On average, Facebook is home to 3 billion customers — from CEOs in order to students to consumers. And while the community is clearly right now there, connecting with them from a advertising standpoint isn’t always easy.
For brands, posting on Facebook alone isn’t really enough anymore — specifically for ones just starting out. Sure, you can throw money at your efforts to drive people to your Fb Page and send them to your website, but that just works if you’re smart about it.
One way to do just that is to create enhanced Facebook Ads targeted at the right audience. Optimized ads can help you spend your PPC budget wisely and find out a positive return on your investment.
So , exactly what does optimized Facebook advertising actually look like? If you’re looking for best practices for a successful ad along with examples for inspiration, if you’re in the right place.
Components of Productive Facebook Ads
1 . It offers a clear objective.
Facebook advertising is an excellent tactic to use within your marketing strategy, but it isn’t as simple as paying Facebook and expecting customers and revenue in return. Instead, you must create a clear ad strategy, understanding exactly how each ad functions in support of your marketing objectives.
By doing this, you’ll be better able to measure success by tracking the metrics that will matter, and you’ll even have the ability to craft better ads simply by choosing the most effective Facebook advertisements setup, including which Facebook ads objective to use.
second . It’s visual.
Visual content is not only treated more positively in the Facebook algorithm, yet it’s also more likely to become shared and remembered than written content. The lesson intended for Facebook marketers? No matter what kind of ad you create, your image needs to be visually attractive.
3. It’s not text-heavy.
In case you are running a Facebook ad having a photo, ensure that the textual elements cover less than twenty percent of the image. Otherwise, your own ad will fail to execute. Consider using a text overlay tool to check the ratio before setting your advertisements live.
4. It’s related.
Relevance is critical for success when utilizing Facebook advertising. Remember, you are spending money when someone sights or clicks on your advertisement (depending on the settings a person use). If you’re showing advertisements that aren’t relevant to your own target audience, you’re wasting your time and money and will probably not see success with any kind of advertising.
Back in February 2015, Facebook launched a feature in the Facebook advertising platform that will rates your ads and gives you a relevance score, similar to Ad Rank in Google Advertisements. The more relevant your advertisement image, ad copy, and destination page is to your audience, the higher your score is — and the a lot more favorably Facebook will treat your ads.
5. It includes an enticing value proposition.
A value proposition shows the reader why they should click your ad to learn more regarding your product. How is your own product or service different from any other? Why exactly should the viewer click on your own ad to see your internet site?
Your value proposition must be believable. For example , saying you might have the greatest sandwiches in the world will not make people come to your business’s Page, but maybe offering 20% off will. Or even, perhaps adding social evidence will help — something like, “Sandwiches loved by over 1 million people every year! Come try yours today and get 20% off your order with this particular coupon. ”
6. It has a clear call-to-action.
A beautiful plus relevant ad is great, but without a call-to-action (CTA), your viewer might not know what to do next. Add a CTA like “Buy right now and save X%, ” or “Offer ends soon” and add a sense of urgency to your viewer. Your CTA should encourage individuals to click on your ad today.
The 3 Primary Types for Facebook Ads (With Examples)
Format 1: The suitable Column Ad
This type of ad is the most conventional on Facebook, it appears for the right side of a user’s Facebook News Feed. This is the first type of advertising Facebook had, and it still is available today.
Although ads in the News Feed are likely to get higher engagement metrics because of its native advertising features, correct column ads shouldn’t end up being forgotten. We often see more affordable clicks and conversions when you use these ads. In order for the right column ad to be successful, it requires to be relevant, have a value proposition, a good visual, and have a call-to-action. Let’s look at an example below from Winc (formerly known as Club W):
Here’s what makes this ad great:
- It’s visible. The visual is clear, simple, and appealing to all types of wine-lovers.
- They have relevant. This particular came up in my wine-obssesed colleague’s News Feed. Need I actually say more? Two thumbs up on relevance.
- It provides an enticing value brace. Three containers for $19? What a grab. They also pull the audience in with an additional value: the discount on their first purchase of wine.
- They have a strong call-to-action. The word “get” is certainly strong call-to-action language, and it’s used twice here. A moment limit on this offer could have made it even stronger.
Format 2: The Desktop News Feed Ad
This type of advertisement appears directly in a wearer’s News Feed when they entry Facebook on a desktop computer, also it looks more like native marketing. In our experience, these ads have a higher engagement price than right column advertisements, but they can also be more expensive. These ads should follow organic Facebook posts best practices and be both engaging and visual.
This is the way an ad from Amazon looks in the News Prey on a desktop:
This what makes this ad great:
- It’s visual. Not only is this image larger than the right column ad display, but it also uses warm colors, white space, and directional lines which drew my eye towards the featured product.
