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What Are The Different Types Of Facebook Ads?

Posted by Gary Henderson on Jul 16, 2018 6:25:12 AM

Facebook has the highest online presence in the world, and it has been proven to be the most cost-effective way to market your brand to your ideal customers.

With Facebook's business continuously evolving, advertisers gain more opportunities to reach new audiences and retarget previous site visitors back to their business. However, with so many different options, it can be difficult for advertisers to figure out which Facebook Ad type is best for their business.

In this post, we'll give you a quick breakdown of popular Facebook ads that will generate success for your ad campaign and will help your business generate more leads and more drive traffic to your website.


Lead Ads

Facebook created lead ads to give people a more natural way to connect with businesses, wherever they are.  So instead of sending users to a landing page where they fill out a lead form on your website, Facebook lead ads allows customers to access your offers without ever leaving the Facebook app. 

Facebook lead ads are also designed with the user in mind and will automatically fill in any information it can, including a user’s name, email address, or phone number, so the user doesn’t have to.

Facebook Lead Ad Example

When potential customers see your ad on Facebook, they can sign up for your offers or request something from your business - like product demos, free trials or pricing guides all without ever having to leave the Facebook, which skyrockets conversion rates.

Learn more about lead ads here: What Are Facebook Lead Ads?  

Video Ads

When it comes to finding the right platform to promote your video, Facebook is a reliable option.  In fact, earlier in the year it was announced that Facebook has 100 million hours of video watched daily!  AND did you know that 85% of users on Facebook watch videos with the sound off? 

Video ads allow you to show off product features, draw people in with sound and motion, make a connection and move people toward sales.  They're also great for increasing brand awareness and retargeting your ideal people. 

Then depending on how long someone watches your video, you can retarget them based on how long they watched the video.  

In the example above, Apple paired with Taylor Swift to promote their new subscription service.  They created a video that is entirely relatable and hilarious.  Everyone knows someone who has fallen while running on a treadmill.

On mobile devices, people prefer shorter video ads, like 15 seconds or less!  With video ads, businesses can capture short bursts of attention and remind people of your brand.  

LG created an excellent 15-second video that can relate to pretty much anyone who has a cell phone.  The video is about a dramatic support group that helps people cope with anxiety driven by a low battery.  #LowBatteryAnxiety

Specs:

  • Ad copy text: 90 characters
  • Aspect ratios supported: 16:9 to 9:16
  • File size: up to 4 GB max
  • Continuous looping available
  • Video can be as long as 120 minutes, but most top-performing videos are 15-30 seconds

Cool Tip: 85% of users on Facebook watch videos with NO sound!

Multi-Product Ads (Carousel Ads)

Carousel ads perform 10 times better than regular Facebook ads.

Multi-Product Ads were designed to do three things: generate more website visitors, drive better conversion rates and improve overall marketing results.  

This ad displays up to three product images in the same ad unit that can appear in mobile or desktop News Feed.  It appears below a status update, and each item within the carousel has a title, description and destination link.  

Multi-Product Ads Example

The multi-product ad works best when combined with Custom Audiences from your website. Make sure to showcase your top three best sellers, which could increase your clickthrough rates. 

The functionality is extraordinarily robust when an advertiser generates audiences based on site visits on a product page and then displays the product that was viewed alongside two related products in the multi-product ad.

Carousel ads may seem like it's best suited for eCommerce, but Lewis Howes has used it to promote his webinar.

Lewis Howes Facebook Ads

To maximize the interactive element of carousel ads, consider arranging your pictures in a way that tells a story so that viewers will want to see the whole ad from start to finish.

Specs:

  • Recommended image size: 1080 x 1080 or 600 x 600 pixels
  • Ad copy text: 90 characters
  • Headline: 25 characters
  • Link Description: 30 characters

Tip: Images with more than 20% text will not be approved.  Lifestyle photos or beautiful product imagery get the most engagement.

Boosted Page Posts

Boosted page posts are one of the simplest types of ads. Every time you post something on your Facebook Page, Facebook offers you the chance to amplify the post’s reach with a Boosted Post.

Boosting a post from your business Page is a quick and easy way to show your content to people who might be interested and grow your Page audience.  Regardless of your advertising experience boosting posts can help any business reach their business goals.

