Learn how to grow your business with Facebook ad types

Facebook ad types are essential to understand to help you propel e-commerce sales.

If your business is new to the social media world, or if it hasn’t found much success through social media marketing, you know it can be hard to jump into the ring and immediately garner a lot of engagement on your Facebook posts.

And now, with Facebook’s changing algorithm, it can be even more difficult to even get your content seen by readers, let alone interacted with by your target audience.

This is because when determining what content is most prominent on users’ news feeds, Facebook shows favor to posts from users’ family and friends or posts with high engagement.

More than one billion people use Facebook daily. Click To Tweet

This doesn’t mean you shouldn’t invest time in a Facebook marketing plan though. More than one billion people use Facebook daily. That’s a lot of people who could potentially see your content and learn about your business. One way to overcome the algorithm to ensure eyeballs see your content is to purchase Facebook ads. 

Facebook ads are paid posts that are written in your business’s voice to help reach your target audience. Because you’ve paid for the post, Facebook will boost its presence on your audience’s newsfeed, increasing its visibility.

The format of Facebook ads varies, ranging from videos to images to carousels of both videos and images. There are also many types of Facebook ads that brands can use to attract the right audience to their posts and sales pages, which is what we’re reviewing today. 

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Before we dive into the various ad types available on Facebook, it’s important to understand that all advertising on Facebook is based on your initial advertising objectives.

Depending on your objective, Facebook will show your content to the people most likely to take the action your objective requires (click, conversion, engage, etc.).

Therefore, to ensure your ads are effective, the vital first step is to determine why you’re using Facebook advertising and how it aligns with your business goals.

Are you trying to increase awareness? Inspire engagement? Grow website traffic and conversions? Generate leads? Once you know what you want your advertising to help you achieve, you can then choose the best Facebook ad type that matches your objectives.

Keep reading for a rundown of the main Facebook ad types and some of our favorite formats to consider when developing your ad content.

PPE (Pay Per Engagement) Ads: Increase Engagement

If you are just starting out with paid advertising, Pay Per Engagement (PPE) ads can help you build your business page profile up the quick and easy way.

PPE ads allow you to increase awareness by boosting your current posts to increase engagement and improve the visibility of your content. These ads will help you better reach those that already like your page, but you can also expand your audience based on location, age, gender, and interests.

With this ad type, you can ensure more people are seeing your posts on Facebook, keeping your target audience well-informed, while also keeping your business top of mind.

Facebook Ad types
  • Facebook
  • Twitter
  • LinkedIn
  • Buffer
Source: Facebook

PPE ads are an affordable option because the budget is allocated based on the number of likes, reactions, comments and shares the post receives. The variety ensures your budget for acquisition falls rapidly.

Within just a couple of days — if you have optimized your ad efficiently – you can pay around one or two cents per engagement.

PPE ads may not be exclusively geared toward increasing sales, but they do help you build up your page’s “social proof” scores. Social proof is the public engagement your post receives that other users can see, such as likes, comments, etc., and can help to increase conversions and click-through rates.

People are natural followers. The more your audience sees others engaging with your content, the more likely they’ll take notice and interact with your posts as well.  

PPE ads are great for increasing awareness. Some examples of ideal situations to use PPE ads include:

  • Advertising a sale or special discount;
  • Announcing a grand opening;
  • Brand announcements; or
  • Product launches.

Quick Tip: Since you are advertising using a regular Facebook post, you will need to ensure that any outbound links are shortened and traceable, allowing you to gather more data on how people are engaging with your ads. You can use a site like bitly.com allows you to track the bitlinks you create to see how often they’re shared and clicked on as well as some demographic information about the people doing the sharing and clicking.

Website Click Ads: Increase Web Traffic 

If your objective is to send people to certain pages on your website, website click ads will be more effective than a PPE ad because their purpose is to increase web traffic by sending your target audience directly to your site. 

Social Media Marketing Firm
  • Facebook
  • Twitter
  • LinkedIn
  • Buffer

This type of ad forms an outbound link when the user clicks anywhere on the post, making them eligible for optimization through Facebook’s automated targeting algorithms. One downside to these ads compared to PPE posts is the cost of acquisition may be somewhat higher.

You may pay around 40 cents per click within the first couple of days. However, once the algorithm has had time to adjust to your audience’s preferences, an optimized post should cost around 10-20 cents per lead – a significant improvement.

68% of US adults use Facebook. 51% of them use it several times a day. Click To Tweet

Although their cost of acquisition may be higher than other ad types, website click ads can be a powerful tool for bringing in new viewers to your website.

The best way to drive clicks? Go for a simple, visual ad that has a clear and direct message. This is about engaging users busily scrolling through their feeds with something that immediately “talks” to them.

With that in mind, keep the copy short and interesting and the visuals intriguing like the image below.

