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Set up Canvas ads and instant experiences in Facebook

Use case

Reach your Facebook audience and promote your brand.

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1. Confirm whether 50% or more of your website visitors use mobile or tablet devices.

Instant experience ads only appear on mobile device newsfeed, and will only be effective if a significant portion of your marketing target audience uses Facebook actively on mobile devices.

Use an analytics platform like Google Analytics to estimate the percentage of your digital audience on mobile devices. In Google Analytics, navigate to Audience > Mobile > Overview.

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2. Set the goal and key performance metrics for your instant experience ad campaign.

Setting a goal ensures a streamlined campaign with a singular focus. For example, to support brand awareness, lead conversions, online store purchases, and more.

Along with the general goal, include key metrics you hope to reach as a result of the campaign. For example, if your goal is increasing online purchases, key metrics supporting the goal may be:

  • Increasing online purchases of the products featured by 10% in the next three months.
  • Improving purchase conversion rate online by 20% in the next three months.
  • Reducing shopping cart abandonment for the featured product by 15% in the same timeframe.
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3. Map a simple instant experience storyboard to streamline the user journey within the ad.

These ads often include multiple visuals, carousels, and videos for a more immersive, comprehensive experience. 

Mapping out how to move your ad audience towards your conversion points avoids unnecessary complexity and keeps your focus on the goal.

For example, ads with a goal of increasing online purchases for a single product may include a visual that shows the problem your problem solves, a video testimonial of a happy customer having solved the problem with your product, and a product image with a link to buy.

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4. Create a campaign in Ads Manager with an objective that supports instant experience ads.

Instant experience ads support the following Facebook ad objectives:

  • Brand awareness, focusing on brand recall by showing your ads to relevant audience members multiple times.
  • Post reach, to as many people as possible in your target audience.
  • Ad traffic, optimized for how many Facebook users open your instant experiences.
  • Ad engagement, including likes, comments, and shares.
  • App installs, focusing on mobile app downloads
  • Video views, in which the feature video plays alongside the instant experience. For this objective, visuals in the instant experience should not include additional videos.
  • Conversions, like new leads, adding items to a cart, or making a purchase on your website.
  • Catalog sales, generating sales directly from your instant experience ads.
  • Store traffic, promoting your brick-and-mortar locations to local audiences.

Learn more about the technical steps to create a campaign in Facebook’s Ads Manager.

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5. In the Ad Format Section, select Single Image, Video, Carousel, or Collection as your ad format, then check the box to Add an Instant Experience.

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6. Select a template that matches your campaign goal: Instant Storefront, Instant Form, Instant Customer Acquisition, Instant Storytelling, or Instant Lookbook.

  • Instant Storefront highlights individual products in a grid layout, which helps when showcasing a significant portion of your product inventory for online sales.
  • Instant Form works like a Facebook lead ad to collect audience contact information in a full-screen, mobile format.
  • Instant Customer Acquisition creates a visual mobile landing page to make your visual and copy-based case for conversions, including prominent CTA buttons.
  • Instant Storytelling focuses on strong videos and images to immerse your audience into your brand or product story.
  • Instant Lookbook is a catalog-type format in which you can showcase product features, benefits, and pricing to drive purchases.

Learn more about each template’s nuances on Facebook’s website.

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7. Customize your instant experience using buttons, text blocks, photos, videos, carousels, and forms.

Each template you choose is customizable to match your storyboard and objective. You can adjust background colors and fonts or add components to the template:

  • Buttons, using custom text and with target URLs to your website.
  • Carousels, with horizontal scrolling for multiple visuals on a single topic.
  • Single photos.
  • Single videos.
  • Text Blocks without additional formatting.
  • Forms to create integrated lead-gen opportunities.
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8. Preview your instant experience in Ads Manager and refine as needed.

Ensure a streamlined experience and make sure your ad matches up with the storyboard and objective you’ve built.

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9. Add tracking information to any link component in your instant experience ads.

If you use Google Analytics, adding UTM tags can help you track every website link in your ad to learn how your audience interacts with it. Because these are complex experiences rather than single images and links, a more link-specific system to review performance will lead to better insights for where improvements are needed down the road.

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10. Review your ad performance frequently against your goal and KPIs to determine success and make tweaks.

The exact frequency depends on your campaign size and industry. For example, ecommerce merchants with large ad budgets may need to review ad performance at least weekly, while smaller businesses focused on brand awareness may only need a monthly review.

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Current Playbook:

Set up Canvas ads and instant experiences in Facebook

Oct 30, 2021

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