Facebook offers a variety of ad formats that advertisers can use for their campaigns. But most advertisers are often confused about which Facebook ad format will offer the best results for their business. Different businesses have different objectives, most usually associate it to conversions of some sort – either leads or purchases. Some businesses, such as ecommerce have multiple objectives of lead generation, sales as well as mobile app installs. In some cases, the bigger companies are more interested in brand awareness than prompting a purchase or generating a lead. For each of these, Facebook caters to with different offerings in its ad formats. Let us have a look at the one’s that you are available for you to use.
Types of Facebook Ad Formats
Facebook advertising offers you the following ad format that one can use to advertise, each one of them varies a bit in functionality, location and/or format of delivery:
RHS (Right Hand Side) Ads
The oldest and the most basic advertising option that Facebook has offered its advertisers. This format makes use of a small image, a headline and accompanying text. It is shown in the right hand side of the Facebook news feed and sometimes even in the Photo theater or app pages.
Update: Facebook has now made the size of their sidebar ads bigger.
Sponsored Page Photo Post
Before Facebook introduced link posts with bigger photos, most social media marketers made use of the Page photo post. The downside of a page photo post is that the photo clicks don’t lead to off-site clicks. You need to provide a link to your website in the description, something that can be easily missed by your readers who usually don’t have a very high attention span while scrolling the Facebook news feed.
Below is an example of a sponsored page photo post.
If you are a brand who is more interested in creating awareness about their service or letting people know your name and are not particularly interested in first instance purchase or a lead, then in that case a sponsored photo post could be a fair option to consider.
Sponsored Link Post
A sponsored link post is a post that is usually posted as a link. The image attached to this post is clickable, meaning, it will direct you to an external link. This is unlike the sponsored page post – where the image leads to the photo theater and not to a site off Facebook. The image below is an example of a sponsored link post.
A link post which is sponsored could be one that was published on your Facebook page or it could also be an unpublished link post. An unpublished link post is a post that is not posted anywhere in Facebook for organic delivery and is just simply meant to be advertised, it will be only made visible to the target audience you specify while you create your ad.
If as an advertiser, you are interested in conversions on your website in the form of product orders then sponsored link post is the best Facebook ad format to use.
Among all the Facebook ad formats mentioned above, the sponsored link post format is usually the best. It allows users to engage with the content, like your page and even click off to your website.
Facebook App Install Ads
This format is used to drive installs to your mobile app. Facebook offers one of the best cost-per-installs in the industry, thanks to their solid reach and demographic, gender and interest targeting features. Also, Facebook never repeats your mobile install ad to a user who has already installed your app. The screenshot below is for a mobile app install ad on Facebook.
From the above, it is quite clear the Facebook offers a wide variety of options for advertisers to run R-O-I driven ads for their business. There are quite many types of Facebook ad formats that can be utilized to meet different business objectives.