If you have a business page on Facebook, there is no doubt you know you can pay for ads. Every time you make a post on your business page, Facebook offers you a discount on creating an ad or boosting the post. And of course, while you are scrolling, you see other business page ads!
Which ones do you stop at and why?
What are the Different Types of FB Ads?
This is a great place to start.
There are many forms a FB ad can take. There are video, image, slideshow, carousel, lead form and dynamic products ads. Facebook offers lots of resources for creating ads. Click the hyperlinks above for tutorials and samples from Facebook.
Video ads allow you to create content that captures the audience’s attention while promoting your brand. You can create video ads in Ads Manager or upload them from a different creation program, but Facebook prefers ads that are created within Facebook and those get 30% more views.
Image ads are just ads with photos and are text optional. Should you decide to ad text it should be limited. This allows you to show off a new product, work on your brand and produce a simple message. Be sure when you choose a photo you are using Facebook’s recommended aspect ratio and resolution. With any business post, be sure the photo you choose is on-brand.
Slideshow ads allow you to choose 3-10 photos or videos that will scroll during your ad. This is a great option if you are showing a process! You can add music (that you own the rights to or that you have permission to use) to your slideshow ads. You can also crop and re-order images and add text to a slideshow when you are creating the ad.
Carousel ads let you show two images side by side. There are studies that suggest that these ads get a 72% higher click rate than others. These are a great way to show multiple products at once, two different phases/stages of a product/service, show a product and a testimonial and highlight multiple offers at the same time.
Lead ads allow you to find people who might be interested in your products. This just uses a simple form that they fill out with basic contact information and other important questions you choose. Then you can add this information to your Ads Manager or another CRM system, like Mail Chimp.
Here is how Facebook describes dynamic ads “Dynamic ads look similar to other ads on Facebook, Instagram, Messenger and the Audience Network. However, instead of individually creating an ad for each of your products, you create an ad template that automatically uses images and details from your data feed for things you’d like to advertise. Dynamic ads use your Facebook pixel or SDK to show ads to people who have already shown interest in your business by taking actions you care about on your site.”
For dynamic product ads you will need to have a shopping catalog with quality pictures and you will need to use Facebook pixel. Then you need to link the two. This is the beauty of the dynamic ads- they will automatically target people that have shown interest in your products via Facebook, your website or other places on the web.
This is too much!
You might be right. Especially if your company does not have a dedicated digital marketing department.
Think about this. Facebook has 1300 targeting options, 15 objectives to choose from and the 6 ad platforms discussed above.
Facebook does provide a ton of tutorials and examples. In fact, the below pictures are from one of Facebook’s sample accounts. What they do is present links to successful ad campaigns, give you data on them and then tell you the types of ads and tools they used to accomplish said outcomes.
Even with Facebook's great resources, managing an ad account is time-consuming. And information regarding how best to use social media is always changing. Small businesses rarely have time to manage all the social media accounts, analyze the data and keep up with the ever-changing landscape of social media.
Have you considered a marketing consultant?