- It’s relevant. As a cat mother, this offer is obviously tailored to my consumer needs.
- It includes an enticing value prop. Amazon has advertised a self-cleaning litter box here, which is of incredible value for any cat owner. Additionally , it shared the strong customer ratings below an image of the product. (Social proof, anyone? )
- It has a clear call-to-action. Amazon instructs myself to click on its advertisement today, after which point the deal for the litter box will presumably disappear. “Now” is solid CTA language that compels clicks.
Format 3: The Cellular News Feed Ad
Like the desktop News Give food to ad, this type of advertisement appears in the user’s cellular News Feed and shows like an organic posts through people and Pages which they follow.
This is what the mobile News Feed ad for The New York Times looks like:
Here’s what makes this ad great:
- It can visual. The particular quirky cartoon drew my eye as I scrolled upon my mobile News Feed through lots of text plus photography. The nontraditional example pulled me in for the closer look at the content.
- It’s relevant. I’m a person in my 20s, and I used to write about medical care. This is an article I would definitely be interested in reading, and it helps that the ad appears like a native post promoting a write-up in my New Feed.
- It includes an enticing worth prop. The ad shows me which of my Facebook buddies also like, and presumably read, The New York Times. This particular social proof makes myself more likely to click and see the article.
- It has a definite call-to-action. This particular ad is dedicated to growing the page’s Likes, through asking a question in the ad, the call-to-action makes me want to click the article to find out more.
Varieties of Facebook Advertising & Some of the Best Facebook Ad Examples
Since we’ve covered the three primary ad formats, let’s get into a sampling of the wide selection of post types you can use.
one The Facebook Video Ad
Video ads appear pretty large in the user’s Brand new Feed and offer more participating content than static articles. And with billions of videos being watched on Facebook every day, it serves as a fascinating — and potentially lucrative — ad type pertaining to marketers to try out.
Need some motivation? Check out this example through Key Jewlers below:
Why this works:
- Is actually visual. Even though this is a video, I have a common idea of what I will be viewing, thanks to the screen capture it started with. Additionally , I can understand the gist of this advertisement without playing with the sound on, which is important given that 83% of videos upon Facebook are now viewed with out sound.
- It’s related. It’s highly relevant to me because I was lately scouring jewelry websites, specifically for necklaces like the one in the ad.
- It’s useful. Kay displays potential customers the value of buying with the help of the happy response from the woman receiving the particular gift in the ad. Plus, who doesn’t love canines?
- It has a solid call-to-action. This ad is set up to drive Page Prefers, which is an easy, one-click method for me to get more relevant content material served up to me.
How can you make your own video ad? 1st, understand Facebook video advertisement requirements including length and video size. We recommend keeping your video as short as possible, even though Facebook allows you to upload a much larger video.
2 . The Photo Ad
Another type of rich media advertising upon Facebook is a post of the image. This is one of the most popular types of ads ever since Fb began favoring visual content. The optimal size for Information Feed photo ads is definitely 1200×628 pixels, otherwise your image will get cropped. Adjust your image based on the focus on audience’s needs and by what will appeal to them the most.
Here’s an example of a photo ad from NatureBox:
Why this works:
- It’s visual. The image shows you exactly what you’re getting, and it phone calls out the “free sample” CTA well.
- Really relevant. Everyone loves to snack. In all significance, the person who saw this is a fan of several lifestyle subscription companies, which is what NatureBox is.
- They have valuable. This ad is full of worth. First, the “free trial” callout is the first thing your own eyes go to when looking on the image. Second, it obviously mentions the healthy facets of the goodies in its product.
- It has an obvious call-to-action. Character Box is asking you to test its free sample. It couldn’t be easier to know your next step.
3. The Link Click Advertisement
One of the most common ad objectives is driving traffic to another (off-Facebook) website. You can do that using a link click advertisement.
By including a call to action button on the ad, you can generate link clicks to a destination that you specify, normally a landing page on your website. Combined with a compelling offer and interesting imagery, you can get lower cost per click (CPC) compared to other types of advertising along with a great click-through rate.
Here is an example of a link click ad from Fragrant Jewels:
Why this works:
- It could visual. While it’s technically a link click ad, Fragrant Jewels used a video to show off the product and then make the offer (click below to crack the particular egg). The video included fascinating imagery, including this attention-grabbing dragon egg in powerful blues.
- It’s compelling. The egg itself presents a sense of secret. What’s inside?
- They have a clear call-to-action. Fragrant Jewels uses the image to present drama and conspiracy but also clearly guide the particular audience to click the switch. The audience will gladly “learn more” to break the egg.
