7 reasons to utilize instant experience ads
Impakt co-founder Jeff Welsh sat down with Impakt Social Media Account Manager Lacie Geary to discuss instant experience ads on the Impakt Marketing Academy Podcast. Instant experience ads, formerly known as canvas ads, have produced click-through-rates (CTR) of up to 15% for our most successful instant experience campaigns. Lacie became the expert in the office for taking basic templates and turning them into landing-page quality experiences.
What ever happened to the Facebook Canvas Ad?
Instant experience ads were not always the success they are now. In 2015, Facebook launched canvas ads which almost immediately flopped. The interface confused consumers because they didn’t trust the ad or know how to interact with it.
Fast forward to 2017. Facebook relaunched canvas ads with the title instant experience ads with new capabilities and tools for marketers to customize the experience templates. This began the game changing version of instant experience ads we see today.
Here are the seven reasons to get in on the instant experience action:
1. Three words: Lead form integration
Looking for a way to spice up your lead game? Instant experience ads can integrate lead forms to allow you a better design and interface for users to know exactly what they are getting from your lead magnet.
Pro Tip: This could allow you to run a lead generation campaign under a traffic campaign objective when creating the campaign.
2. Landing-page load time is eliminated
Research states that 53% of users will leave a landing page if it takes longer than 3-seconds to load. Mobile users have little patience for waiting around for your ad. If you or your client have a landing page load time over 3-seconds, instant experience ads can take this factor away.
3. Facebook is happy because you kept users on the interface
Facebook prefers for traffic to stay on the Facebook interface so instant experience ads get slightly more exposure than ads that leads to a landing page.
3. No Facebook Pixel? No problem.
If you don’t understand the Facebook pixel or how to install it on your website, George Cicci has a great lesson explaining the pixel and installation on IMA. If you’re not interested in learning about the pixel or a client is unwilling to install it on their site, you can use instant experience ads to collect data on whether people click through to the canvas which will appear like your website homepage (when designed that way).
4. No adobe creative experience necessary
You can use awesome free design websites like Canva to create an instant experience ad that matches the branding of your business’s website.
5. If design is not your thing, Facebook has templates!
There are three templates customer available on Facebook. The acquisition template is designed for brand or product discovery and awareness. The form template integrates lead forms. The last template is designed to sell products (without catalogue) meaning consumers can scroll through your instant experience ad one at a time and order products from the ad.
7. 10-15% CTR
The average click-through-rate on Facebook ads is anywhere from 1-3%. Instant experience ads have blown that out of the water. Our custom instant experience ads have received CTRs of 10-15% giving our clients boosted exposure for less ad spend up front.
You can learn the in’s and out’s of instant experience ads with Lacie’s video lessons on IMA.