Why Use Facebook Ads?
Why do so many overseas companies prioritize Facebook ads? This is a question that puzzles many. In fact, the primary reason for the popularity of Facebook ads is their notable effectiveness. Moreover, compared to other advertising platforms like Google Ads, Facebook ads are more cost-effective.
Of course, specific prices vary by industry and display frequency, but overall, the following data give us a rough idea:
The average CPC for Facebook ads is $0.60,
The average CPC for Google ads is $2.69.
Additionally, compared to other social media platforms such as YouTube, LinkedIn, and Instagram, choosing to advertise on Facebook is often more economical. Although Google ads can reach a very broad audience, Facebook maintains broad audience coverage while also offering a more cost-effective choice.
It is also worth mentioning that Facebook has powerful data analytics capabilities, which are particularly important for overseas advertisers, as they help deliver more precise ads and provide detailed data analysis reports to optimize advertising effects.
The Key to Choosing Ad Types: Defining Goals
Given the many advantages of Facebook ads, choosing the right type of ad is very important. Before this, it is crucial to clarify your advertising goals. Please note that different advertising goals are suitable for different display locations. If you plan to manually select display locations, then you need to ensure that the advertising goal matches the selected location.
Here is a detailed list of advertising goals and their supported display locations:
When creating an advertising campaign, the first step you need to take is to choose a goal. There are 3 main categories of goals.
1. Awareness
These goals are beneficial for sparking public interest in your business, with the core purpose of building brand awareness and effectively conveying your business message to potential customers. This category is particularly suitable for startups or businesses about to open, as it is an effective way to promote business and expand influence.
Under the broad category of awareness, more precise goals include: increasing brand awareness, i.e., you want to enhance the public's awareness of your business; and expanding coverage, i.e., you hope your ads can reach as many target audiences as possible.
2. Consideration
If you want to attract users' interest in your business through searching information or interacting with ads, then you can use this category of goals to more effectively promote users to learn more about your business details.
Under this category, you will find a series of specific goals, including: increasing website traffic, boosting app installation numbers, generating leads, enhancing video views, and enhancing user interaction.
3. Conversion
If you choose this category, then your core goal will be to motivate people to purchase or adopt the services offered by your company. For this, you can design and implement marketing campaigns to promote specific products or services. Under this category, there are several specific goals, including: conversions, store traffic, catalog sales, etc.
12 Common Types of Facebook Ads
Facebook has become a key battleground for many businesses with its diverse types of ads. Next, I will introduce the 12 common types of Facebook ads, which not only provide businesses with a wealth of marketing tools but also open up new market opportunities.
To help you take the lead, I have specially prepared a free account opening benefit on the Media Manager platform. Just click the image link to log in directly, and you can easily claim it and immediately start laying out your Facebook advertising matrix.
1. Messenger Ads
Messenger is an instant messaging APP similar to WeChat, and it is an independent product under Facebook. This APP allows you to easily send messages, not only can you exchange photos, videos, stickers, audio, but also send files, and it also supports voice and video calls. At the same time, it has end-to-end encrypted conversations and mini-games functions.
Its specifications are as follows:
Recommended image size: 1200 x 628 pixels
Text limit: 125 characters
Image ratio: 1.9:1
Title limit: 25 characters
Description limit: 30 characters
Minimum width: 254 x 133 pixels
2. Carousel Ads (Multi-product)
Carousel ads are a unique format of Facebook ads that can display multiple images in one ad, making full use of ad space and more likely to resonate with users. This ad format is not only suitable for the Facebook platform but can also be used on Instagram, Messenger, and the Audience Network.
Its specifications are as follows:
Ad copy limit: 90 characters
Title limit: 25 characters
Link description limit: 30 characters
Recommended image size: 1080 x 1080 or 600 x 600 pixels
3. Facebook Boosted Posts
Facebook Boosted Posts are similar to Xiaohongshu's chip promotion and Douyin's Dou+, where advertisers can pay to quickly push posts to the target audience they want. Simply put, it's like "heating" the post, making it seen by more people, enhancing interaction while also quickly promoting the merchant's homepage.
Its specifications are as follows:
Link description limit: 30 characters
Title limit: 25 characters
Ad copy text: unlimited
Recommended image size: 1200 x 628 pixels
4. Link Click Ads
Link ads can be flexibly placed in the Feed stream or Stories, with variable positions, helping sellers greatly expand their audience and let more potential customers know about the store or brand. This type of ad helps promote your external website and attract people to your target webpage.
Its specifications are as follows:
Recommended image size: 1200 x 628 pixels
Ad copy text: 90 characters
Title: 25 characters
Link explanation: 30 characters
5. Instant Experience Ads
Instant Experience ads provide users with a full-screen immersive experience, allowing them to interact with the ad without leaving the Facebook app. This type of ad is suitable for providing a deeper brand introduction or product experience. If your audience tends to shop on mobile devices, then this type of ad would be more appropriate.
