Have you tested Facebook’s Instant Experience ads yet? If they don’t sound familiar, you may know them better as Canvas ads. In Facebook's words, Canvas is “a full-screen ad experience built for bringing brands and products to life on mobile.” This type of ad allows advertisers to deliver fully immersive, interactive ads that are hosted completely on Facebook, eliminating the need for users to click out of the app to engage with content. A few months ago, Facebook renamed the format and added more features, making the format even more lucrative for advertisers.
As explained by Facebook:
“Instant Experience better reflects what this ad solution offers people. Over the past year, the number of Instant Experience campaigns has more than doubled and Instant Experiences are loading faster than ever - now 15x faster than standard mobile websites - to seamlessly connect people to businesses.”
Here are three key areas that might convince you to try Instant Experiences:
1. Easy-to-use, immersive and dynamic templates
2. Re-engagement functionality to make it easier to connect with your audience
3. Analytics capabilities by automatically linking to the Facebook Pixel
One advantage of Instant Experience ads is that they are very easy to make! Facebook launched a couple of different templates each designed for a different marketing objective. The most noticeable change is the easy-to-use design options that clients can use to build their ads, including:
● Instant Lookbook: Ideal for fashion or other e-commerce products
● Instant Storytelling: Focuses on video
● Instant Storefront: Mimics the layout of a lifestyle magazine
● Instant Customer Acquisition: Functions as a mini landing page with a clear CTA button
Convert Within The App
Before Instant Experience, if you wanted to collect contact information (i.e., generate leads) users had to navigate away from the app to your mobile landing page, adding another step in the process. Thanks to the new Instant Form template, you can gather leads without ever having to direct users away from Facebook.
Tracking And Analytics
One of the most exciting features of Instant Experiences that Canvas ads lacked is the compatibly with Facebook’s tracking pixel as well as third-party pixels like Google. This means that advertisers can track clicks and performance using Facebook’s native analytic tools or third-party software such as Google Analytics.
With easy to use templates and load times that are 15x faster than traditional retail sites, Instant Experiences should help brands better connect and engage with potential customers on Facebook and Instagram. If you haven’t considered using these ads before, it may be worth considering them in your next campaign.