When creating your ads on Facebook, one of the biggest challenges you may face is, “What type of ad should I create for my business” or “What ad is going to get me the most sales?”.
Below we look at the different ad formats available and how to optimise those formats at each stage of the customer journey.
Carousel, Collection, Dynamic Video. Outside the context of Facebook, these words all have different meanings. However, any Facebook advertising agency in London will be able to tell you not only what these terms mean but how to make one and why and when you should be using them within your advertising strategy.
But let’s not get ahead of ourselves. When it comes to understanding which format is best, you need to pinpoint your objective.
Identifying Your Objective
When starting to create your ads on Facebook, you need to decide your intention, and that will usually consist of:
- Driving brand awareness
- Increasing traffic
- Generating conversions or leads.
Naturally, we can presume that your first step is to spread the word about your business. The best format to do that is video.
When aiming to get your brand out there and strike a connection with your audience, video is the best format for educating your audience about your product/service.
You are more likely to catch a Facebook user’s attention with a video than a still image ad. It is an eye-catching display of your products in a video format and can even drive huge customer engagement through likes, shares, and views.
Also, due to Facebook’s autoplay feature, you are more likely to catch a Facebook user’s attention with video than a still image.
It is important to remember not to be too intrusive when first introducing your brand; you have to go for the soft sell with a short engagement where the first 1-5 seconds immediately capture their attention (very important!), and when applicable, include subtitles.
A good rule of thumb is to keep it no longer than 15 seconds when targeting a cold audience.
Once you gather brand recognition, it’s time to build on that momentum and focus on getting people to your site.
A carousel is an excellent tactic to get your customer to visit your site at this stage. A Facebook user will watch a video, like and then move on to the next. But with an image carousel, the customer is more likely to like to scroll through your products and inevitably click through your website to see more.
As well as granting the opportunity for you to get creative across all platforms, you can collate relevant content and drive consumers to multiple pages of your website by highlighting different products/services or aspects of your offerings in each image/video.
When it comes to targeting your hot audience (the audience most aware of your brand or how they have previously bought your product), there isn’t necessarily one ad format that will outperform the other.
Some of the most popular formats tend to be video, lead generation form, static images, dynamic products, and instant experience ads.
Particularly when it comes to remarketing, some of the most effective ads are dynamic catalogue ads.
By using a catalogue ad in a dynamic format, you showcase people items that they have viewed on your website but haven’t purchased yet. This ultimately drives conversions as you are remarketing to the people with a high level of interest in your brand products that they also have an interest in.
With this ad format, if you are a mobile user, the users who tap on your ad can browse products or learn about specific products without leaving the Facebook app. This full-screen experience helps drive interest as well as engagement.
Ultimately as aforementioned which format you use depends on what your objective is. Don’t be afraid to test different formats across different campaigns, as you never know what will strike a chord with your audience.