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How to Set up Facebook Canvas Ads for Success

Facebook Canvas Ads are a new ‘immersive experience’ in Facebook Advertising that have been available since earlier this year.

Designed for mobile only, they allow companies to showcase their products and tell their stories all in the one area.

The content can be dynamic so you can design and brand it to look much like your own site but without the user ever having to leave Facebook.

The ability to promote more than one offer, link or product is great for a number of reasons:

  • You don’t need to run multiple ads for each.
  • You can see what your customers are looking for based on what they’re clicking on.

You can use different messaging in the Canvas to talk to people’s different pain points
There are some other great aspects of Canvas ads that can help improve your conversion rate:

  • They load immediately, users just tap to expand them.
  • You can re-target browsers that didn’t convert with custom audiences.

They’re designed for the mobile browsing experience

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Facebook Canvas Ads are a fantastic way to keep users engaging with your advertising. Find out how to implement them here.Click To Tweet

 

How do you set them up?

You can be as creative as you like with Canvas Ads. You have 6 main elements plus a header to insert, those elements are:

  • A single image
  • A carousel of images
  • A button that is linked to an external site
  • A video
  • A product catalogue (that you have already set up in Facebook)
  • A text block

Within each component, most of them can be linked to external sites so you want to portray your business in the best light possible.

To set them up, watch the video below (text steps also placed below)

1. Find the Canvas designer under ‘Publishing Tools’ on your Facebook Page.

2. Click create to start a new canvas.

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3. Title your canvas for you to remember.

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4. You can select a background colour theme of white, black or your own colour.

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6. Add a new component to start the Canvas and hit OK to confirm selection (I recommend starting with a header.

7. For a header, you would usually use your logo or something that people can identify with.

how-to-set-up-facebook-canvas-ads_add-a-header-to-your-canvas

 

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8. Start adding new component in the order you would like.

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Here is an explanation of each component

 

Text Block Component

For a Text Block element you can add formatting such as font type, size and colour but you can’t hyperlink text.

how-to-set-up-facebook-canvas-ads_text-block-component

Carousel Component

For Carousel Elements you can link each individual image to separate pages to differentiate them. You can also choose to have them fit in the confines of the Canvas or make them moveable so they move with the user as the pan on their phone while browsing the Canvas.

how-to-set-up-facebook-canvas-ads_carousel-element

Photo Component

The Photo element allows you to link to an external site is you choose the ‘Fit to Width’ setting. The other two settings allow for a more interactive experience. Great for hi-res stunning images, you can structure them so the user can move their phone to explore more of the image and and get a better understanding of what you’re showcasing.

how-to-set-up-facebook-canvas-ads_photo-component

Button Component

You can choose whether to link this button to a website link or the app store for mobile apps. The text is customisable, as is the button background. You can also choose whether to keep this button in between the elements you have set up or to pin it to the bottom of the Canvas so it is always there as the user scrolls

how-to-set-up-facebook-canvas-ads_button-element

Video Component

Videos have an optional sound setting for users so it’s recommended you use captions so people can still engage without audio and a good rule of thumb is to keep your videos under 2 minutes.
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Product Set Component
Product Sets are part of the Facebook Product Catalogs. Generally used for e-commerce sites, they connect directly to your online store and automatically populate elements of the product so the catalog is always up to date.

You can then choose which Product Set you would like to put in to your Canvas. Here is an example of a product set displaying in a Facebook Canvas.

how-to-set-up-facebook-canvas-ads_product-component

Advanced Settings

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These help you adjust the ‘padding’ (space) around each element you add. You might want to leave some room or make elements closer together, to access this area hit the 3 dots in the top right-hand corner of the element.

Save to preview

Because you’re building this Canvas on a desktop you want to be able to preview it on your mobile to see what it will look like. To do this you need to ‘Save’ the Canvas first and then hit the ‘Preview’ or ‘Share’ buttons to view it yourself or send it to other members that have access to your Facebook Ads account.

Rules to remember for Canvas Ads

Get creative!
Facebook Canvas Ads are no ordinary Facebook Ads. You can make these look as different as you like and their flexibility means you can make them look similar to your current brand.

Testing please
Start with what the main goal of your Canvas is and then test to see if a particular design drives more traffic to the objective compared to others. The ability to duplicate and then make quick adjustments to Canvas’ means this is easy to execute.

Re-target for true results

Make sure you build a custom audience based on people who engaged with your Canvas. Then set up another ad set and advertising creative to encourage them to convert. Don’t forget to create a custom audience of users that have converted and remove them from that ad set so you’re not wasting money on them!

What will the future of Canvas Ads be?

It’s clear that Facebook want to keep people on their platform for as long as possible. With the rise of the amount of video that is consumed as well as the invention of Facebook Lead Ads; Canvas ads are another step in that direction. Thankfully, Facebook are happy for you to drive targeted traffic off their platform, as long as you pay for it.

Expect to see more components available for Canvas’. Embedding Lead Advertisement forms, links directly to Facebook Messenger and the ability to purchase directly from the Canvas are advancements we would expect to see.

At the moment Facebook Canvas Ads are only available for mobile, while over 80% of traffic is on mobile will Facebook create a desktop version to tap into that market.

So, what next? How will you look at implementing Facebook Canvas Ads in to your business? We highly recommend testing them for your next campaign to see their results.

Your turn. Tell us in the comments what you have found with Facebook Canvas Ads!