Weekly Marketing Insights
Facebook Ad Types and Placements: Facebook advertising is far more than just making a post and then occasionally “boosting” the post. There are many types of ads that can be done through Facebook as well as consideration of placement of those ads. Facebook Business shares, “The first question that should be answered is how would your story be told.” Marketers are recognizing that the “story” is one of the most important components to marketing success. This leads to understanding that there are different ad types or formats that can help express that story to the consumer.
Here are five basic Facebook ad formats: (1) photo-still image; (2) video-story telling with sight, sound, and motion; (3) carousel-showing multiple images or videos in a single advertisement; (4) slideshow-creating lightweight video segments or images to tell the story through looping of the video or images; and (5) collection-provides for a way for consumers to tap on an ad, then browse more products or learn more about a specific product, in a fast-loading experience that opens into a full screen mobile experience.
..But there is more to this. Ad format selection should be based on specific objectives and when those objectives are determined, then more specifics can be pursued utilizing these formats in some of these ways:
(1) Link-Click ads-a basic ad type that contains a photo/still image or video that allows a consumer to click on the image and leads the user to a landing page of a website.
(2) Carousel Ads-showing multiple images or videos in a single advertisement providing more opportunity to grab attention and drive an action. Facebook carousel ads allow for up to 10 images or videos within a single ad, each containing its own link. The format is interactive because consumers can swipe or click through the carousel ad and are more flexible because of their ability to tell a story more creatively.
(3) Lead Gen Ads-an ad that prompts the consumer to complete a form that auto-populates with information from their Facebook page, which then can be exported into an Excel file for Customer Relationship Marketing (CRM) use.
(4) Dynamic Product Ads-Through setup of a pixel the company’s website and through uploading your company’s product catalog, campaigns on Facebook can be designed to promote relevant products to consumers based on their browsing history. This type of ad typically has greater shopper reach, has the ability to “retarget” consumers, and provides for the ability to contact consumers across devices.
(5) Canvas Ads- full screen user experience delivered by marketers to deliver consumer immersion with a product through interactive content. With mobile becoming the number one source for product research, according to Facebook Business, September 21, 2017, report on “Enhancing Collection Ads to Help Drive Sales,” Facebook’s Canvas template now includes lifestyle images. To learn more https://www.facebook.com/business/news/enhancing-collection-ads-to-help-drive-sales
(6) Video Ads-an ad type that tells a story through video that appears in newsfeed and automatically starts playing silently, but as soon as the consumer clicks on the video ad, then the ad plays with full sound.
(7) Slideshow Ads- an ad that consists of images that transition one into the next, similar to a PowerPoint presentation.
The type of ad format selected should be based on objectives such as selling products, focus on acquiring new customers, or overall promotion of the business. The content you want to present needs to be appropriately aligned with the type of ad format. Also, Facebook advertising placement needs to be considered, because when ads are created, you will have the option of determining where Facebook will show your ads. This is called “placements.” For example, placement into news feeds (mobile news feeds and desktop news feeds), groups, right column, instant articles, or in-stream video. Just as considering initiatives centered around generating brand awareness or retargeting present/previous customer/visitors to your website, for example, the type of ad and its placement serves a critical role in ad success. ~ Sabrina Pack-