Facebook Marketing - Ad Options


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There is a lot of flexibility when it comes to choosing the types of ads you want to produce for your Facebook page. This will depend on what you are offering for the campaign and the type of audience you want to promote. Over the last couple of years, Facebook has spent a great deal of time and effort to adjust the types of ads it offers to really be tailored to suit the needs of business owners and users.

The first question you want to ask yourself is what is the objective of the advertisement that you are going to post. Different types of ads serve the following purpose −

  • Generate traffic to your website.
  • Boost likes and engagement for your page.
  • Install and promote your mobile and desktop applications.
  • Direct people to your business, ecommerce platform or event.

Get traffic to your website

Following are some of the ways to generate traffic to your website.

Send people to your website

This option is utilized to set the destination when someone clicks on the advert to a custom URL of your choice. This ad simply displays a title, short description, and the URL of the link you wish to display.

This option is best if you want to direct someone to your homepage, online store, contact page or any other page on your website that you want people to see.

Increase conversion on your website

If you choose to implement and increase conversion on your website campaign you will be given a short code. This code is added to the page that you wish to track conversion on.

For example, if you want to track how many people subscribe to a newsletter on your page, you should add this to your newsletter confirmation page. You can then optimize the ad to reach out to people in your audience that you would like to convert.

Boost likes and engagement for your page

Boosting your post will create an ad from a post that you have already created on your page. This is best used when you want to get a wider audience to see what you have posted. The goal for a post boost is to increase the number of people viewing, liking, commenting and sharing the content that you have published.

Promote your page

Promoting your page gives you the ability to custom set and optimize a campaign to reach out to people in your target market. The primary goal of this is, getting users to like and follow your page. When you have a user liking your page your posts may appear in their news feed organically. This option is best used when you want to grow your support base.

Promote your page

Get installs for your app

This option creates an ad specifically for mobile and tablets. The ad contains a link that sends the user directly to the app store where they can install your app. This is great when you want to convert Facebook users to mobile app users. These ads can be optimized for the type of operating systems you want to target (For example, iOS/Android) and whether you want to target mobile or tablet.

Increase engagement in your app

This option sends users that click on your ad directly to specific areas of the app that you want people to go to. This can be integrated into the app with the Facebook SDK to measure how successful the campaign is going to be.

Raise attendance at your event

You can direct people to your business by creating localized ads. For this, you need to set a custom radius and target people in locations where you operate. This option is great for brick and mortar businesses to increase their in-store sales and local foot traffic.

Get people to claim your offer

If you want to create an advert with a couple or discount/deal code, then the best option is the “Get people to claim your offer campaign”. This ad can be optimized to choose the audience that sees your ad. You can also set a limit on how many people can claim the offer.

Reach people near your business

Reach people near your business by creating localized ads targeting people around where you operate by setting a custom radius. This option is great for brick and mortar businesses to increase their in-store sales and local foot traffic.



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