What are the different types of Facebook Ads campaigns and formats?
On Facebook Ads, you can program and launch different advertising campaigns. Your campaigns should be defined according to your objectives: do you want to attract qualified traffic to your website? Make your Facebook page more visible? Convert prospects into customers and increase your sales?
Depending on your current strategy, you will be able to create a specific advertising campaign in the Facebook Ads Manager. Let’s discover them together:
Facebook Ads campaigns:
With Facebook Ads, you can choose from 3 types of ad campaigns: awareness, consideration and conversion. Here are the specifics of each:
With an awareness campaign, your objective will be to make your target audience aware of your brand, but also of the problem that your company can solve. Two objectives will be proposed by the platform for this type of campaign:
Brand awareness: the aim is to make your brand memorable to your target audience. The impact of an advertising campaign of this type is difficult to quantify and estimate. It is rarely used by SMEs and more by large groups.
Coverage: as with the previous type of campaign, the objective is to reach the greatest number of Internet users in a given audience. The aim is to be seen and retained by your potential prospects. These campaigns are particularly effective for remarketing.
Consideration campaigns aim to make your target audience aware of your solutions, products and services. The aim is to familiarise them with a potential solution to one of their problems. Facebook Ads offers 6 types of campaigns to meet this objective:
Traffic: traffic campaigns allow you to attract qualified traffic to your website at a lower cost. Facebook seeks to attract the most likely users to click on your advertisement or ad. The algorithm will optimise the cost per result, so don’t expect to get results similar to a conversion campaign. Instead, the goal will be to effectively promote your content, target a specific audience or test value propositions.
Interaction: This objective contains 3 sub-objectives which are: interactions with a publication, “Like the Page” mentions, responses to an event. The goal of these campaigns is to show your ads to the users most likely to like, comment on a publication, respond positively to an event or like your page. The results vary greatly depending on the sub-goal.
Installation apps: as the name suggests, the aim of this objective is to obtain the most downloads of your mobile application. Facebook will therefore try to achieve the lowest possible cost per app installation.
Video views: this goal is about maximising the number of views of a particular video. This is a very interesting type of campaign to generate visibility and awareness. You can promote a video presenting your products or services, or your brand, a tutorial, a replay of a Facebook Live, etc.
Lead generation: With this objective, you will seek to generate leads directly on Facebook via a form. Friction is minimal, as the lead does not leave the platform.
Messages: this very specific objective allows you to encourage users to contact you on Messenger, for example to ask questions.
For conversion campaigns, the objective is obviously to convince your potential customers to take action. Your goal is often to sell your products or services. There are three options in the Facebook Ads Manager for this type of campaign:
Conversions: This is probably the most well-known and used objective. Its goal is to generate conversions on your website at the lowest cost. Facebook Ads thus seeks here to optimise the cost per conversion. Many manual optimisations are possible with this objective to obtain the best return on investment.
Catalogue sale: intended for those who have created a Facebook catalogue, this objective allows you to promote the products in the said catalogue to Internet users. Several options will be available to you, notably concerning user behaviour.
Point of Sale Traffic: This objective is intended for companies with one or more points of sale. You can then create advertisements to direct users to your shops. Several call-to-action buttons are available (directions, call, send a message, learn more, buy or order).
Facebook Ads formats:
The ad formats depend on your ad campaigns on Facebook Ads. Indeed, some campaigns allow you to use all ad formats. Others are limited. For example, for Video Views, you can only choose the video ad format. Here are some explanations about the main formats available on Facebook Ads:
Image, video and carousel formats on Facebook :
These are the most well-known and used formats on the social media advertising platform.
The image format allows you to create an ad from an image with text. You can use this format to present your brand, products and services in the Facebook News Feed.
You will need to follow a few recommendations and technical requirements for your images: JPG or PNG file, proportions between 1.91:1 and 1:1, resolution of at least 1080 x 1080 pixels, maximum size of 30 MB, minimum width and height of 600 pixels.
The video format is ideal for captivating Internet users, capturing attention and spreading your message quickly and effectively. Present your products and services in an innovative way. The possibilities are endless with video: simple presentations, visual tests, testimonials, interviews, etc.
Here again, you will have to respect some technical recommendations and requirements: MP4, MOV or GIF files, proportions 1:1 for computer or mobile or 4:5 for mobile only, maximum size of 4 GB, minimum width and height of 120 pixels, resolution of at least 1080 x 1080 pixels.
The carousel format allows up to 10 images or videos to be displayed in one ad. It is an excellent advertising format for promoting multiple products, presenting different details of the same product or service, or developing brand storytelling through slideshows.
The technical requirements and recommendations are similar to those for the image and video formats presented above.
Note that for all ad formats, the text is limited to 125 characters, the title to 40 characters and the description to 30 characters.
Facebook Instant Experience
The Instant Experience format is aimed at mobile users. It allows you to create a full-screen ad. You can then display videos, a carousel, products from your catalogue or images with identified products. This is an excellent format for advertising on mobile social networks.
You should generally follow the recommendations given for each of the above formats.
Collections” ads on Facebook
This ad format is only available on mobile. It aims to provide a more engaging experience for mobile users. With this format, you will be able to select a main image or video.
Once clicked, up to 50 products can be featured under the main Facebook ad. Users are then able to view a ‘collection’ of different products. By clicking on the product, users will be able to land on the relevant product page on your website or mobile app, where they can make the purchase.
For technical specifications:
Images: JPG or PNG, proportions 1:1, resolution at least 1080 x 1080 pixels, maximum size 30 MB.
Videos: MP4, MOV or GIF, maximum size 4 GB.
Text: 12 characters, title max. 40 characters, landing page URL required.
To optimise your campaigns and advertisements at best, use a specialised webmarketing agency like Doko. Our expert teams will accompany you from A to Z, and in particular to launch your first advertising campaign, create effective ads and find your first audiences.