Facebook boasts more than 2.9 million users around the world, which gives marketers an huge audience. If you have ever tried to advertise on Facebook you will know that there are many ad formats available.
Which one should you pick and give a try? We suggest, hint, hint – giving link ads a try.
Why? Why? Because Facebook link ads can be flexible and user-friendly. This makes them an excellent choice for people who are new to Facebook ads.
Let’s talk about the basics of Facebook’s link ads and how they can get results. We will also take a look at some other ad types on Facebook.
What are Facebook link ads?
Facebook link ads are still single image ads that link to a website or landing page or an article.
Link-centered content is a viable strategy for ad campaigns in 2020. In fact, links were the most viewed type of Facebook branded post in 2020. Although link ads seem simple, they are a great way to share your message.
These elements are included in link ads:
- Headline (upto 25 characters)
- Text (up to 12 characters)
- Link description (upto 30 characters)
- Image or video (recommended aspect ratio 1200×628 px).
Facebook technically allows more characters for its headline, text and link descriptions. However, anything beyond the limits may be removed. It’s best to adhere to Facebook’s recommended character limits whenever possible.
Where are Facebook link ads shown?
Three prominent Facebook places feature link ads: in the News Feed, right column of the News Feed and Video Feed. You’ll find them in The Feed and Stories on Instagram.
Here is a link ad that you can see in action on Facebook’s News Feed. It is visible among other posts in the user’s news feed.
In the right column of your news feed page, you’ll also find link ads. These placements include a square image, a link title, URL, and URL.
The link ads appearing in Facebook’s Video Feed are very similar to those that appear in the News Feed. They appear between the videos in the feed:
Instagram Feed link ads appear in the mobile app’s feed between posts.
Instagram Stories’ link ads can include dynamic elements. They usually encourage users to swipe up rather than click.
How to Create an irresistible Facebook link Ad
You now know the basics of a Facebook link advertisement. You may be wondering how to create a Facebook link advertisement that gets clicks. These are some tips to help you.
Get the attention of your audience
You’ve probably noticed that most Facebook link ads look the same as the stories or posts in your feed. You need to make sure your ads stand out from the rest on a user’s feed.
To create a memorable image, use the principles of visual hierarchy. Bright contrast and high colors are visuals that grab the attention. Don’t overload viewers with too many details.
This ad achieves this balance and attracts viewers using an unusual technique:
This ad is a collab with anime Initial. It has a white background at its top to give the impression that the image’s sound effects have escaped into the feed. The car’s red is contrasted with the night scene surrounding it, while the main focal point remains the same.
Use direct messaging
Your Facebook link caption can only contain 125 characters. This is about 20-25 words maximum. Don’t waste characters on building up or storytelling. Just say what you need .
How can you keep it short and sweet if you are a prolific writer? The best online advertising copy practices recommend that you concentrate on the benefits and solutions of your product. You can find the best solutions and benefits by researching your audience to determine their preferences and needs.
Let’s look at how Burt’s Bees applies this rule to their Kids Remedies line.
You want to be able to quickly find the right medicine for your child if you are a busy parent. Burt’s Bees gives parents information about where to get Kids Remedies immediately so that they are ready for their kid’s next sick day.
Offers and promotions that are relevant to you should be displayed
Don’t forget to mention any special promotions in your link ads. A great offer can make all the difference between a casual scroll-by and a click.
Promos are not limited to a “X% discount” type of deal. You can also offer time-sensitive deals, new customer bonuses and referral programs.
BarkBox’s video link advertisement announces that all new subscribers will receive a toy every month for six years. The offer is featured in the ad’s description and text. They added the “Get Offer” button to their link as a finishing touch.
Other types of Facebook ads
Let’s wrap up our lesson on Facebook link ads . We’ll now look at other Facebook ad formats to see how they differ from link ads.
Carousel ads contain , a collection of 3 to 5 images each with their own text and buttons. These ads work in a similar way to a mini-gallery for link ads.
Carousel ads are used by advertisers primarily to showcase a variety of products or highlight different benefits and features. These ads can also be used with Facebook’s Retargeting features to show users products that they have previously viewed.
Facebook video ads feature a video as their main focus in the ad creative.
You say “Wait!” Facebook link ads can have videos. They are different from video ads ?”
It is a subtle distinction. Video link ads include a link beneath the video; regular video ads only have the video.
Links ads have different specifications than video ads. They can be up to 120 minutes long and contain non-truncated text of up to 90 characters.
This format allows you to show your product in action and engage viewers with motion.
Facebook’s mobile-only collection ad format has one primary image or video, and three to five additional images below it . Clicking on these ads will take the viewer to a full-page Facebook Instant Experience ad.
For displaying curated products or features, collection ads are a great way to advertise. They are more likely to convert in-app because the user has not left Facebook.
Slideshow ads display a collection of images in a video. The video can also include music and text. Slideshows are created in-app by the advertiser using stock images, music and editing tools.
A slideshow ad is a great alternative to a video ad. You won’t need to spend a lot to create a full-length video, but it will engage viewers through motion.
For success, set up your Facebook link ad
While images and copy are important in a Facebook ad’s success, a strategic approach is equally important. Following the lead of the best Facebook ads, select an ad goal and audience that are relevant to your larger marketing goals. After you are familiar with Facebook ads, test multiple versions to determine which copy, visuals and CTAs work the best.
Your Facebook ad should link to a landing page that follows best practices. This will help convert your visitors. Unbounce’s Conversion Intelligence Platform can do the hard work.
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