Do you open Ads Manager and don't even know where to click to get started? Or
maybe you've tried to do some Facebook ads and the types of ads you've selected
just haven't yielded any kind of results for you?
There are probably just about 4 most popular types of Facebook ads that are
really effective for small businesses. I would say that 85 to 90 percent of the
Facebook ads I run are one of these four types of ads so we're gonna go ahead and
talk about these four types of ads and the differences between them when you
need to use them and what kind of result you will be achieving by using each of
those types of ads. Just to be clear there are far more types of ads or ad
objectives - which is what Facebook calls them - when you - that's what you see when
you go in to your Ads Manager but these four cover most of the things that most
small business owners need for their various types of campaigns, most of the
time, so first of all is just sort of a basic level of understanding about
Facebook. Facebook knows a lot about user behavior. We all already know that
Facebook knows things like a lot of our personal information, what our interests
are, the kinds of things that we interact with, when we're on Facebook the pages
that we like, when we are clicking links that send you - where we go off of
Facebook - what types of links those are, what businesses it is that
we're purchasing from or reading articles from after seeing those things
in the Facebook feed. So it is not just the interests and about us kinds of
things that Facebook knows, but it knows the kind of habits that we have when
we're actually active on the platform. So whether it's clicking links, watching
videos, completing some kind of purchase or signup activity after we click that
link that takes us off of Facebook, if we like to enter contests
or if we share things a lot or if we click like a lot or if we tend to leave
comments a lot... Facebook knows a lot about that behavior and that behavior
is what you need to know when you're choosing the correct ad objective
because each type of ad - whether it's before we're talking about or any of the
other types of ads - really comes down to matching up the desired activity that
you want from someone who sees your ad to your ad objective that
you're hoping that those people will take. So you have to make sure that the
ad objective is matching up with that activity that you need and want from
that Facebook user. In no particular order, I think it would be easiest to
start with engagement ads and I say that because that's probably what unbeknownst
to many of us, we tend to be the most familiar with. This is the same kind of
ad as if you are just using that blue boost button that you see on those
published posts on your business page. The blue boost button is an engagement
ad so if you're building - there's still purposes and reasons and times to use an
engagement ad - but when you're building that ad from inside Ads Manager, it would
be called the engagement objective. It doesn't say boost. Engagement ads or
ads where Facebook is going to show it to people within your targeting
categories who tend to click like, leave a comment and share or perhaps if you
want you uploaded a whole bunch of pictures - say you have a recent
event at your business and you upload a whole bunch of pictures to a Facebook
post and you publish it. An engagement ad could be used if you want people to
click through and look at those 10 or 15 pictures that you uploaded. So
that's an example of an engagement ad. The next kind of ad would be a traffic
ad. Now traffic ads can be broken down in a
couple ways and we will talk about that but a traffic ad is the kind of ad that
you want to select when you are sending people to a destination that's off
Facebook and I felt it was best to talk about the
traffic ad right after the engagement ad because this is usually what I see from
the small businesses that I work with. They have done something where - well -
they've done some ads or they're thinking they're trying to do some
campaigns or they've done some testing with ads but it's been limited to that
boost post button. Since that boost post button is an engagement objective
when you are using that blue boost post button because you have - say - a blog post
that you want to advertise or there's a service on your website you want to
advertise or maybe there's a product on your online catalog and that's where you
want to send people to that is the desired action for that is clicking
links that take people off of Facebook but when you use that blue boost button,
which is an engagement ad, that is a type of ad that looks for people who tend to
click like, leave a comment, or share, so when small business owners try to use
that blue boost post button for a link post, that's usually the main reason why
they end up running that campaign through that blue boost button and they
don't get any link clicks because the desired activity that you want someone
to take is not matching up with that ad objective type. For traffic ads, just
by default the standard is link clicks so you are optimizing around link
clicks when you choose a traffic objective. More recently - not that this is
brand new - but if you just kind of think of it in the span of all things Facebook
advertising, Facebook now allows you to optimize those traffic ads around
landing page views. What a landing page view is someone who clicks the link
but then also is patient enough for that destination, that website page, that blog
post, the services page, that product listing... let's
that page fully open to view it so it lands on that page and then that page is
actually being seen by them. So now in order to use the landing page view
optimization with the traffic ad objective, you do have to have created
and installed your Facebook pixel on your website because that's the only way
that Facebook can know if that page has actually been viewed is by having that
