Facebook offers various advertising formats. In this chapter, they are explained one by one with examples and more details.
The different advertising formats
- Page Like Ads
- Link Ads
- Carousel Ads
- Dynamic Product Ads
- Photo Ads
- Video Ads
- Text Ads
- Lead Ads
- Offer Ads
- Event Ads
- Mobile App Ads
- Desktop App Ads
1. Page Like Ads
Page Like Ads are ads that aim to get more likes (fans) for your page. They consist of an image, title, and a like button with which users can immediately like your page. Page Like Ads appears on both mobile and desktop.
2. Link Ads
Is driving traffic to your website your goal? Then use Link Ads. These ads consist of a description, link photo, link title, link description, and an optional Call to Action button such as ‘Shop Now’, ‘Sign Up’ or ‘Learn More’. The ad also contains a Like button if it is shown in the news overview to non-fans.
Link Ads appear both in the news overview and on the right side of the desktop. Link Ads that appear in the news overview must always be linked to a page. On the right side, it is also possible to advertise without a Facebook page.
3. Carousel ads
The carousel ads were launched for all users at the beginning of 2015. With this form of advertising, you can place 3 to 5 products in one advertisement. These various photos are shown in a carousel format. With the help of the Power Editor, you can compile these advertisements and thus perfectly showcase your products. Carousel Ads are available to every advertiser through the Power Editor.
4. Dynamic Product Ads
With Dynamic Product Ads, you can automatically create advertisements on Facebook based on products that people have visited on your website or in your app. Dynamic Product Ads are displayed as Carousel Ads or Link Ads and can be displayed both in the news overview and on the right side. The big advantage is that you do not have to create separate advertisements per product, but this is done automatically based on the products that have been viewed and a template. In this way, the advertisements are dynamically personalized for each customer, which greatly improves relevance.
What do you have to do to use Dynamic Product Ads?
- Upload your product catalog to the Business Manager
- Adjust your retargeting pixel to include Product IDs
- Create a creative template that will be filled in dynamically based on the product catalog
5. Photo Ads
If you want to generate interaction, Photo Ads are a good choice. Photo Ads consist of a large photo plus a description of up to 90 characters. Photo Ads appear on both mobile and desktop.
Link Ads vs. Photo Ads with link
Some advertisers who want to generate clicks to their website use Photo Ads with a (shortened) link in the description instead of Link Ads. If your goal is to generate clicks, it is recommended to use Link Ads. The CTR of this advertising form is much higher, and the CPC is much lower than if you use Photo Ads with a link.
6. Video Ads
If you want to promote videos, choose Video Ads. This ad consists of a video of a maximum 1 GB and a description. Video Ads appear on both mobile and desktop.
You can also add a different call to action to the video at the end (e.g.: ‘Watch more’). This call to action can link to a chosen destination.
Tip: with Video Ads, you upload videos directly to Facebook. If you want to promote videos from Youtube, you use Link Ads in which you link to the Youtube video. Uploading directly to Facebook is much more effective if you want to generate as many video views as possible.
7. Text ads
If you want to promote a page message that only consists of text, then choose Text Ads. This can consist of a maximum of 500 characters but is truncated with a ‘read more button’ after 150 characters. Text ads appear on both mobile and desktop. In practice, it appears that this form of advertising is almost never used.
8. Offer Ads
Offer Ads (offers) are extremely suitable to entice users to make an (online) purchase and thus to generate extra turnover and sales. Admins of a page can also set when the users who have claimed an Offer receive a reminder. In addition, you can set a limit to the number of claimed offers.
9. Lead Ads
Facebook Lead Ads is the newest form of advertising from Facebook. It is specific to generate leads (completed forms) within Facebook.
Collecting leads with this ad variant is very simple:
- People click on the lead ad in their news overview
- The form is automatically filled with the data Facebook already has (name, email address, phone number, etc.)
- The user clicks on send if agreed, and you have a lead.
