Facebook Ads 8211 Performance Oriented
Management Summary
Ad formats on Facebook & Instagram
Basically, there are two different components in advertisements: thisformat(determines what the display looks like) and theplacement(determines where it is displayed). Different formats and placements are suitable for different advertising goals. These should be strategically selected and created.
The following list will help you keep track – Find out which ad formats Facebook offers and which goals the individual formats best suit.
Link Ads (Single Image Ads)
The classic among Facebook Ads. So-called single image ads are ideal if you want to draw attention to your brand, a specific product or service with an effective image.
Advantages
- Simple ad format, the creation is uncomplicated and can be implemented without a lot of time
- People go directly to the website via link ads
Best practices for link ads
- Images show people using the product, not just the products alone.
- Use high resolution images. Ideally in portrait format so that a large part of the cell phone screen is filled with it.
- Use images without text. Our experience shows that advertisements whose images contain little or no text tend to be more cost-effective and at the same time reach a larger group of people.
- Tool tip:Facebook offers a tool that can be used to check the amount of text in the image:https://www.facebook.com/ads/tools/text_overlay
- As simple as possible! Show only the most important information, not overloaded.
- Pro tip:Choose a different image for Instagram. In this way, performance can be tested in different placements.
Video Ads and Slideshow Video Ads
Videos are the fastest growing advertising format across all online channels.Video Adsare consumed more and more frequently and with preference. That’s why they are also an ideal ad format on Facebook to tell a story in images, sound and movement.
Advantages
- Numerous placement options (Facebook, Instagram, Audience Network and Messenger)
- Video ads support different aspect ratios
Best practices for video ads and slideshow ads
- Length:As short as possible and as long as necessary. Videos 15 seconds or shorter are more likely to be viewed in their entirety.
- Format:Vertical or square videos are recommended.
- Video ads created specifically for mobile devices achieve greater attention and significantly better performance on Facebook and Instagram.
- Pro tip:Show the brand within the first seconds! A visible brand presence in the first few seconds ensures significantly better recall. More aboutMobile video creation.
->Slideshow video adsare a video-like ad format. Several images are strung together and supplemented with text and sound. This format is particularly suitable for telling a story using pictures.
Advantages
- Low data volume
- Inexpensive video variant (no/low costs for video creation)
Carousel Ad (Carousel Ad)
The Carousel Ad is the ideal format for presenting individual products or services because each carousel card can be provided with an individual link. Other possible uses for this ad format include presenting different product views or telling a story in pictures.
The format is available for Facebook, Instagram, Messenger and the Audience Network. Up to 10 images or videos can be presented in an advertisement.
Advantages
- Each image or video contains an individual link and/or CTA.
- This creates more options for customers. This leads to higher click rates.
- Different product views can be shown.
- It is possible to combine images and videos.
Carousel Ads Best Practices
- The automatic optimization feature allows the best performing cards to be displayed first. This function is activated in the standard setting.
- Pro tip:If the order of the cards should remain fixed (e.g. in a coherent story) the optimization function must be deactivated!
Collection Ad
A collection typically displays a main image or video followed by several product images. It attracts attention and perfectly combines image and product messages. The collection is an ideal format for e-commerce companies, product launches or cross- & Up-selling campaigns. Attention: At least four products in the product range are required to create the ad.
Users who tap on the ad have the option to browse the products through the ad format or open a full-screen experience with fast loading times to learn more about the features of a specific product. After entering the full-screen experience, tapping on a specific image takes you to the advertiser’s website or app. Disadvantage of the advertising medium: it is only displayed on mobile devices in the Facebook or Instagram feed.
Advantages
- Better product display on mobile devices
- Customers can integrate with the ad
- Fast loading (full screen or video)
- A product range can be created in the format to divide the products into different categories or select individual products from the catalog.
- Supported advertising targets:Traffic, conversions, catalog sales, in-store visits
Best practices
- Use product range with more than 50 items.
- The selected products should fit the target group.
- Optimal image size: 1,200 x 628 pixels, videos aspect ratio: 1:1 or 16:9.
- Pro tip:The linked website should show more products to get the best results.
Instant Experience (Canvas Ad)
Facebook Instant Experiences (Canvas Ads) are interactive advertisements that can only be delivered to specific placements. The ads enable an exceptional user experience in full-screen mode (after clicking on the ad). It is a combination of image, video, text and links.
Advantages
- Works with all formats: photos, videos, carousel, slideshow and collection
- High experience factor
- Loads immediately
Best practices
- View high-quality images and videos
- Use simple descriptions for buttons and links.
Stories Ad
There are two types of ad placements on Instagram and Facebook: in-feed ads and stories ads. According to Facebook, more posts are expected to be shared in Stories than in Feeds throughout 2019.
https://youtu.be/F8ubUL0civE
Advantages
- The story advertising environment is authentic and emotional
- Stories arouse users’ interests
- Faster and easier way to bring users to the linked website
Best practices
- Show short and easy-to-understand content.
- Place tips and advice – highly valued by users.
Inspiration for creating Facebook advertising materials can be found here:https://www.facebook.com/ads/creativehub/gallery/
Facebook Business Manager provides a variety of different ad formats. Depending on the advertising goal, different formats and placements are also suitable. We’ve summarized the benefits and best practices of the different types!
