There are a TON of options when it comes to creating ads for Facebook. But in our brand-new YouTube series, Marketing Mastery with Justin Rondeau (yeah that’s me), I talk about the 5 types of ads you should be trying first!
And we KNOW they work, because we’ve been using them
successfully for a while now.
So check out the video, and keep scrolling if you want to read
more about the 5 types of ads every marketer should be using on Facebook.
Facebook Ad Type 1: Top-of-Funnel Video Ads
As marketers we KNOW that video is king right
now, and that’s no different in the Facebook Ad Game.
We’ve seen a TON of success using videos to
drive traffic to our content at an incredibly low Cost Per Click (I’m talking
like 10 cents or less).
Video ads are also SUPER versatile at any stage.
You can set different CTA’s, whether it be driving them to a landing page like
we do for top funnel content OR set video watch events to kick off a top funnel
drip video series that keeps them on Facebook!
Either way, this strategy is all about audience
building. Whether you’re trying to build a solid retargeting audience based on
page visits or build up an engaged audience that will eventually get to
Facebook Ad Type 2: Newsfeed Ads Driving to Content
This one works very similarly to the TOFU video ads.
The goal of these types of ads is to stop people in their tracks and get them
to your content.
Now this content needs to be un-gated. This is important. The goal here is to keep a low CPC, build
your audience, and provide VALUE FIRST. If you’re doing a good job showcasing
value in the ad and deliverables, these ads should have a high relevance score.
In general, we’ve seen animated gifs out-perform
static images, but we test a variety of image types and styles to keep things
Static, animated, or video ads at the top of
funnel that push to content are the best way to keep CPCs low, expand
your audience, and set yourself up for the next type of ad that will move your
audience through another step of the customer value journey.
Facebook Ad Type 3: Newsfeed Ad Driving to Lead
Alright so you successfully got people aware of
your brand and some of your offerings… well, maybe…
Whenever we send a visitor to traffic, we ALWAYS
make sure to have a relevant CTA for a downloadable resource (the Lead Magnet).
If they’re interested in blogging content, we’d
share one of our gated blogging resources.
The assumption being that if they visited the
page, we know their interest AND we know they could have seen our offer.
If you’re not doing this… do it… then move on to
running these ads.
At this point, use whatever creative medium
works for you—static image, gif, video, whatever… when providing a free
resources I’d try to keep the time and monetary investment down, so we stick
If you’ve been running top of funnel ads to
content, then you should have a pretty decent audience to retarget. These audiences
will perform better than simply running direct Lead Magnet ads to cold
(One thing about tracking: When looking at the success of the retargeting ads and comparing
them to cold prospect ads, you’re going to need to factor in the initial spend
from the content clicks. Even IF it costs the same as a cold prospect, you’re
still getting the benefit of an expanded audience and boosting up traffic to
your site, which is always a good thing.)
Facebook Ad Type 4: Carousel Ads
Normally this is when I’d say, “carousel ads are
great for e-commerce brands,” and move on. However, I’ve seen some really
interesting uses of carousel ads that have that “thumb stopping” capabilities
and get high engagement, high CPCs, and drive high quality leads & sales.
As it is with all Facebook ads, the success of a
carousel ad is all about the targeting, the offer, and the creative. Carousel
ads are a great pattern interrupt.
At DM we used this for one of our highest ticket
products, our Certified Partner Program. We targeted an audience of agencies and
consultants who visited our partner page and hit them with a carousel ad FILLED
with testimonials from customers who saw serious success with this program
At the end, we had a static image with our logo
and a specific CTA to learn more about the program.
We kept these clips to about 15–30 seconds to
kept them focused on tangible results that this customer avatar wanted to
Sure, carousel ads are a great way to showcase
multiple products, but they’re even better at telling stories… and the best
Facebook Ad Type 5: Hyper-Targeted Retargeting
Did you catch a theme in our favorite types of
ads and how we use them? We are hyper focused on our audiences, and not just on
the ads we want them to see now, but what they’ll see next.
You should be retargeting at every stage of
the funnel and using similar copy, hooks, images, videos, or whatever they
may have seen when they didn’t take you up on your first offer.
The creative has to feel familiar but be
different enough so they know they need to take an action that they haven’t
Our strategy really breaks down to audience
expansion with content and retargeting our audiences through each step of the
Customer Value Journey.