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Marketing

The Ultimate Facebook Ads Guide


Facebook is ever evolving and there are a numerous different types of Facebook adsworth spending the time to test and master to get the most bang for your buck.

Different ad formats can be used to maximize conversions based on your marketing goals. Here are some of the main ones.

Facebook Photo Ads

As the name suggests, photo ads have a single image, headline, text, and a URL. You can upload your own image, or search through the hundreds of stock images available through Facebook.

These ads are still the most commonly used one, and you can easily create up to five versions of the ad, each with a different image, to test them and see which performs best.

Make sure the images you use are high-quality and do not have more than 25% text on them. You can run these ads on Instagram as well.

Facebook Video Ads

Video ads give you a chance to deliver a multimedia ad to both Facebook and Instagram. Since videos are known to convert higher than any other medium this is an ideal method of advertising, depending on your offer.

Two of the best types of videos to create for engagement are entertaining ones, that are funny or shocking, and have the potential to go viral or be shared areound. The second are how-to type videos giving instructions on how to use a product.

Try both to see which appeals most to your audience. Remember, everything is in the testing.

Facebook Carousel Ads

Carousel ads allows you to show up to 10 images or videos in a single ad each with its own links. This is a great format to use for a physical products or where you need the images to tell a story.

With products, you can show pictures from every angle, or give a video introduction or unpacking example, and even include a video quick-start guide on how to use the item and get the most from it.

It will take time a little more time to put these types of ads together, but the increase in conversions, and being able to direct people to differeent links per video or images is very powerful indeed. 

Facebook Slideshow Ads

Slideshow ads are similar to animated PowerPoint decks. You can upload images and create a presentation quickly that is fast-loading and with less effot that creating a video.

If you don’t have a lot of money for fancy video equipment, or the patience and skills to create video from scratch, this is a good option.

Facebook Collection Ads

Collection ads allow you to feature your product line like a mini ecommerce store. It is eye-catching and dynamic for 4 or more products to be highlighted showcasing the best of your store or products.

You can upload your images to create a visually stunning collection. For more information on setting up these type of ads click here.

Facebook Instant Experience Ads (Formerly Canvas Ads)

Similar to collection ads, Instant Experience Ads allow you to ad images, text, and video to create a full-page immersive experience on mobile devices that loads almost instantly.

This method is allows for a lot of creativity to promote your brand or offer.

Facebook Messenger Ads

Messenger Ads are ads that display in Facebook Messenger.

Help people start conversations with your business by allowing them to connect with you via FB Messenger and make sure to set up autoresponders that will message them with useful information to your offers.

These ads can very powerful, especially if you are setting up automated messages. 1.3 billion people use Messenger each month with over 20 billion messages sent each month.

Facebook Lead Generation Ads

Lead Generation Ads are designed to easily capture leads to help build your email marketing list. Leads are captured easily through facebook with just a tap giving you their best email address automatically.

Not requiring the person to optin or type their email address is just one of the many benfits of this ad type and it can be integrated into your own CRM. 

This is great for quote or demo requests, newletter subscriptions, event registrations, etc.

Facebook Offer Ads

Do you have a deal or special offer?

Offer Ads allow you to create special discounts or limited offers to push out to your target audience.

You can use an image, video, or carousel, to catch their attention and boost sales. These ads also offer reminders for people to take advantage of it before it expires if they claimed the offer.

Facebook Post Engagement Ads

Post Engagement Ads are specifically used to promote and post on your profile or fanpage. This is used just to give your post more engagement, including likes, shares, and comments. 

Whatever you do though, do not boost your posts. Instead go to your ads manager and create your campaign manually from there. That way you can have full control of your targeting. 

Event Response Ads

Event Response Ads are for promoting and bringing awareness to your FB events. They can help drive responses and get more people to your events.

Page Like Ads

If you want to increase the likes on your fanpages, then the Page Like Ads are for you. They are very simple to set-up, and if you have your pixel warmed up you should be able to get likes for as little as 1-3 cents each.

Whatever you do, NEVER by likes from any 3rd part service. It’s just not necessary and can jeopardize your fanpage engagement.

Facebook Pixel

A pixel is a piece of code that you can add to any website page or property that you own that tracks people that view or engage with that page.

It is a must that you have your Facebook pixel set-up with your ad campaigns and assigned to your fanpages and added to other 3rd party web properties that you own. 

The Facebook Pixel helps Facebook use AI to enhance targeting of your ads based on previous engagement and conversions, and to create lookalike audiences, etc.

Retargeting Campaigns

Creating a Retargeting Campaign is a sure fire way to maximize conversions of people that have already engaged with your product or service, inside and out of Facebook

What this allows you to do is create ads specifically designed to “following” people around that have already visited your website, or taken a particular action, based on the audiences you have created with your pixel. 

When retargeting you should be engaging with the person as if they have already seen your offer or page. The reason why this is so powerful is because people cannot get away from you.

It is said that a new person needs to see your promotion at least 7-9 times before they will take action… so this is the ideal way to encourage them to do so and maximized your leads and traffic

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So that is it as far as the different ads types that exist on the Facebook platform. It is important that you test different ad types, and ad designs, to increase your conversions and get the most out of Facebook… and learn how to use the Facebook pixel to your advantage.

Anyone that says Facebook advertising is too difficult, too costly, or that claim that it does not work are just naive. If you start with a small daily budget, test everything, and get creative with your targeting then Facebook is still one of the best there is. 


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