Introduction
When it comes to Facebook and Instagram ads, e-commerce businesses have a goldmine of ad types to choose from.
But with so many options, it’s easy to get stuck in analysis paralysis. Which ad type is right for your business? Which ones will actually resonate with your audience?
Fear not! We’re here to break it down for you, one ad at a time.
From collection ads to story ads, we’ll walk you through what each ad type does, how it works, and a few top tips to make sure your ads are converting browsers into buyers. Let’s dive in!
Collection ads – Curated shopping right in your feed
What they are
Collection ads are perfect for e-commerce brands looking to showcase a mini-shop directly in users’ feeds. Each ad features a cover image or video with four smaller images beneath it, letting potential customers scroll through a selection of products without ever leaving Facebook or Instagram.
How they work
Collection ads use an “Instant Experience” format, where users can tap to open a full-screen experience. These ads are designed for mobile and can be tailored for specific product collections (think seasonal collections, new arrivals, or bestsellers).
How to set up and optimise collection ads
- Creative cover: Choose a high-quality cover image or video to grab attention.
- Product selection: Use a specific, curated selection of products. Think about what would create a cohesive and eye-catching mini-collection.
- Call-to-action: Make your CTA irresistible – “Shop Now” is classic, but “Discover Your Faves” or “See the Collection” can add a personal touch.
Ads Haus Tip
Feature your top-selling or high-margin items in these ads. It’s a great way to maximise visibility and drive interest in your most profitable products.
Carousel ads – scroll, tap, and explore
What they are
Carousel ads are the classic, interactive ad format that lets users scroll through a series of images or videos. This format is ideal for storytelling, education, or simply showcasing multiple items side-by-side.
How they work
Each “slide” in a carousel can feature a unique link, making it a versatile tool for highlighting different products, services, or key features.
How to set up and optimise collection ads
- Plan your story: Whether it’s a step-by-step product feature or a highlight reel of your latest drop, have a cohesive story in mind.
- Image quality: High-res images are key – blurry pics won’t make the cut.
- Link each slide: Add unique links for each slide, especially if you’re showcasing different products.
Ads Haus Tip
Carousel ads are a dream for Instagram – users love to swipe! Use this format for product demos, customer testimonials, or even a peek behind the scenes.
Shopping ads: The buy button they didn’t know they needed
What they are
Shopping ads simplify the buyer journey by allowing users to browse, select, and purchase items straight from the ad itself. These ads are integrated with your Facebook or Instagram Shop, displaying individual products with pricing, descriptions, and an option to buy.
How they work
Set up your product catalogue through Facebook’s Commerce Manager, link it to your ad account, and Facebook or Instagram will dynamically pull product info into your ads.
How to set up and optimise collection ads
- Set up your shop: First, set up your Facebook or Instagram Shop if you haven’t already.
- Product descriptions matter: Keep descriptions short but enticing – a little “Buy now to get 10% off” goes a long way.
- Use product tags: Tag products directly in your posts for easy navigation and to allow users to tap and buy.
Ads Haus Tip
Use Shopping Ads for special promotions or popular items. If your audience is browsing through Instagram, they’re already in “discovery mode” – make it easy for them to purchase with just a few taps.
Story ads: Catch ‘em while they’re scrolling
What they are
Story ads are immersive, full-screen ads that appear between Stories. They’re quick, visual, and perfect for making a splash.
How they work
Story ads blend seamlessly with users’ content, and because they’re full-screen, they’re attention-grabbing by default. These ads also offer interactive features like polls, countdowns, and swipe-ups, which make it easy to boost engagement.
How to set up and optimise collection ads
- Vertical design: Stories are full-screen verticals – designed specifically for the format.
- Keep it short and sweet: People are used to fast-paced Stories, so keep your message quick and to the point.
- Add Interactivity: Use elements like polls or swipe-up links to increase engagement.
Ads Haus Tip
Story ads are the perfect place for flash sales or limited-time offers. They’re meant to be fun and fast – make it feel like a surprise, a little something extra for those in the know.
Lead generation ads: Capture them on the go
What they are
Lead generation ads are ideal for capturing information like email addresses directly within the Facebook or Instagram platform. These ads open a form where users can sign up for newsletters, request a demo, or register interest without having to leave the app.
How they work
When users click on the ad, a lead form pops up, pre-populated with info from their profile (like name and email), making it easy for them to submit with minimal effort.
How to set up and optimise collection ads
- Create an enticing offer: People need a reason to fill out a form – offer a discount, a free guide, or a VIP spot on your list.
- Keep the form short: Limit the number of fields to make signing up quick.
- Follow up: Have a follow-up plan ready. Once they’ve shown interest, make sure to follow through and keep them engaged.
Ads Haus Tip
These are gold for building an email list. Offer something exclusive to make signing up feel like they’re getting insider access.
Video ads: stop the scroll with storytelling
What they are
Video ads let you capture attention with movement, sound, and visuals – the ultimate triple threat for grabbing attention in a crowded feed.
How they work
Whether it’s a product demo, customer testimonial, or brand story, video ads give you the chance to say a lot in a short amount of time. Use these to highlight a new launch, showcase product benefits, or tell your brand’s story.
How to set up and optimise collection ads
- Hook them in the first few seconds: Lead with your strongest visual.
- Keep it short Aim for around 15-30 seconds to keep viewers engaged.
- Captions and subtitles: Many people watch without sound – captions can help them follow along.
Ads Haus Tip
Use video ads to retarget customers who’ve already shown interest in your brand. It’s a powerful way to remind them of what they love about your brand and nudge them toward buying.
There you have it!
Each Facebook and Instagram ad type has its unique strengths, and when used strategically, they can be your secret weapon in connecting with your audience. Try experimenting with different types and approaches, but always remember to keep your audience’s journey in mind.
What is the next step you want them to take and what is most likely to help them make that next step?
With the right mix of ad types, you’ll be well on your way to building a brand experience that not only captures attention but turns casual scrollers into loyal customers.