pixel and when that pixel fires, Facebook knows that someone has actually seen and
let that page load. So assuming that you have the pixel installed on your website,
if you are doing a traffic ad you are much better off choosing the
optimization choice of landing page views instead of merely link clicks. Now
when you look at your data in your Facebook ads dashboard you'll - and if you
if you optimize for landing page views - you'll still be able to see the number
of clicks, the link clicks, but you'll see that there's a difference - sometimes kind
of big - between the link clicks and then the landing page views. So, so far we've
talked about the engagement ad objective, which is when you want people to like
and comment and share, the traffic objective is when you are sending people
to link off of Facebook. Now the next one which is similar to the traffic
objective, is the conversion objective. So conversion is different from simply a
traffic ad because not only do you want someone to click the link and view the
page, but you want them to take some kind of sign up action on that page. A
conversion could be anything. The conversion could actually be a sale
so if you are selling really awesome t-shirts because I do like wearing
really awesome t-shirts. I have my bacon t-shirt on today. I have a huge selection
of what I think, at least, to be really awesome t-shirts. So if you were selling
really awesome t-shirts, your conversion could be that someone
actually is buying whatever the t-shirt is that you're advertising. If you are
trying to get people to opt-in to your email list, it would be them signing in -
excuse me - signing up for your email list by completing that form and then
reaching that Thank You page that says "Now you have opted in and you will
begin to receive our emails!" So the conversion is really focused on
completing some action once they get to that landing page. In order to do a
conversion ad though you do have to create the conversion inside of Facebook
Ads because you need a tell Facebook
this is the action that I'm trying to optimize for and that's a little bit of
a different topic but just to clarify the differences between the traffic and
the conversion... you do have to use the pixel, you do have to setup that
conversion event, so a little bit more work is involved in that. Sometimes if
you are hoping someone converts on a site that you don't own or you
can't get a pixel on, the best thing you can do is a traffic ad. Sometimes even
though conversion ads could be the optimal ad objective, you do need to
simply choose traffic because you can't get that pixel on the pages you need to
get it in order for it to be set up as a conversion act. Engagement, traffic,
conversion... and the last most popular type of Facebook ad would be the video views
ad. This is very obviously people who watch the videos. So if you do a lot of
videos, you upload a lot of videos, you want video - you want people who tend to
watch videos to be shown that video that you're advertising. Now when you're
setting up those, you can go ahead and choose if you want a two-second view,
which is nothing. That's a scroll. Or a 10-second view. So you have two
optimization choices with that video views option but otherwise like I said
the video views - that's pretty self-explanatory. So if you are using
videos and you want to get those views up, you're gonna want to choose that
video views ad objective. I see that Sarah has joined us. Oh I love that!
"Traffic is getting you to church, conversion is getting you baptized". That
is an awesome way to think about that! Yes you do love video views ads so with
any - for your video views ads and really your engagement ads and any kind of
traffic or conversion ad, the next step when you're planning your ad strategy
which is what Sarah is pointing out is that you can create custom audiences
from all of those activities. Sarah had mentioned that you know she loves
the video views ads for retargeting. You can create audiences based on people
who have viewed your previous videos and you can say by 3 seconds, you can say by
who watch at least 25%, at least 75%, at least 50%... so you have some different
options with that and you also can select multiple videos that you've
previously published that have views on them to then create audiences to use for
future advertising. You would - for conversions or your traffic ads that
would be website custom audience work so when you're sending people to your
website you can create own audiences to then turn around and advertise to from
those people who came from those ads or went to those specific landing pages or
if you're selling awesome t-shirts... went to your awesome t-shirt page but didn't
hit your Thank You page. So you can see how once you start getting a little bit
more accustomed to Facebook, get your feet wet, get a little bit comfortable,
there's a whole lot of really cool stuff that you can do. An engagement, you can
create an audience and has nothing to do with pixels that's just people who have
engaged with your page. So if you get a lot of engagement on your page whether
it's organic posts or ads that you're doing, you can go ahead and create an
audience of people who have engaged with your page to then turn around and
advertise to them. So like I said these are the four main types of Facebook ads
that I would say like 85 to 95 percent or 85 to 90 percent of my small business
clients utilize. Hopefully that clears up some of that
confusion and overwhelm so that when you're the person that's in there and
you're opening your dashboard and you see that there's this whole list, these
columns and rolls of choices, you at least have some idea where to go to make
sure that the ad choice that you're picking is matching up with the desired
activity that you want the user to take. Thank you.
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