UNDERSTANDING FACEBOOK AD TYPES & FEATURES

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1 UNDERSTANDING FACEBOOK AD TYPES & FEATURES

2 WHAT YOU LL LEARN Understanding Different Ad Types And Features

3 The Ad Types & Features Available Are Based On The Ad Objective That You Use If Your Ad Objective Is Website Conversions, You Will Be Able To Choose The Carousel Ad Type If Your Ad Objective Is Event Responses, You Will Be Able To Choose RSVP As Your Ad s CTA Button However, Most Ad Types Follow A Standard Format

4 Domain Ad (Right-Column Ad) Contains a Headline, Image, Description & Website Best For Direct Response Campaigns For All Ad Objectives People Know It Is An Ad And Are More Ready To Take Action If It Is Highly Relevant To Them (Must Use Very Precise Targeting) Has Lower Engagements Than News Feed Ads Do Not Run Domain Ads Until News Feed Ads Are Profitable

5 Domain Ad (Right-Column Ad) Recommended Upload Size: 1200 x 864 pixels Text: 90 Characters Headline: 25 Characters Available Only On Desktop

6 Text Ad Only Text (Similar To A Regular Status Update) Less Engaging Than Ads With Images Primarily For Page Post Engagement Do Not Recommend Using This Format You May Add A Link To Drive Website Traffic, But Don t Bother Because People Will Scroll Right Pass The Ad Use Link Ad Or Image Ad Instead!

7 Text Ad Text: 500 Characters Available On Desktop And Mobile

8 Image Ad Consists of Post Text And Image Only You May Insert A Link Within The Post Text To Drive Website Traffic. However, Don t Expect Much From It. Use Bitly To Shorten Link, Copy It 2-3 Times Throughout The Post Text, After A CTA If You Have A Link Use Link Ads Instead Best For Brand Awareness Campaigns Using The Page Post Engagement Objective

9 Image Ad Recommended News Feed Size: 1200 x 900 Pixels Right Column Image Size: 254 x 133 Pixels Text: 90 Characters Available On Desktop And Mobile

10 Link Ad Most Common News Feed Ad (Desktop/Mobile) Consists of Post Text, Image, Description, Website URL, And An Optional CTA Button Always Add A CTA Button To Let People Know What They Should Do After They See Your Ad Choose One That Clearly Reflects The Desired Action (E.g., Select Shop Now If Your Goal Is To Drive Sales) Test Different CTA Buttons If More Than One Applies

11 Link Ad Best For Direct Response Campaigns Using Website Conversions Or Clicks To Website Objective Link Ad To A Specific Landing Page Has Higher Engagement & Link Clicks Engagement Clicks: Likes Comments, Shares (Signals Quality Content & Help Ads Perform Better At Auctions) Link Clicks: Clicks To Website CPC May Increase And CTR May Decrease Because They No Longer Factor In The Additional Engagement Clicks

12 Link Ad Recommended Image Size: 1,200 x 628 Pixels Text: 90 Characters Headline: 25 Characters Link Description: 30 Characters Available On Both Desktop And Mobile

13 Carousel Link Ad Allows You To Promote Multiple Offers In One Single Ad Unit Examples: Show Multiple Products At Once Highlight Important Product Features To Give More Info Illustrate A Story Using The Successive Cards Show A Step-By-Step Process Create A Large Compelling Canvas

14 Carousel Link Ad Can Have Up To 5 Carousel Cards, Each Consists of A An Image/Video, Headline, And Link You Can Arrange The Order Of The Cards Or Let Facebook Optimize The Order Based On Performance In Reporting, Breakdown Engagement By Card To Get Insights Link CTR = Number Of Link Clicks On Your Ad Divided The Number Of Impressions For Off-Site Destinations Takes Into Account How Each Card Performs Against Each Other In The Same Position

15 Carousel Link Ad The Last Carousel Card Is Automatically Generated Based On Your Page Profile Picture And The Destination URL You Entered For Website Conversion Or Clicks To Website Objective Regardless Of The Destination URL It Will Still Show The Root Domain, But Link To The Actual URL (E.g., See More At iproacademy.com) You May Choose To Get Rid Of The Last Card

16 Carousel Link Ad Ad Objectives With Carousel Ads: Website Conversions Clicks To Website Mobile App Installs Mobile App Engagement Leads Generation Page Post Engagement (Only Work If Page Post Is In Carousel Format)

17 Carousel Link Ad Recommended Image Size: 600 x 600 Pixels Text: 90 Characters Headline: 40 Characters Link Description: 20 Characters Available On Desktop And Mobile

18 Video Ad For Video Views (Recommended) Other Objectives Include: Page Post Engagement, Page Likes, Clicks To Website, Website Conversion, App Installs and Engagement Recommend Uploading Video To Facebook Get 30% More Video Views Up To 11X Larger Images In The News Feed MP4 And MOV File Formats Are Recommended

19 Video Features 1 Video Auto-Play Video Will Play Automatically In the News Feed Without Sound Once The User Clicks On The Video, It Will Expand On Screen and Play With Sound (Attention-Grabbing Clicks) If You Choose CPC Bidding Instead Of CPM, Video Will Not Be On Auto-Play If Too Many People Hide Your Video, Your Ad May Be Less Likely To Play Automatically

