Social Advertising – Part 2: Picking your Ad Type & Building Your Creative

Following off from part one of our Social Advertising series, The Who, What and Why of Facebook Advertising, we will continue to dive into the realm of using the Facebook Advertising platform, particularly as we focus on the types of ads and targeting that is available.

Contrasted to the traditional formats and display criteria that are associated with Google Adword advertisements, Facebook provides you with a variety of different options and avenues that can be adopted. Ultimately there are 5 different segments of Facebook Advertising, based on what objective you are looking to achieve through your campaign:

  1. Traffic and Leads for Your Website
    • Domain Ad
    • Page Post Link
  2. Sales and Leads for Your Product or Service
    • Multi-Product (Carousel)
    • Dynamic Product Ads (DPA)
    • Lead Ads
    • Canvas
  3. Likes and Engagement for Your Page
    • Page Like
    • Page Post Photo
    • Page Post Video
    • Page Post Text
  4. Installs for Mobile or Desktop Apps
    • Mobile App
    • Desktop App
  5. Visitors for Your Store or Event
    • Event
    • Offer

To learn in greater detail more regarding the specifics of each Ad Type and where they are placed online by checking out this great article by Adespresso: Types of Facebook Ads

(Source: Smart Insights)

Once you have selected what type of campaign and ad you are going to run, the next process is to create your winning visual and copy that will be displayed to your target audience. This initially begins with identifying your end-goal, which will be determined by what campaign avenue you have decided to follow, including:

  1. Improving the engagement of a post
  2. Getting more Likes for a Facebook Page
  3. Getting more clicks or leads for your website
  4. Installs or usage for your mobile or Facebook App
  5. Promoting your event or offer

From this, the most important part of creating your creative revolves around the use of a strong visual that will grab the attention of your audience, but also encourage them to engage with the post by reading through your copy, liking your post or clicking through.

To assist you with this process, Facebook has established a range of different tools that will help you to create better content for your audiences. These features include being able to upload up to 6 images for your campaign, which provides you with variety and flexibility to use the same campaign for an extended period of time. This helps not only to maintain a fresh visual for your audience, but can also be used for testing purposes to see what type of visual is the most engaging.

Further to this, Facebook has a partnership with Shutterstock that allows you to access their wide range of stock images at no cost, providing you with a host of images to use for all of your campaigns. However, if you choose to use your own images, Facebook recommends that you upload a 600×315 size image, though you can maintain this ratio and upload larger images, such as for Retina Displays.

university_-_how_to_cook_the_perfect_growth_engine_with_facebook_ads_-_adespresso_9(Source: AdEspresso)

Following from the creation of your visual, the copy for your ad is what provides additional information beyond what the visual provides, while it is useful for encouraging your audience to engage. These text sections may seem simple, however they are not as straight forward due to the need for your copy and visual to link together, while it is also key not to make the copy sound like a direct sales pitch.

When creating your copy, there are several different character limits that you need to consider, remembering to be short, clear and succinct will help you will keeping under these thresholds:

  1. Headline Copy
    • Up to 25 Characters
  2. Ad Text
    • Up to 90 Characters (Up to 500 for News Feed Ads)
  3. New Feed Link Description
    • Up to 90 Characters

(Source: Exposure Ninja)

This leads us to the conclusion of the second part to our series on Social Advertising, as we continue to look into the Facebook Advertising system. To continue learning and building your repertoire of skills for future campaigns, have a read of the third part to this series, How to Target, Campaign & Bid for Success.


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