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Understanding the different types of Facebook Ads and how to use them

Facebook Ads offer vast potential for companies and marketing campaigns.

Facebook provides the opportunity to reach a large audience, and is cheaper than other potential avenues. This social media platform also can link you with a target audience since users have provided information on their Facebook and Instagram profile.

The ads appear naturally on the page, which matters since customers will feel less inundated than they may with ads that are pushed in their face or on the side of the page. There’s a certain aesthetic to the ad that can potentially be more appealing to consumers.

Here’s how to make Facebook Ads work for you:


Let’s start with customer acquisition.

There are three layers to customer acquisition: awareness, consideration and conversion.

Awareness ads can center on brand awareness, local awareness and reach. The first two are tailored to helping customers find your specific company or brand, and the latter is focused on ensuring your advertisement reaches the maximum number of consumers.

You'll want to use creative images and short, impactful videos to make awareness advertisements work for you. Infographics fit within this type of ad campaign.

Once you’ve increased your awareness, it leads into consideration ads. These ads are designed to increase clicks and engagement, with customers spending more time learning about your company and your products. You want to inform your audience and make them more interested in buying your product, utilizing tools such as testimonials, newsletters and even blog posts.

You will want your advertisement to include links to your product/brand, and a powerful message that will differentiate you from the crowd.

Make sure to use a call-to-action within the ad!

The final layer includes conversion ads, which are centered on completing the transaction. By now, you have raised awareness and informed your audience about your product. You want them to commit to you by buying your product. Your conversion ad needs to be centered on finishing the deal, and focused on how much your product costs or the promotion being run.

Include strong call-to-actions in your posts so consumers know exactly what they’re buying.


Facebook Ads offers a plethora of options for business to choose from for their ad format, which is a useful and valuable tool to have. Rather than being pigeon-holed into one format that fits all, you have the opportunity to research and find the perfect one for your brand.

The perfect ad will go a long way toward completion transactions.

Here’s a look at the ad formats Facebook offers: -Video ads: Your advertisement appears in a video. Limit these to no more than 15 seconds.

-Photo ads: Include a link and a call-to-action, so consumers can learn more about your product if they are interested in purchasing your product

-Slideshow ads: These advertisements include multiple images or videos. They can tell a more detailed story or show more elements of your product. Having multiple options showcases the finer details of what you are selling and allows for more storytelling.

-Carousel ads: Carousel ads are different from slideshows since they allow for different headlines while still utilizing multiple images. This allows for the option to provide various links.

-Instant experience ads: These are full-screed advertisements that contain interactive elements that do not require a redirect link. These are helpful for brand awareness and traffic.

-Dynamic product ads: These employ a targeting element since it allows you to advertise your product to consumers who have shown interest in your company/brand.

-Lead form ads: These advertisements include a link to a form that consumers can fill out, allowing your company to receive helpful information.

-Collection ads: These ads are linked to your instant experience ads, as those will open once they click into the collection ads. These ads make it easier to learn about and purchase your products from portable devices. These ads should be immersive.

-Event ads: These ads promote an upcoming event, which helps spread the word about your upcoming gathering and can potentially lead to a larger audience by inviting more people.

Some tips to follow: Include a relevant image and a short and direct title. Make sure all the requisite details are included, along with the price.

-Messenger ads: These ads appear through Facebook Messenger. These can appear in your inbox between conversions or between your stories. Users will see a call-to-action.

-Stories ads: These allow for advertisements to be delivered in a full-screen, vertical platform and in an easy-to-digest format. These focus on quick and strong messaging.


Now, it’s time to create your own Facebook Ad!

Here’s a handful of options and how to set them up.

-Boost your post: Create a new ad and click boost your posts. Insert the URL from the page and choose a previous update from the page. Name the ad, create your audience and budget, select how the post will look and then decide where it will appear on the page.

-Collect Leads: Follow the above process through the budget selection, but then create the ad with customized image and text and choose a call-to-action. Then, add a lead form and choose the language and what information you’d like to collect, including three questions. Be sure to include your privacy policy, legal disclaimers and a link to your website.

-Promote your page: Create a new ad and click promote your page. Choose a Facebook page, enter the name, audience, and budget and add a photo or text. We recommend your own image but you can use stock images from Shutterstock, and they must be 1200 by 444 pixels with an 8:3 image ratio. You can also use a slideshow of three to seven photos or a video. -Send customers to your website: Create a new ad and click send people to your website. Insert the URL, enter the name, audience, and budget. Choose either a single or multiple image–the latter can be used in a carousel–and create a headline, description, and call-to-action. Then, choose where you want the advertisement to appear.

-Increase website conversions: Create a new ad and click increase conversions. Insert the URL and track conversions with a conversion pixel. Enter the name, audience, and budget, and follow the same asset insertion process as with the send customers to your website option.

-App installations: Create a new ad and click get installs. Find the app or the URL, insert the name, audience, budget and build a creative asset and track the conversions. This advertisement option allows for ad preview, deep links and call-to-action buttons.

-Increase app engagement: Create a new ad and click increase engagement. Choose an app, and select the name, audience and budget, while inserting the creative. You’ll want to link to pages, utilizing the deep links setting, since that will help increase engagement.

-Connect with local consumers: Create a new ad and click reach people near you. Insert the page, and select the name, audience and budget. The key here is to select an area to specifically target. Then, provide a call-to-action.

-Increase attendance: Create an ad and click raise attendance. Choose the event, name it and add an image. You can select multiple images, if necessary.

-Claim an offer: Create a new ad and click get people to claim your offer. Choose said offering or create one and then add the name, audience and budget.

-Video views: Create a new ad and click get video views. Choose the page, create the name and select the audience and budget. Then, create your ad. You can upload a video, a video post or a slideshow. Use .mov or .mp4 formats that are at least 720p resolution and a maximum of two hours. A 16:9 widescreen aspect is recommended, and 2.3 GB is the max.

Now that you’re versed in how to make Facebook Ads work for you, be sure to give it a shot! There’s a massive audience to connect with that can help increase your sales.


Well, aren’t we glad you asked! DigiCom is a proud Quora partner Marketing Partner. We’re obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all Quora placements, provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.


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