Ad formats on Facebook & Instagram
Basically, there are two different components in advertisements: thisformat(determines what the display looks like) and theplacement(determines where it is displayed). Different formats and placements are suitable for different advertising goals. These should be strategically selected and created.
The following list will help you keep track – Find out which ad formats Facebook provides and which goals the individual formats best suit.
Link Ads (Single Image Ads)
The classic among Facebook Ads. So-called single image ads are ideal if you want to draw attention to your brand, a specific product or service with an effective image.
Advantages
- Simple ad format, the creation is uncomplicated and can be implemented without a lot of time
- People go directly to the website via link ads
Best practices for link ads
- Images show people using the product, not just the products alone.
- Use high resolution images. Ideally in portrait format so that a large part of the cell phone screen is filled with it.
- Use images without text. Our experience shows that advertisements whose images contain little or no text tend to be more cost-effective and at the same time reach a larger group of people.
- Tool tip:Facebook offers a tool that can be used to check the amount of text in the image:https://www.facebook.com/ads/tools/text_overlay
- As simple as possible! Show only the most important information, not overloaded.
- Pro tip:Choose a different image for Instagram. In this way, performance can be tested in different placements.
Video Ads and Slideshow Video Ads
Videos are the fastest growing advertising format across all online channels.Video Adsare consumed more and more frequently and with preference. That’s why they are also an ideal ad format on Facebook to tell a story in images, sound and movement.
Advantages
- Numerous placement options (Facebook, Instagram, Audience Network and Messenger)
- Video ads support different aspect ratios
Best practices for video ads and slideshow ads
- Length:As short as possible and as long as necessary. Videos 15 seconds or shorter are more likely to be viewed in their entirety.
- Format:Vertical or square videos are recommended.
- Video ads created specifically for mobile devices achieve greater attention and significantly better performance on Facebook and Instagram.
- Pro tip:Show the brand within the first seconds! A visible brand presence in the first few seconds ensures significantly better recall. More aboutMobile video creation.
->Slideshow video adsare a video-like ad format. Several images are strung together and supplemented with text and sound. This format is particularly suitable for telling a story using pictures.
Advantages
- Low data volume
- Inexpensive video variant (no/low costs for video creation)
Carousel Ad (Carousel Ad)
The Carousel Ad is the ideal format for presenting individual products or services because each carousel card can be provided with an individual link. Other possible uses for this ad format include presenting different product views or telling a story in pictures.
The format is available for Facebook, Instagram, Messenger and the Audience Network. Up to 10 images or videos can be presented in an advertisement.
Advantages
- Each image or video contains an individual link and/or CTA.
- This creates more options for customers. This leads to higher click rates.
- Different product views can be shown.
- It is possible to combine images and videos.
Carousel Ads Best Practices
- The automatic optimization feature allows the best performing cards to be displayed first. This function is activated in the standard setting.
- Pro tip:If the order of the cards should remain fixed (e.g. in a coherent story) the optimization function must be deactivated!
Collection Ad
A collection typically displays a main image or video followed by several product images. It attracts attention and perfectly combines image and product messages. The collection is an ideal format for e-commerce companies, product launches or cross- & Up-selling campaigns. Attention: At least four products in the product range are required to create the ad.
Users who tap on the ad have the option to browse the products through the ad format or open a full-screen experience with fast loading times to learn more about the features of a specific product. After entering the full-screen experience, tapping on a specific image takes you to the advertiser’s website or app. Disadvantage of the advertising medium: it is only displayed on mobile devices in the Facebook or Instagram feed.
Advantages
- Better product display on mobile devices
- Customers can integrate with the ad
- Fast loading (full screen or video)
- A product range can be created in the format to divide the products into different categories or select individual products from the catalog.
- Supported advertising targets:Traffic, conversions, catalog sales, in-store visits
Best practices
- Use product range with more than 50 items.
- The selected products should fit the target group.
- Optimal image size: 1,200 x 628 pixels, videos aspect ratio: 1:1 or 16:9.
- Pro tip:The linked website should show more products to get the best results.
Instant Experience (Canvas Ad)
Facebook Instant Experiences (Canvas Ads) are interactive advertisements that can only be delivered to specific placements. The ads enable an exceptional user experience in full-screen mode (after clicking on the ad). It is a combination of image, video, text and links.
Advantages
- Works with all formats: photos, videos, carousel, slideshow and collection
- High experience factor
- Loads immediately
Best practices
- View high-quality images and videos
- Use simple descriptions for buttons and links.
Stories Ad
There are two types of ad placements on Instagram and Facebook: in-feed ads and stories ads. According to Facebook, more posts are expected to be shared in Stories than in Feeds throughout 2019.
Advantages
- The story advertising environment is authentic and emotional
- Stories arouse users’ interests
- Faster and easier way to bring users to the linked website
Best practices
- Show short and easy-to-understand content.
- Place tips and advice – highly valued by users.
Inspiration for creating Facebook advertising materials can be found here:https://www.facebook.com/ads/creativehub/gallery/
