Unless you’ve been living under a rock, you probably know that you need to be advertising on Facebook. But you may not know what type of Facebook ads there are, and which would be the best fit for your campaign.
As of the end of 2017, Facebook Ads vary to align with a variety of campaign goals. Once you get more familiar with these ad types, check out Facebook Ads: a How-to Guide.
Ad Type/Campaign Goal: |
When/Why to Use It: |
| App Install | If you want to gain more app users, you can use these ads to highlight the purpose of the app, and showcase its core functionality. |
| App Engagement | App Engagement ads are designed to boost engagement with current app users and get them to use certain features/ extensions of your app. |
| Store Visits | These ads are great for helping you boost your foot traffic and increasing your store visits. They’re going to be more specific in their focus. They target people who live close to the location(s) where you’re trying to get more visitors. Just make sure your FB page includes location information. |
| Local Awareness | Local Awareness ads should be used if you’ve got a new store opening, or want to alert/remind people in the area of an existing location. Settings for this ad can target a brand awareness campaign to a specific region |
| Brand Awareness | Brand Awareness ads are designed to tell as many people as possible about your brand, and its products and services. The content you put in these campaigns should intrigue users and draw them to your brand. Think videos or other media connected to fun content on your landing pages. |
| Site Clicks | If you want to generate web traffic, Clicks to Website or Site Click ads are for you. You can link the ads to whichever landing pages you need to drive visitors to. These are good for getting more blog readers or getting people to a landing page for a new product or launch. |
Ad Type/Campaign Goal: |
When/Why to Use It: |
| Page Likes | When you’re trying to increase brand awareness on Facebook, use a Page Likes ad to get more people visiting and liking your brand’s Facebook page. |
| Event Ads | Use this to increase awareness of your event. If you want to get more people to an event page/ticket sales page, though, you’ll need to use a different ad type. |
| Post Engagement | Do you have specific content you want people to interact with on Facebook? There’s an ad for that! |
| Offer Claim | This is one of the many ad types designed to increase conversions. These are particularly effective because they offer discounts, promotions, and other incentives. These will entice people to engage with your brand. |
As you can see, there are lots of ways you can customize facebook ads to get the most out of any digital marketing campaign [not to mention, they can even increase store visits and in-person engagement]. The trick is to take advantage of the specificity of Facebook ads. This will allow you get the most out of them for your marketing dollars.
Facebook ads are designed to help you do two things: increase site conversions and generate leads. But obviously you want to do that with every campaign, right? So how do you decide which type of Ad to use? We suggest following these steps for each campaign:
- Define your goal
- Use the chart above to match your goal to an ad type
- If there’s overlap, think about:
- How your goals might change at various stages, and
- Who will be seeing a particular ad at that stage (current customers, new people, people near your business, etc.)
In Conclusion
Most importantly, don’t forget to consider your audience and make sure the ad is an appropriate match. You’ll also want to test your ads to make sure they’re helping you reach your goals, not hurting your progress. Click the following link to read more about Digital Advertising.
