Let’s be honest... Facebook advertising is a little bit mind-boggling. With 13 different objective types and 46+ variations of placement possibilities (and more being added daily), it’s sometimes difficult to decide how and where to display your ads on the social media platform.
To clear things up, here are 8 of the most popular Facebook ad types available today...
Goals: Clicks to Site, Website Conversions, Testing Creative
Supported placements: Right Column
Let’s start with the basics. You might understand domain ads as right-hand-rail (RHR) or ride-hand-side (RHS) ads, as they can only be displayed in the right column. This also means that they’re only compatible on desktop, not mobile. Here you can choose a title, short description, and the vanity URL. Nowadays, domain ads typically underperform with click-through rate (CTR), but they’re quite inexpensive placements.
Here are Facebook’s creative guidelines for Domain Ads:
Goals: Clicks to Site, Website Conversions, Testing Creative, Page Likes
Supported placements: Right Column, Newsfeed, Mobile
Newsfeed ads are the most common of all the Facebook Ads types. Page Post Link Ads, also known as Newsfeed Ads, feature a large eye catching image, body text, headline, vanity URL, and link description - allowing for optimal explanation. These ads typically perform very well and have the added benefit of generating Likes for your page. Though, remember to always check the comments these ads are receiving, or implement a solution to do it for you, as they can make or break performance on an ad.
Here are Facebook’s creative guidelines for Newsfeed Ads:
Goals: Clicks to Website, Brand Awareness
Supported placements: Newsfeed, Mobile
Here are Facebook’s creative guidelines for Carousel Ads:
Goals: Website Conversions
Supported placements: Newsfeed, Right Column, Mobile
Dynamic Product Ads are Facebook’s version of retargeting or remarketing. As long as you have your Facebook Pixel installed correctly, you’re able to retarget viewers to your Website directly within their Facebook newsfeed. You can target users based on the content they viewed on your site, items they added to their shopping cart, products they purchased and more.
Click here for more information on Dynamic Product Ads.
Goal: Lead Generation
Supported placements: Newsfeed Mobile
Facebook Lead Ads are meant to make the mobile sign-up process simpler by automatically populating information directly from Facebook, such as names and email addresses. They’re great for opting into a newsletter or submitting a request for more information. However, keep in mind when using links and new Facebook features that mistakes may happen if you run ads at a high scale. Utilize a tool that is able to escalate these kinds of issues to your team via text or email 24/7.
Here are Facebook’s creative guidelines for Lead Ads:
Goal: Clicks to Website, Website Conversions, Brand Awareness
Supported placements: Newsfeed Mobile Only
Facebook Canvas Ads allow viewers to heavily interact with an image - tilting, zooming and moving in different directions all with the swipe of a finger. These ads are available only on mobile due to the touch screen factor, but they can also contain a video not just an image.
Here are Facebook’s creative guidelines for Canvas Ads:
Goal: Video Views, Brand Awareness
Supported placements: Right Column, Newsfeed
Facebook videos get more than 8 billion views every single day - 65% of which are on mobile. So needless to say, video advertising drives very high engagement. With video ads you have the ability to retarget viewers based on what percentage of the video they watched, gauging their level of interest. Be sure to utilize a tool that monitors and escalates comments on your videos, so that if viewers become offended by the content you have someone listening 24/7 and reacting quickly to avoid brand damage.
Here are Facebook’s creative guidelines for Video Ads:
Goal: Clicks to Website, Website Conversions
Supported placements: Newsfeed Mobile Only
Here are Facebook’s creative guidelines for Collection Ads:
For more information on how BrandBastion can help you support your Facebook ads, get in touch.
You might also be interested in: Facebook Advertising Guide - How to Manage Comments on Dynamic Ads