIMATE GUIDE TO TYPES OF FACEBOOK ADS
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