The Facebook Ad Types: How to Choice the Best Ad Kind for Your Aims


Did you know that people in the U.S. spend 20% of their mobile day on Facebook or Instagram? And there are over 1.8 billion people use Facebook every month?

With so many active users, Facebook Ads are a no-brainer for any marketer looking to reach new audiences in a place where people are already spending a significant amount of time.

Facebook’s business platform has grown to be more and more sophisticated, dedicating advertisers more alternatives to reach new audiences and retarget previous site visitors back to their brand. However, with so many different options, it can be difficult for advertisers to figure out which Facebook Ad type is best for any dedicated campaign objective.

In this post, we’ll walk through each of the different Facebook Ad types and help you figure out which ads you should run for different campaign goals.

Special note: One ad kind, Facebook Lead Ads, is increasingly useful for inbound marketers because it allows Facebook users to fill out lead generation sorts immediately within the Facebook app.

Want to dive deeper into Facebook lead generation ads? We’ve put together a comprehensive guide on the Facebook lead ads type and how to use them.

The Facebook Ad Types: What Are You Option?

App Engagement

App engagement ads are meant to generate activity within an app among your current users, or highlight app features before asking a new user to download. Here’s an example of an engagement ad below 😛 TAGEND

While this ad example could be targeted towards new and existing users, the ad’s transcript and call-to-action focus on specific features, which promotes activity within the app — rather than just a download or install.

App Installs

While app engagement ads are intended to highlight specific features to drive in-app engagements, app install ads are focused on producing new users. Instead of calling out specific features, app install ads are more likely to showcase the app’s core purpose and main functionality.

Brand Awareness

At some phase, you may want to use Facebook ads to expose as many people as is practicable to your brand’s name and products. If that’s the example, use the brand awareness Facebook ad objective.

Facebook’s brand awareness ad type could technically be used for any campaign. But it’s meant to be used for remarkable content that drives brand awareness by enticing Facebook users who are scrolling on their news feed. For brand awareness campaigns, don’t just think about what you want to get out of it. Instead, focus on making remarkable content that builds users who view it want to know more about your brand.

In the example above, Spotify’s ad use a creative, colorful video that focuses on discovering new music and playlists for users to enjoy. While a user might find the add and decide to sign up for Spotify instantly, Spotify use the brand awareness approach to generate compelling content to draw the user’s attention.

Store Visits

While some brand awareness campaigns are entailed for wide-ranging audiences, other businesses might be focused on acquiring clients in a specific location.

Store visit ads allow you to create campaigns that target users in a specific geographical location. If you have multiple locations, you can use the same creative template and target Facebook users who are spending time in each of your localities, too.

To use the store visits ad kind most effectively, Facebook requires you to set up a locatings structure on your business’s Facebook page.

Local Awareness

Whether you have a new store opening or just want to boost awareness for one of your store’s exisiting locatings, use the local awareness ad kind to drive brand awareness in specific geographic regions. This ad type is largely the same as brand awareness ads, but will be more oriented and targeted via locating than larger overarching audiences.

For example, Cold Stone Creamery use a local awareness ad to target people in a geographic area when their store in Bangladesh opened. Notice how in this ad Cold Stone chose to use a video as the creative asset featured in the ad. This is a great way to engage users and entice them to stop scrolling down their newsfeed.

Website Conversions

While brand awareness campaigns might be more high-level and goaled with long-term attribution, website conversion campaigns are meant to encourage users to click on ads and convert on your website instantly.

Website conversion ads are meant to drive specific actions on a specific page on your website, so make sure to use them correctly. Instead of simply encouraging the user to click on your website to “learn more, ” use website conversion ads to drive sign up to a newsletter, start a free trial, or download an offer.

For example, Lyft use a website conversion ad to encourage users to become a Lyft driver with a special offer. The add promotes conversions by using a specific “Apply Now” call-to-action and creates a sense of urgency by showcasing the offer as being for a “Limited Time” only.

Clicks to Website

Many of your campaigns will be goaled on getting users to take specific actions, like filling out a lead generation kind, while other ad campaign might be goaled on producing traffic to your website.

For traffic-oriented campaigns, use the clicks to website ad kind. This ad type allows you to send users to specific blog posts, site pages, or product offers in a variety of creative formats. For example, Wikibuy use a website clicks ad to drive traffic to one of their blog posts hosted on Medium 😛 TAGEND

With the click to website ad kind, you also have a variety of creative alternatives. You can include a carousel of images to send users to different links, or canvas mobile ad feature to tell a story with your ad.