10. Event Ads
Event Ads are very suitable for bringing your (offline) events to the attention of your target group and increasing the number of participants. They consist of a large cover photo, a title, descriptive text, an address, and a button that allows users to immediately indicate that they are attending your event. When they do that, the event will also appear on their Facebook calendar, and they will get a reminder. The Event Ads also indicate how many people have already indicated that they are present at the event. Event Ads appear on both the desktop (news overview and right side) and in the mobile news overview. To create an Event Ad, the page must first have created an event on the Facebook page; otherwise, you will not be able to select this type of ad.
11. Mobile App Ads
There are two types of Mobile App Ads:
- Install Ads aimed at generating downloads / new users
- Engagement Ads aimed at the users who have already installed the app.
Mobile App Install Ads only appear in users’ mobile news feed and lead straight to the Google Play or iTunes store. This makes this type of Facebook ads ideal for generating new downloads of your mobile app or more interaction among your current users. The targeting can be set per different brand or type of iPhone / iPad and operating system (Android or iOS). You can also choose to only show the advertisements if the user uses a WiFi connection. If you want to measure exactly how many downloads these ads generate, it is necessary to register your App with Facebook and place the SDK code in the source code of the app. More information about this can be found in the Developers Center of Facebook.
12. Desktop App Ads
Desktop App Ads are the desktop variant of Mobile App Ads and, as the name suggests, only appear on the desktop version of Facebook. It is very suitable to generate app installs for your Facebook application or reach current users. To use this ad variant, the app must be logged in to the Facebook App Center. In practice, it means that this mainly concerns games. The Desktop App Ads consist of a large image or a video, a title, descriptive text, and a call-to-action button with ‘Play Now’ or ‘Use Now’. It also automatically shows the ratings of the app (1 to 5 stars) that users can give when they have installed the app. After clicking on the ad, the user must give permission to install the app. After this, the app can be used immediately.
We recommend reading: How much do Facebook ads really cost?
What are the dimensions of Facebook ads?
For most Facebook ads, the best image size to use is 1200×628 pixels (ratio: 1.91: 1). There is a minimum width of 600 pixels for images displayed in the News Feed. If the image is larger or smaller than the specified dimensions, it will be automatically resized. The images must be static; animated GIF images or flash images are not supported. Titles are always a maximum of 25 characters, and the descriptive texts 90 characters (longer will be truncated).
The dimensions for the various advertisements in a row:
- Page Like Ads: 1200 x 444 pixels
- Link Ads: 1200 x 628 pixels
- Carousel Ads: 600 x 600 pixels (minimum 3 images)
- Dynamic Product Ads: 1200 x 628 (1 image) or 600 x 600 (multiple images)
- Photo Ads: 1200 x 1200 pixels
- Video Ads: 1200 x 675 pixels
- Offer Ads: 1200 x 628 pixels
- Lead Ads: 1200 x 628 pixels
- Event Ads: 1200 x 444 pixels
- Mobile App Ads: 1200 x 628 pixels
- Desktop App Ads: 1200 x 628 pixels
Note: do not use too much text in images
Facebook prefers images that don’t contain too much text. In the past, images that appear as an ad in the news feed may not contain more than 20% of the text. Facebook had created this rule to prevent advertisements full of garish texts from appearing on Facebook. This rule no longer exists, but if an image contains too much text, it will be displayed less, and you will also receive a warning from Facebook. To prevent your ads from containing too much text and thus less reach from Facebook, there is a handy tool: the Text Overlay Tool. With this, you can immediately see how much text your image contains.
Where do Facebook ads appear?
Facebook ads are shown in several places:
- In the news overview on the desktop
- In the right column on the desktop
- In the mobile news overview
- In other apps and mobile website via the Audience Network
- In Instant Articles
- On Instagram
Facebook Audience Network
In 2014, Facebook introduced the Audience Network: a mobile advertising network that helps developers to earn (more) money from their app and advertisers to find the right audience for their ads. The idea behind the Audience Network is that marketers can now also use the advanced targeting possibilities outside of Facebook, namely within apps and mobile sites. Never before has it been so easy to find the right target audience on mobile, and it offers developers an easy way to better monetize their app by instantly gaining access to Facebook’s massive advertising network. The Audience Network is available to every advertiser via the Power Editor or the Ads Manager and is a good addition to create extra mobile reach for Facebook ads.
