# 4 Facebook Ad FORMATS You Have To Try

Channel: Ben Heath
Video: https://www.youtube.com/watch?v=5pFmaoWVuyY
Duration: 21 min
Language: English
Words: 4539
Transcript page: https://viewrankai.com/tools/youtube-transcript/5pFmaoWVuyY

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[0:00] hi guys it's ben heath from lead guru and in this video i'm going to show you four facebook ad formats that you have to try now whenever you create a new facebook ad campaign or perhaps you're trying to improve facebook advertising performance i would strongly recommend that you test different ad formats there's a couple of main reasons for that the first is that different industries see the best results with different ad formats it's not as simple as saying this format works the best yes it does sometimes but there are other times other businesses other products and services that you're advertising where you want a different format so testing ad formats

[0:30] really helps you work that out which is very important but also different people within your target market are more likely to respond to certain ad formats you know some people might really respond to video whereas others might really respond to carousel so very very important the early days of facebook ad campaign to test different ad form that's something we always do with our new clients that's what i'm gonna discuss and show you how to do that and really highlight some of the important things to note when it comes to these various ad formats in this video before i get into that just want to very quickly ask

[0:58] for you to smash a like on this video click the thumbs up click the like button that really really helps me out that'd be much appreciated and of course subscribe to my youtube channel if you are new and haven't already done so i release facebook advertising related content multiple times per week if that's something you're interested in go ahead and subscribe right now that you've done that now that you've uh um taken care of those tasks and i thank you very much for that let's get into the uh the meat of this video right so i've set up this little example ad campaign here and i've got an example adsense now i'm

[1:25] not going to cover um campaign structure in this video i've got another video that i'll include a link in the video description too that talks all about campaign structure things like that here i very much want to talk about ads now what you can see here and i'll discuss the four facebook ad formats i'm going to talk about we've got them named here is we've got a i'll go up in reverse order we've got an image ad we've got a video ad we've got a carousel ad and we've got a slide show ad so those are four ad formats that we use the vast majority of the time um

[1:54] in certain scenarios all four can produce fantastic results they can perform very very well and i think that a lot of these are underutilized by facebook advertisers so image ads everyone's very familiar with and they're the easiest and quickest to set up it's what most facebook advertisers use so you know that you know what they are you know how they work etc etc doesn't mean they don't produce fantastic results they really can video ads often talked about as just the absolute best performing ad format that should always be used yes video ads can be fantastic but that's not always the case i'll explain more in a minute

[2:25] carousel ads i think look really cool can deliver fantastic results particularly for certain types of businesses and then slideshow ads are very very much underused underappreciated we use them as a facebook ads agency all the time and they can really help bridge the cap between like a boring image ad and a video ad that's perhaps a bit too involved for your prospects and so we use slideshow ads very very often i'm going to get into that in a minute before i get into each individual ad format and explain you know what you really need to to focus on i just want to demonstrate why we've got these four in here right

[2:54] so we've got our campaign set up we've got our ad set and we've got four different ads when we launch a new facebook ad campaign we will often test these four different ad formats to see which delivers the best results before we start testing things like headlines primary text other variables because you could see an enormous difference for example between a video ad an image ad or a carousel ad in a video ad a huge huge difference in performance as i said some industries will produ perform absolutely best with image ads some with video some with slideshow therefore it's very important to test this to work out at the beginning

[3:26] oh okay we've run the campaign and you know what the video ad produced results that were three four times better than any other ads maybe then going forward we should base our advertising around video we should get more videos created we should leave that one running turn the other ones off it really helps inform your optimization process and how you adjust things and all that sort of stuff okay very very important right with that said let's get into these and let's just go through them and really highlight some of the important points about these different ad formats so image as i said are very very simple

[3:58] you just got this format section you can go and select single image then you can add media you can click add image there are various different options when it comes to adding an image ad so you can have in ad account images that you've added previously you can use any images from your facebook page from your instagram profile or even stock images right so when um facebook many years ago teamed up with shutterstock and you can use any of shutterstock's images for free in your facebook ads a fantastic feature and tool and you may want to take advantage of when it comes to running image ads just

