With a community of 2.2 billion users, Facebook is a promotion platform major on the web. Thus, using it in an appropriate way will allow you to quickly reach your goals at a lower cost compared to other traditional media. Being able to adapt to various situations, Facebook provides you with numerous formats for your Facebook Ads. Whether it's a simple sponsored publication to automated product catalogs, you have time to do a few tests before find the right format.In order to efficiently conduct your Facebook Ads campaigns, in this article, we are going to give you some information about the different formats and the advantages of these.
You may already know it, but the content creation is a task that is sometimes more complex than one might think and the questions arising from it are numerous. Indeed, is the text highlighted enough compared to the visual? Is the image in line with your message? Did you choose the right colors to communicate? For you to be successful on Facebook - no one will give you the right answer - you should always perform tests& identify content that improves your overall performance.To share our practices and those of other agencies with you a bit, you must always perform two types of tests:
Whatever your marketing goals, an ad with a static image is a simple and effective way to start advertising. According to Facebook statistics, images are the best way to increase your traffic. So, if you want generate leads, the creation of advertising images is a format to be preferred because of its simplicity and speed. Being one of the main conversion factors, quality of your Ads is an essential element that should not be overlooked. In order for your target to identify as best as possible with advertising, it must be consistent with the image and perception that consumers have of your business. On the other hand, in order to avoid external distractions, avoid putting in excess text. Indeed, the attention of your audience should be focused on your product or service, and not on your text. A good simple picture should encourage users to click on it in order to get more information about you.
It is obvious that video has become a very effective advertising format in recent years (depending on the expected objectives). In fact, with a constantly increasing share, it has become a major means of communication. Google estimates that 78% of mobile data will be videos by 2021, for example. However, creating a video for an advertisement requires more resources than just an image. It is all the more complex to create a video since its format offers even more possibilities.Videos should therefore be as short as possible, but as long as necessary. In order to make an effective video, it is necessary to combine a quality image with a coherent message to Captivate the attention of your audience.When it comes to conversion, videos are not the most effective, you need to know that before embarking on such a project. On the other hand, if you want to work on your branding, video can be useful for your Facebook campaigns.
The collection is an advertising format that allows you to go from discovery to purchase in a way fluid and immersive.This format therefore facilitates the discovery, navigation and purchase of products and services on mobile devices graphically.It is necessary that the advertising of a Collection be composed of images and/or a video to introduce the products on the cover.The objective of the main image is to Capturing attention of your audience so that they have access to an experience that promotes interest and the desire to buy on their part. There are 4 types of collections:
The carousel format allows you to display in a single ad for up to 10 products, each benefiting from an image/video, a title, a description and a unique link. It is a flexible and useful format for designers when they want to communicate multiple ideas in a single ad. So you can use a carousel as a mini catalog to highlight the diversity of your offer, describe a product mentioning its various characteristics or do a Storytelling by telling a story that unfolds through the images.
You can think of a slideshow as a mix between video and image. However, it does offer considerable advantages compared to these two other formats. Indeed, slideshows allow you to make videos from static images. Offering virtually the same benefits as a video, but with low cost, slideshows are faster to design than videos and also allow you to create a captivating experience for your audience. On the other hand, unlike video, your audience will be able to view your slideshow with a poor quality connection. The slideshow will therefore allow you to simplify your narration process by adding music or text for example.
The instant experience is a format that values immersive side that this one offers. As a result, many possibilities emanate from this format composed of images, videos, carousels.It is in particular a concrete tool in terms of graphics and storytelling. This device makes it possible to offer a global experience to your users. So, once a person has interacted with your ad on a mobile device, a full-screen experience opens. Thanks to this format, users have access to photos, videos, but also forms. It is therefore necessary to offer an attractive design in order to strengthen the customer experience and to promote lead conversion.
In order to generate leads, an advertisement with a directly integrated form simplifies the user experience, and offers you a real advantage for reduce the number of clicksIn fact, thanks to it, you have the possibility to interact with your audience and collect information in 1 click. This advertising format allows you to collect information including name, email address, and telephone number for example.For optimal use of this advertising format, the personalization of the questions asked according to the needs of the company is essential. Therefore, this will make it possible toidentify prospects and then use this information to activate your other marketing actions.
In order to keep the attention of your audience, it is necessary to offer them a quality offer corresponding exactly to his needs. The offers posted on your Facebook page encourage users to buy your products thanks to exclusive benefits. An attractive offer will allow you to reach new people,accelerate sales and to generate more traffic on your website/physical store. For stimulate the purchase, you can set automatic reminders, ask your audience to scan a QR code or even offer a promotional code.
Another even simpler alternative, and much better known by the owners of a Facebook page, it is the promotion of a simple publication. Indeed, you can also promote your brand or your products with simple publications to your community, and users who have similar interests for example. Acquire a Loyal community can be a real asset. Indeed, it can make you advertising for free. Your various posts can highlight your business to a very large audience. Indeed, the more likes the more your Facebook page will appear in the news feeds of linked people.Increasing the number of likes on your page can make you gain notoriety and allow to have an even more massive audience for non-sponsored publications.
If you want to have a good return on investment (ROI) thanks to your ads on Facebook, it is necessary that you adapt the advertising format to your audience. Conduct as many tests as necessary, analyze the results and act based on them. It is by applying the “test & learn by doing” methodology that you will get the best conversion rate.