The Different Types of Ads on Facebook: Learn about Them and Implement Them

I’ve been thinking about doing this post for several weeks because one part of our Facebook Marketing class that is often very difficult for our students is creating a publicity strategy.

Now, they don’t always tell us directly that this is the case, but they say things like: “I just want to create an ad that works and that I can run whenever I want.” “I want to figure out what ads to run, when to run them, and what sector of the public to direct them at.” Or “I want to know what ads work best depending on what stage of my sales funnel I’m on.”

I was surprised by this because I was expecting the creative part to be the hardest for them, or perhaps the goals or technical subjects pertaining to the use of Power Editor…

But in the end the conclusion that I’ve reached is that I need to write a post that talks about the different kinds of ads according to what step you’re focusing on and what demographic you’re targeting. Are you ready for this? Let’s begin!

facebook advetising

>>> Facebook ads to get Likes for your page <<<

-For people who visit your webpage

Ad type: Promoting your page

Demographic: Personalized demographic > Traffic from the website

Let’s take a look at ads aimed at getting Likes for your Facebook page from users who have visited your webpage, in other words, retargeting. To do this you should insert a pixel code that Facebook generates for you onto your website’s home page.

This is a great option because you know we’re dealing with users who have already shown interest in what you do since they’ve been to your website and will probably recognize your business when they see it in the newsfeed.

– For your subscribers database

Type of ad: Promoting your page

Demographic: Personalized demographic > Client list

With this ad what we want to do is show it to the users who are subscribed to our newsletter, for example. To do this, you’ll need to upload your database to Facebook (I recommend using .txt format since .csv sometimes causes problems).

– For fans of pages that are similar to yours

Type of ad: Promoting your page

Demographic: Utilizing ‘interests’ > Similar pages

Another great option is targeting people who have Liked a page that either belongs to one of your competitors or complements your business.

This is as simple as selecting the name of the desired Facebook page in the interest. This will obviously be a little bit less specific than the other two options, but it can still point people with certain interests in your market niche or product type towards your business.

* IMPORTANT: Remember to always exclude users who are already fans of your page.

>>> Facebook ads for expanding your database <<<

– Convert your fans into email accounts

Ad type: Attract people to your website

Demographic: Your fans

One of the most important steps in your marketing funnel is converting your fans into email subscribers. You can achieve this more easily by using a landing page with a free product giveaway, such as an e-book or a sale or a class that requires the participants to register with an email address.

Your fans are probably the easiest demographic to deal with on Facebook, so you should enjoy a higher conversion rate with them.

– Offer a giveaway to fans of similar pages

Ad type: Attracting people to your website

Demographic: Utilizing ‘interests’ > Similar pages

This is a little less specific than using your own fan base, but even so, this demographic has a certain level of interest in your sector. Once again, in this case you’re directing people who’ve Liked other pages that complement your business in some way, or you can be even more aggressive and go for your competitors’ fans directly (you have to be a Rebel, even on Facebook, right?).

>>> Facebook ads that sell your products <<<

– Sell to your fans

Ad type: Bring people to your website

Demographic: Your fans

Everybody who runs ads on Facebook seems to think that this type of ad is going to bring them Coca-Cola-style success, but it’s not always as easy as you might think. The good news, however, is that from the moment your fans see this ad, they already recognize your business and so you’ve already got their confidence.

– Sell to your subscribers or buyers

Ad type: Attract people to your website

Demographic: Personalized demographic > Customer list

When you launch a new product, in general the first audience you show the launching to is your subscriber list. We really like using this demographic (subscriber or customer databases) on Facebook because it works great as a test audience.

– Sell to people who are interested in your product

Ad type: Attract people to your website

Demographic: Personalized demographic > Traffic from the website (URL of the product that you want to sell)

We’ve talked about remarketing (or retargeting) hundreds of times on the Online Rebels blog. But the difference in this case is that we aren’t going to show the ad to users who have visited our homepage; instead, we’re only going to show it to people who have visited the page for the product that we want to sell to them.

This type of ad is very effective since we already know for sure that this person has expressed interest in that specific product.

* IMPORTANT: When you create ads with the goal of converting (whether sales or registrations), you should set up a conversion tracker with the pixel that Facebook creates. That way, you’ll be able to keep track of how many conversions each ad makes. This pixel is a small html code that you should insert on your sales process’s thank you page (the page that confirms that the sale went through).

Edward Azorbo facebook ads

>>> Facebook ads for promoting your content <<<

– Promote your content to your fans

Ad type: Attract people to your website

Demographic: Your fans

This specific ad type is very important because due to the recent changes to Facebook the organic demographic that we reach with our posts is very small, and if we want our content to expand to generate value, confidence, and authority, we have to pay… Keep in mind that for this type of ad, content is what’s going to give us the foundation for making more sales further down the road.

In this specific case we can focus on our Facebook fans.

– Promote your content to a demographic similar to that of your subscriber database

Ad type: Attract people to your website

Demographic: Similar personalized demographic

In addition to being able to upload your subscriber database to Facebook, this gives us the option of being able to create a demographic that’s similar to the database that we’ve uploaded. That way we can get a demographic that’s different from the one that we already had but which has tastes and interests that are very similar to the one in our database, which means that there’s a good chance that they’ll like our content, too.

By Rebelde senior – Edward Azorbo 



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