[4:29] because of how quick and easy it is right if you don't have images of your products or services things like that yourselves maybe you can use some stock images so when do you want to use image ads when do image ads perform really really well it tends to be when the ask the next step that you want your prospects to take is fairly small so impulse products is a great example with image ads if a product is let's say under 50 maybe even under 100 image ads can often be the best performing ad format and that's because it's something where let's say someone's scrolling through their facebook feed their instagram feed

[5:00] your ad pops up it's an image ad your prospect can take a look at that ad and know instantly this what it's about and they can make a decision very quickly is this something i'm interested in yes let's check it out is this something i'm not interested in no move on whereas if you have more involved ad formats perhaps carousels videos things like that people can't find out as quickly so you have a greater drop-off okay and that drop-off is disadvantageous if what you're offering is actually something that's very easy for people to purchase if you're advertising something a lot more involved a very expensive service a more

[5:34] expensive product then yes you need more information to be delivered in the ad format and image ad tends to not perform as well in those scenarios so absolutely test image ads for most campaigns anyway but in particular we find image ads perform the best when we're advertising fairly impulse products or um the start to a service provider's sales funnel that's fairly low risk so something like if you're advertising a free consultation for a service based business you can absolutely use an image ad for that a free quote um something along those lines when we're running a lead magnet campaign we'll often use image ads those sorts of things top tip

[6:11] with image ads is to try and overlay some text or something that really helps to stand out and differentiates it from just a boring stock photo so we have graphic designers in-house but before they i don't even know what sort of softwares they use now but before we had the the availability to have graphic designers that work with us um full-time we would focus very much on canva and our account managers who had not always trained graphic designers would be able to very simply and quickly and easily add some text overlay that highlights perhaps the most important benefit associated with the product or service over an image it just really makes a big

[6:49] difference so canva.com is a fantastic free graphic design tool i'd recommend you try and add some stuff into images to really help them pop and help them produce better results right that's the image and the important things of the image app let's get into video ads so adding in the video ad very simple process go with the same option and then go in and add your media when do we find video ad produce the best results it's basically going to be the opposite of the logic for an image ad so a video ad is the most involved facebook ad format right and with a video you're able to

[7:26] provide a lot more information go a lot deeper and that can be really really important if you're advertising a higher value service um a more expensive product you know anything over a hundred dollars particularly anything over a thousand dollars a video is likely to really help if it's a product or service that your target market isn't very familiar with perhaps it's new and innovative something they haven't seen before then a video can work really well because you've got this added space this added real estate to explain how it works and the benefits associated with it so with those sorts of products and services video tends to perform best

[8:00] video doesn't tend to do as well when as i said the ask is really simple image has performed well and the reason why is because let's say you've got a even if it's a 30 second video a short video a lot more people are going to drop off and not make it to the end of the 30 second video then they're just going to glance at an image ad right so in effect far lower percentage of people are going to make it to the part where they can actually see what to do about your product or service versus an image ad or something else now that seems like a downside and it is but

[8:29] if you're advertising a 30 000 new kitchen fit out or you're advertising a i don't know a 2 000 television then that is absolutely worth it yes you're going to have a lot more drop up drop off um and far fewer people are going to see your offer but the people who do see your offer at the end of your video those people are going to be far more warmed up they're going to have far more reasons to investigate further and to buy instead of you just having a boring image and saying you know buy this 40 000 kitchen fit out service or something along those lines okay

[9:03] so where the ask is involved video tends to perform porn best but as i said i would always look to be testing um let me minimize that i would always look to be testing different ad formats even with everything that i'm discussing in here carousels let's go and have a look at carousel see with the carousel when you come down into the ad level here you need to scroll down instead of single image or video you need to go ahead and click carousel it brings up a completely different ad format if you haven't played around with carousels before i'd recommend you do where basically you've got different

[9:34] cards okay so you can see that each one over here is going to form a card as you add in the information you can go through and add in more information when do carousels work really well there's basically two scenarios in which carousels work really well the first is if you want to advertise a range of products or even a range of services but it's most likely going to be used with products so let's say you know that you have you know let's say you're um you sell shoes for example perfect example right and you know that some of your target market are going to be

[10:03] really interested in a certain pair of shoes you offer other people are going to be interested in other pairs of shoes that you offer well with a carousel ad you could set up five six different cards each that focuses on a different product and by people being able to see the different cards very quickly and easily can scroll with a carousel i'm not going to go and create one now that's not really what this video is about i've got other videos that explain all of that and you're probably familiar with carousels anyway i'm focusing on the the things to watch out for the benefits when to use them etc in this video

