Facebook is one of the biggest advertising platforms out there.
With over 2 billion active users worldwide it is a gold mine for every marketer. Social Media Examiner’s 2017 Report shows that 93% of marketers regularly use Facebook ads.
24% of them use Instagram ads, which is also a part of Facebook advertising platform.
These numbers are pretty impressive.
Facebook is the second biggest media owner after Google in the digital advertising market. These two companies account for more than 60% of worldwide digital ad spend.
And given the latest Facebook news feed algorithm changes, marketers will definitely increase their Facebook ad spend even more in 2018.
eMarketer’s Worldwide Ad Spending Report shows that Facebook ad revenues are on a steep growth path since 2016.
Facebook Ad revenues are predicted to reach $25.56 billions in 2019 which is a 106% growth compared to 2016.
Good for Facebook. But not so much for advertisers.
The problem is that Facebook organic reach has been going down since 2013 and is now somewhere near 1% for most brands.
This means that the demand for Facebook ads will grow significantly. And we all know what happens next.
Your cost-per-click will most probably grow even more in 2018.
Facebook is no longer a free marketing platform, but rather a pay-to-play one.
Just look at the number of active Facebook advertisers. They have doubled in just two years reaching 6 million in Q4 of 2017.
And with this in mind, you want to make sure you have a Facebook advertising strategy that pays off. You need to carefully choose the type of ad format to use to drive the most ROI for your business.
Luckily, Facebook offers a variety of ad formats depending on business goals and products advertised.
Today I am going to introduce you to 5 highly effective Facebook ad types you should be using, but probably aren’t.
1. Canvas Ads
Facebook introduced the Canvas back in 2016. It was initially created to provide an instant and smooth mobile ad experience, which was a problem given the slow webpage loading times.
Here are some key features that make Canvas ads so effective:
- Mobile-only ad format that works on both Android and iOS.
- Loads nearly instantaneously. This is great especially if you want to reach audiences browsing on low-speed connections.
- Full-screen ad experience, allowing users to interact with your ad.
- Lots of templates to use. Or you can custom-make your own canvas with a mix of video, static images, text and call-to-action buttons.
Before Canvas ads rolled out worldwide, Facebook announced early test results claiming an average Canvas view time of 31 seconds per user, which was pretty impressive.
How brands are using canvas ads?
Jeep ran a Canvas advertising campaign from October–December 2016 to support the launch of its two new Grand Cherokee models. The canvas looked like this.
Clearly the creative played a huge role in the success of this campaign, as the brand got a 37-point lift in ad recall and 11-point lift in awareness. Jeep’s campaign also had 28% more time spent with Canvas versus the ad performance benchmark on Facebook for the automotive category.
Another Canvas success story comes from Italy’s Tourist Board. They ran a canvas campaign to advertise the province of Trentino with a clear goal of increasing the number of tourists.
They rolled out five different Canvas ads in three languages, together with a number of other ad formats. But the campaign worked out really well reaching 13 million people across Europe and US in 4 months.
How to create a canvas ad?
- Start by create a canvas on the brand page you want to advertise. Go to Publishing tools and locate Canvas on the bottom left side of the panel.
You can use one of the many layouts grouped by specific goals or create your own custom Canvas from scratch.
For easy reference I will choose one of the templates and take it from there.
When you finish editing your Canvas and have every component in place, click Save and then Finish.
Then click Get URL and save the link of the Canvas, as you will need it to add to your campaign.
- Now go to ad manager and choose one of the ad objectives
- Brand Awareness Objective
- Get installs of your app
- Increase conversions on your website
- Increase engagement in your app
- Promote your page
- Send people to your website
- Video Views
- Set up your campaign budget and targeting like you normally would and head on to building the ad.
- Click “Add a full-screen experience” and choose the Canvas you have already created for the page in previous steps.
- Finish creating your ad.
Voila! You have your first Canvas ad.
Canvas Ads also work great with remarketing audiences, as it allows you to reach people who have already engaged with your business previously.
Facebook remarketing ads also tend to have higher CTRs, unless your customers keep their VPNs on all the time. Top VPN services allow users to add an extra layer of privacy on Facebook.
2. Messenger Ads
It’s all about mobile these days and since messenger apps seem are overtaking from social networking apps, it is only reasonable to consider messenger advertising for 2018.
Business Insider’s Messaging Apps Report shows that the top four messaging apps together now have more monthly active users than the top four social networking apps combined.
Facebook messenger ranks number two in the top four and is steadily growing year on year.
As of April 2017, there are 1.2 billion monthly active users on Messenger, 20% up compared to 2016.
Messenger ads are relatively new.
