The What, Why, and How of Facebook Canvas Ads

What Are Facebook Canvas Ads?

You may have noticed a new ad format on your Facebook app recently. These new full screen, immersive mobile ads are aptly name Canvas ads, and they’re worth checking out. Facebook started testing them out last year as a way to “help businesses tell stories and show products on mobile devices in a beautiful way.

Canvas ads are much different than the ads of Facebook past. They include a variety of features in a continuous scroll format such as text, tilt-to-view panoramic images, videos, product feeds, call-to-action buttons, image carousels and more. But the biggest draw of Facebook Canvas ads has to be the instant load time. In fact, I’ve heard many people refer to them as the “Instant Articles of ads.”

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Should I Be Using Canvas Ads?

That’s a good question. Canvas ads are a great way to tell your brand’s story. The more of an impact your ad has on your viewer, the higher your chances are that they will convert. And since they load much faster, your visitors won’t have to wait for an entire mobile website to launch, putting you at a huge advantage over your competitors.

Although it’s still in the early phases of testing, Canvas ads are reporting some pretty big numbers. According to Facebook, 53% of users that tap on a canvas ad view at least half of it, and the average viewing time is 31 seconds – which are huge numbers when you consider the browsing habits of most mobile users.

Canvas ads can be beneficial to nearly any company, in any industry, as they support such a wide range of functions. One industry that may see the greatest impact, though, are ecommerce or retail sites where viewers can simple tap to purchase a product directly from the ad itself. But don’t forget it’s a two-way street; Facebook is also benefitting from users staying within their platform which, in turn, helps them collect more data.

How Do I Make a Canvas Ad?

It’s actually quite simple. One of the most important things to do before you start is to first decide what type of experience you want the user to have and gather any necessary images or content that you would like to include. You’ll thank us later….

Next, you’ll need to go to Publishing Tools, which is located in the top bar of your Facebook business page. In the left toolbar, you should see an option for “Canvas.” If you don’t, don’t worry – you’ll need to request access to Power Editor. From here, you’ll see a list where you can edit or view previous Canvas ads, as well as a button to +Create a new one.

For a much more in depth, step-by-step guide of how to create a Canvas ad, head over to the Facebook help page.

Have you already published a Canvas ad? What are your thoughts on the process? Are you starting to see any results? Let us know!

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