Facebook ads have come a long way since the simple banner ads of its early days, introduced back in 2004. Even its first major advertising rehaul (Social Ads, launched in 2007) was fairly simple when compared with the expansive capabilities available for Facebook marketers today. Now, Facebook offers a number of different ad types, based on business objectives, that brands can use to promote their initiatives. Interested in driving clicks to your website or generating web conversions? Facebook recommends Link or Multi-Product Ads. Want to engage more people? Try Photo or Video Ads. It doesn’t stop there - Facebook also offers ads built for app installs, app engagements, events, local awareness, offers, and more.
With all of the options available to advertisers, it can be hard to decide which ad types to use as part of a given campaign. In some cases the objective dictates the ad type - for example, in the case of an app install objective the mobile app ad in the answer. In other cases, however, the objective may be multifaceted or perhaps a brand wants to test different ad types to see how they each perform against their KPIs. In those situations where the ad type is in question, listen to Facebook’s own advice which says, “The strongest campaigns use a combination of relevant ad formats, such as static and moving imagery, to drive key business objectives.”
In a recent Facebook study, a brand used a combination of a video ads followed by photo ads, which drove the greatest impact on conversions. In comparison to the control group, the combination of ads was 31% more likely to result in a completed online transaction. This brand was able to increase site visits and conversions using both static and video creative, demonstrating the value of using multiple ad types to share a stronger brand story and drive results.
Facebook’s most recent strides in its ad offering include the introduction and expansion of autoplay video ads and multi-product ads. Both of these gained a lot of traction in early tests, making them an attractive option for marketers planning their future strategies. In the case study below, see how one of SHIFT’s clients used a combination of these two ad products to drive over 86,000 video views in just 3 weeks, all at a CPVV (cost-per-video-view) 80% below industry benchmarks and while generating 200+ conversions.￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼Read More