Millennials are soaking up the visual content trend and Facebook advertising is becoming one of the most popular mediums.

Social media has drawn users into the visual content world and now more than ever, users are engaging with their ever-changing News Feed.

Getting the format of your Facebook adverting is the first step towards a successful campaign. From carousel advertising to traditional right-hand column ads, here is everything you need to know about Facebook ads.

Relevant advertising in 2016

We are living in the digital age and advertising is more complex than ever before. Make sure that you are using the most relevant format of advertising for your business, that will target your consumer base.

Two words, target audience. Depending on the setting of your account, by using Facebook advertising, you will be spending money when someone views or clicks on your ad. The more relevant your advertising is; the less money you will be wasting.

Facebook has recently launched a feature in the Facebook advertising platform that gives your advertising a rating.

Facebook has taken notice of other platforms, such as Google AdWords and now rates your ads and gives you a relevance score. Be Facebook friendly, the more relevant your ad image, ad copy, and destination page is to your audience, the more favourable you will be to Facebook.

What is value proposition?

The main benefit of Facebook advertising is that it includes a value proposition. Your business USP will shine through with this feature and will help direct more traffic to your website.

What is a value proposition? A value proposition gives the user a reason to click on your Ad. It will answer the following questions like How is your product or service unique? Why should the user click on your advertisement?

Advertising needs to be trustworthy to work, therefore your value proposition should be genuine. Make sure that your business follows through with the proposition when the user gets to your website, for example, a 20% off coupon that can be used at the till.

Custom audiences

Create custom audiences with Facebook advertising, for example, if someone leaves your website without completing a transaction or sign up, one great way to remarket to them is by using your Facebook Pixel.

This tool is formerly known as the Custom Audience Pixel and helps businesses create a custom audience for their website. Facebook Pixel will help you:

  • Entice website visitors back, encouraging them to complete a purchase 
  • Find new customers who are similar to your current website visitors 
  • Get more value from new customer acquisition campaigns by excluding existing customers

Carousel formats

First of all, the carousel format lets businesses show up to 10 of the following in a single ad unit:

  • images and/or videos
  • headlines
  • links 
  • calls to action

Users can then scroll through the carousel cards by swiping on mobile phones or tablets or clicking the arrows on computers. Advertising moved to mobile a long time ago and Facebook has mastered the way users are using applications.

Dynamic ads

Dynamic ads are beneficial to businesses as they let businesses create relevant advertising on Facebook. Dynamic ads are excellent as they are based on the products/pages users have visited a business’s website or your app.

This creates a more personal experience for the user and will remind them to return to your website and buy the product that they were previously looking at. Dynamic ads are very similar to the way link ads or carousel-format ads do.

Boost posts

It can be argued that boosted posts are the most natural advertising format on Facebook. A boosted post is simply an is organic Facebook post that was originally on a business and was later boosted with advertising money.

Boosted posts are fairly easy to manage and are great for beginners. The benefits of this format is that it is not created in the ads manager and businesses can include more in the description, as there is no limit to word count on boosted posts.

News Feed advertising

Simply, a News Feed ad appears directly in a user's News Feed. This native form of advertising has a higher engagement rate than right-hand column ads, however, it can be expensive for smaller businesses.

Right-hand column ads

This type of ad was Facebook’s first attempt at advertising and it is still used. This traditional form of advertising appears on the right side of a user’s Facebook News Feed.


Studies have shown that 50% of users who visit Facebook daily, watch at least one video per day. Not only do videos look great on Facebook but they appear in the user’s New Feed and offer more engaging content.


This is one of Facebooks latest advertising options. An offer can promote a discount on a product or service that can be redeemed on Facebook.

Local ads

This is perfect for small businesses. If you are a local business who wants to attract foot traffic into, Local ads are a great choice. Locally targeted Facebook ads can hyper-target on Facebook, down to the mile.

Marketing must: Call to action

If you are planning on starting up a Facebook advertising campaign. A call to action is a marketing must have. You could have the most attractive advertising in the world, but without a call-to-action (CTA), your viewer might not follow through with a transaction or sign up.

Visual content is becoming the most desirable format for users as 90% of information transmitted to the brain is visual. Make sure that no matter what type of ad you are making, the images you are using need to be high quality and professional.

Make sure you do Facebook advertising right and catch the attention of your customers for the right reasons.


By Melissa Lang, digital marketer at Smarter Digital Marketing

GDPR Summit Series is a global series of GDPR events which will help marketers to prepare to meet the requirements of the GDPR ahead of May 2018 and beyond. Further information and conference details are available at

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