They rolled out last year and quickly became popular thanks to impressive results. Take a look at the benchmarks for Messenger ads for Q3 of 2017.
The CTR and CPC metrics for Messenger ads are lower than the average for Facebook for the same period.
Messenger ads are perfect if you want to drive communicate directly to your potential customers and also restart conversations with existing customers.
Currently there are three types of Messenger ads.
- Destination ads
- Click-to-Messenger ads
- Sponsored messages
Messenger destination ads work very much like a standard Facebook newsfeed ad, only they appear in the messenger home screen, like this.
When users click on the ad, they will land on the destination URL that you provide, but the window will open in the messenger app.
Click-to-Messenger ads allow you to direct users from Facebook news feed to the messenger conversation, where you can deliver a custom welcome message to further engage users into a dialogue.
This ad type is quite often used to promote Facebook Messenger as a Customer Support channel, where either a human or a chatbot can assist users with their inquiries.
To set up Click-to-Messenger ads you will need to choose between Messages and Conversions as your objectives.
And finally sponsored messages are a great way to re-engage people who have at least once messaged your business. You can deliver specifically crafted messages directly to your customer’s inbox.
The great part about Sponsored Messages is that they are highly targeted. Since you are only messaging existing customers, they are more likely to be interested in what you offer.
3. Offer Claims Ads
Facebook Offer Claims is an ad format that allows you to create and promote discounts and other special offers, which you can advertise to targeted audiences on Facebook.
Just like any other form of promo offers, Facebook offers have a limited quantity and an end date, which creates a sense of urgency motivating users to claim it.
But unlike traditional discount promotions, Facebook offers have a social component, allowing users to see who else has claimed the same offer.
Another great feature of this ad type is that users will be notified when the offer is about to end prompting them to use it while they still can.
You can create three types of offers;
- In-store and online
This ad type works great to drive foot traffic to your store or boost online sales during low season. They can even be a part of a larger scale promotional campaign.
Actually you can create Facebook offers without advertising right from the brand’s Facebook page. But this would be limited to the followers of your page and not all of them will see it.
How to create a offer claims ad?
Now let’s see how you can create a Facebook Offer Claims ad.
- Go to Facebook Ads Manager and choose one of the following objectives.
- Switch the toggle on for Offers section. Choose your brand page from the list and click Create Offer.
- Now fill in all the details of your offer, like the title and description, end date, promo code type, decide how users will be able to redeem the code. When you are finished, click Create.
- Next, you need to set your targeting, budget and schedule just as usual.
- For creative, you can use a compelling image or video to attract potential customers. When they click on the ad they will be able to see the details and save the offer.
4. Lead Ads
When you use advertising to direct traffic to a landing page on your website, interested prospects have to wait until your webpage loads, then they have to fill in a number fields and then only get what they came for.
In this process a lot of the traffic might bounce off.
With Facebook Lead Ads you can convert users without leaving Facebook. This ad type allows you to run lead generation campaigns on Facebook and Instagram and drive leads directly into your CRM sales pipeline.
You can create a custom lead contact form and collect data such as email addresses, phone numbers, postcode, gender, etc.
Some of the most common use cases for Lead Ads is building a targeted email marketing list. It can be a quick and easy way of getting your first subscribers. In your contact form you can ask for the full name of the subscriber to use it for email personalization. Emails containing recipient’s name get a 29% higher open rate.
How to create Facebook Lead Ads?
- Go to Facebook Ad Manager and select Lead Generation objective.
- In the next step set your budget, targeting and schedule and move on to choosing the ad creative.
- After you choose the creative and fill in the title and description for the ad, scroll down to find the Lead Form section and click New Form.
- Now build your lead form. Decide what information you want to collect. A general rule of thumb here is the less fields the higher conversions. But you can experiment and even A/B test with different variations to find which works best for you.
- When you are done, preview your form and click Finish.
Facebook advertising is a powerful tool that allows you to reach your target audience with a variety of engaging ad formats.
However everything comes with a price. This means marketers need to experiment with different ad types to improve ad performance and increase ROI.
There is a huge catalogue of Facebook ads to use in your marketing mix.
- Canvas ads are great for interactive mobile experiences and storytelling. They can help you engage your customers better.
- Messenger ads allow you to re-engage your existing customers and reach broader audiences with targeted messaging.
- Offer Claims ads can help you boost both online and in-store sales. This is a powerful tool to track the actual sales from your facebook advertising.
- Lead ads let you convert potential customers here and now. With CRM integrations and direct push to your sales pipeline, this ad type can make wonders.
Which Facebook Ad types have proven to have a higher ROI for your business?