Facebook Ad Agency
  • Facebook
  • Twitter
  • LinkedIn
  • Buffer
Image Source: HubSpot

Website click ads are versatile and can be used across the board. However, it’s important to remember these ads are optimized for clicks – not necessarily conversions, so they are most effective if you want your audience to:

  • Read your latest blog post;
  • See special offers, free trials, or discounts;
  • Check out your new website; or
  • Visit a landing page (for a webinar, a new eBook, etc.).

 Quick Tip: If your campaign is creative and you have your landing page set up to collect consumer information, give yourself another chance to turn the reader into a repeat visitor with alternative remarketing strategies.

Facebook Pixel is a must-have add-on you will need to enable across all of your Facebook ad types and campaigns. It’s a line of code that you insert to your website (much like Google Analytics). Pixel allows you to track user interactions on your site and send out retargeting ads to try and tempt the reader back to you at a later date. 

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Facebook Conversion Ads: Increase Action with Facebook ad types

The objective for conversion ads is to help you increase business by targeting users with clear call-to-action messages like “Get Offer,” “Call Now,” “Shop Now,” or “Join.” Whether you want to highlight a specific offer, give out an exclusive discount, or drive awareness for a local event — these types of ads are a persuasive driver for taking action.

Conversion ads are optimized for purchases, making these the most expensive in terms of cost per acquisition. But, with conversion ads, you are only paying if people convert. If your audience clicks but does not convert, you do not have to pay at all.

Especially prevalent in ecommerce, these posts are great for ad managers looking to scale up their campaigns and really push themselves to bring in new leads and sales. 

Facebook Ad Types
  • Facebook
  • Twitter
  • LinkedIn
  • Buffer

When designing your ad, determine what copy is likely to present your product as irresistible. As seen in the ad above, the company used customer reviews, the product’s five-star rating, and its success on Kickstarter, as a way to peak consumer interest.

The idea is to make your audience think, “With a product/service this good, how could I not click on it to learn more.”

This type of language will encourage users to click on your ad and entice them to purchase your product or service.

Conversion ads will be shown to people most likely to convert, not just click, on your site. Therefore, this ad type is great if you want the reader to actually take action, such as:

  • Purchase products/services;
  • Subscribe to your email list; or
  • Join a webinar.

Quick Tip: Pixel will also need to be set up on conversion ads, as you will not want to waste a single cent on Facebook’s targeting algorithm capabilities. Make sure you have the data ready to analyze. Ensure that no potential customers slip through the cracks without you getting the chance to advertise to them at a later date.

Formatting Options for Facebook Ad Content

Once you have familiarized yourself with the basics of Facebook advertising, you will next need to consider the format of the ads. How can you present your brand in a way that will appeal to your target audience?

Below, we’ve included a few different formats to consider. Check them out and choose the one (or multiples) that will best meet your needs and resonate with your audience.

Video Posts We all know video is a big deal, and including video in your posts boosts user engagement significantly. With features like video autoplay, these posts catch the readers’ eyes as they scroll through their feed. This gives advertisers more time to hold the readers’ attention and make a solid pitch.

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In all of your Facebook advertising pursuits, you will need to have a clear set of goals in mind. Make sure you get your money’s worth from paid posting by matching your objectives with the right ad type and then conduct A/B split testing with your titles, imagery, and descriptions.

Don’t forget to make as much as you can traceable through Facebook Pixel and analytics so that you can measure your success and use these insights in future campaigns.

Also, don’t be afraid to experiment with video, dynamic ads, and trending content, etc. to ensure your Facebook marketing strategy puts its best face forward.

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General FAQ’s

What are the different types of Facebook ads?

The types of Facebook ads are:
1. Domain Ads.
2. Multi-Product Ads (Carousel Ads)
3. Offer Ads.
4. Video Ads.
5. Lead Ads.
6. Canvas.
7. Sponsored Mentions.
8. Dynamic Ads (formerly Dynamic Product Ads)


What are ad types?

Types of advertising
1. Newspaper. Newspaper advertising can promote your business to a wide range of customers.
2. Magazine. Advertising in a specialist magazine can reach your target market quickly and easily.
3. Radio.
4. Television. 
5. Directories.
6. Outdoor and transit.
.7 Direct mail, catalogs, and leaflets.
8. Online digital ads


What is Facebook engagement?

Facebook engagement is an action someone takes on your Facebook Page or one of your posts. The most common examples are likes, comments, and shares, but it can also include checking in to your location or tagging you in a post. Facebook engagement matters because it can help extend organic reach.


What are the different types of campaigns?

How different campaign types work
1. Sales.
2. Leads.
3. Website traffic.
4. Product & brand consideration.
5. Brand Awareness & reach.
6. App promotion.

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