Types Of Facebook Ads – A Guide To FB Marketing

Types Of Facebook Ads – A Guide To FB Marketing

The age of digital marketing has never picked a time more suited to flourish than 2021, when the use of mobile phones has peaked. More than 4 billion people use their mobile phones (read more) every day, and 90% of internet users utilize them to go online. To top it off, Facebook boasts an average of 1.8 billion active users every month, and that’s not the highest number this app has recorded so far.

Facebook is a living, breathing mammoth of human social interaction. Over the years, the number of users has increased so quickly it ended up becoming the most used app on a mobile phone year after year. It’s a no brainer, then, to consider this platform to be one marketer’s flock to for their ads.

Furthermore, this social media app has seen significant changes in its years, being the top figure (and can even be considered the mascot). A hundred changes and more later, we’re left with Facebook today, a sophisticated platform that owns other big brands like Instagram and Whatsapp. They’ve evolved so much they have more than two different kinds of ads. We’re here to discuss them all with you and help you decide which one suits your business.

  1. Post Engagement

Just like every other advertising campaign available in social media, there are high and low times when posts have lesser exposure and engagement in comparison to your more popular post. Some days this can be because of the Facebook algorithm, but it’s simply just the type of advertisement your target audiences prefer above others.

Post Engagement ads drive more engagement to a certain, low-performing post. You should do this when said post has something important to say about your company. Usually, post engagement consists of pictures, the number of likes or/and comments, and the assumption that you should, as a consumer, check it out and join the discussion. Facebook pages use updates about their products and services in these types of ads.

This advertisement is perfect for reaching a new, organically generated population and spreading more awareness of the brand beyond likes and followers. It can also help boost your original post and garner more statistics for you to base your long-term goals.

  1. Application Install Ads

These ads are perfect for companies that want to generate a new population from scratch. Sometimes called the Instant Experience ad, it consists of a picture of the products and services, a brief description, and a CTA (call-to-action) button. This button leads the user to either Google playstore or the Apple store, depending on your phone. Here, you can instantly install the app with just a push of a button.

The beauty of this type is its brief nature and straightforward approach to new and potential users/clients. Instead of going into lengthy explanations about the product, this ad allows the content writer to write shorter, more precise copies while still showing your products and services’ main purpose and core function.

If you plan to use this type of ad, make sure you have a high-quality picture of your products or use a good stock photo that highlights your services. This is the best choice for companies and pages that just started and have less exposure compared to more popular brands. This is because the call to action button is meant for non-users that came across your ad vs users that have the app and deem the ad unnecessary.

  1. Video

A popular choice for many marketers in the app, video advertisements are a 10 second or shorter playback showcasing what you have to offer to your TAs. It helps to educate new and old likes alike about an update you added to your product.

The suggested elements present in your videos should be the highest quality of the video available for users to toggle, aspect ratios of 16:9 or 9:16, and pleasant background music applicable to the video. However, you can choose not to add the last one and opt for a silent video playback instead.

One unique feature Facebook has the ability of users to post 360 degrees videos that showcase a place, scenery, or picture. As a marketer, you should consider this if your industry runs along the lines of real estate, a restaurant, etc. Just make sure you have something to showcase so your viewers that are worth their time, for example, a 360 of a room in a house you’re selling, or the overall ambiance of your restaurant at the peak of service).

One downside of video ads, however, are their intrusiveness. They auto-play when users scroll through Facebook and sometimes even appear creepy because people feel being targeted with too-specific ads. This, in turn, makes them question the flow of information they share on the internet and if it’s really safe.

However, the majority of those 1.8 billion users welcome these tailored ads. Your target audience prefers having your ads appear on their wall instead of something utterly random and uninteresting.

  1. Carousel

Carousel is used not just in Facebook, but it can appear in messenger and Instagram, both companies owned by the giant company respectively. They are diverse types allowing you to show off a maximum of 10 images that your audience can swipe left to check out. Make sure they’re high-quality, full of color, and attractive to the eye, and carousel can be the most effective ad type to use.

However, you still need to assess if your website fits the carousel ads’ aesthetic nature. Clothing brands, food-focused bloggers/entrepreneurs, photography, and companies that have a physical product to showcase are just some of the favorable businesses for this type.

  1. Collection

A sister to carousel, collection advertisement works by showcasing a single picture of the product and then four other images they can tap through to see more details about what you’re selling. This is also a good choice for newer companies that have physical products, such as clothing, gadgets, etc. Any product that needs scrutiny by the customer can benefit from collection ads.

A good feature of this advertisement is its practicality. If interested passersby decide to purchase your products, they don’t have to leave Facebook in order to do so. This adds more of a feel of legitimacy and safety for your clients.


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