Social Media Marketing: The Best Ads On Facebook And LinkedIn

By Pradeep Dabas

As businesses move towards eCommerce, social media advertising has become more crucial in reaching new targeted audiences. But it can be a scary place to find yourself as there are so many options to choose from. It is very confusing, especially if you are a newbie at it. It is important to first understand all the options at your disposal.

Social media advertising is crucial to the success of an eCommerce. Image/ pxhere

In this guide, we are going to look at two of the most popular social media platforms in Ireland– Facebook and LinkedIn. Facebook has 62% penetration in Ireland followed by LinkedIn at 41%. We will explain the various types of ads on these platforms and how you can achieve maximum ROI on your ad spend.

Let’s start off with Facebook.

Facebook Ads

Facebook ads are usually aimed at achieving three campaign objectives- awareness, consideration, and conversion.

Awareness helps to increase brand visibility and reach. Consideration is aimed at increasing engagement and website traffic, encourage video views and app installs, and generate leads. Lastly, conversion helps with driving foot traffic to offline stores, making catalogue sales, and creating online conversions.

Types Of Facebook Ads

To help businesses achieve these objectives, Facebook offers 10 different ad formats. These include;

  • Video
  • Image
  • Collection
  • Carousel
  • Instant experience
  • Lead generation ads
  • Offers
  • Post engagement
  • Event responses
  • Page likes

Video

Image/ Facebook screengrab

Video posts have an engagement rate of 6.13% on Facebook. Compare this to the platform’s overall engagement rate of 3.6%. Do you see how important video ads are? Video ads are best suited when you are looking to achieve brand awareness and consideration campaign objectives.

It is advisable to upload the videos directly to Facebook instead of linking from other sources. You will get 30% more views.

Image

Image/ Facebook

These types of ads are the easiest to create. All you have to do is upload a single image, and add a call-to-action and a link. They are usually aimed at creating brand awareness, increasing traffic and the reach, driving engagement, product catalogue sales, lead generation, and conversions. Image ads are the most common on Facebook.

Collection

Image/ Facebook screengrab

Collection ads enable Facebook users to discover, browse, and make purchases more easily from their mobile devices. You basically create a collection of products and services and users can browse through them or get more details without having to leave the platform. They can either be videos or images.

It is recommended to keep the collection ad headline to a maximum of 25 characters.

Carousel

Image/ Facebook

Carousel ads allow businesses to display up to 10 cards in image and video formats as a single ad. Each card serves as a different advertisement with different images and call-to-action. This allows you to display multiple products in one ad.

Carousel ads are great for generating awareness around your products and creating product catalogue sales.

Instant experience

Image/ Facebook screengrab

Instant experience ads were previously known as canvas. They take up the entire screen and are intended to be fully-immersive, interactive, and bring products to life on mobile devices. Instant experience ads help to generate traffic and create brand awareness.

Lead generation ads

Image/ Facebook screengrab

Just like they sound, lead generation ads are intended to help you generate leads. Users will be directed to your signup form when they click on the add. You have the option of using the default template created by Facebook or customizing to your preference. Lead generation ads help in building up your email marketing subscriber list.

Offer ads

Image/ Facebook screengrab

For this type of ad, you can promote discounts, holiday deals, or content-specific offers. The ad will direct Facebook users to a page on your website where they can claim the offer. It is great for driving foot traffic to your offline store too. All you have to do is add a native shop locator to your add to help people locate the nearest store.

Post engagement

Image/ Facebook screengrab

Post engagement ads allow you to promote individual posts on your Facebook pages and drive up engagements. They are useful in generating more activity to posts quickly and getting organic followers for an expanded reach.

Event responses

Image/ Facebook

If you are looking to create awareness about a particular event or drive responses to specific geographic regions, then event response ads are your perfect choice. You can have the ad either as an image or a video. While they also help to create brand awareness, they are more targeted at specific locations.

Page likes

Are you looking to increase the number of followers on your Facebook pages? Page likes ads have got you covered. The ads will encourage Facebook users to like your page and thereafter engage with your content. It is one of the best ways to build organic traffic.

These are the different types of ad campaigns on Facebook. Each ad format has its own unique specs, uses, and best practices. In reality, they do tend to overlap most of the time and you have the freedom to use multiple ad types to achieve the same goal. Are they too confusing for you? Then it might be advisable to hire an experienced social media marketing agency to handle Facebook marketing for you.

Hopefully, everything is clear on Facebook ads. Let’s now move on to LinkedIn ads.

LinkedIn Ads

Just like Facebook ads, LinkedIn ads can be used to achieve three marketing goals- create awareness, consideration, and conversions. How is it different from Facebook?

First of all, LinkedIn is a professional networking platform. Its goal is to help people network with other professionals within and outside their industries. The platform is much more business-oriented than social. You will, therefore, target your audience based on professional qualifications such as job title and seniority.

Types Of LinkedIn Ads

Unlike Facebook, LinkedIn does not have expansive ad formats. It has three primary ad formats. These are;

  • Sponsored content
  • Sponsored InMail
  • Text ads

Sponsored content

Image/ LinkedIn

Sponsored content ads help to showcase your brand expertise across a larger audience on both desktop and mobile devices. They are basically promoted posts that appear on LinkedIn feed alongside other curated content.

These ads help in creating brand awareness, increasing traffic, generating leads, boosting follower count, and improving engagement. It is recommended to use less than 70 characters for the ad title and up to 150 characters for the intro copy. Ideally, images should measure 1200 x 627.

Sponsored InMail

Image/ LinkedIn

Sponsored InMail ads have similarities to email marketing. The only difference is that the messages go to the users’ LinkedIn inboxes. One thing you will love about InMail ads is that they only go to active LinkedIn members. This means you won’t have to worry about your messages bouncing because of abandoned inboxes. It also offers split testing functionality so you can optimize your ad before blasting.

For the best engagement and click-through rate, it is recommended to keep the body text short. LinkedIn recommends up to 1000 characters but if you can keep them below 500, the better. Your call-to-action button copy should also be short (not more than 25 characters).

Sponsored InMail ads are best for driving gated asset downloads, making special promotions such as webinars, generating B2B leads, and engaging prospects directly.

Text Ads

Image/ LinkedIn

Text ads on LinkedIn are small ad units usually placed at the right and the top of the news feed. But they are only seen by LinkedIn users on desktops. So if you are targeting mobile users, it is best to stick to the first two ad formats. LinkedIn also gives you the option of including a 50 x 50 thumbnail image on your text ads.

Besides driving traffic, you can also use text ads to look for suitable candidates for a particular position.

That’s just about it on the different types of LinkedIn ads. But you can read more on LinkedIn marketing here.

Both Facebook and LinkedIn offer advertising solutions for every budget range. There is usually no set amount to pay. You can set a maximum spend per day or set a maximum bid for a given advertising goal, for example, clicks or follows. Depending on your campaign goal, you will pay based cost per video view, cost per conversion, cost per 1000 impressions (CPM), or cost per click (CPC).

To be able to get the best of social media advertising, it is advisable to research on your target audience and set your goals before launching the ads. You should also look at your organic posts and leverage the high-performing ones. Though the platforms offer analytics tools to help you measure the performance of ads, you can also use other tools such as Google Analytics to get metrics and insights to improve your ad performance.

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