[10:32] um but people can basically see and access a range of different products and that can be very very important because instead of having to pay to advertise to someone four times to advertise four different products you could do it once with one carousel and only pay the one time so when you're advertising a range of products we really really like carousel so for a lot of e-commerce businesses um and even service-based businesses that have a perhaps lower value services but they have like a suite of service options carousels can work really well the other option with carousel is that you've probably seen an example of this and

[11:00] they look really really cool it's where you basically tell a story across let's say five different cards so you might only be advertising one product or service but perhaps each card emphasizes a benefit of that product or service all the images work nicely together there are lots of different examples of this i strongly recommend you test those out we've done a lot of experimentation with those and they're very much hit or miss they're a little bit gimmicky but they can either really work and really land and produce great results or they kind of don't really do what you're expecting in which case you know you might want to use a more traditional

[11:33] carousel set up where you've got a card per product but that's tend to be where we use um carousel so you can see that often we may have images and carousels running alongside each other okay there's a perfect example of of how that might be structured for an e-commerce business for example okay let's have a look at the slideshow as i said probably the most under-appreciated ad format on facebook for something we do really really well so what i really like about slideshow ads is they effectively bridge the gap between image and video so let's say you know you're running your facebook ad campaigns you're thinking how on earth do i

[12:06] produce video content for my product service that just doesn't really make sense well one way you can kind of get there is with a slideshow so if i just quickly you can see and by the way to use slideshows i had loads of questions about this you've got single image or video but actually it says here or a slideshow with multiple images so you can actually just go with um slideshow in in there as an option and then what you can do is you can scroll down and you can see you've got create video create slideshow you can click on create slideshow and the way basically facebook thinks

[12:32] about this is they think about slideshow as a video format but it's very different now you can see an example on the right hand side here um and i'll make sure i scroll down so i'm not in the way too much but you can see they've got all these different formats and this really does cross the gap between an image and a video so here they're advertising multiple different products they've got the movement the animation that really helps you attract someone's attention you know as they're scrolling through their facebook or instagram feed if you can have something that grabs their attention because there's movement you know our

[13:05] eyes are naturally drawn to movement this is a you know evolutionary process for us to be able to do that and that's going to help grab their attention they're going to check out your ad and they're far more likely to convert or take the action that you want them to take and these are also very very simple to set up you don't have to you know hire a videographer or come up with some sort of complex video structure or set up a studio or anything like that do a slideshow if you just have a range of images you can produce really nice slideshows you can see if i click across different

[13:33] options there are all these different presets that you can use click on another one here somehow text come up so it really bridges that gap nicely so it's probably one of the reasons why we often will run slideshow ads and we find great results for them is because for those businesses where image ads produce a really good results we will definitely test slide shows but also for those businesses where video ads produce best really great results we will also test slide shows because they're kind of somewhere between the two so again you can use this for basically all scenarios if you're advertising a product range if you are advertising a single product

[14:07] or service and need to explain a bit more like you would with a video if it's an impulse product or service you can keep a very nice slideshow you know this one's just six seconds there are some um that are even shorter than that i believe or maybe the presets are or six seconds long yeah they are about six seconds but you know it's not very long at all it's nothing like um you know a video that maybe 30 seconds is a big big difference between those two and what you'll also see on the right hand side with some of these let me try and find a good one to

[14:34] highlight this with um is what you get with other ad formats videos images and things like that is that facebook very much restricts how much text you could have on your images and on your work on your ad creative with slideshows you could actually get away with a lot more i mean look at this as an example here you've got a logo up there you've got a headline here and you've got a call to action down there and what that means is that you can get more text onto your image and that's important because i love to put text on images slideshows videos to help highlight the

[15:04] benefits associated with the product or service so let's say you have the you know the most up-to-date product in your industry it has these excellent features well i would definitely be wanting to highlight that in a few short succinct words as text overlay on an image well facebook's going to really cap that if you use other formats but actually you can get away with a lot more text when you use some of these slideshow presets in some of these formats so i'd very much recommend you come in here and have a good play with these slideshows they produce better results you think i still see very few of them

