Using Facebook Canvas to Your Advantage

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We’ve all become accustomed to a certain type of advertising. One that awakens our senses and gives us that feeling – you know, that feeling when you want to immediately go buy something. Whether it be a vacation, a new outfit, or a deliciously appealing meal. No matter the commodity, we want to be sold to in a way that both entertains us and ignites that need/want feeling.

As advertisers in today’s largely digital economy, we know this is no longer a simple task. A print ad in the local paper will no longer do it. Google AdWords and embedding propositions in popular websites certainly helps. But, now there’s a powerful tool at our disposal: Facebook Canvas.

Canvas works to remove the constraints that low-power mobile sites often implement on content. It allows for interactive elements like animations, carousels, product catalogs, tilt-to-view images, and videos. These ads appear as links in newsfeeds and open a lot like an instant article (Not sure what that is? Check out this article).

But, the real upside of Facebook Canvas: you don’t have to know how to code to create a really robust, enticing advertisement. There’s no additional fee for using this tool; it works just like any other Facebook ad, but it helps advertisers fine-tune the user’s final destination.

A design tool created by the social media platform makes it easy to drag and drop images, GIFs, videos, and more. Once you’re done creating the layout of your ad, choose a set of attributes and then you’re off and running!

Though, as with every new tool, a few useful tips couldn’t hurt! Use these pointers to get your Facebook Canvas campaign off to a great start:

Get your point across, and FAST. A typical Facebook user will likely scroll through their newsfeed, not giving posts a second thought – unless they see something that really peaks their interest. Make sure you choose a featured image that will draw them in.

It’s the perfect platform for focusing on branding or performance. Canvas ads make it easy to access useful brand assets, and are rich in performance and functionality. The best of the best use this tool to create ads that create a compelling brand experience, all while offering a functional experience for consumers that allows them to engage with the brand.

Mobile experience is where it’s at. There’s no denying that mobile is still on the rise, and brands are constantly searching for new ways to engage this audience. With Canvas, brands are given an easy way to provide a mobile-first experience to their consumers (and integrate themselves in a channel that was previously underutilized).

Test, test, test. Of course, there’s a lot of data under the hood that’s letting Facebook know whats working and whats not, and are using their refined algorithms to help decide when to display certain ads. You’d be wise to test out multiple variations of the same ad to see which provides the best results.

Have you created ads using Facebook Canvas? Have some pro tips of your own? We’d love to hear from you!

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