You can only advertise in the Audience Network if you also select the mobile news overview placement. You also can not make a selection from the available apps within the Audience Network: if you choose to advertise within the Audience Network, you can be shown within all available apps. Advertisements within the Audience Network are displayed as banners, interstitial or native. Facebook chooses how your ad is displayed within the Audience Network; you as an advertiser have no influence on this.
What is the Facebook Ads Manager?
The ads on Facebook are an effective method to achieve greater brand recognition, customer conversion and promote actions (interactions, messaging …) on users. However, to be successful with your ads, it is essential to master areas such as audience targeting beforehand.
To solve these issues, the Facebook ad manager appears the platform that allows you to create and manage advertising on this social network. In short, the administrator has three basic functions:
- Creation of advertising campaigns: at this point, you will have to establish the objective of the advertisement (direct the user to a website or landing page, make them contact the company …), define their audience, locations and budget.
- Administration of the campaigns created: once the ads are created, the Facebook administrator allows you to edit them to modify some variables (duration, budget, audience, and locations, among others).
- Check on the results of the ads: it is possible to examine how your advertising is performing on Facebook both during campaigns and later. Thus, the reports allow you to know the scope of your campaign, the impressions your ads have received, or the clicks on the link you have promoted, among other variables.
Advantages of the Facebook ad manager
The Facebook ad manager is a very advanced tool: Facebook has managed to build a very effective platform for creating advertising, with wide possibilities and advantages.
1. Access a detailed segmentation
The tool promotes a detailed segmentation of the audience to which you direct your ad. Thus, it is possible to choose the audience according to their interests, demographics, connections, location and even look at the people who already follow your competition.
In this way, you multiply the effectiveness of your ads and conversions by generating a quality audience that is truly interested in your products or services.
Furthermore, once you have the right audience, it is possible to multiply it through the option of creating “lookalike audiences” or similar audiences.
2. Allow experiments
To a large extent, success in advertising on social networks is aligned with trial/error, so that it is possible to know the result of different options to end up betting everything on the winner.
The Facebook Ads Manager makes it easy to carry out this tactic through A / B testing or augmentation testing. In other words, you can decide on an ad or targeting after checking which one is performing better.
3. Provides important performance data
The Facebook Ads Manager is a very powerful tool for monitoring the performance of your advertising campaigns. Thus, it is possible to access graphs and maps that provide data and compare them, observing trends in the effectiveness of your ads.
Reach, impressions, cost per results, interactions, or conversion rate are some of the data that can be observed very clearly in the Facebook ads manager.
In addition, the administrator includes a diagnosis of possible problems in the ad and recommendations to multiply its effectiveness.
Thus, this tool is essential to optimize the effectiveness of social media ads.
We also advise you to read: How to remarket on Facebook.
What is a Facebook power editor?
Facebook Power Editor is a Facebook tool to manage multiple ad campaigns simultaneously.
Large advertisers and Digital Marketing professionals use this platform every day, as they need to monitor and create different campaigns at the same time.
If you have a brand that puts different ad campaigns on the air simultaneously, then you need to know about Facebook Power Editor. She will facilitate your process, optimize your time and generate more results.
Tips for using Facebook Power Editor
Some basic suggestions can help you when using this platform.
- Make sure you have access to a user’s ad account. If you don’t have access to Power Editor, ask your account administrator for the settings, go to the ad’s account tab, and then add a person.
- The payment options for Facebook Ads are Visa and Mastercard.
- You can manage more than one ad account and switch between them each time you use Power Editor.
- Make sure you set the correct time zone; otherwise, this can lead to problems when scheduling an ad.
- Do does not forget to select the currency of your preference to pay for the ads on the platform. In the end, you don’t want to have to convert every time you go to advertise.
- Facebook Power Editor also has an option to customize your reports. Do not forget this.
What is Facebook Business Manager?
Facebook Business Manager is a tool that helps you manage your Fan Pages, advertising accounts, campaigns, and other Facebook applications, efficiently and in one place. It is aimed primarily at companies that need to enable different permissions for many people.
