Facebook offers small business owners an unprecedented opportunity to reach your ideal target market with your message. With the right Facebook ad format, creative and offer, you can easily drive more foot traffic and website traffic to your business. Managed properly, your ad campaigns can yield incredible results, including generating more highly qualified prospects that convert into increased sales and profits.
If you are not optimizing all Facebook offers with its wide array of campaign objectives, targeting parameters, placements and ad formats, this article is for you. We’ll specificallyhone in on the best performing formats and placements.
Currently, there are over 80 million business pages on Facebook. Out of which, only six million use Facebook for advertising.
If you are among the 74 million businesses not taking advantage of Facebook ads, you likely fall into one of two camps:
- You’ve tried Facebook ads and were disappointed with the results. Perhaps you ran a few campaigns and didn’t get the ROI you were expecting. Thus, you’ve decided Facebook ads don’t work (for your business).
- You’ve never placed a Facebook ad and don’t really know where to start. Perhaps you’re overwhelmed with all the options and afraid of losing money. And/or you may be hoping that your organic marketing strategy will pay off.
The good news: There’s never been a better time to start using Facebook ads to grow your business.
12 Facebook Ad Formats
Facebook offers the following 12 different ad formats for promoting your message to your target market. This list is in my recommended order for both best performing and level of complexity, from easiest to more complex.
- Video – Tell your story with sight, sound and motion. Show off product features, and draw people in. The auto-play movement catches people’s eye. Video is one of the best performing ad types as Facebook is giving high priority to video content in the News Feed.
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Small businesses should first focus on these 3 Facebook ad formats
If you are new to Facebook ads, the three formats I recommend focusing on for best performance are video, lead generation and Messenger.
For video ads, upload native video content to your wall first and also broadcast using Facebook Live. Then amplify reach with the Video Views objective. But, before you place your video ad (boost your video content) make sure you’ve included a strong call to action and a link, or Messenger button.
For almost all ad formats, you can include a link to drive people to your website to learn more about your business or special offer.
You’ll want to run many split tests when driving people off of Facebook. Ideally, send people to a very simple landing page with no extraneous buttons. Just a clean, simple offer to sign up with their name/email/phone number or to make a purchase. Make sure you have Facebook Pixel installed on your landing pages.
To learn from real businesses of all sizes generating amazing results with their Facebook ads, visit Facebook’s Success Stories.
In future articles, I’ll be walking you through additional aspects of how to get solid results with Facebook ads.
About Mari Smith
Often referred to as “the Queen of Facebook,” Mari Smith is considered one of the world’s foremost experts on Facebook marketing and social media. She is a Forbes’ Top Social Media Power Influencer, author of The New Relationship Marketing and coauthor of Facebook Marketing: An Hour A Day. Forbes recently described Mari as, “… the preeminent Facebook expert. Even Facebook asks for her help.” She is a recognized Facebook Partner; Facebook headhunted and hired Mari to lead the Boost Your Business series of live events across the US. Mari is an in-demand speaker, and travels the world to keynote and train at major events.
Her digital marketing agency provides professional speaking, training and consulting services on Facebook and Instagram marketing best practices for Fortune 500 companies, brands, SMBs and direct sales organizations. Mari is also an expert webinar and live video broadcast host, and she serves as Brand Ambassador for numerous leading global companies.
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