Jan 26 2021
Facebook and Instagram are two of the most popular social media platforms worldwide for many good reasons. Besides being versatile and user-friendly, Facebook and Instagram are also highly effective marketing platforms for businesses.
You can launch a social media marketing campaign on Facebook and Instagram to reach hundreds of potential customers online. To do so, utilize the many types of ads on Facebook and Instagram.
A Guide To Using Facebook Ads
For first-time marketers on Facebook, you might get confused once you see these two categories: Facebook ad objectives and Facebook ad formats.
Facebook ad objectives refer to your goals. You need to determine your goals to know which ad objective is ideal for your Facebook marketing campaign.
The three types of Facebook ad objectives include:
3 Types Of Facebook Ad Objectives
1. Awareness Ads
Majority of active Facebook users are probably not aware of your brand. In that case, you have to raise brand awareness first. You can choose the “awareness” option under the Facebook ad objectives category.
Awareness ads are perfect for connecting with new people and getting them to discover your business for the first time. Post awareness ads on Facebook to gain exposure and let others know your business exists.
You can choose from three types of awareness ads:
- Brand awareness – Raise brand awareness and attract new customers.
- Local awareness – Reach potential customers based on proximity.
- Reach – Show your ads to as many people possible.
2. Consideration Ads
Once you have grabbed your customers’ attention, try using consideration ads on Facebook to target those in the top-middle of your sales funnel. Consideration ads are perfect for onsite content, mainly blog posts, newsletters, videos, testimonials, and many more.
The different types of consideration ads include:
- Traffic to your website
- App Installs
- Video Views
- Lead Generation
- Messenger Ads
3. Conversion Ads
Conversion ads are for potential customers who are nearing the bottom of your sales funnel. Create a call to action (CTA) for your conversion ads and encourage potential customers to make a purchase, contact you, visit your website, and many other things that will benefit your business.
Measuring the results of your conversion ads is easy. However, conversion ads usually cost more than other Facebook ad objectives. You can choose from three types of conversion ads, including conversions, product catalogue sales, and store visits.
6 Types Of Facebook Ad Formats
After choosing a Facebook ad objective, you need to pick an ad format. Facebook ad formats determine the way you present your ads on Facebook. The six types of Facebook ad formats include:
- Video ads – These are ads that come in the form of videos.
- Photo ads – Choose this type of ad format to present high-quality images.
- Slideshow ads – This type of ads are the same as photo ads, but you can exhibit your photos in a slideshow format to tell a story.
- Carousel ads – This ad format allows you to display several images in a linear form that users can swipe from left to right and vice versa.
- Canvas ads – With canvas ads, you can display your ads in an immersive full-screen format to provide your audience with an engaging experience.
- Dynamic product ads – Similar to carousel ads, dynamic product ads present themselves in a linear format. However, this type of ads appears on users who have expressed interest in your business.
7 Types Of Instagram Ads
Instagram is a far less complicated digital marketing tool compared to Facebook. You can use seven types of Instagram ads, mainly photo, sponsored, guided, story, video, IGTV, and carousel ads.
1. Picture Ads
Instagram is a video and photo-sharing platform, so expect photo ads to be the most common type of ads you will see on Instagram. Fortunately, there are many ways to tweak your photo ads and make them more appealing to Instagram users. You can edit and adjust the format of your Instagram photos to garner more attention for your ads.
2. Sponsored Ads
Sponsored ads are basically paid ads on Instagram. Sponsored ads can appear on a person’s Instagram feed, allowing you to reach potential customers who might be interested in purchasing your products.
3. Guided Ads
Guided ads are an uncommon type of Instagram ad that many brands haven’t used yet. BMW used this type of ad to provide Instagram users with the option to personalize their own car.
4. Story Ads
Instagram Stories are images and videos that disappear in 24 hours once they are uploaded. A lot of Instagram users enjoy browsing through one story to another, so try posting Instagram story ads to reach your audience.
5. Video Ads
Post short videos on Instagram if you want to showcase a product or service. You can also create teasers or short stories to spark interest and attract an audience.
6. Carousel Ads
This type of ad is similar to Facebook carousel ads. Choose this type of ad to let users swipe through different photos. Carousel ads are perfect for keeping your followers engaged with your ads.
7. IGTV Ads
IGTV has been around since 2018. You can use it to upload long videos, such as advertisements and commercials, to keep your audience engaged. Download IGTV, an extension of Instagram, to try it out yourself.
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