Beginner’s Guide to Facebook Ads

There are a surprising variety of Facebook Ads each for different purposes. We detail each type of ad in our Facebook Ads guide.

Trigger Movement - Facebook Ads - Featured ImageLike many technology platforms, Facebook has features available to businesses that often go unutilised. Facebook ads are continuing to develop and understanding the ad types available to you and how they may be relevant to your business is a lesson worth learning.

Here is a quick guide to each ad type available

Types of ads:

Link Click Ads

Simple to create and it is often where businesses begin. It’s the type of ad that is most commonly used. Often used to click back to relevant/specific landing pages on your website.

Link Click Ad Specifications:

  • Recommended image size: 1,200 x 628 pixels
  • Ad copy text: 90 characters
  • Headline: 25 characters
  • Link Description: 30 characters

 

Image Ads

Not the most effective ad type on Facebook due to the range of ads available today. Eye-catching imagery and branding are important when creating the collateral for this type of ad. Possibly better to use a Link Click Ad.

Image Ad Specifications

  • Recommended resolution: at least 1,200 x 628px
  • Headline: 30 characters
  • Link Description: 125 characters
  • Aspect Ratios Supported: 16:9 (full landscape) to 9:16 (full portrait)

Video Ads

Very similar to photo ads but as you guessed it, it’s a video instead of a photo. The length of the video should be determined by the goal of the video. Videos drive high engagement on Facebook.

Video Ad Specifications

  • Ad copy text: 90 characters
  • Aspect Ratios Supported: 16:9 (full landscape) to 9:16 (full portrait)
  • File size: up to 4 GB max
  • Most commonly video length recommended are 15-30 seconds

Boosted Page Posts

This is where you look to increase the reach of a regular Facebook post. You can do this by clicking the “Boost Post” button after posting. It’s from here you’ll be able to set the targeting. Facebook will often let you know if a particular post you have put out is doing well and will suggest you ‘boosting’ the post.

Boosted Ad Specifications

  • Recommended image size: 1,200 x 628 pixels
  • Ad copy text: No limit
  • Headline: 25 characters
  • Link Description: 30 characters

Carousel Ads

You can show up to 10 images or videos in this ad type which can be brilliant from a product/e-commerce perspective. Companies have used the carousel to get creative with storytelling through the images.

Carousel Ad Specifications

  • Recommended image size: 1080 x 1080 or 600 x 600 pixels
  • Ad copy text: 90 characters
  • Headline: 25 characters
  • Link Description: 30 characters

Event Response Ads

Perfect for event organisers or companies to increase the reach of their event. Whether that be a sale, concert etc. Once a user joins the event, it is then added automatically to a user’s calendar.

Event Response Ad Specifications

  • Recommended image size: 1920×1080 pixels
  • Image ratio: 1.9:1
  • Ad copy text: Up to 90 characters
  • Headline: 25 characters
  • Link Description: 30 characters

Lead Generation Ads

These are a fantastic way to fill your sales pipeline through social. However, with GDPR it is important with these ads to ensure you are collecting only the information you require for your CRM.

Lead Generation Ad Specifications

  • Recommended image size: 1,200 x 628 pixels
  • Ad copy text: 90 characters
  • Headline: 25 characters
  • Link Description: 30 characters

Offer Ads

Used to promote discounts and sales. Users click on your ad to redeem the offer through an email. A very effective way for retail stores during busy periods i.e. black Friday, Christmas Sales.

Offer Ad Specifications

  • Recommended image size: 1,200 x 628 pixels
  • Image ratio: 1.9:1
  • Offer title: Up to 25 characters
  • Ad copy text: Up to 90 characters

Page Likes

If you are looking to increase your organic audience through ads be sure to focus your targeting and not cast the net too wide. You can end up paying a lot of money for users who may or may not have an interest in your business.


Collection Ads

These are a great opportunity to provide users with the ability to scroll through your product range. Very effective from an e-commerce perspective.

Collection Ad Specifications

  • Recommended image size: 1920×1080 pixels
  • Image ratio: 1.9:1
  • Ad copy text: Up to 90 characters
  • Headline: 25 characters
  • Link Description: 30 characters

 

Dynamic Product Ads (DPA)

Dynamic Product Ads target users based on their activities and actions on your website. This is a perfect remarketing tool to target users with products they have shown interest in or similar/related products.

Dynamic Ad Specifications

  • Link Description: 30 characters
  • Ensure you have your Facebook Pixel embedded on your site
  • Recommended image size: 1,200 x 628 pixels or 600 x 600 pixels
  • Ad copy text: 90 characters
  • Headline: 25 characters
  • Link Description: 30 characters

Mobile and Desktop Apps Install

If you are an app developer or looking to promote an app these ads can be very effective. They minimise the number of clicks required for you to get a new user on your app. Depending on how your sales funnel is created, using other ad types may have a high drop off if it requires an unnecessary amount of clicks… Yes, we (people) are that lazy when it comes to using the internet.

Facebook Instant Experiences

These were previously known as Canvas Ads which are only available on mobile. With Instant Experiences, your audience can “watch engaging videos and photos, swipe through carousels, tilt to pan and explore lifestyle images with tagged products – all in a single ad.”

Please check out Facebook for more of an understanding of how these ads work. They are more complicated than the previously mentioned ad types.

There are a lot more ads than you previously thought? Well luckily for you if you have any further questions you can contact us at info@triggermovement.com. If you want to hear more from us check out our media page and if you never want to miss out on our content sign up for our newsletter here.

Ryan

Related Posts

Leave a comment