Perhaps you’d like to expand your brand’s reach into a new market, or you need more leads to fill your sales funnel.
In either case, it’s critical to select a Facebook Ad type that aligns with your business objectives.
Why Is It So Important to Choose the Correct Facebook Ad Type?
The Facebook Ad Type you choose determines the outcome you want to achieve in terms of your business goals, and the Facebook Ad Type you choose guides the Facebook Ads Algorithm in reaching your target audience.
How does the Facebook Ads Algorithm Work?
The Facebook advertising algorithm considers numerous criteria as when deciding whether or not to show your ad to certain users. It takes into account:
- Bidding Strategy – ie. Cost, Value or Return Based
- Feedback based on the Quality results of your ads
- Estimated Rate of Action, reflects how likely it is to take action upon seeing your ad.
However, it all comes down to guiding the algorithm in the right direction to make your buyer’s path efficient.
This can be done by choosing the Right Ad Type to meet your brand’s objective. You can use about a dozen different ad types in your Facebook campaigns, but some of them are only available for certain campaign goals.
- Image Ads – Featuring a single image, either a photo or a graphic to communicate with the audience.
Objectives:
- Brand awareness
- Introducing a new product or entering a new market
- Attracting people’s attention and persuading them to visit your website
- Slideshow Ads – Multiple creatives with animation, optional audio, are available in Facebook Slideshow Ads for better engagement.
Objectives:
- Showing Product features & uses
- Creating a video-like creative with a much smaller budget
- Dynamic Ads – Facebook Dynamic Ads can be used to promote a product catalogue if you have one. They determine which product to show to each person instead of requiring a separate ad for each product in your catalogue.
Objectives:
- To show relevant product catalogue to the right audience
- Remarketing to encourage action from its interested customers.
- Lead Ads – Lead ads allow you to find people who may be interested in your products or services and collect information from them. Using an Instant Form, you can collect contact information such as name, email address, phone number and more.
Objectives:
- Gathering data
- Building a trust & credibility
- Carousel Ads – Carousel ads on Facebook are interactive, allowing users to scroll through up to ten images or videos. Giving each ad its own headline and CTA button, enhances its credibility.
Objectives:
- Generating Leads & engaging with prospects.
- Displaying multiple product ranges & uses
- Video Ads – Facebook Video ads are a smart solution to allure your target audience to know more about your brand & its products & services. Giving the ultimate push required for clients in the consideration stage.
Objectives:
- Spreading awareness about the brands & its products.
- Establishing a Remarketing audience based on the video activity.
- Stories Ads – Facebook Stories provides a plethora of creative and engaging ways to connect with prospects. You can align your Story Ads to your business by simple image & text placement in the creative.
Objective:
- Developing a closer relationship with your audience
- Building a trust & credibility
- Collection Ads – Facebook collection ads expand on the concept by allowing you to create a compelling experience for potential customers & showcasing your product line. A hero image or video is displayed above a grid of smaller images in collection ads.
Objective:
- Increasing the number of conversions and new customers
- Including a one-of-a-kind experience that piques interest
- Instant Experience Ads – Users that click on your collection ad will be taken to your instant experience, which is a mobile format that is immersive. Instant experiences can also be added to a variety of different campaign goals.
Objective:
- Make your products stand out by creating an interesting, user-friendly experience
- Convey brand story
- Audiences with a particular instant experience will be retargeted.
- Messenger Ads – Messenger advertisements function in a similar manner to ads on other Facebook platforms.
Objective:
- Gather prospects information to know their preferences
- Develop relationships with people who have interacted with your Messenger bot already.
- Playable App Ads – Playable Ads shows prospects an image or a video of the in-app experience if you have an app to market. You can even make a playable creative to display app features as well.
Objective:
- Interactive and engaging game preview to grab people’s attention
- Give customers a chance to try the app before installing
- Target set audience who can be prospective fans
Regardless of which ad type you choose, the ultimate goal is to have a Goal Oriented Ads Type that meets your company’s needs. This is only possible if the Right ad is shown at the Right time in the buyer’s journey.
To summarize, one must focus on the below 3 mantras for a successful Facebook Ad Campaign:
- Awareness – Creating Campaign Objective
- Consideration – Creating A Web Traffic Campaign
- Conversation – Creating Ads to remarket website visitors and display the products they’ve looked at previously.
Hope this helps you to align your goals & run an effective campaign for your brand.