- It could valuable. In addition to the egg gimmick, the advertisement also presents an offer: 26% off and free shipping. If the products in the video clip are of interest to the viewers, this offer provides a lot more inertia to the video’s theme and the action it’s wondering them to take.
4. The Multi-Product Ad
Multi-product ads enable advertisers to showcase multiple products within one advertisement. Viewers can scroll through the images and click on person links to each product. You can promote multiple of anything, not just products — like different blog posts, ebooks, or webinars.
Here is an example of a multi-product ad from Shutterfly, along with the extra images that are used in the ad. Each image includes a different offer, to appeal to many different demographics in one advertisement.
Why this works:
- It’s visual. This series of images is definitely displayed on a consistent color pallette, making it feel each cohesive and on brand. (Having a cute kitty doesn’t hurt either. )
- It’s relevant. The person who saw this particular loves taking photos and creating sentimental gifts. Just right, right?
- It’s important. There is a very clear value for the user, forty percent off each of the products being advertised. The code and sale end date will also be clear in the ad description. This ad also offers an added level of value, it really is showing the many different ways people can use Shutterfly, in ways a lot of may not be aware of.
- It offers a clear call-to-action. I know I need to use this prior to February 17th when this particular deal expires, so I will be encouraged to take action right away.
5. The Local Ad
Nearby ads on Facebook only work if your business has a physical area that you are trying to drive genuine foot traffic to. If you fall into this category, then locally targeted Facebook ads might be a great fit for you, as you can hyper-target on Facebook right down to the mile.
If your company has an offer or occasion going on at your store, set up a few Facebook ads that appear only to people within a short distance of your shop. Have these ads appear a few days prior to the event and on mobile devices while the event is occurring. You may want to reach some people your day of the event who has been in the area and checking their Facebook account on their smartphones.
Take this ad for example from Mizzou Campus Dining:
Why this works:
- It might be visual. This image has college pride, a variety of salty and nice treats, and a well-known logo to attract hungry students.
- It’s appropriate. This advertisement is likely only becoming shown to students on campus who are in its customers. It also mentions the sports activities game that was going on at the time, and plays to the student’s current needs: snacks plus Subway sandwiches.
- Really valuable. Mizzou Market is telling hungry college students that it has almost everything students need for the big sport.
- It has an obvious call-to-action. This particular ad has the option to display directions, making it extremely easy for a college student on the go to follow along with the walking directions for this market.
6. The Offer Ad
An offer ad is a newer form of Facebook advertising in which a business can promote a discount on a product or service that could be redeemed on Facebook. The benefit of this? It eliminates one step in the buyer’s trip, which ultimately increases sales.
The offer ad has its own benefits. First, it hard disks the user directly to the provide. The user claims it on Facebook, removing any additional friction of needing to to visit your website for the offer. Additionally you can reach any type of viewers that you want, as all the Fb targeting options are possible.
Finally, you can include all the information needed for the user to decide if they want this or not, including the time period it is usable, the number of people who has already claimed it, and the specific amount the offer can be. This will eliminate any untrained clicks, which cost you cash.
Here’s an example of an offer ad Boston Sports Club:
Why this works:
- It might be visual. The featured photo uses striking colors and clear typography to draw my attention to the details of the offer, as well as the woman exercising gives me an idea of what I could gain from purchasing the offer.
- It’s relevant. I recently moved to Boston and have been searching with regard to gyms in my area on-line, so this ad is highly relevant to my recent Facebook and search activity.
- Really valuable. Paying out $5 for a monthly gym membership is a great deal. However the price may increase in the future, the low price definitely can make me want to click.
- It has a clear call-to-action. The CTA stresses that the discount offer is limited and should be claimed rapidly using the word “hurry” and telling me when the provide expires.
7. The Event Ad
Occasion ads promote a specific event. The CTA on these ads usually send users directly to the ticket buy page, wherever that happens to be hosted.
Using this type of ad will help drive a targeted group to attend your event. These types of will show up in the News Feed of the specific audience you’ve chosen. Occasions are a big part of the majority of businesses, but getting people to attend even a small occasion, can be tricky. Promoting your event to a targeted specific audience on Facebook can assist drive the right kind of participants.
A good ad in this file format will clearly show the advantage of attending the event: The price, schedules, and a clear CTA to buy a ticket. The activities ad below for the Tortuga Music Festival displays the particular date and time as well as the bands playing:
Exactly why this works:
- It’s visible. The picture alone is worth a thousand words about how much fun this particular concert would be. Not only is it around the beach, it was also taken on a gorgeous time and the stage looks incredible. Also, it clearly signifies what to expect during the event, and yes it catches the eye as somebody scrolls through their Information Feed. (The beautiful sea water definitely helps. )
- It’s relevant. The person who saw this particular ad is a fan of Kenny Chesney and has been to his concerts before. She or he is also originally from Fl, which is where this event takes place.
