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Which Facebook Ad Type Should I Use?

Getting Technical With Ads

One common mistake I see all too often is the misuse of advertising platforms, strategies, and ad types. It’s a shame to see someone with ambition and capital wasting their time and dollars with misplaced efforts. To attempt to at least partially alleviate this issue let’s dive into the practical application of every Facebook ad campaign objective! If you’re selecting the wrong objective you’re hurting your ROI, sometimes drastically!

Brand Awareness:
Description:
These ads are shown with recall in mind. They target the people who are most likely to remember an ad.
Strategies/Uses:
The name of the campaign type says it all. This is for getting your name out there. It’s extremely inexpensive and you can get in front of 10s of thousands of people with much less than $100. It’s often used to promote new events or specials. Grand openings would be a good use as well. This ad type should account for a small portion of your ad budget typically.

Reach:
Description:
These types of ads have similar uses to Brand Awareness types. But with these you can control frequency and you’ll reach higher numbers of people.
Strategies/Uses:
Reach campaigns can be used for rebranding efforts, or brand awareness in general. You can alter the frequency of your ads. That means you control how often people see your ads. Be careful as excessive frequency can lead to ad fatigue and harm your brand. Frequency can be determined by how well your business is known in the area. But to be honest more than two exposures in a short time can be harmful. I tend to opt for Brand Awareness ads when I need to hit large numbers.

Traffic:
Description:
This type generates traffic for websites, apps, messenger conversations, or Facebook events.
Strategies/Uses:
This is primarily used to drive people to a website or app. If you have a Facebook pixel setup on your target destination this traffic can be retargeted later.

Engagement:
Description:
Increase page likes, post engagement, event responses, comments, or shares.
Strategies/Uses:
This can be used to boost engagement which may lead to more page likes or event responses. This type of ad can be used to tap into the virility of Facebook which is a large contributor of it’s success. A post or an ad’s ability to be shared is why massive growth is achievable on Facebook. Use this for page growth, or to increase traffic for a special or event.

App Installs:
Description:
Increase app installs. Facebook will target the people most likely to install your app.
Strategies/Uses:
This one is fairly straightforward. Ensure your app is featured on the Facebook for developers site. If it’s not registered the ad will become optimized for link clicks. Be sure to have the targeting be specific to the device your target user would download your app on.

Video Views:
Description:
Show users video ads.
Strategies/Uses:
This could be used for many different purposes. Be sure to optimize your content. Be sure to have a hook, use subtitles, only make it as long as it needs to be. People can be retargeted based on what percentage of the video they’ve watched. This can be effective when attempting to warm up a cold audience!

Lead Generation:
Description:
Collection of leads for your business.
Strategies/Uses:
This use is pretty straightforward as well. My advice with these ad types mainly would be to keep it concise. The more clicks, and the more typing required on the behalf of your potential leads will cost you. People don’t peruse social media generally because they’re looking to interact with your brand and fill out lead forms. You need to be as concise and interesting as you can with your ads. Minimal effort on their part is key! You can even create in platform lead forms so as to mitigate load times, potentially poor formatting, or other pitfalls that may apply to your website.

Messages:
Description:
Encourage users to interact with you via Messenger, WhatsApp, or Instagram direct.
Strategies/Uses:
This is optimized to show your ad to people most likely to message your business. While some people have seen great success with this campaign type, it is likely not the best way to gain leads or create awareness especially if you don’t have much budget or time. You can simply add a messenger button to a lot of campaign types if you so choose.

In Closing:

While it’s important to experiment with different ad types we need to do so in a calculated fashion. Knowing what tools you have at your disposal and their purposes is an imperative to success in advertising.

Getting Technical With Ads

One common mistake I see all too often is the misuse of advertising platforms, strategies, and ad types. It’s a shame to see someone with ambition and capital wasting their time and dollars with misplaced efforts. To attempt to at least partially alleviate this issue let’s dive into the practical application of every Facebook ad campaign objective! If you’re selecting the wrong objective you’re hurting your ROI, sometimes drastically!

Brand Awareness:
Description:
These ads are shown with recall in mind. They target the people who are most likely to remember an ad.
Strategies/Uses:
The name of the campaign type says it all. This is for getting your name out there. It’s extremely inexpensive and you can get in front of 10s of thousands of people with much less than $100. It’s often used to promote new events or specials. Grand openings would be a good use as well. This ad type should account for a small portion of your ad budget typically.

Reach:
Description:
These types of ads have similar uses to Brand Awareness types. But with these you can control frequency and you’ll reach higher numbers of people.
Strategies/Uses:
Reach campaigns can be used for rebranding efforts, or brand awareness in general. You can alter the frequency of your ads. That means you control how often people see your ads. Be careful as excessive frequency can lead to ad fatigue and harm your brand. Frequency can be determined by how well your business is known in the area. But to be honest more than two exposures in a short time can be harmful. I tend to opt for Brand Awareness ads when I need to hit large numbers.

Traffic:
Description:
This type generates traffic for websites, apps, messenger conversations, or Facebook events.
Strategies/Uses:
This is primarily used to drive people to a website or app. If you have a Facebook pixel setup on your target destination this traffic can be retargeted later.

Engagement:
Description:
Increase page likes, post engagement, event responses, comments, or shares.
Strategies/Uses:
This can be used to boost engagement which may lead to more page likes or event responses. This type of ad can be used to tap into the virility of Facebook which is a large contributor of it’s success. A post or an ad’s ability to be shared is why massive growth is achievable on Facebook. Use this for page growth, or to increase traffic for a special or event.
App Installs:
Description:
Increase app installs. Facebook will target the people most likely to install your app.
Strategies/Uses:
This one is fairly straightforward. Ensure your app is featured on the Facebook for developers site. If it’s not registered the ad will become optimized for link clicks. Be sure to have the targeting be specific to the device your target user would download your app on.

Video Views:
Description:
Show users video ads.
Strategies/Uses:
This could be used for many different purposes. Be sure to optimize your content. Be sure to have a hook, use subtitles, only make it as long as it needs to be. People can be retargeted based on what percentage of the video they’ve watched. This can be effective when attempting to warm up a cold audience!

Lead Generation:
Description:
Collection of leads for your business.
Strategies/Uses:
This use is pretty straightforward as well. My advice with these ad types mainly would be to keep it concise. The more clicks, and the more typing required on the behalf of your potential leads will cost you. People don’t peruse social media generally because they’re looking to interact with your brand and fill out lead forms. You need to be as concise and interesting as you can with your ads. Minimal effort on their part is key! You can even create in platform lead forms so as to mitigate load times, potentially poor formatting, or other pitfalls that may apply to your website.

Messages:
Description:
Encourage users to interact with you via Messenger, WhatsApp, or Instagram direct.
Strategies/Uses:
This is optimized to show your ad to people most likely to message your business. While some people have seen great success with this campaign type, it is likely not the best way to gain leads or create awareness especially if you don’t have much budget or time. You can simply add a messenger button to a lot of campaign types if you so choose.

In Closing:

While it’s important to experiment with different ad types we need to do so in a calculated fashion. Knowing what tools you have at your disposal and their purposes is an imperative to success in advertising.

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Social Media

Increase brand relevance & connect with
your audience.

Paid Ads

Gain brand awareness and generate leads
with ads on social media & Google.

Content Creation

Creation of professional, cohesive, & brand
driven content.

Social Media

Increase brand relevance & connect with your audience.

Paid Ads

Get massive awareness and
generate leads with ads on social media & Google.

Content Creation

Creation of professional, cohesive, & brand
driven content.