Facebook's massive user base, sophisticated audience targeting options, and high ad engagement have made it the most popular marketing tool among all the social media networks.
There are tons of options you can choose from when it comes to targeting, ad placement, campaign goals, and ad format.
Once you find something that works well, you end up sticking to it.
But there are multiple types of ad you could be running, and it's worth experimenting with many of them, including the ones people don't use as often.
One of the lesser-known Facebook advertising options is the “Offer Ad,” which you can select from the Ad Set column.
You don't see Offer Ads around that often, but they're a great way to nudge customers toward conversion if they're still in the consideration phase.
In a recent blog post, Hootsuite explains how to create and customize Offer Ads.
Offer Ads
Offer ads, in my opinion, are underused. I’ve only seen three or four in my newsfeed ever.
But they can be incredibly effective when used in the right circumstances.
When shown to audiences who are tiptoeing between the consideration and purchase stages, offers might be the best nudge towards conversion.
Offer ads can be used to convert tentative buyers, as well as to promote and push sales of new products.
You can create offers for everything from free shipping on your first purchase to a deluxe sample of a new product with each order.
Offers are a feature that must be enabled.
They can be found under the Ad Set category when creating your Facebook ads.
[image source: Hootsuite]
You can customize your offer extensively, including:
- Coming up with any offer you’d like
- Setting end dates and times that the offer can be used
- Enabling the offer for online only, or for online and in-store redemption
- Whether you want individualized or group promo codes (with individualized codes being easier to track and control)
- Disabling sharing buttons
- Adding terms and conditions
[image source: Hootsuite]
You can read about other options for Facebook ads over at Hootsuite.
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