Facebook is a great, cost-effective way to drive traffic to your small business. The platform offers many different ways for you to reach potential customers, too! We’ve covered the basics of creating a boosted post or ad on Facebook, but today we’re going to highlight the best Facebook ad types that you can use for your small business.
Why are there different types of Facebook ads?
Facebook can’t show your ad to everyone. In addition to it costing a fortune, showing your ad to people who are unlikely to take action would be a waste of money.
Instead, Facebook creates a pool of potential people based on the targeting you select. Facebook will then choose who to show your ad to based on the type of ad you select.
This means that if your desired goal is to drive people to your website (a more general outcome), Facebook will show your ad to people who would be different from the people who’d see your ad if your goal was to get people to claim a coupon offer (a more specific outcome).
So when you create a Facebook ad, think about what’s most important to you. And if you’re not 100% sure what kinds of outcomes would be beneficial, we’ve got you covered!
What kinds of Facebook ads will boost your small business?
Website click ads are primarily used for driving traffic to a page of your choice. Your destination could even be a 3rd party page, but ideally you’d want to send the traffic to your own proprietary website. Facebook will show your ad to people who are more likely to click on it; the more relevant your ad is, the cheaper each click will be.
This type of ad is great for improving brand, event, offer, or product awareness. If you’re doing any kind of pixeling on your website (i.e., for ad retargeting), website click ads will help you grow the audience for that campaign as well.
Website conversion ads are primarily used to generate visitors who are most likely to take final actions and convert on your website. The more relevant your ad is, the cheaper each conversion will be.
While both website click ads and website conversion ads will send traffic to your website, people who are likely to click on your ads are not necessarily people who are likely going to convert. So if you know that conversions are essential, consider an ad optimized specifically for them.
If you’re interested in running website conversion ads, check out our blog post on Facebook conversion tracking!
Local awareness ads are based on geolocation. Your Page will be shown to people within a certain radius of your business’ brick-and-mortar location; the radius can be as small or as large as you want.
If the bulk of your business’ revenue is earned through your brick-and-mortar location, a local awareness ad — instead of a generic page promotion ad — will make sure that your business is exposed to those who are geographically more likely to visit or convert.
Page post engagement ads will show your page posts to people who are currently not already following your Facebook Page’s updates. Use this to highlight important announcements, special offers, new product releases, or events. You can even attach a Facebook conversion pixel to a promoted post if you’re interested in driving traffic to a conversion opportunity on your site.
While a page post engagement ad thus has some overlap with both website click and website conversion ads, the difference is that Facebook will show your ad to people who are more likely to engage with your post via likes, comments, and shares — not people who are more likely to click on links or convert at your website.
Lastly, offer claim ads are similar to page post promotion ads but are much more specialized and revenue-based! You’ll need to first create an offer post on your Facebook Page, such as a discount on a product or a sale, then create an offer claim ad to promote that offer post to people who are not currently already following your Facebook Page’s updates but are likely to redeem your offer and convert.
Note that you can limit how many times the offer can be redeemed. While Facebook offers work best if your offer can be redeemed on an online store or website, you can also direct traffic to a special page on your site that provides instructions for how they can redeem the offer in-person at your brick-and-mortar location.
Curious about how we can help with Facebook Marketing and Advertising? Request a free quote today; we’d love to hear from you!