Social Media Marketing - Course

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Digital Marketing - Study Notes:

Instance Experience (Canvas) helps advertisers achieve any objective by giving businesses a fully customizable digital space on which to build multimedia stories. Instance Experience (Canvas) open from Facebook ads in News Feed to reveal a full-screen experience where advertisers can use a mix of video, still images, text, and call-to-action buttons to build beautiful and effective brand and product experiences on mobile.

Within an Instance Experience (Canvas), people can swipe through a carousel of images, tilt to view panoramic images, and zoom in to view images in detail – making the experience immersive and engaging. Instance Experience (Canvas) uses the same technology that makes photos and videos load quickly on Facebook, so it loads as much as ten times faster than the standard mobile web.

Facebook Instant Experience (Canvas) Builder

To create an ad, use Facebook Instant Experience (Canvas) Builder and the management tools within your Page’s Publishing Tools. Marketers can select various components such as video, text, and headers to include. It is recommended that marketers test and learn which components work best with each other, especially in relation to their marketing objectives.

Advertising Objectives

Take note of the advertising objectives available with Instant Experience (Canvas) ads. By choosing the correct objective, no matter what stage your buyer is at in the purchase funnel, the ads can help you achieve your wider marketing goals.

They can generate intent with ads in the News Feed as they are designed to drive discovery and attention in feed. They can also nurture intent through the provision of a full-screen experience that drives engagement and interest when someone clicks on the ad. And finally, Instant Experience (Canvas) ads can also harvest intent as they will send people to your website or app, which helps you turn their intent into valuable conversions.

And finally, Instant Experiences (Canvas) ads can also harness intent as they will send people to your website or app, which helps you turn their intent into valuable conversions. With Instant Experiences (Canvas) there’s a few things to note.

Key Considerations

The objective you set for Instant Experience (Canvas) has an impact on the desired outcome. When choosing an objective, keep in mind that your add full-screen experience will open after someone taps on your ad.

If you choose the traffic objective, this optimizes towards people who will open your ad. You will see the number of taps to open your ad included in the website clicks delivered in reporting, and any billing based on clicks.

If you'd like to optimize your ad for clicks to your website, you should choose an objective that supports conversions on your website or in your app.

If you care about people watching your video ad alongside your ad, it's best to use the video views objective.

When you use the video views objective, the video will continue to play above the ad after someone taps on your ad. Just note, to avoid two videos being shown at the same time to people who tap your ad, make sure your first Instant Experience (Canvas) component isn’t a video.

Building an Ad in Ads Manager

To build an ad in Ads Manager, go to your campaign level and then hit Create. Select the objective for your ad. From there, you can build out your ad set as you normally would. Select your audience, placements, budgeting, and scheduling. Then in the ad level, select Collection and go to the Advanced Instant Experiences (Canvas) builder.

And here you have the option to open a blank Canvas and select whichever components you want. You can start with Button, which you can personalize with text. This will be the first component people see when they open your ad. Continue adding more components to improve the experience and engage people through the ad to inform them of your business and service. Once you’ve built Instant Experiences (Canvas) you can save it and return to it at a later time to edit again.

Instant Experience Reporting Metrics

It’s worth noting that Instant Experience (Canvas) also has unique reporting metrics to other formats. The added metrics are:

  • View Time.The average total time, in seconds, that people spent viewing a Facebook Instant Experience (Canvas).
  • View Percentage. The average percentage of the Facebook Instant Experience (Canvas) that people have viewed.
  • Component Duration Percentage. The average percentage of time spent viewing each component of a Facebook Instant Experience (Canvas).

With Collection Ads, people who tap on your ad can browse more products or learn more about the features of a specific product, all within a fast-loading experience. It utilizes the same technology as Instant Experience (Canvas), but is designed to help you get new customers, sell products, or showcase your business.

There are preset templates for Collection Ads that enable marketers to sell products effectively. Those templates are the Grid layout, Lifestyle layout and the Showcase Your Business layout.

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Dave Morrissey

Dave Morrissey is a Client Solutions Manager in the Retail and eCommerce division at Facebook. A seasoned digital marketer who specializes in social media, Dave now helps his clients achieve their marketing objectives through identity-based, data-driven marketing that's grounded in measurable business results.

Dave Morrissey

Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:

DMI Short Course: GDPR

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.

You can find more information and content like this on the Digital Marketing Institute's Membership Library

You will not be assessed on this content in your final exam.

ABOUT THIS DIGITAL MARKETING MODULE

Facebook
Dave Morrissey Dave Morrissey
Skills Expert

This module focuses on Facebook and how the platform’s features can be leveraged by digital marketers to develop a successful marketing strategy. It begins by describing how Facebook works as a platform and outlines the Facebook terminology marketers need to be familiar with. It then provides best practices for setting up a Facebook Page and creating Facebook Page Posts. It goes on to cover the different platform features on Facebook and explains how to use the Facebook Ads platform effectively. Finally, it provides you with the knowledge to plan and deliver a Facebook advertising strategy, and to analyze its performance.

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