Give a Discount Offer

In a world where change is the only constant, getting excited about discounted rates may be the exception. In 2021, no longer are social channels such as Facebook, Instagram, Twitter, and others, strictly top and mid-funnel. There are additional ad types and strategies to leverage sales opportunities with potential customers directly through the sales funnel, all while on social media. In 2019, Facebook introduced offer ads and today we’ll dive into why you want to consider offer ads in your future business strategy.

What Are Facebook Offer Ads

Facebook offer ads are a unique ad type that provides discounts/offers in which you can share with your customers on Facebook to encourage shopping on your website, brick-and-mortar, or both. With the ability to offer a discounted dollar amount, percentage, or even a buy-1 get-1 free offer, all of it can be utilized through an offer ad. According to WordStream, offer ads are one of the most underrated Facebook ad types used. Below, we are going to share with you just a few of the many benefits offer ads can have on your business.

How Your Business Can Benefit From Offer Ads

Generate Sales

If your business objective is to drive sales, this ad unit can certainly help. This ad unit is only available for Consideration and Conversion campaign objectives (mid-low funnel focused). Offer ads are born on the premise to drive revenue; and what better way to do that than to encourage current/potential customers to shop using an offer. As you set up the offer ad at the ad set level, you have the ability to include all of the important details like:

• The Offer/Discount
• End Time/Date of the Offer
• Only Valid Online, In-Store, or Both
• Terms and Conditions
• Additional Details

All of these details can be placed on your static, video, or carousel Facebook offer ad! Our team recommends testing different ad types to see which one resonates best with your audience.

Retargeting Potential Customers

Another benefit of offer ads is the ability to analyze the customers who did and, sometimes, more importantly, did not make a purchase during the offer period. If you’re asking yourself “Why should I report on customers who didn’t make a purchase?”, the answer is: retargeting. When someone claims your offer but does not act on it, that means they’re, at the very least, interested in your product/service. Once the list of “Claimed but not Purchased” users have been created in Ads Manager, your business has the opportunity to retarget the value of your product/service to strong leads; leading them to conversion.

These ad types can help you sell your products or services across the range of audience temperatures—cold, warm, and hot—on Facebook and Instagram. For example, run reminder or testimonial ads to your website visitors and discount ads to people who don’t know your business yet or those who have engaged with your page on Facebook or Instagram.

The key to generating consistent results month after month with Facebook and Instagram advertising isn’t to rely on only one type of campaign in which these ads sit. If you just focus on website remarketing, you’ll burn out your audiences if you aren’t directly driving new people to your site. Or if you only focus on cold purchase test campaigns, you’re leaving money on the table by not showing ads to people who have visited your website.

You want to create Facebook and Instagram campaigns using these ad types that target all three audience temperatures. That way, people move from one campaign to the next until they become a customer.