20 Video Features 2 Post-View CTA Add A CTA Button That Will Be Displayed At The End Of The Video Required For Website Conversions, Clicks To Website/App Installs Objectives Choose The CTA That Tells People What You Want Them To Do Direct Traffic To A Specific Landing Page (Qualified Clicks)

21 Video Ad Text: 90 Characters Thumbnail Image Size: Complies With The 20% Text Policy Max Length: 45 Minutes Available On Desktop And Mobile

22 Local Awareness Ad For Local Awareness Objective Best To Highlight Special Promotions To Increase Foot-Traffic & Sales In-Store Be Specific With Your Targeting E.g., If You re A Restaurant, Run An Ad Featuring Chef s Special During The Hours Leading Up To Lunch

23 Use 4 Different CTA Buttons: 1 Call Now Allow People To Call Your Business Directly From Their News Feed 2 Get Directions Guide People Directly To Your Location Right From Their Phones 3 Send Message Let People Send You Private Message 4 Learn More Direct People To Website For More Information

24 Local Awareness Ad Recommended Image Size: 1,200 x 628 Pixels Text: 90 Characters Headline: 25 Characters News Feed Description: 30 Characters Available On Desktop And Mobile

25 Lead Ad Look Like A Standard Link Ad With CTA Button Provides An Easy Way For People To Fill Out Forms On Facebook (Mobile & Desktop) Once A Person Clicks On The CTA Button, The Person s Contact Information Will Be Automatically Populate Advertisers Can Add Custom Fields, Ask Open-Ended and Multiple Choice Questions That Matter Person Will Need To Click Submit Before Data Is Sent

26 Lead Ad Do Not Require Advertisers To Have A Specific Opt-In Landing Page Great For Advertisers Who Want To Build A List Fast! Refer To 4.3 Understanding Lead Ads For More Information

27 Lead Ad Recommended Image Size: 1,200 x 628 Pixels Text: 90 Characters Headline: 25 Characters News Feed Description: 30 Characters Available On Desktop And Mobile

28 Offer Post Ad For Offer Claim Objective Has A Get Offer CTA Button Contains Offer, Expiration Date, Image, & # Of People Who Claimed The Offer Once People Claim The Offer, An Will Be Sent To Them With Offer Instructions And Conditions To Redeem

29 Offer Post Ad Recommended Image Size: 1,200 x 628 Pixels Offer Title: 25 Characters Text: 90 Characters Available On Desktop And Mobile

30 Page Like Ad For Page Likes Objective Page Like CTA Button For People To Like Page Immediately From The Ad Default Image Is Your Cover Photo, However You May Upload A Custom Image To Represent Your Business Make Sure Your Cover Photo Does Not Have More Than 20% Of Text!

31 Page Like Ad Recommended Image Size: 1,200 x 444 Pixels Text: 90 Characters Headline: 25 Characters Available On Desktop And Mobile

32 Event Ad For Event Attendance Objective Has A Join CTA Button

33 Event Ad Recommended Image Size: 1,200 x 628 Pixels Text: 90 Characters Headline: 25 Characters Available On Desktop And Mobile

34 Mobile App Installs Ad For Mobile App Installs Objective Has Install Now CTA Button That Leads Directly To App Store For App Download May Target Mobile & Tablets, By Operating System, And Internet Connection (Target Wi-Fi Only)

35 Mobile App Installs Ad Recommended Image: 1,200 x 628 Pixels Text: 90 Characters Available Only On Mobile

36 Desktop App Installs Ad For Desktop App Installs Objective Choose CTA Button That Lets People Know What To Do With The App (E.g., Play Game, Listen Now) Use Use App CTA To Lead People Directly To The Facebook App Consists Of App Rating And Usage To Boost Engagement

37 Desktop App Installs Ad Recommended Image Size: 1,200 x 628 Pixels Text: 90 Characters Available Only On Desktop

38 Desktop/Mobile App Engagement Ad For App Engagement Objective Choose The CTA That Describes What People Should Do With Your App Has Use App, Open Link CTA Buttons May Use An Image Or Video Create A Demo Video Ad Use Carousel Ad To Illustrate App Features

39 Desktop/Mobile App Engagement Ad Recommended Image Size: 1,200 x 628 Pixels Text: 90 Characters Available On Desktop And Mobile

40 Product Dynamic Ad Looks Like A Link Ad Or Carousel Ad Facebook Creates Timely & Relevant Ads For You and Personalize Them To People Who Have Visited Your Website/App Best For Advertisers With Lots Of Products Will Need To Upload A Product Catalog Which Contains Specific Product Attributes Like Description, Category, Availability, Price Etc.

41 Canvas (NEW Ad Feature) Full Screen, Mobile-Optimized, Post-Ad Click Experience That Includes A Combination Of Images, Videos, Text, and Links After Clicking On A Ad, People Will Be Directed To The Canvas Where They Can Browse Through A Variety Of Products, Before Going To The Website User Do Not Need To Leave Facebook For Brand Awareness Mostly

42 Canvas (NEW Ad Feature)

43 IPRO S RECOMMENDATIONS When You First Advertise, Always Use Link Ads Over Image/Text Ads, And Domain Ads When You Have A Profitable Campaign And Ready To Scale Your Business, You Can Test With Domain Ads Always Choose A CTA Button For Ad And One That Clearly Tells What You Want Your Audience To Do If Your Landing Page Has A Video You Want People To Watch, Instead of Choosing Learn More As The CTA, Choose Watch Now Test Different CTA As It Will Affect Ad Performance