All Types of Facebook Ads - Instapage Marketing Guide

What is Facebook Advertising?

Chapter 3

All Types of Facebook Ads

Facebook’s business platform has come a long way since the launch of Facebook Flyers. The network has become more sophisticated, giving advertisers the option of reaching new audiences and remarketing to previous site visitors through multiple Facebook ad types.

This chapter will walk you through all available Facebook ad types and ad specifications – helping you choose the ad type you should use to fulfill the conversion goal of your ad campaign.

Link click ads

When you think of a typical Facebook ad, you’re actually thinking of link click ads.

Link click ads help you promote various offers, and direct visitors to your landing pages. You can use Facebook link click ads with several ad placements, this allows you to deliver the same ad to your target audience across multiple placements.

Link click ads can be placed in the right column, desktop news feed, mobile news feed, and Instagram.

Here’s what a typical Facebook link click ad looks like:

Facebook Link Click Ads Example

The ad specs for Link Click Ads include:

  1. 1200 X 628 recommended image size.
  2. 90 characters for ad copy text.
  3. 25 characters for headline.
  4. 30 characters for link description.

Boosted page posts

Every time you post something on Facebook, the network offers you the chance to increase the post’s reach via a boosted post. When you choose to boost the post, you can select the target audience you want to show the post to and your preferred bidding method.

Boosted page posts look like ordinary posts, they just have a ‘sponsored’ note at the top of the ad:

acebook Boosted Page Posts Example

The supported ad placements for boosted posts include desktop news feed, mobile news feed, Audience Network, and Instagram.

The ad specs for boosted page posts are:

  1. 1200 X 628 recommended image size.
  2. Unlimited ad copy text.
  3. 25 characters for headline.
  4. 30 characters for link description.

Video ads

Facebook’s video ads are similar to link click ads where the user is taken to a dedicated landing page after the ad click. The difference between link click ads and video ads is simply that the latter features a video instead of an image.

Video ads help add personality to your brand, make it more relatable, and stand out among other ads with the help of motion and movement.

BigCommerce’s video ad explains why their customers grow nearly twice as fast compared to the industry average in light of statistics:

BigCommerce Facebook Video Ad Example

The video ad from Squarespace showcases how easy it’s to set up a domain with the platform:

The ad specs for video ads include:

  1. 90 characters for ad copy.
  2. 16:9 to 9:16 supported aspect ratio.
  3. 4 GB maximum file size.
  4. Continuous looping available.
  5. Video length can be as long as 120 minutes, however, most top performing video ads feature 15-30 second videos.

Lead ads

Facebook lead ads help you collect leads via the ad itself. Lead ads look similar to Facebook ads, however, after the ad click, instead of taking the user to a certain destination, they see a form that’s already pre-filled with the information they’ve entered in the network:

Screenshot showing Facebook Lead Ads steps on the social network

Lead ads can be used for the following three purposes:

    1. Collect email sign-ups: You can use leads to get subscribers for your email newsletter. Commonly requested user information in this category is email and gender.
    2. Manage inquiry forms: Use lead ads to ask questions from users about their interests, and follow up with them to provide the requested information and make a sale.
    3. Offer deals or promotions: Lead ads also work well to offer users special deals and promotions.

While it may seem like a no-brainer to use leads to collect leads, there are 7 good reasons why you should use landing pages rather than leads ads to collect better quality leads.

Ad specs for lead ads include:

  1. 1200 X 628 recommended image size.
  2. 90 characters for ad copy text.
  3. 25 characters for ad headline.
  4. 30 characters for link description.
  5. Privacy policy and website URL links are required.

Messenger ads

Facebook messenger ads are used to send 2 billion messages between people and businesses each month via Facebook messenger, making the ads an advertising opportunity you shouldn’t miss out on.

Messenger ads work with the help of Facebook bots, which have the ability to deliver news and send promotional content — however, the user needs to start the interaction, and ad content needs to be sent within 24 hours.

Here’s how a typical Facebook messenger ad works:

Screenshot showing a Facebook Messenger Ad example

1-800 Flowers messenger ad helps take the customer’s order right in the messenger tab.

Along with promoting products Facebook messenger bots can also be used to perform basic customer service duties, making it easier for you to connect with customers.

Multi-product (carousel ads)

The carousel ad format allows you to showcase up to 10 images and/or vidoes, headlines, links, and call to action buttons in a single ad unit.

Carousel ads work best for ecommerce businesses who are looking to showcase multiple products from their store in one ad. They can also be used by marketers who want to promote multiple offers to see which one caught the audience’s eye the most.

Carousel ads are currently available for desktop news feed, mobile news feed, right column, Audience Network, and Instagram.

When done right Carousel ads can help you:

  • Reduce your cost-per-acquisition by about 30-50%.
  • Decrease your cost-per-click by 20-30%.

Here’s what a typical carousel ad looks like:

Screenshot showing what a typical Facebook carousel ad looks like

The ad specs for carousel ads include:

  1. 1080 X 1080 or 600 X 600 recommended image size.
  2. 90 characters for ad copy.
  3. 25 characters for headline.
  4. 30 characters for link description.

Dynamic product ads

Dynamic product ads are essentially remarketing display ads, they target users based on their past actions and inactions on your website, landing page, or app with a perfectly timed ad.

All you have to do to start showing dynamic product ads is upload your product catalogue and set-up your campaign once, it will then continue working for you as long as you want. Dynamic ads find the right people for each product and use up to date pricing and other product information.