Its specifications are as follows:
Image size: 1080 pixels x 1920 pixels
Image aspect ratio: 16:9
Image file format: JPEG or PNG
Number of images: up to 20 photos
6. Collection Ads
Collection ads are a type of immersive experience ad that uses images or videos, and it is one of those ad types that can only be displayed in the mobile news feed. It usually starts with an attractive cover image or video, followed by 4 small product images below. When consumers tap on the boutique column ad, they will immediately enter a fast-loading instant experience, all without leaving Facebook or Instagram.
Its specifications are as follows:
Recommended title length: 25 characters
Image ratio: 1.9:1
Recommended image size: 1200 x 628 pixels
7. Page Like, Post, Video, and Text Ads
Want to expand your fan base and enhance brand awareness? Page Like ads are a good choice, as they directly encourage users to like your page. When placing ads, precise targeting of the target audience is crucial, as we want to attract truly suitable users, not just chase likes.
Also, adding images can significantly enhance the ad effect, especially the "Like" button in the upper left corner of the image post, which is very attractive to users.
Additionally, video promotion is also a good method, as it can visually display user interaction and viewing duration, helping you accurately target the audience and create retargeting ads. In comparison, the effect of page post text might be slightly inferior, as photos and videos are more eye-catching. If you choose video promotion, its specifications are as follows:
Ad copy limit is 90 characters
Recommended to use stereo ACC audio compression, audio bitrate of 128kbps
Video length can be up to 120 minutes, but the recommended duration is 15-30 seconds
File size should not exceed 4GB
Aspect ratio should be 16:9 or 9:16
8. Facebook A+CA Ads
Facebook A+CA ads are an innovative advertising strategy that allows businesses to more precisely promote products to specific users. Unlike traditional ads, it can intelligently analyze users' behavior habits and automatically recommend products that best match their interests.
Its specifications are as follows:
Recommended image size: 1200 x 628 pixels or 600 x 600 pixels
Ad copy limit: 90 characters
Title length: 25 characters
Link description limit: 30 characters
9. Lead Ads
If you want to attract potential customers on Facebook, lead ads are a good choice. They allow users to directly download content or register on the platform, effectively collecting information such as email addresses and phone numbers. This type of ad is worth considering. When creating it, please provide a privacy policy and website link, after which you can access the collected information through your ad account.
Its specifications are as follows:
Recommended image size: 1200 x 628 pixels
Ad copy limit: 90 characters
Link description limit: 30 characters
Context card title length: 60 characters
Title length: 25 characters
Context card button text limit: 30 characters
10. App Ads (Mobile, Desktop, and Instagram)
If you have a mobile app, then you can place Facebook mobile app ads. This way, users browsing the mobile news feed can directly download your app through Facebook, and the install button will smoothly take them to the app store, effectively boosting your conversion rate.
If you have a desktop app, desktop app ads would be more suitable for you, and Instagram is also a good platform for promoting mobile apps. By adding photos and videos, ads can be more attractive. For example, Rise successfully promoted their mobile app on Instagram.
Its specifications are as follows:
Mobile platform:
Recommended image size: 1200 x 628 pixels
Image ratio: 1.9:1
Ad copy limit: up to 90 characters
Desktop platform:
Ad copy limit: up to 90 characters
Image ratio: 1.9:1
Recommended image size: 1200 x 628 pixels
11. Event Ads
If you plan to hold a corporate event, whether offline or online, event promotion ads are a great way to promote it. They can accurately target and attract audiences interested in your event. Through filters, you can set target geographic locations and demographics to ensure effective ad reach.
Its specifications are as follows:
Image ratio: 1.9:1
Ad copy limit: up to 90 characters
Title length: 25 characters
Link description: within 30 characters
Recommended image size: 1920 x 1080 pixels
12. Offer Claim Ads
Offer claim ads are a new customer acquisition method. Once users click on the ad, they will be guided to add their email address, allowing them to receive discount information or coupons via email and use them in your store. This type of ad is especially suitable for physical store merchants to attract customers, and it is also a good way to promote your online store to online users.
However, to use this type of ad, your Facebook page must have at least 50 likes. Additionally, no matter what kind of discount activity you offer, you can use this "offer claim" ad to promote your online store.
Its specifications are as follows:
Recommended image size: 1200 x 628 pixels
Image ratio: 1.9:1
Offer title: up to 25 characters
Ad copy limit: up to 90 characters
Facebook offers a rich variety of ad types to meet the needs of different businesses, providing businesses with a broad space for innovation and marketing possibilities.
To help you better utilize these ad types and maximize advertising effects, PASA will provide you with professional guidance and support, helping you achieve greater success in the field of Facebook advertising.
