Not only are there different formats of FB Ads, but there are also many places where you can put them. From putting photos and slideshows directly on your target audience’s Newsfeed to video clips on Stories, there are many options and combinations for you to choose to get the best bang for your buck and achieve your advertising goals. Let’s have a look at a few of the choices available, and some tips on how to best use them. Facebook to Advertise
Facebook Instant Experiences.
Instant Experience is a full-screen vertical visual that opens after someone taps your ad on a mobile device. It is a quick, post-click platform for in-app conversions and engagement. The benefits of this are high engagement with lightning-fast loading times (15x faster than a standard mobile webpage), easily accessible metrics such as Instant Experience view time and Instant Experience view percentage, and integration with Pixel. Pixel helps you track conversions from Facebook ads, optimize ads, build targeted audiences for future ads and remarket to people who have already taken some kind of action on your website. Instant Experience allows you to tell a cohesive story, highlight your products’ diversity, offer reasons to explore your brand more, and further develop your message while you have someone’s attention. Ensure you lay out clear CTA’s (call to actions) and further steps that the customer can take. You can do even more to your content by linking two or more Instant Experiences, optimizing for mobile, adding in effects like tilt-to-pan and adding URL’s. Facebook to Advertise
Facebook Stories ads.
This is the fastest-growing ad format – similar to the more well-known Instagram stories, and gaining in popularity. Similar to the Instant Experiences in that they are full-screen photo or video ads, but you can’t use Stories as a standalone format when you create an ad for Facebook. However, Stories placements are included when you select Automatic placements and use an objective (reach, traffic, app installs, video views, conversions, brand awareness, lead generation) that supports stories. More than 50% of people who view stories across various platforms claim to have made a purchase based on the viewings. And indeed, there is plenty of research showing high levels of engagement (visiting brand website/store, looking for products on shopping sites, or word-of-mouth recommendations) for these customers.
Facebook Messenger ads.
Interestingly, Messenger trumps the Facebook app in terms of the number of downloads on mobile devices, so this is a platform that must be leveraged if you wish to expand your reach. The ads appear directly in a user’s inbox, so visibility is high, and the formats you can use are photo carousel, video, and dynamic ads. A useful feature of these is that you can send direct advertising messages to your customers if they have already contacted you on Messenger. And a way to initiate this from the customer side is to have a link to the Messenger chat box on other Facebook ads. This is called Click-to Messenger and is a fantastic tool to drive engagement, especially with pre-written questions that the customer can just click. Facebook to Advertise