Since its launch in 2014, this Facebook tool has made life and work easier for many digital marketing agencies and businesses that need to integrate all their Facebook ad campaign management efforts into a single tool, thus facilitating their marketing efforts.
The tool has a centralized control panel, which provides data on the performance of each page to analyze and improve your strategy on social networks.
What is Facebook Business Manager for?
The main objective of this platform is to help you have more control of many pages and ad accounts from a single platform.
This will help streamline your workflow and avoid having to switch from one account to another all the time, thus saving you a lot of time. These are some of the highlights of the commercial administrator:
- Helps manage access to your page: allows you to check who has access to your pages and advertising accounts and remove or change their permissions. This is especially good when a member of your team leaves; with this tool, you only have to remove those accesses in one step.
- Separate your work from your personal life: you can get access to advertising pages and accounts without having to be friends with your coworkers on Facebook. They don’t have to see your personal profile, and they don’t have to see yours.
- Encourage teamwork: the level of transparency offered by the tool increases the opportunities for collaboration in your work team since you have a complete view of the activities that are carried out.
- Facilitates the reporting process: the time it takes you to collect all the data to make and deliver your reports is reduced since, from the platform, you can view all the statistics of your pages, including interactions, new likes, reach, engagement, among others.
The difference between Ads Manager, Power Editor, and Business Manager in Facebook
The difference between Ads Manager, Power Editor, and Business Manager has long held court and the debate on which of the three tools is best suited for Facebook advertising campaigns continues to be open. Such a situation should not come as a surprise: Facebook is currently the most successful social network and most populated by users who use it for the most diverse purposes, not least to stay informed on the products and services offered by companies. Furthermore, Facebook’s ability to profile the recipients of advertising actions in an extremely refined way makes it one of the most effective tools in current web marketing.
In order to always offer new opportunities for use to business users, the Facebook team continues unabated to implement new implementations aimed at developing increasingly targeted and effective advertising campaigns. Sometimes, however, the effect is to create tools that end up overlapping in functionality or making the real difference between one and the other unclear. This is precisely the case of the three advertising management interfaces – Ads Manager, Power Editor, and Business Manager – which differ essentially in the level of complexity of the integrated functions but which ultimately serve to perform the same tasks. Let’s see in more detail the specifics of each tool.
Novice users vs. more experienced users
The real difference that we can find between the two options for creating ads on Facebook does not lie in the tool itself but in the skills and level of experience of those who use it. Both, in fact, once the advertisement in question has been created, allow you to have access to a series of precious metrics and data for monitoring the progress of campaigns with a truly impressive level of detail.
To create an advertisement within the Ads Management, you need to log in and click on “Create advertisement”: a real wizard will open for creating the advertisement.
In this regard, it is useful to remember that the structure of the advertisements appears to be tripartite: the most general level is represented by the “Campaign” which allows us to identify the objective we wish to achieve; follows the “Group” with the creation or selection of the target audience, the offer and the online duration of the advertisement; finally, we find the real that can take on different appearances (we can choose between links, images, carousels, videos, etc.). Once the campaign has been created, it will be visible in the Ads Management panel with the ability to select the level of detail to which we want to go through the appropriate drop-down menu and to set the Automated Rules.
Even Power Editor allows you to manage and display ads, but in this case, their tripartite nature is immediately visible thanks to the tab. What distinguishes Power Editor from Ads Manager is the complexity in creating the ad: the information entry panel requires a thorough knowledge of the tool and of the social media marketing logic on the part of the user.
Ads Management and Power Editor, two sides of the same coin
Ads Management and Power Editor are both very useful tools that become indispensable for creating campaigns and split tests, but if we really want to take Facebook ad management to a higher level, then we can’t help but turn to Business Manager. This is the tool developed by Facebook and which includes the previous ones with the addition of different panels and sections; in particular, it allows the creation of various advertising accounts, even on behalf of third parties, and this is particularly useful for professionals and agencies. Our advice is, therefore, to subscribe to Facebook Business Manager and take the opportunity of truly advanced campaign management.