With dynamic product ads you get to:

    1. Reach out to more shoppers: Show people products that are tailored specifically for them, their interests, whether or not they have been on your website, landing page or have used your app.
    2. Complete the Sale: Retarget visitors to remind them of the items they viewed but haven’t bought yet.
    3.Contact people across devices: Have the chance to reconnect with visitors on desktop or mobile, wherever they
    originally first interacted with your products.

This is what a typical dynamic ad looks like:

Screenshot showing what a typical Facebook dynamic ad looks like

Dynamic Product Ads supported placements include desktop news feed, mobile news feed, right column, audience network, and Instagram.
Ad specs for Dynamic Product Ads are:

  1. 1200 X 628 or 600 X 600 recommended image size.
  2. 90 characters for ad copy text.
  3. 25 characters for headline.
  4. 30 characters for link description.

Canvas ads

Facebook introduced Canvas as a ‘full-screen ad experience built for bringing brands and products to life on mobile.’ Canvas helps you shorten the distance between your offer and the customer by instantly loading ads that are mobile optimized and are designed to capture the complete attention of your audience.

Canvas ads help you showcase videos, photos, and carousels all in a single ad. At first glance canvas ads look like regular news feed ads. However, when clicked, the ad opens up to cover the entire mobile screen:

Gif showing what a typical Facebook canvas ad looks like

Combining videos, photos, GIFs, and call-to-action buttons, canvas ads deliver what some call a “microsite-like experience” that allows people to click, scroll, swipe, and tap to engage with brands right on the Facebook platform.

Canvas ads can be created in the following layouts:

    1. Grid layout: You can showcase products in a grid layout so users can browse more of your products from a single ad.
    2. Lifestyle layout: Allow people to explore your products in action by featuring them in photos.

The ad specs for canvas ads include:

  1. 1200 X 628 recommended image size.
  2. 90 characters for ad copy text.
  3. 45 characters for headline.

You can include the following components in Canvas Ads:

  1. Header with logo
  2. Full-screen image
  3. Text block
  4. Button for offsite links
  5. Image carousel
  6. Auto-play video
  7. Full-screen tilt-to-pan image
  8. Product set

Collection ads

Facebook collection ads make it easier for users to discover, browse, and purchase products and services via their mobiles. Collections ads use the Canvas format to show users a full-screen experience that drives engagement and piques their interest to click and eventually buy.

Collection ads can be showcased in the Mobile News feed:

Gif showing what a typical Facebook collection ad looks like

Ad specs for collection ads are:

  1. 1200 X 628 recommended image size.
  2. 1:9:1 image ratio.
  3. The image cannot include more than 20% text.
  4. 25 characters for headline.

Mobile app install ads

Facebook mobile app install ads help you connect with users who are more likely to install your app. You can showcase mobile app install ads across Facebook, Instagram, and the Audience Network.

The ads can be linked directly to the App Store, Google Play, and Kindle Fire store, so people can immediately download your app, however it’s better to direct visitors to an optimized landing page:

Screenshot showing what a typical Facebook mobile app install ad looks like

Ad specs for mobile app install ads include:

  1. 1200 X 628 recommended image size.
  2. 1:9:1 image ratio.
  3. 90 characters for ad copy text.
  4. The image cannot include more than 20% of text.

Event ads

Have an important event coming up that you need to generate buzz for? Then event ads are what you need. Facebook event ads are designed for you to get more visitors for your events.

Remember to target the event ads for the right location, so you reach the people you want to reach:

Screenshot showing what a typical Facebook event ad looks like

Supported placements for event ads include right column, desktop news feed, and mobile news feed.

The ad specs for event ads are:

  1. 1920 X 1080 recommended image size.
  2. 1:9:1 image ratio.
  3. 90 characters for ad copy text.
  4. 25 characters for headline.
  5. 30 characters for link description.

Offer claim ads

Offer claim ads help you extend special offers such as discounts to encourage people to purchase your offer.

Offer ads help you reach new people, boost sales and send automatic reminders to people who have shown interest in the offer so they can avail it before it expires.

Screenshot showing what a typical Facebook offer claim ad looks like

For you to be able to create an offer ad your Facebook page needs to have at least 50 likes.

The ad specs for offer ads are:

  1. 1200 X 628 recommended image size.
  2. 1:9:1 image ratio.
  3. 25 characters for offer title.
  4. 90 characters for ad copy text.

Local awareness ads

Location awareness ads work best with Facebook’s location-based targeting and are a great way to get local attention.

The ads help you reach audiences with properly targeted ads when they are near one of your business locations. You can use location awareness ads to get users to ‘Call Now’, ‘Get Directions’ to the nearest store and drive sales to your business:

Screenshot showing what a typical Facebook location awareness ad looks like

The following call to action buttons are available for location awareness ads:

    1. Get directions: the call to action is meant to help people find your shop from their mobile, it’s ideal to get foot traffic through the door.
    2. Call now: Users can call you with a single tap.
    3. Send a message: the button allows users to send private messages directly from the ad, which is great for generating leads.

Learn more: Direct visitors to a dedicated landing page for more information about your product or service.

The ad specs for location awareness ads are:

  1. 1200 X 628 recommended image size.
  2. 1:9:1 image ratio.
  3. 90 characters for ad text.
  4. 25 characters for headline.
  5. 30 characters for news feed description.

Location awareness ads can be placed in the desktop news feed, mobile newsfeed, and the right column.

Facebook offers marketers a lot of choice when it comes to ad types, what’s great is you can use multiple ad types to accomplish a single business objective. To find out which ad type works best for your campaigns, it’s best to test different ad types and find out which fulfills the most conversion goals.

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