Facebook advertising for B2B (Part 3)

In the previous week’s edition, we told you that we would talk about Canvas ads. Two weeks ago, we launched a canvas ad for Vintage  Productions because wanted to raise awareness of our company but also because we were curious as to how well it work. We had made canvas ads designs for clients before but we wanted to see whether it would work out for us.

What is a canvas ad?

Before we delve into our experience of the Facebook Canvas ad, let’s first have a quick look at what Canvas ads are. They are a new type of ads release by Facebook in February 2016. They are an immersive type of advert where the entire screen of the user is taken over by the ad. While seeing the ad, the user still remains on Facebook. You are not redirected to third party website.

Canvas ads offer a lot of customization possibilities. You can add videos, images, carousels (like in the multi-product ads that we talked about in last’s week’s article. If you have not read the article, you can still have a look at it here. You can add titles, call to actions and text blocks. It has a few additional tools like the tilt to view/tilt to pan function that allows you to view an image by tilting your phone from side to side.

 

The ads can be created relatively easily on the Facebook tool designed for that purpose. Of course, you first have to have a concept and content but once you have these, it is quick easy to upload the ad. Canvas ads also has the great advantage that it loads quickly. More of the more Facebook users access the platform from their phones making mobile versions of social media platform the perfect place to advertise. But if that means that the user will then have to be transferred to a slow mobile version of a website, there is an increased chance of the user clicking out. With canvas ads, this is not an issue because they load quickly.

Vintage Productions’ canvas ad
Now that you know what a canvas ad is, let’s have a look at the one that we created.

We tried to use as many features as possible because we wanted to explore the different functions of the ad. With the tilt function we provided the user with a tour of our office. By tilting from left to right, they could see a wide panoramic view of our office. The opportunities here are multiple. Like with the multi-product tool, this can be used to simply portray product but with a little bit of creativity, you can do so much more with it. We used the carousel to showcase some of our projects and attached links to each item. With the video option, we showed our showreel. And the most interesting part is that we did all of the above in one ad (read paying for just one ad).

How did it help us?
Our main aim with the canvas ad was to raise awareness of the company and to show people what we do. In the 12 days since we have published the ad, we saw an increase of 33% of views on our website (as compared to the same time the previous month). There might be some fear that because it is so immersive, canvas ads might actually reduce the likelihood of users going to your website. This is a possibility but if your ad is good and that what you are showing seems valuable, the users will click on it and eventually go to your website.