[15:36] to be perfectly honest i don't see them that often when i'm sort of checking out ads and things like that but they're the perfect blend in my opinion between easy to create alongside the along with images a bit more difficult but still fairly easy nowhere near as difficult as videos but they also have the movement they have the interest they have the the added something that helps grab your audience's attention that comes along with video okay so definitely definitely try facebook slideshow as i said we will try them with nearly all formats and then of course once you've run your facebook ad campaign with let's say four

[16:09] different formats you may find that some formats just don't work in your industry okay in which case pause them but the ideal scenario is that you actually have a range of formats going live at any one time as i said at the beginning different people respond to different ad creative so it could be that 20 of your target market are video ad people and they really like to convert based on videos it could be that another 20 are far more likely to engage with an image ad so by having multiple ad formats running alongside each other that can help improve your performance and i've got other videos talking about

[16:38] that i'll include a link in the video description about that effect specifically very very important but yeah so start with a lot of different ad formats definitely test them if you've been running facebook ads for a while and you've just been using image ads absolutely tesla formats that could be a huge huge win for your progress for your facebook advertising and all that sort of stuff and um yeah if you see that one format just crushes the others well by all means focus on that ad format if you find that different formats produce um different results or or sorry if you find that different formats produce similar results

[17:08] fantastic keep those formats running okay hopefully that's been useful before you go a couple of things i want to quickly mention a couple of three things i think you'd be very interested in the first thing is my it's a free webinar that i've created called three killer facebook advertising strategies to double or more your revenue now this webinar really focuses on facebook advertising strategy and sales funnels because that is one of the absolute most important things that you you need to get right when you're advertising on facebook and instagram if you try and use the same strategy to advertise a 50 000 service as a 25 product

[17:43] either both of them gonna be wrong or one of them is gonna be wrong you absolutely need a different approach to advertise to those two different things they're just completely different things and i think far too many people with facebook advertising use a one size fits all approach doesn't work if you've like learned from someone that only knows how to sell their own services or their course or something like that that advice might be bad it could well be bad i see this happen all the time so i wanted to create a free resource where people could go in and they can go right i'm an ecommerce

[18:10] business i should be focusing on this strategy and this strategy or i'm a service provider or i'm a consultant or i'm a coach i should be focusing on this strategy or this strategy i'm a digital business an app i sell courses whatever and that's what this webinar covers so completely free it's about 6-70 minutes long a link will be in the video description below go ahead and click on that and check that out i think we've had over 5000 people go through this webinar already the feedback's been fantastic i get emails basically daily people saying it's really really um helpful very much worth watching so go ahead and check that out as i said

[18:41] completely free to use oh and by the way i break down these salesman did you say what they are like i fully show you exactly the steps and all that sort of stuff so that's the first thing the second thing is my facebook ads mastermind group so as of the recording on this video we'll be published a little bit later but as of recording this video we are just shy of 40 000 members in my facebook ads mastermind group which is just uh absolutely fantastic it's an amazing community full of facebook advertisers that want to get better results from their facebook and instagram campaigns are just like

[19:10] you do so there are literally hundreds of questions answered um and asked obviously every single day loads of people in there that are very happy to help you out ask you'll answer your questions including myself i do free live trainings in the group every single um wednesday so if that sounds like something that you want to be part of completely free to join go ahead and click on the link in the video description below right at the bottom that will take you through to my facebook ads mastermind group go ahead and join and who knows you could be the 40 000th member which is an awesome achievement actually

[19:39] makes it one of the biggest facebook advertising facebook groups in the world i think we're about top five something like that which is absolutely uh fantastic so go ahead and join and we'd love to have you in there if this video has been useful please give it a like give it a thumbs up that'd be much appreciated don't forget to subscribe to my youtube channel if you are new and haven't done so already as i said i release facebook advertising related content like this all the time and all the content i produce is based on the stuff that we learn and we test as a facebook ads agency

[20:06] where we are spending literally millions and millions of dollars on facebook advertising across dozens maybe even hundreds of yeah probably hundreds of different campaigns at this point um in all industries you can imagine so it's very much topical very much up to date and um and very much based on real world data you know anyway comment below if you've got any questions thumbs up with the video i'll let you get on best of luck your facebook ad campaigns and i'll talk to you soon bye for now

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