Event Ads

Have an important event coming up that you want to generate some buzz and attendance for? Use the event ads type to promote a Facebook event and get more responses.

The event ads type is comparatively straight forward. If you currently use Facebook’s event feature to generate attendance, this ad kind is a great addition to your campaign strategy.

However, if you want to drive event sign-ups on exclusively on your website’s sign-up page, it might be better to use a different ad kind, like website conversion ads, to meet your on-page aim.

Offer Claim Ads

During the website conversion ads segment, we touched on the fact that you could use conversion-focused offers as a landing phase for your Facebook ad. That told, Facebook also allows you to set off-site offer downloads as a campaign objective.

Whether you have discounts, holiday deals, or content-specific offers to promote via Facebook ads, the offer assert objective allows you to customize your ads with calls-to-action specific to the offer. For example, you might use a “Learn More” call-to-action if you’re offering something that’s good only for the first 500 sign-ups, like in the ad example below 😛 TAGEND

As you can see, the offer assert Facebook Ad kind should lead your users immediately to a sign-up page on your website where they can assert the offer you promoted.

Lead Generation( Full Form) Ads

In a traditional result generation conversion path, users are driven to a landing page where they fill out a kind. For example, you might use a Facebook offer claim ad( like we discussed in the previous section) to drive users to your website and have them fill out a form there.

The downside to this conversion path is that users are required to leave Facebook wholly once they’ve clicked on the ad to actually claim what you’re promoting. Fortunately, Facebook offers the result generation objective, which allows you to collect result info without forcing your audience to ever leave the Facebook app.

Here’s an example that shows the conversion path the user goes through on a Facebook lead ad:

First, the user find a traditional conversion-focused ad 😛 TAGEND

Once the user clicks on the add and/ or call-to-action( in this case, Sign-Up ), they see this pop up within the Facebook app 😛 TAGEND

Next, the user can click the register button and find an kind( of your selecting) with their info auto-filled.

Once the user submits the form on the result ad, they can click out of the ad and go back to browsing on Facebook. It’s a great user experience and Facebook will sync with your CRM so your leadings are right where you want them.

Want more information on how to set up and successful target Facebook lead ads to the right users? Check out this comprehensive guidebook.

Page Likes

In some cases, you may want to use Facebook Ads to expand your organic reaching. When this is your campaign aim, you should use the page like ad kind to encourage new users to “like” your page. Once they do, they’ll be able to see your organic content when you post it.

Page like campaigns are best for advertisers who put lots of endeavor into their social media presence and produce content specifically for their Facebook users to drive engagement.

Keep in mind, you can also ad a “like page” call-to-action option to other ad types if you want to accomplish two objectives with one ad.

Post Engagements

If you regularly post content on your Facebook page, you probably know that some content performs better than others. With Facebook post engagement ads, you can drive more engagement on individual posts and expand its original reaching. This helps you make more activity on your posts and helps you get more organic followers promptly by offering them the kinds of posts they’ll find more of if they follow you.

In the example below, the ad is promotes an update this company made to their Facebook photos. Notice that the add displays the post engagement( likes, remarks, shares) along with the post to encourage viewers to also engage with it.

The ad also features a “like page” button which allows the advertiser to make both page likes and post engagements all in one post.

How to Choose which Facebook Ad Type to Use

We’ve encompassed all of the different Facebook Ad types campaign objectives you can use to meet your specific ads objectives. But is that all encompassing? Not truly.

In reality, many of the Facebook Ad kind campaign objectives overlap, and you could use multiple ad types to accomplish the same objective. Additionally, Facebook has many different options for you to choose from once you pick a campaign objective, which entails choosing an ad kind isn’t even half of the battle.

So how do you decide which ad kind to employ?

1) Define your campaign goal.

Before you begin any ad campaign, you first need to determine what the goal of your campaign is. Are you trying to drive conversions on your website? Drive attendance for an upcoming event? Simply get more customers to your local store?

Don’t just come up with a campaign around which ad kind you want to use. Instead, start with your own marketing needs and construct your ad around it.

2) Choose relevant types you could use.

Once you’ve defined the goal of your ad campaign, take a look at the different Facebook Ad types available to you. Fortunately, you already know what each of the ad types are.

Choose the type most relevant to your goals. You likely noticed Facebook has multiple ad types you could use for a single objective. If your goal is to drive downloads for an ebook, for example, you could use any one of the following alternatives:

Clicks to Website Website Conversions Lead Generation Offer Claims

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