Facebook advertisers have tons of targeting options and campaigns to choose from. It's no wonder businesses of all sizes use Facebook's advertising platform—from small mom-and-pop shops to Fortune 100 companies.
While having access to a massive variety of advertising options is a marketer's dream come true, it can also make getting started a daunting task. If you're feeling overwhelmed, check out the following six types of Facebook ads to see how you can apply them to your own business.
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1. Lead ads
The lead ad unit makes the process of collecting email addresses and building email lists incredibly easy. With this ad unit, your prospects can sign up for an email list (among other things) with as little effort as it takes to like or share a post.
The beauty of the lead ad unit is that Facebook auto-populates most of the fields that a prospect would normally have to fill out manually. This reduces friction, which makes them more likely to follow through.
If you're looking to grow your email list, lead ads are a great option. You can use Zapier to connect your lead ad with your email service provider and leverage automations. New contacts will be added to one of your lists and entered into an automated workflow that you've created.
2. Dynamic ads
Dynamic Ads (formerly Dynamic Product Ads) connect your store's product catalog with your Facebook ad account and pixel. When someone visits your site and then logs into Facebook, they'll see an ad that features the same products they were looking at on your website. As a result, the ad they see is incredibly personalized and relevant.
Multi-product Facebook ads, or carousel ads, are a dynamic ad that promotes a collection of multiple items from your online store. Each product has its own caption, image and destination URL. According to Facebook, advertisers who use the carousel ad type have a 30–50% decrease in cost per acquisition and a 20–30% decrease in cost per click (CPC).
Here's how Nuu-Muu uses the carousel ad to showcase a range of products:
You can also apply custom audiences to your carousel ads. This can help you curate more targeted collections of items based on who will be seeing it. For example, maybe you have product categories on your website. You can create carousel ads for different categories and show them to users who've visited pages within the corresponding category.
To create a Dynamic Ad, use the Product Catalog Sales ad objective. I bet it'll quickly become one of your favorite Facebook ad types. Here's why:
When you run a dynamic ad, the copy is the same for everyone who sees it, but the creative is 100% unique and personalized based on the respective viewers' behavior on your website.
Campaigns can run indefinitely
If you run a lot of ads, you know how time-consuming it can be to refresh your creative. With dynamic ads, you can set it and forget it. Just remember to monitor performance!
Achieve multiple objectives
With dynamic ads, you can choose four different audiences to target:
Viewed but not purchasedAdded to cart but not purchasedUpsell productsCross-sell products
Based on your selected audience, the ad will automatically be optimized for each objective. Once again, this saves you time and leads to better results.
Many of Facebook's largest marketing partners have had impressive results with dynamic ads. According to Facebook, Wayfair has beat their customer acquisition target by more than 20% thanks to dynamic ads.
It's easy to understand why the ROI is so high given that it's the most personalized, targeted and relevant ad businesses can run—short of creating a unique ad for every Facebook user.
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