The Boosted Page Post will look exactly like an ordinary Facebook post, with “Sponsored” on the top of the ad.

Boosted Post Example

Boosted posts can also help you get more people to like, share and comment on your posts or content.  Promoted posts can also help you reach new people or audiences who are likely interested in your content but don't follow you on Facebook.

Specs:

  • Recommended image size: 1,200 x 628 pixels
  • Ad copy text: unlimited
  • Headline: 25 characters
  • Link Description: 30 characters

Link Click Ads

Link clicks are a great way to measure how much interest your ad generates among your audience, on or off Facebook.  They can help promote your website and send your ideal target audience to your landing pages or blog posts. 

The great thing about Link ads is that it doesn’t matter where they click! The whole ad from the picture down is one giant button which will send your viewers straight to your landing page, which helps a get better click-through rate.

Link clicks can be used in a variety of placements, allowing you to deliver the same ad across multiple News Feeds and reach a broader more targeted audience(s).

Link Ad Example

Since this is a high performing ad, it's also a great way to generate more likes for your Facebook Page.  

Specs:

  • Recommended image size: 1,200 x 628 pixels
  • Ad copy text: 90 characters
  • Headline: 25 characters
  • Link Description: 30 characters

Canvas Ads

Canvas ads help you shorten the distance between your message and the customer.  They're helping businesses tell compelling brand and product stories in ways that are enjoyable and effective for both the customer and the business. 

With Facebook Canvas, people can watch engaging videos and photos, swipe through carousels, tilt to pan, and explore lifestyle images with tagged products. They won't just see your story.  They'll become part of it.

Canvas Ad Example

Canvas ads are easy to create making them an excellent way for businesses to achieve their goals and strengthen their brand or promote their products.

Specs:

  • Recommended image size: 1,200 x 628 pixels
  • Ad copy text: 90 characters
  • Headline: 45 characters

Dynamic Ads

Facebook’s Dynamic Product Ads provides a way to show a single or multi-product ads to potential customers or people who have visited your website.

Based on the visitor’s behavior, you can serve different ads to different groups of people based on their interests.

Dynamic Facebook Ad Example

Facebook dynamic ads automatically promote products to people who have expressed interest on your website, in your app or elsewhere on the internet.  With dynamic ads, businesses can do the following: 

  • Promote all of your products with unique creative without having to configure each individual ad.
  • Set up your campaigns once and continually reach people with the right product at the right time.
  • Reach people with ads on any device they use.
  • Show people ads for products they are interested in to increase their likelihood to purchase.

Specs:

  • Recommended image size: 1,200 x 628 pixels or 600 x 600 pixels
  • Ad copy text: 90 characters
  • Headline: 25 characters
  • Link Description: 30 characters

Collection Ads

Collection ads make it easier for people to discover, browse and purchase products and services from their mobile devices.

With collection, people who click on your ad can then browse more products or find more details about your products or services, in a fast-loading experience, without leaving the Facebook app.  They are also great for increasing engagement.

Collection ads are ideal for eCommerce businesses, especially those who take advantage of dynamic ads.

Goal: You want to sell your products or services 

Facebook Collection Ads Example

Collection ads have different templates making it easy to create the exact look you want.  You can use collection ads to promote your inventory, get new customers and also drive awareness, increase traffic and get better conversions for your business.

Video Specs:

  • Aspect Ratio: 16:9 or 1:1
  • Video: H.264 video compression, high profile preferred, square pixels, fixed frame rate, progressive scan
  • Audio: Stereo AAC audio compression, 128 kbps

Image Specs:

  • Aspect Ratio: 1.9:1
  • Image Size: 1,200 x 628 pixels recommended
  • For Instagram: Square (1:1), full landscape / horizontal (16:9) and slideshow. Aspect Ratios higher than 1:1 isn't supported on Instagram.

The Rollout

Don't feel overwhelmed by the number of Facebook ads out there.  If you make a plan and outline your goals, you will have success.  Facebook is the place where your future customers hang out.  Now go get them!

 If you want to learn more about Facebook ads click here: How Do Facebook Ads Work?

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Tags: Facebook Ads, Online Advertising, Facebook, social media