- It’s precious. Since the image was taken on a gorgeous day, it looks like an ideal place to be — especially to those of us viewing it from our office desks. It also clearly tells you the price of the ticket so you know before you click. (This is also good for the advertiser: By including the price, the ad allows users to self-select based on whether they can pay the ticket. If they can’t pay for it, they won’t click on through, thus saving the advertiser money on unqualified clicks. )
- They have a clear call-to-action. The CTA is clear: “Buy. ” The advertisers include urgent wording with the name “Time is running away! ”, encouraging you to buy your ticket now before it’s too late.
8. The Retargeting Ad
A retargeting advertisement promotes an ad to a specific list of previously determined people. Have you ever seen advertisements follow you across the internet after visiting a certain internet site? Then you’ve seen the retargeting ad.
Fb has the same capability. An advertiser can advertise to some list of leads or clients by uploading a list of email addresses it already has to make a custom audience. A good retargeting ad acknowledges that the brand knows you’re already thinking about its product. (Because, let us face it… retargeting can be a little creepy. )
Last week, I started shopping around for any bridesmaid dress for an upcoming wedding. Today, this ad appeared in my News Give food to:
Why this works:
- It’s visual. The image gives me a good idea of what to expect from the designer’s web site, and it definitely helps which the gowns are both unique plus stunning. Talk about a showstopper.
- It’s appropriate. The advertisement called out that I had been already shopping for bridesmaid dresses, and what’s more, I had previously checked out dresses on this exact website, so this ad is highly relevant to my search.
- It might be valuable. The variety of dresses in the ad’s image and in the description get this to website worth a visit meant for someone trying to find the perfect dress out of thousands of options.
- It has a clear call-to-action. The CTA is “Shop Now, ” which encourages me to click to purchase the beautiful gowns in the ad’s image.
9. The particular Dynamic Product Ad
Speaking of retargeting ads that appear to “follow you around, ” dynamic product ads try this at another level. Perhaps you have visited a product page and thought, “Well, now’s not really the right time? ” and after that left? Fact of the matter is that we are going to not going to win every customer on their first impression with us, so the key is to stay top of mind until they time is actually right.
Dynamic product ads are a form of the multi-product advertisement… with a twist: The ad will auto-populate items based on the audience’s past interactions along with your website. This may include details they left in the trolley or even items of a similar kind. For example , here’s an ad from Etsy advertising products based on my browsing choices:
Why this works:
- It’s relevant. Etsy is saying “We understand your taste, and you can find products that match it right here. ”
- It’s valuable. The prices are usually clearly displayed, and the ad even alludes that there’s more to be found “at a wide range of cost points” if the ones about this ad aren’t compelling.
- It’s visual. All items in the carousel have professional photography plus a similar color scheme. The particular uniqueness of the items also draws the eye.
- It has a clear call-to-action. “Shop Now” is an invite to find out what products they have in their marketplace, and it’s not an overly salesy CTA. In fact, who doesn’t love to shop?
ten. The Boosted Post
A boosted post is an natural Facebook post that was initially on the homepage of a company’s Facebook, and that later has been boosted with advertising cash.
This is different from the above mentioned ads because it’s not made in the Facebook Ads Manager. You can include more in the explanation, as there is no limit in order to word count on boosted posts like there is in advertisements. You can also have a link in the copy.
The cons? Boosted posts leave you fewer options for bidding, targeting, and pricing. You also can not run any types of A/B tests because you’re advertising a post that’s already been creating, not creating a single from scratch.
Here’s an example of the boosted post from Bustle, who promoted one of its articles on Facebook:
Precisely why this works:
- It’s visible. Lots of people are aware of the Amazon Prime logo design, but not in neon lamps in a window display. It made me do a double-take while scrolling through Facebook.
- It’s relevant. As we’ve already learned from earlier illustrations, I like shopping on Amazon and also read Bustle, and this article is a combination of those two behaviors.
- It’s valuable. “Brilliant” is a strong adjective to describe products, which makes me curious to learn more about buying them.
- It has a definite call-to-action. The particular ad entices me with information about useful and “brilliant” gadgets I can get delivered to my door within 2 days, which I’m happy to click on to learn more about.
There you have it: A list of all the different types of Facebook posts and a few examples of awesome ones from all different brands. The Fb Ads Manager platform can walk you through tips on how to set these up with easy, step-by-step instructions — so don’t feel overwhelmed.
Editor’s Note: This post had been originally published in June 2012 and has been updated for freshness, accuracy, and comprehensiveness.