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Travis Thom


THE NEW FACEBOOK CANVAS ADS

THE NEW FACEBOOK CANVAS ADS

By now, most of you reading this have probably heard of the New Facebook Canvas Ads. But, for those of you just getting into Facebook Advertising here is a quick run-down:
Facebook now provides an option for businesses of all sizes to create interactive ads that appear in users Newsfeed. When the post is viewed it directs you to an instant-loading full-screen experience, where you can locate, view, and learn about a business. It’s a great new tool for businesses and really helps shorten the distance between the user and the company’s message.

So, now that you’re all up to speed, let’s take a look at the 6 components of Canvas Ads; Header, photo, video, call to action buttons, text block, and the carousel, and how each one helps make for an amazing user experience.

 


The Header Component

When designing a header there are a few things you need to consider. Does it instantly tell people who you are and what you do? Does it help brand you and your company? Could you maybe tweak it a bit more to catch a user’s attention and peak their interest? Is it mobile friendly?

These are all valid questions to consider when designing the header. Remember, when people click on your ad, you only have a few seconds to grab their attention. So, this piece of real estate is very important and you’ll want to put some extra effort into this portion to ensure your audience keeps scrolling through your content.


The Photo Component

As with any form of advertising, high-resolution photos are a must have. This is especially true for Real Estate Agents. You’ll want to be sure you have a great headshot, quality photos of your properties, and even lifestyle photos of the community you’re working in.

All of these elements help your ad stand out and go a long way to making a lasting impression on your audience. If you ask us, this photo component is one of the biggest perks of Canvas Ads. The way in which the images are displayed and presented in the various layouts is awesome. And, really helps us as Agents tell our story and keep new prospects engaged.


The Call to Action Component

Imagine this: You’re scrolling through your newsfeed and you see an image of a beautiful home and the advertisement is telling you there are more images inside.

You click on the ad and there is a gallery of more beautiful views of the property and community. Right below the photos is a picture of your smiling face with a couple CTA buttons. One button on top of the photos linking to your customer testimonials and another button below asking if they would like to see more properties. These CTA buttons are a really powerful way to help further tell your story, showcase your community, individual properties, and even provide some additional social proof.


The Text Component

Have an awesome home you’re trying to sell? Tell them about it, in 500 characters or less to be exact.

This is a good amount of space for text so you can be a bit more descriptive than twitter, but you’ll need to be a little more direct than a blog post. I suggest writing your text over 500 characters and then cutting it down from there. That way you can assess your story and start to remove the items that are not essential and chisel down to the core of your story, and what really matters to new potential clients.


The Image Carousel

This is where that college art class you took as a freshman comes in to play. The Carousel Component lets you be extra creative and gives you the ability to add up to 10 images that will be featured in one section of the Canvas Ad.

What makes it even better is that you can add text to these images and a destination URL, to direct them to your website or landing page. This portion of the Canvas Ad should definitely not be ignored. This part lets you show the users a ton of images and can be really helpful with indoctrination process. As mentioned above in the Photo section, you’ll want to be sure these are high-resolution images and that they capture the attention of the user. Good images with a clear call to action will go a long way to increasing your click-through rate and getting users into your funnel.


The Video Component

You don’t need to go to film school to use the video component. It’s really easy just shoot a video that is under 1 to 2 minutes on your phone or computer. And guess what? All of the video formats are available to you if you have an iPhone or Android.

So, as long as you’re getting your point across, I wouldn’t be concerned too much about the production quality. In all honesty, we have actually seen simple iPhone videos outperform professional produced videos. So don’t worry about trying to be Steven Speilberg here. It is more important to have a video out there than it is to have it perfect. With that said, be creative and be sure to leverage this portion of the Canvas Ad. Videos are all the rage these days and have been proven, time and time again, to increase audience interaction.


Conclusion

We really like Canvas Ads and think that they are definitely worth testing. The various layouts they have available for advertisers make it especially easy to design a really professional looking ad with very little design experience. The various components work together to help you tell your story, engage users, and as mentioned above, it really shortens the distance between a user clicking on your ad and your website or sales funnel.

Well, that is all for now. I hope you find this information useful and that it helps you navigate the New Canvas Ads.

We want to hear from you!

Have you created a Canvas Ad? Have you run a successful campaign using them? Have Questions on how to properly use them? Let us know in the comments below, we would love to hear from you!

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