Choosing The Right Ad Type On Facebook


Many new advertisers who enter the world of online marketing find it difficult to choose the right option when prompted with different categories of ads on Facebook. Through this article we will try to explain each of these categories so that you can choose the right option that suits your advertisement.

In total Facebook prompts a user with 8 different options while setting up an ad account. Below is a screen shot to make you feel familiar with the process.

Page Post Engagement :

This category is extremely useful if you already have a brand or product based fan page with considerable likes on it. It allows you to use the content you posted on your page as an advertisement. The title of your ad will be your Facebook page’s name and the content of the ad will be same as the content you posted on that page. Whenever a user clicks such an ad, he or she is taken directly to the concerned post on your page. It’s a very useful tool if you wish to announce an update of an already existing product or a new product or service release.

Page Likes :

This is the standard category of Facebook Ads. Advertisements placed in this category are displayed in both side bar as well as user’s news feeds. Setting up of this category requires the advertiser to mention an ad title, some textual content and preferably an image. If however this data is not provided then advertiser’s Facebook page’s name is used as a title and his avatar is used as an image. The advertiser is provided with an option to specify a link which will serve as the landing URL for users who click this advertisement.

Clicks to website :

As the name suggests this ad type is meant to take redirect users to web pages outside of Facebook. While setting up this ad, advertisers are required to provide their website’s URL. These ads are displayed in the sidebar and whenever a user clicks on them, they are taken to the advertiser’s specified website.

Website Conversions :

This category is most suited for websites that sell their products online with cart based services. In the most basic sense a conversion represents any action taken by a user on that website. This action is then displayed as an advertisement in the side bar of that user’s social network, basically informing them of their friend’s action and at the same time urging them to follow the suit.

App installs :

It is a category meant for advertisement of product related application’s installation. For example a cell phone manufacturing company may use this category to prompt their customers to install their cell phone based application.

App Engagement :

Ads falling under this category are meant to be displayed in the application’s interface. Ads having significant relevance to the application’s objective can be shown with in the apps interface. For example a travel app can use this category to display flight and hotel deal ads.

Event Responses :

This category of ads is useful to assess your advertisement’s popularity. Event Responses are counted as the no of times people RSVPed within 24 hours of seeing your ad or within 28 days of clicking it.

Offer Claims :

If you wish to advertise certain discounts or offers on your product, then this is the category to choose. Such ads have a “Get Offer” icon which is clickable. Once the user clicks it, he may receive an email in his registered email account. This email can be printed and taken to a store to redeem the advertised offer.

After going through this article you must be feeling confident of the choice you must make. Choosing the right advertisement category is critical to its success.


The author of this article, Lalit Sharma is an online marketing guru and a SEO expert. He runs his own advertising and content management firm SEO India.


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