social media ads

Facebook Advertising 101: Ad Formats & Placements

By | Gossip Genie Blog, Helpful Information, Social Media, Words of Advice | No Comments

When it comes to running Facebook ads, it’s important to choose the best type of ad for your campaign’s specific goals. In Part 2 of my series on Facebook Advertising, I’ll go into the different types of ad formats and placements available for your advertising campaign. Check out Part 1 for a recap on the different types of Facebook ad objectives.

Ad Formats

A Facebook ad format is the way your ad is presented creatively. Each ad objective has different ad formats you can choose from, and not all ad formats are available for all ad objectives.

Different Types of Ad Formats

  • Video Ads– Best used for awareness and consideration ads; videos uploaded natively to Facebook receive 30% more views!
  • Photo Ads- Ads used with photos of your product or company; always use high-res images
  • Slideshow Ads– Upload your own or use photos to create one- you can also add music and text overlay- make sure the first photo in the slideshow is the best to capture your audience’s attention
  • Carousel Ads– Format that shows a number of “cards,” each with a different image and the ability to link to a different destination
  • Canvas AdsFacebook calls canvas ads a “full-screen ad experiences built for bringing brands and products to life on mobile.” They are interactive, fully-immersive ads that eliminate the need to go off the app for information by combining photos, videos, GIFs, text, and CTA buttons, it delivers what some call a “microsite-like experience” that allows people to click, scroll, swipe, and tap to engage with brands right on the Facebook platform.
  • Dynamic Product Ads- Connected to a site’s product catalog, they automatically promote products to people who have expressed interest on your website, in your app or elsewhere on the internet. You upload your product catalog and set up your campaign once, and it continues finding the right people for the right product for as long as you want. (only available in Product Catalog Sales objective)

Ad Placements

Types: Mobile and Desktop News Feed, Right Column, Instagram, and Audience Network (third party mobile app and mobile websites

Recommendations: When running an ad, use all ad placements (unless image or copy isn’t optimized for Instagram) and monitor the performance of each ad placement


Facebook Advertising 101: Ad Objectives

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Closing in on 2 billion monthly users, there are endless opportunities for a business to reach new customers through Facebook ads and they are an excellent way to prove ROI for your various social campaigns.

In my next series of blog posts, I’ll go through the different steps in creating a Facebook ad campaign. First, let’s start with choosing your ad objective.

Step 1: Choose an ad objective

The first step in creating an ad is setting an objective. Each ad objective is designed to target a different stage in the sales funnel. There are three types of ad objectives: awareness, consideration, and conversion.

Awareness Ads

Targeted towards the very top of the sales funnel, awareness ads build top-of-mind awareness and interest in your product or service. These discovery ads are perfect to tell a brand or company’s story and connect with new prospective customers.

How to use Awareness Ads: Use awareness ads to build a base audience and create awareness of your client’s brand. This is the stage where high-quality imagery and creative is key, such as infographics, 15-second videos, and photos that really pop. The idea is to build awareness, which means your ad creative needs to be memorable.

Awareness ads available include: Brand Awareness, Reach

Consideration Ads

The consideration ad type is targeted towards the top-middle of the sales funnel.  These types of ads get people to start thinking about a business, product, or service, and to look for more information about it. Consideration ads are great for most of on-site (and in-app) content, including blog posts, coupons, and email newsletters.

How to use Consideration Ads: Identify your client’s top content and/or goals and amplify them through a consideration ad. Funnel potential customers to a lead-generating blog post, landing page, subscription page, etc. to that lead-generating blog post with an infographic traffic ad.

Consideration ads available include: Traffic to your website, Engagement (Page Likes, Post Engagements, Offer Claims & Event Responses), App Installs, Video Views, and Lead Generation

Conversion Ads

Conversion Facebook ads are targeted towards the bottom of the sales funnel and are aimed at directly increasing a client’s bottom line, encouraging people to carry out a specific action or purchase a company’s product or service. Conversion ads are the easiest to measure results, but also tend to cost much more than the other ad types.

How to use Consideration Ads: Conversion ads are used in conjunction with a Facebook pixel, which is a snippet of code that follows users around the web. This pixel not only enables you to remarket to website visitors, but it also enables you to track behaviors on your site. Tip: Start with broad audience and let Facebook do the work of finding users most likely to convert and then use that info in next campaign

Conversion ads available include: Conversions, Product Catalog Sales, Store Visits

Stay tuned for the next blog post in the series on the different types of Facebook ad formats.

Instagram Launches Advertising

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Instagram launched advertising today, as many realized after seeing this photo from Instagram as they scrolled through their feed this morning.

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The comments from users were overwhelmingly negative (and ignorant) as many people threatened to leave the popular photo/video sharing mobile application.

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I’m happy to see ads are being launched on Instagram. Most of the time people don’t know something exists until you put it in front of their face, and then when they do see it, they like it. We see this all the time when we run Facebook ad campaigns. The precise targeting of Facebook and now Instagram allows brands to target users in such a specific way, most of the ads users will see will be something they are already interested in anyway. For example, if you “like” a restaurant on Facebook, you might see a Sponsored Post from them on Instagram, and you can choose whether or not to follow them or interact with their post. Most likely you will, because you already have shown an interest in the company/brand.

Instagram is just gearing up for what looks to be a very profitable 2014. Forbes recently reported in an article “Investment in Social Media Will Become a Necessity, Not a Luxury” that investing time and resources into a social media strategy is most definitely a necessity in 2013, but the tipping point in public sentiment from ‘should have’ to ‘must have’ will occur in 2014. Businesses are already coming to terms with the need to integrate their social media efforts with their content strategy, and are seeing the impact of social media in terms of lead generation, referral traffic, and revenue. This certainly includes Instagram.

CNN published this today:

Instagram is taking great pains to make initial ads attractive and in-line with the sepia- and sunset-soaked Instagram brand. It’s handpicking the early advertisers, choosing big names that already have Instagram accounts including Levi’s, Ben & Jerry’s, General Electric and PayPal.

Well-funded brands will likely spring for high quality, original photos that blend in better with a regular feed of photos from friends. If your friends are iffy photographers, the ads might stand out for being a bit prettier than you’re used to.

I myself am not one to follow many brands on Instagram besides the big players, @NatGeo, @Nike, @RedBull to name a few, but that could change if Instagram gets it right with their targeting capabilities. I’m very interested to see what starts popping up in my newsfeed and unlike the mass majority, not upset at all.