Facebook provides a variety of advertising forms with different functions and purposes. Different products and different marketing activities require one or more types of advertising.
Before publishing an advertisement through a Facebook homepage, the first step is to select the appropriate advertising type according to the specific situation of the homepage established by the company. For example, if a company chooses a quick promotion campaign as the company’s advertising type, but there is no activity on the company’s homepage, then the quick promotion campaign advertising type will be displayed as unavailable in the operation options. Facebook advertising types and their business goals, the following will mainly introduce several of them.
1. Promoted homepage ads
Promoting a homepage mainly refers to homepage like ads. Homepage like ads can push the company’s homepage advertising information to users who may like the company’s homepage. If the company’s advertising goal is to increase business awareness, then this type of advertising can be used to promote its homepage to users who are interested in the content or similar businesses.
For example, Slack has just created a business homepage and hopes to push the information to a large number of users who are not familiar with its business. Then, homepage like ads can help Slack attract new fans who want to keep up to date with homepage information and related posts.
2. Boosted Post Ads
Boosted posts, also known as quick posts, can be displayed in the form of posts, pictures, videos, and activities. They are ads created based on the specific content of posts on the Facebook homepage established by the company. Users can leave their feelings, share, and comment on the company’s homepage through boosted posts. In addition, boosted posts can also attract new audiences who are interested in the company’s homepage or business but are not currently following the company’s homepage. Boosted posts increase the likelihood of the following aspects:
(1) Users can see the company’s content in their news feeds;
(2) Users will respond more actively to discounts or promotions;
(3) The posts will be seen by their friends after users respond and comment.
For example, Dollar Shave Club (a razor brand) published a post about its new products, which showed the latest product images in the form of pictures. Boosted post ads can help Dollar Shave Club attract people who may like men’s grooming products or new users who have already commented on men’s razors.
3. Call-to-action ads
Call-to-action ads are used to promote the call-to-action button on your homepage. Call-to-action buttons help attract users to take actions that are important to your business, such as making an appointment or shopping on your website.
For example, if a business adds a “Go Shop” button to its homepage, it will attract users to go shopping. The corresponding call-to-action ad will promote the “Go Shop” button to more potential customers.
Call-to-action ads can be divided into the following categories based on the business goals of the business:
(1) Booking a service.
Business goal: You want users to make an appointment or reservation through your homepage.
Call-to-action button: “Book Now”.
(2) Contact Us.
Business goal: You want users to contact you through Facebook Messenger or other contact methods (such as email or phone).
Call-to-action buttons: “Call Now”, “Contact Us”, “Send Email”, “Send Message” or “Register”.
(3) Download.
Business goal: You want users to download your app or game.
Call to Action: “Play a Game” or “Use an App”.
(4) Learn More.
Business Goal: You want users to watch an informational video or read more about your business on your website.
Call to Action: “Learn More” or “Watch a Video”.
(5) Shop.
Business Goal: You want users to shop on your website.
Call to Action: “See Deals” or “Go Shop.”
4. Website Visitor Ads
With Website Visitor Ads, you can promote specific URLs through your Facebook Page. When users click on the URL link, they will be directed to the ad on the corresponding landing page, which helps increase awareness of specific web pages and thus increase website traffic.
For example, a blogger publishes a list of discounted promotions based on in-store promotions every week. Website Visitor Ads can help businesses promote blogs on Facebook so that they can show ads to customers who want to learn more. Website Visitor Ads can also promote specific products in the promotion list and guide customers to purchase online.
5. Lead ads
You can run lead ads on Facebook and Instagram pages, that is, create lead ads through Facebook public pages or advertising management tools. When creating lead ads through Facebook pages, you can use the publishing tool options to get the full set of lead ads, or you can use the promotion button next to the page to get some of the set functions. Of course, using the promotion button to set up lead ads requires fewer steps and is easier to operate.
6. Website shopping ads
Website shopping ads can optimize online sales by obtaining potential customer traffic for products or services.
Website shopping ads use Facebook Pixel tracking code data to target potential customers who have viewed products on your website or added payment information. The Pixel code analyzes the actions performed by customers on your website based on factors such as website visits. Subsequently, the website shopping ads will automatically form the best traffic path that leads to customer visits and purchases based on the ixel pixel code data.
For example, Dollar Shave Club (a razor brand) can set up a pixel code to record the situation of customers browsing product pages, adding products to shopping carts, and completing purchases. When the Pixel code finds that there is insufficient traffic to analyze customers who have already purchased, your ads will automatically be displayed to customers who are browsing products or adding products to their shopping carts. In addition to getting enough traffic, website shopping ads can also automatically optimize the purchase process.