Media Centric Storytelling for Conversions

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By Sophie Nettlefold 

The dynamic and immersive Facebook canvas is a full screen experience with single and carousel images, video, text, and call-to-action sequences in a native mobile advertising experience.

This allows brands to show off their best angles on mobile to increase conversions with speedy load times, generate higher engagement with features such as video, tilt-to-view images and Ecommerce made easy with catalogue carousels and ‘buy now’ options.

If you haven’t thought about canvas advertising already, there are so many ways to create your own opportunities for increasing engagement, better brand recall, and a more interactive, full-attention canvas to share your brand narrative on.

You can create a customized, miniature version of your website for mobile that users can interact with without leaving the Facebook platform, so when paired with a landing page, is a surefire way to land more sales and conversions.

If you’re in the fashion industry, you can look at showcasing a catalog of your new range or styling flat lays, new look and trends. You might consider a highlight carousel of outfits of the week, or highlight a few key items on sale.

See how Target has used Canvas ads to showcase their women’s basics range:

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Hospitality may be interested in highlighting ‘your winter guide to Melbourne’, with links and information on your product or service.

Any businesses using Business Manager that have product catalogs for dynamic ads http://bit.ly/221Hs55 set up may also have the option for a product set component, which will allow you to display your products.

You can also add metrics for canvas ads to ads manager insights.

If you’re running an ad with a Canvas, you can get all the normal Facebook ad insights and these Canvas insights:

  • Average Duration of Canvas Viewed: The average amount of seconds people have spent viewing and interacting with your Canvas
  • Average % of Canvas Viewed: The average amount of your Canvas people have swiped through (ex: If your Canvas has 4 screens and on average people view 2, you’ll see 50% for this insight)

Facebook Canvas offers businesses a new way to reach their target audiences and create experiences that can lead to better first impressions, click-throughs to websites, and ultimately conversions.

 

Watch this demo from the Facebook Canvas Help Centre which demonstrates Facebook Canvas from the first ad click through to the final call-to-action.

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