Advertising on Facebook in 2021

Facebook is the world’s largest social network. To be exact, 2.8 billion active monthly users large. Here’s how to advertise on Facebook in 2021. Undoubtful, 2.8 billion monthly users is a very impressive number. But, in order to get your message across you want to show your Facebook ads to relevant people. Who are relevant people? The ones that are most likely to purchase your product or service. In order to get best results, it is crucial to understand the different types of Facebook ads and targeting options. Additionally, the  iOS 14 update has brought a bit of front on wind into marketer’s ways that are now having to adapt to Facebook’s change. In this guide, we walk you through different types of Facebook ads and their benefits. We will also look into the iOS 14 update, its impact and what it means for you.

Types of Facebook Ads

Image Ads

These types of ads are simple and a great way to start with your Facebook paid advertising. This ad can be created in only a few clicks. The good news is that you can use an existing post with an image from your Facebook page and simply boost it. And there you go, you just created your first Facebook ad! Even though image ads are simple and the most basic ad format, they are still quite exciting. For example, they are a good format to use when offering a discount or sale on your products. Just like in the ad below by Billabong:
Source: Facebook Ad Library Benefits of image ads:
  • Effectively show off your product or service
  • Great all-round choice
  • Can be used at any stage of your funnel
  • Easy and quick to create

Video Ads

These ads can run either in Facebook Stories or in the News Feeds. Another option is to have them pop up as in-stream ads in longer Facebook videos. These types of ads are awesome, because they give you the chance to showcase your product or service in action. And yes, they do require a bit more time and effort to be put in than your usual image ad, but it’s worth it. Video ads tend to have higher engagement with an almost 30 times more likely click-through rate. That’s huge! There are many ways of how you can create your video ad. For example, you don’t have to use filmed footage. You could create a GIF or other animations like stop motion to grab your audience’s attention. Just like this can’t-look-away video ad from Subway:
Source: Facebook Ad Library Benefits of video ads:
  • High audience engagement
  • Higher click-through-rate
  • Share more information
  • Grab attention immediately
  • Can be used at any stage of your funnel

Poll Ads

This type of Facebook ad is mobile-only functioning as an interactive ad. It is a great way to increase your viewer’s engagement and can also give you quick insights into your audience. This can help you decide what items you want to use in future posts. You can add a two-option poll to either an image or video ad. On top of that, you can integrate your poll ads on your Instagram stories and increase exposure. Dunkin Donut has used this interaction very wisely.
Source: Instapage Benefits of poll ads:
  • Show off multiple products or services
  • Greater ad engagement
  • Gives quick insights into audience
  • Can be used at any stage of your funnel

Carousel Ads

Carousel ads use up to 10 images or videos to really bring out your product or service. This format is great to highlight every aspect of your product, or even showcasing several products at once. You can truly get creative with carousel ads, the sky is your limit. For example, you can tell a story, explain a process or even create a split panoramic image. Particularly using the method of a panoramic carousel can turn heads and will surely bring you high engagement and great interaction. Once you have created your carousel cards, you can add a link to each image or video, like shown in the ad below. Every call-to-action leads directly to the website of DoorDash prompting people to sign up as a driver.
Source: Facebook Ad Library Benefits of carousel ads:
  • Many ways of using this format effectively (tell a story, explain a process, showcase various products)
  • Able to showcase a broad range of products
  • Can be used at any stage of your funnel

Dynamic Ads

These ads can seriously be a gold mine if used right. Dynamic ads are a form of remarketing ads, which show content to potential customers based on their behaviour history on your website or social media. For example, say someone has been looking at a certain product of yours or added a product in their shopping cart, but didn’t actually complete the purchase. With a dynamic ad you can make sure that either the product they have been looking at or their abandoned product will be shown in their Facebook feed. This is a great reminder for the potential customer to go back to your page and make the actual purchase. For that reason, dynamic ads have been proven to be very effective to grow your customer base and sales. Here is an example by Dollar Shave Club Australia of how a dynamic ad can look like:
Dynamic ads are also used to show products or services to people who haven’t been to your website or app. These ads can simply use behavioural information collected from Facebook Pixel to determine which product or service should be featured in the ad. Furthermore, dynamic doesn’t just stand for the product itself. You can also use dynamic ads to show your ad in different languages. This allows you to create a single ad only that automatically is shown in the language that your audience prefers. Best part about that? It can lower your cost per add-to-cart to up to 25%! Benefits of dynamic ads:
  • Automatically adjusts language according to audience
  • Effective for retargeting campaigns
  • Lower ad costs
  • Very versatile use

Lead Ads

These ads are mobile-only and are designed to offer an easy way of giving you their contact information. And with 98.4% of Facebook users worldwide accessing the platform on their mobile, lead ads are a smart idea if you plan to expand your customer’s contact list! They are also great if you want people to sign up for a trial or collect more newsletter subscriptions. Since lead ads are so terrific in feeding your sales funnel, you would definitely want to incorporate them into your marketing strategy if you haven’t already done so. Benefits of lead ads:
  • Collecting user’s data more easily
  • Can be used at the beginning of your funnel
There are a few more Facebook ad types, but we have covered some of the most effective ones. Remember, there are already people out there on Facebook looking for a business just like yours. It is up to you to show them why they would want your product or service. Find out more on how to create a Facebook Ad on the Facebook for Business page.

The Impact of iOS 14 Update

When Apple updated their operating system earlier this year marketers had to react quickly. First, let’s revisit why iOS 14 has been introduced: To limit user information exchange with Facebook and prohibit the collection and sharing of specific data. Basically, Apple reacted to a survey showing that 83% of users are concerned about their privacy. Therefore, all mobile apps now need to have a pop-up message for iOS 4 users. The message gives users the option to allow or not allow tracking. However, when a user decides not to opt-in, marketers don’t get access to the user’s Identifier for Advertisers (IDFA). What does that mean?

Facebook Tracking Pixel Stopped Working

First of all, tracking pixels won’t work as they should as Facebook wouldn’t be able to track behaviours of iOS 14 users. Second, Facebook ad targeting options will be limited. As a result, there is less opportunity for fine targeting, which may mean having to use less personalised copy. These changes will affect certain targeting objectives, such as traffic, conversions, app installs and catalog sales. The devices will simply not be tracked if the user decided not to opt-in.

iOS 14 Opt-Outs Can’t Be Tracked

Additionally, if an iOS 14 user opted-out it won’t be tracked either. BUT, there is a big but in this… Currently, Android and iOS make up more than 98% of the global market share. And Android makes up a whopping 85%, leaving iOS with only about 14%. So, no need to be stressing out yet because of this change. Instead, take it as an opportunity!

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