• Frank Aol

About Facebook Ads (1)

Having spoken about Google Ads in previous posts, it must be noted, that the latter is one of the most expensive advertisement tools. Depending on factors like the type of clients, location, industry and targets, monthly budget recommendations start at least with 1.000 USD and for many small business projects at an entry level of 5.000 USD. A Google ads campaign for small business can easily sum up to costs of 10.000 USD, while for bigger businesses monthly budgets of up to 100.000 USD are not seldom. At the same time, a genuine judgement about a Google ads campaign results of a Google Ads campaign can earliest be seen after a period of about 2-3 months which normally requests a financial investment for such a time of period.

Contrary to this, even with a spend of 5 USD per day on Facebook advertising, significant results can be seen. Therefore, it is no wonder, that over 3 million businesses are advertising on Facebook. However, organic search on Facebook is very inefficient and this is where paid Facebook advertising applies. Facebook ad allows audience targeting with different options like location, demographics, age, gender, interests, behavior and others. Other advantages include the instant influx of traffic, the easiness to set up the ads, control of the daily budget with a maximum PPC (pay per click) setting and the possibility to track and analyze campaigns at any stage. While Google Ads is text-based, Facebook ads allows multimedia advertising, particularly with images and videos.

As Facebook states, there are 11 different types of advertisements: image ads, video ads, poll ads, carousel ads, slideshow ads, collection ads, instant experience ads, lead ads, dynamic ads, messenger ads and stories ads. Which type of ad to choose depends once again on the objectives of a marketing campaign.

Image ads are a simple yet powerful tool to show off a product, service or brand using a single photo and an optional footer. The sky is the limit when it comes to editing such photos.

Likewise, video ads can show off the same contents by posting stories to Facebook’s NewsFeed section which is not the same as just posting an update and allows a more precise targeting of audiences. Another video ads function is the instream-functionality which means the video ads are streamed before during or at the end of a video a viewer is already viewing. Consequently, the audience is already captive and receptive to video material. Just as images, also videos allow plenty types of editing and graphic multimedia animations to increase their attractiveness.

The third type of Facebook ad are called poll ads and allows marketers to ask questions to their target audience. Poll ads can be interactive tool which can be integrated into images or videos.

With carousel ads up to 10 images or videos can be shown to display a product or service. Each image or video can have its own headline, description, link and call to action. To scroll through a carousel, people swipe on their mobile device or click the arrows on their computer screen.

As the name suggests, slideshow ads are video-like sliding ads that use motion, sound and text to tell a story across devices. Quickly and easily arrangeable, they are more affordable than videos and can be created from either, a desktop or mobile device by combining a collection of text, images, or existing video clips. Using five times less data than videos, slideshows are loading up very faster on slow internet connections.

A collection ad in Facebook News Feed includes a cover image or video followed by 3 product images. When someone taps on a collection ad, they see an instant experience, a full-screen landing page that drives engagement and nurtures interest and intent. Facebook collection ads are a mobile-only format designed to appeal to smartphone users. They can be used both, on Facebook and Instagram.

Instant Experience ads are a full-screen experience which open after someone taps the ad on a mobile device. They are typically used to capture the attention of an audience and used to be called Canvas. They’re a full-screen ad format that loads 15 times faster than a mobile website outside of Facebook. It is possible to link a few Instant experiences together which allows the audience to see more instant mobile content.

Lead ads allow it to find audiences who may be interested in a marketer’s products or services and collect information from them. With an instant Form, contact information such as name, email address, phone number and more can be collected. They make it easy for leads to give their contact information on a mobile device without a lot of typing.

Dynamic ads look exactly like other single image, carousel, stories or collection ads on Facebook, but they allow to promote targeted products to the customers interested in them. Whenever a shopper expresses interest in an item from a catalogue, Facebook will dynamically generate an ad for that person and deliver it automatically on mobile, tablet and desktop.

Facebook messenger ads give access to the 1.3 billion people who use Messenger every month. Facebook Messenger Ads allow users who see ads to initiate a text conversation with a business by clicking a button. Facebook currently offers three types of messenger ads: destination ads, sponsored messages and home section ads. Like dynamic ads, destination ads use your Facebook Pixel or SDK (software development kit) to show ads to in-market shoppers including, and beyond, your recent website/app visitors. Sponsored messages allow it to send offers, promotions and updates directly to the people which are communicating with a business on Messenger.

Finally, story ads allow it to reach target audiences in a full screen, immersive environment. Story ads are available for Facebook, Messenger and Instagram and can be created ads in the ads manager and Facebook Business Suite mobile app. In the Ipsos survey, 62% of people said they became more interested in a brand or product after seeing it in a story.

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