With around 2.7 billion active users, Facebook is still the leading social network worldwide. In Germany, too, Facebook is the most popular social media platformwhere over 23 million people actively log in every day to communicate with family and friends, post messages or to obtain information of any kind. These opportunities to attract customers’ attention via the platform should of course not be ignored by companies. For companies from the B2C– and B2BThe social network Facebook still offers great potential for the business and advertisers, as Facebook Ads work for almost every industry. With the help of Facebook advertising, your company can Range win in the relevant target group, Conversions on your own website and ideally attract new customers.
Now you’re probably wondering what your Facebook ads should look like in order to have a positive advertising effect on your target group? In the following article, we’ll address exactly this question. Using examples from advertisers, we’ll show you how successful Facebook ads work and what factors you need to consider. We’ll also give you a comprehensive overview of the different ad formats available to you for your marketing on Facebook.
What Facebook advertising formats are there? – An overview
Facebook Ads are vitally important for your social media strategy. The success of a Facebook marketing ad depends on various factors. In addition to the design of the image or video and the wording of the ad text, the Targetingthe right Objective and the optimal use of the Budgets plays a crucial role. Regardless of whether you want to use photos, videos or texts to promote your products or services on Facebook – Facebook offers a wide range of different ad formats for the visual design of your images and videos, so that every marketing goal can be achieved. Between the following Display formats Companies can choose:
- Photo Ads
- Video Ads
- Story Ads
- Messenger Ads
- Carousel Ads
- Slideshow Ads
- Collection Ads
- Playable Ads
- Lead Ads
Below we briefly introduce you to the most frequently used Facebook ad formats to reach different target groups:
Photo Ads
Platforms like Facebook or Instagram thrive on beautifully prepared images. Almost every post contains images, which is why photo ads are a particularly good standard display format for inspiring images and exciting texts. A photo ad contains a convincing visual with a headline, a crisp descriptive text and a clear call-to-action button.
Photo Ads ad formats are particularly suitable if you want to attract new customers’ attention to your brand with a meaningful image. This Facebook format also allows you to increase your reach and generate more traffic on your own website. A photo ad can also increase visits to a brick-and-mortar store. The advantage is that simple photo ads can be created in just a few minutes, which is why this is also the most commonly used ad format on Facebook.
Video Ads
Video ads are short video ads that you can use to get the full attention of your target group. Moving images are still a medium that users like to click on often, especially on mobile devices. Much more often than static images. Video ad formats can therefore increase reach, engagement and conversion. Unlike a static image, a video format offers the opportunity to bring a product to life and show it in action. Video ads are primarily about communicating clear and simple messages that should trigger a feeling of desirability in the recipient within a few seconds. Just like photo ads, video ads can be placed on both Facebook and Instagram. An expressive and unmissable CTA button should encourage people to buy.
Story Ads
Story Ads can be used to visually prepare and present everyday moments on Facebook, Instagram or Messenger. A story ad can, for example, be set up in the form of a full-screen, video or carousel advertising format and placed as part of a story. Unlike normal stories, a story ad is not deleted after 24 hours and is therefore not bound to a time limit. The ad is placed as short clips between the user’s stories and is seamlessly integrated into the feed on Facebook, Instagram or Messenger.
Messenger Ads
Messenger ads can be displayed as an image carousel or in video format and are placed directly in the user’s messenger inbox. This gives advertisers the opportunity to reach their target group in the separate messenger while they are chatting with friends. Since the messenger is actively used by many users every day, messenger ads have the potential to bring people and companies into a direct dialogue in the chat.
Carousel Ads
Carousel ads allow up to 10 images or videos to be presented simultaneously within an ad. With this ad format, users can swipe left or right to take a closer look at the images. Each image can be provided with its own link to the shop. Carousel ad formats are available for Facebook, Instagram, Messenger and the Audience Network.
Facebook Carousel Ads allow you to present more content about a brand, product or service within a Facebook ad. Product features, different product views or product details can be presented particularly well with carousel ads. Carousel Ads are also particularly suitable for your storytelling by telling a story using sequential images.
Collection Ads
This ad format from Facebook gives you the opportunity to combine videos, slideshows and images and create them in one post. A collection ad consists of a main video or image and four smaller, more specific product images that follow in a grid below the main video or image.
Lead Ads
Lead ads can be used to integrate lead forms into the ad format. Lead ads are therefore primarily used for customer acquisition. This makes things particularly easy for the user. If a user is interested and clicks on the lead ad, all information about a product is displayed on an instant form without the user having to leave the Facebook page. The contact form is equipped with pre-filled fields, making it much easier for the target group to fill out the lead form. The convenient user guidance makes the bounce rate very low. By submitting the form, you as a company easily receive a new lead. To ensure that the user submits the form, you should consider what you can offer your potential customer. For example, e-books or white papers are often sent in return.
First determine your marketing goal, then choose the Facebook ad format!
Before you start choosing an ad format on Facebook, you should Marketing goal be considered and taken into account in the decision-making process. Depending on the campaign goal, the different Facebook ad formats are more or less suitable. For some products, for example, it is a good idea to focus on the product with a single meaningful image or video and to use a visible CTA-Buttons and text directs the user to the Landing page For example, a Facebook video ad can be used especially for products or services that require explanation in order to optimally inform customers and potential new customers and convince them of the product.
Factors & examples for successful Facebook Ads
1. Brevity is the soul of wit!
The motto is short and concise! Avoid flooding users with unnecessary information in your ad or even overwhelming them. On average, you have 1.7 seconds to convince a user of your content in your Facebook ad. After this short time, the user will already be moving on to other information in the feed. If you can capture the user’s attention for more than 3 seconds, 65% of these users will usually spend an average of 10 more seconds on your Facebook ad.
Therefore, formulate clear and concise sentences and communicate clear messages in your text that prevent confusion from arising in the first place. Make your advertising stand out from the crowd. For example, use meaningful wording and a clean and minimalist design that does not distract and draws the recipient’s attention to what is important. Reduce your message to one important statement.
Adidas does this particularly well. A clear message is communicated and the user is involved through a direct approach. Clear imagery and short, concise sentences convey to the viewer that the sportswear is first-class in terms of comfort.
2. Clearly communicate the added value of the product
Highlight the benefits of your product or service in your Facebook ads and communicate them clearly. Because Facebook ads are also about awakening or satisfying a need in Facebook users. Above all, it’s about creating content that is relevant and that clearly stands out from your competition.
Create a stage for your USPThe viewer of the Facebook ad must click the added value of your product or service and what your brand stands for.
A very good example of this is the Facebook ad for True Fruits Smoothies, which clearly communicates the added value of the product. The topic of healthy eating is the focus of the ad and underlined by a play on words.
3. Win over the recipient through an emotional appeal or an emotional eye-catcher
Attract the interest of potential customers through a emotional image designBecause before there is any interest in buying, you need to attract the attention of the recipient. Gaining the attention of your target group is therefore the be-all and end-all of your marketing activities on Facebook.
And how do you attract the attention of your target group? Through a creative and emotional Facebook ad! Because an emotional approach ensures that your Advertising message is remembered for a long time remains. By emotionalizing your Facebook ad…
