Gemma Berry
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Facebook is a hugely popular tool for social media advertising. But how do you tame the beast to work for you?

To start with, just about the whole world is on Facebook. Sure, that’s an exaggeration, but more than two billion people are on the site and some 800 million people ‘like’ something on Facebook every single day.

The downside of having such a large audience is that it can make targeting a challenge and you can become lost in the noise. The site has taken a number of steps to try and rectify this, one of which is to categorise its advert types.

If you’re considering paid-for Facebook ads, read on for a quick summary of what each ad type has to offer.

Video ads

Videos, if done correctly, will give you the most shares and comments, and beautifully produced cultural content lends itself perfectly to video too. (Don’t forget the subtitles!)

Slideshow ads

This is a video that is made up of still images and is excellent for displaying products or clothes but can be equally effective for showcasing key scenes in a drama or spectacular choreography.

Carousel ads

These are excellent for showing new content to people who have already visited your website and maybe purchased tickets. With these, you can invite them to look at future shows that they may be interested in.

Canvas ads

These are all about the image. Users click on the image to find out more.

Lead ads

These have a clear call to action embedded in the advert such as “book now”. Handy if you’ve launched a new show.

Facebook advertising offers a tried and tested balance of image and text and is still one of the most popular platforms with marketers. But it’s not the only option out there.

Check out the whole series of our guides to online advertising: Twitter, Snapchat, LinkedIn, Google Adwords, Pinterest and Instagram.

Main image credit: Facebook HQ by Isriya Paireepairit (CC BY-NC 2.0)