If anything about advertising on Facebook is clear, it is that good creative holds the key to improving your return on investment. Even if you’re working with a killer targeting strategy designed perfectly for the kind of audience you want to reach, if your creative can’t persuade your audience to take action, then generating sales can get very expensive.
Even so, with a range of creative formats on
Facebook at your disposal, it can be difficult to know which one best serves
your marketing strategy. Here are the four different formats to choose from:
selecting the right one for your product and business goals are key to making
the most of your Facebook advertising budget.
Single Image Ad
The single ad is one of the original ad formats
available on Facebook. In more recent years, more attention has been invested
in video; even so, single image ads remain valuable when used at the right
If you sell a single flagship product that your
customers already understand, then the single image is an effective format to
choose. Choose a flattering product photo that is sure to appeal to the widest
range of potential customers.
If you’re trying to convey a simple message, like
a sale or free shipping for a limited time, then a single image ad is a perfect
way of getting your message out.
Single Video Ad
Almost every placement within the Facebook Ad
Manager now supports video ads. Now, Facebook has even released new video
watching experiences – such as IGTV and Facebook Watch – all pointing to the
anticipated continued rise of video as a central medium.
If your product has a unique value that cannot be communicated with a photo alone, then a video is a great way of showing how it works and what value it offers to customers. This is especially useful if your product has a range of features and benefits.
If your brand is central to your strategy of attracting new customers, a Single Video Ad telling your company’s story can be an easily watchable way of selling your brand purpose– before you sell your product.
A carousel ad can contain several images, videos,
or a combination of both. This makes a carousel ad a useful “in-between” ad format,
vital if your product requires more than just one image to demonstrate its
value but you currently lack the means of producing a long-form video ad.
The collection ad is the most recently added
format, so you may not have yet seen many in your News Feed. Still, a
collection ad has a lot to offer e-commerce brands, giving you the option of
pairing a product catalog with an engaging video.
If your product, or products, get their value from your brand’s story, then a collection ad is an excellent way of boosting brand awareness while also selling directly through an attached product catalog.