Facebook Canvas ads provide a framework to include video, GIFs, text, and CTA buttons while still enabling people to click, swipe, scroll, and tap to consume the content. And once it’s clicked, the Canvas ad goes full screen reducing the chances of your viewer getting distracted by other content in their news feed (think removing navigation links on your website landing page).
The ads remain native even for email capture. As a result, there’s almost zero load time. In comparison, the load time is on average ten times faster than external links to a landing page. No longer do you have to worry about your poor performing website speed. What a relief. All these benefits make Canvas ads one of the best ways for companies to provide a fully immersive experience of their brand in your news feed.
Even Facebook reported: “Canvas is an immersive and expressive experience on Facebook for businesses to tell their stories and showcase their products.”
It’s more than immersive. Canvas ads have reduced the barrier to entry to capturing emails because people no longer need a website to set up a landing page and software for split testing.
To create a Canvas ad in Ads Manager, click on Create Ad, then under Ad Format select Canvas:
To create a Canvas ad straight from your Facebook Page, click on Publishing Tools, then click on Canvas. Select Create on the right-hand side:
This will open the Canvas builder.
You can see the different components you can add to your Canvas. These components are the following:
Once you finish designing your Canvas Ad, you can now select it under Ad Media when creating an ad in Ads Manager:
In a few minutes, you’ll have a landing page setup that doubles as an ad. Talk about fast testing!
Because Facebook Canvas Ads act similar to a landing page, you need to A/B test as if they were. This means split testing different videos, headers, text, and CTAs to see what converts best. Now, I suggest taking what works for your traditional website landing page design and re-purposing it for your Canvas Ad to see if it performs well.
It doesn’t get any better than faster testing, less distraction, almost zero load time, and more conversions. This makes Facebook Canvas Ads a must for your list of growth tactics to test. If you receive even a small amount of revenue from Facebook, it’s worth spending several minutes to run a few Canvas Ads to see how well they convert for you. If they do convert well, maybe you’ll no longer need to create landing pages for Facebook Ads on your website. Imagine that.