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Facebook Advertising Tips for the rest of the Year

There’s a lot to comb through if you’re shooting for Facebook ad mastery.

Honestly, it’s pretty overwhelming.

Where  do you even start?

Well, we’ve done the grunt work. We’ve sorted through our Facebook ad canon, and we’ve pulled out the best of the best. The flawless diamonds in the diamond patch. Think of this blog as a gateway to the most comprehensive Facebook ad training manual on the face of the earth. Each tip, useful in its own right, links to a quality, in-depth resource on how to implement that tip into your new or existing Facebook ad strategy.

1. Create an Immersive Experience with Facebook Canvas Ads

If you’ve seen demos of Facebook Canvas Ads in action, it’s possible you were interested in the functionality, but turned off by the seemingly time-consuming creation process. Canvas ads are a jumble of videos, still images, text, call-to-actions, and other interactive collateral. Is the time worth the final product?

Statistics say yes.

When done well, Canvas ads can be seriously engaging: 53% of users that open a Canvas ad view at least half of it, and the average view time per ad is an impressive 31 seconds. The reason? The ability to mash together several different ad types (carousel ads, video ads, single image ads, etc.) allows for unmatched storytelling ability—you can really immerse the user in your brand experience.

2. Show Off Your Products with Facebook Carousel Ads

Carousel ads are tailor-made for displaying multiple e-commerce products (or multiple parts of the same product) in a single, swipe-able ad.

Carousel ads give advertisers the ability to display up to 10 images or videos—with 10 different CTAs—in one ad, and link to different landing pages from each panel of the Carousel. They’re effective on both desktop and mobile, and are available for most Facebook ad objectives—so if you’re not shooting for online sales, don’t feel like your hands are tied.

3. Expand Your Reach with Page Post Engagement Ads

Already enjoy a fair amount of page likes on your business’s Facebook page, but struggling to reach the majority of your followers? It’s a common problem for a lot of businesses.

No matter how engaging your Facebook posts are, Facebook’s algorithm only allows your organic posts so much exposure—so if you have 100 page likes, and you post something organically to your account, it’s possible that only 20 or so of your followers will see that post. Page post engagement ads offer a solid fix.

To set up engagement ads, merely opt for the “Engagement” marketing objective. “Engagement” in this case includes comments, shares, likes, event responses, and offer claims. By running engagement ads, you get your content an audience with the people who already like, comment, and otherwise interact with it. You can also choose from Facebook’s proverbial array of targeting options to get your content in front of new segments of the population that might be equally inclined to like, share, what have you.

4. Keep It Simple with Facebook GIF Ads

Common sense says that the shorter a video is, the easier it is to get prospects to stick around for the entire thing.

Why make a 5-minute video to tell your brand story when you can evoke the reaction you’re looking for in less 10 seconds? GIFs exist in the space between images and videos—they’re essentially very short videos which play on a loop, but which don’t require nearly the amount of time and resources to make.

5. Rake in Leads with Facebook Lead Ads

Like Canvas ads, Facebook lead ads are a mobile-only solution, and they were created so advertisers could forgo sending prospects to cumbersome mobile landing pages. Lead forms are great for accruing names and job titles, phone numbers, addresses, demographics—pretty much any information that can be used to market or remarket your products. And because your lead form opens right within the Facebook app, your prospects need not head to your website to provide that information.

Lead ads are cheap, effective, and best of all, the contact information you collect can be used to create custom and lookalike remarketing audiences.