How to configure the Ad Message according to the type of ad

As you could see earlier, there are 8 types of Facebook Ads ads and you must use one or the other according to the purpose of your campaign.

But each one of them is created in a particular way, for which I will teach you separately:

1) “Like” of the Page

Here you must configure the following:

Page to promote: you must choose the page to which you want to promote . If you are only the administrator of a page, it will be selected by default.

View of the destination:  here you must choose where users will arrive once they click on your ad.

Title: it  is important that you do not leave the name of your page, but that you put another one . Facebook will test the title you have placed and the name of your page, opting for the one that offers the best performance.

Try to be creative, think something that gets people’s attention or is interesting. It can be a keyword that refers to your area.

 Text:  text is very important when it comes to attracting users to click on your ad. Here you must put the attributes of your page, what stands out from the competition, other companies or entities in your area.

In the case of hotels, it can be your location. If you sell a product I put the price, this will save you clicks of users who can not pay that amount. Or in the case of a non-profit entity, the cause that motivates them to carry out their actions.

 Image: a point to take into account is the size of them. The recommended one is  600 x 225 (width x height) . Anyway, in the case that you do not have just those measures and do not know how to modify them, do not worry. When uploading Facebook will tell you if the image you uploaded is appropriate or not, as shown below.

In the first photo (ePyme logo), below to the right, it has a square with two others inside. If you pass the mouse over, you will get a legend indicating that it is too small to be published in the news section.

On the other hand, in the second photo (blue), you can see a tilde, which if you pass with the pointer over it, you will get a legend that tells you that this image will be seen in high resolution on Facebook.

On the other hand, you can change the position of the images , so that you see the part you want in the ads.

 Conversion tracking:  this is the system you have to measure the relevant actions for your business that users perform on your website. I learned how to implement it and started to analyze the behavior of your ideal clients. It is not a mandatory requirement for this type of ads, although I recommend using it, it is very useful when analyzing ROI Return on Investment.of your campaigns.

 Location: here you will establish in which sections of Facebook your ads will appear.

. Mobile Devices: in this option you must indicate in what types of mobile devices your ads will appear.

2) Interaction with a Publication of the Page

This type of ad differs in only two things with respect to the previous one … and it is that in the first place, instead of writing the title, text and establishing an image for it, you will have to choose the publication of your page to promote and ready, the ad will be created by default!

On the other hand, the option “Optional URL tags” is added . These will allow you to easily differentiate between traffic from sponsored stories Paid content.or from other organic stories Content not paid.of the news section.

You also have the possibility to create new content, instead of using one already published. To do this you must click where it says “Create new content without publishing”, under Publication of Page.

Once you do it, the following window will appear, where as you will observe, you will be able to create many types of content:

3) Clicks on the Website // Conversions on the Website

I imagine that you will be asked Why did I put these two options together? Well the answer is very easy … and is that both give you absolutely the same configuration options.

In principle it is assumed that the difference between one and the other is that in Clicks on the Website does not track conversions, while in the other yes. But despite this, in both gives me the possibility to do so and in my opinion, it would be a shame not to take advantage of it.

With this clarification, we will go to the configuration of these ads, where you will find two options:

to. Publication of a page linked to your website

This is like promoting a publication of your page and when users click on it, go to a site external to Facebook.

ADVANTAGE: this option meets the requirements to be both in the column on the right, and in the news section.

b. Domain Ads linked to your website

In this second case, you will have to create the ad by entering the URL, title, text and image of it.

The only problem with this option is that it can ONLY be located in the column on the right , which is something to take into account when making a campaign, since the ads in the news section are usually more attractive.

4) Installations of Applications // Interaction with the Application

Both to encourage the installation of your application, and to increase the interaction of users with it, you will have to perform the same procedure and configure the following options:

Type of device: here you must choose between a mobile or fixed device .

Optional URL Tags: serve to differentiate between traffic from sponsored stories or other organic stories in the news section.

Name of the application:  Make sure it is meaningful and give an idea to the users about what the Application is about.

Text: explain briefly what your application is for and how it will help users.

Application icon: yes or if it should be square and easy to identify.

Image: Like the name, text and icon of the application, the image should allow users to associate it with your application. In this way to see it repeatedly, you will know what it is.

Conversion tracking: I measured the number of conversions you have with the Tracking Pixels .

Location:  here you will establish in  which sections of Facebook your ads will appear.

5) Requests for an Offer

A while ago, Facebook implemented the Offers, a very good way to promote your business.However, they need a little push to really be effective.

That “nudge” of which I speak we give it by promoting them with Facebook Ads as follows:

The offer you can create before making the announcement or while you set it up. In the case that you choose this second option, you must complete the following information:

6) Responses to the Event

As indicated in the Types of Ads section of this guide, this option will help you to promote your events.

To do this, you must first create the event and put together the announcement. When I talk about “putting together the ad” I mean to introduce the title, text and image of it.

Here it will be vitally important that you think carefully about each of these three items:

The title should draw the attention of the user, while the text will be what will convince them . You must put together a good synthesis that emphasizes the most important points.

On the other hand, it is important that the image is representative of the event, that is, when viewing it, it gives the user an idea of ​​what the event is about.

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