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Master the Mobile Ad Experience with Facebook Canvas

Written by: Carolyn Berk, Content Marketing Associate

Facebook’s Canvas fullscreen experience is a powerful secret weapon for mobile advertisers. This eye-popping, fullscreen mobile experience that loads instantly, has been helping marketing teams engage and enthrall mobile audiences since its introduction in 2016. As of Q2 2017, mobile accounted for 87% of  Facebook’s total ad revenue, thanks in part to mobile-friendly ad units like Canvas. As mobile usage grows, Canvas is becoming increasingly important because of its unique ability to load instantly, hence preventing user drop-off, and dedicating 100% of screen pixels to marketers message, thereby providing undivided user attention.

Here’s how the next generation of Canvas can help you achieve your mobile advertising goals.

A Canvas crash course

The Canvas experience appears within a Facebook user’s news feed much like any other ad. It can be attached to any Facebook feed ad formats. The ads are differentiated with a  a small arrow up button at the bottom of the creative . Once users click on the creative, they’re brought to a full-screen landing page with fast-loading, interactive elements. Canvas Ad

While navigating through the ad, viewers can encounter a mix of images and videos that create a seamless narrative about a particular product, brand or service. The immersive Canvas experience  includes interactive elements, so users can do things like swipe through a Carousel of images, tilt to view panoramic images and zoom in and out of images in detail.

Most importantly, they can click call-to-action (CTA) buttons in order to take further action, such as make a purchase on your website, or download your mobile app. In short, Canvas is able to cultivate conversion intent by priming the users towards purchase or conversion. Many companies have seen impressive results using Canvas, including BarkBox which achieved a 2.6X increase in conversion rates, and Lowe’s Home Improvement which saw a 6.7X return on ad spend (ROAS). When American Express used Canvas to promote its new OPEN Business Platinum card, it saw an eye-popping 37% lift in conversions and 52% higher ROAS.

Creating Canvas is just a few clicks away

Although Canvas experiences  are composed of multiple creative elements, creating them is an incredibly straightforward process. In fact, Facebook offers several templates designed with specific business objectives in mind, taking you through the setup process with an easy-to-use, wizard-like interface.

Before crafting a Canvas, determine what goal you’re aiming to achieve with your ad. Do you want to grow your customer base, showcase your business, or sell your products? Regardless of your goal, the full-screen nature of Canvas is an incredibly effective way of getting your message in front of your ideal user. Because Canvas combines elements of other ad units, such as video and carousel, it’s the perfect platform to combine different styles of creative. Just make sure that you feature images that are ideal for viewing on smaller mobile screens.

Macy’s Canvas ad - wedding registry

Because of the uniqueness of the ad experience and the ease with which you can add in new and different elements, it’s easy to get carried away when creating a Canvas. Therefore, it’s important to make sure that you only try to  communicate one message in each ad, direct the users’ focus  towards your call-to-action (CTA), and ensure that the entire experience remains on-theme and on-message.

Introduce Canvas to your campaigns

Because it’s now so easy to start creating Canvas ads, why not try integrating them into your campaigns? Starting today, Nanigans’ users can build Canvases a part of the regular ad creation flow in the software, making it easy to get on board with this exciting new ad experience. Our team of engineers worked closely with their Facebook counterparts to allow for a seamless Canvas creation flow, hosted and housed within Facebook’s own architecture, but effortlessly integrated with Nanigans’ user interface.

The Gap Canvas Ad

Standing out on smartphones and tablets is vital in today’s increasingly-mobile marketplace, especially during an looming revenue-rich fourth quarter. Bring your ad campaigns to a whole new level by exploring the potential of Canvas on Facebook today.

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