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Facebook Instant Experience Ads

Facebook Instant Experience Ads

When using Facebook’s self-serve advertising platform, you should consider creating Instant Experience ads. Facebook no longer consists primarily of desktop traffic. According to Statista, over four in five users exclusively access the social media network on a mobile device. Creating Instant Experience ads will allow you to target these mobile users with rich promotional messages that drive conversions.

Overview of Instant Experience Ads

Previously known as Canvas ads, Facebook’s Instant Experience ads are mobile-targeted ads that expand into a full page when tapped. Desktop users won’t see these pages. Rather, Instant Experience ads only trigger for mobile users. After encountering an Instant Experience ad, mobile users can tap it. Tapping will expand it into a custom, full-screen advertorial page created by the advertiser.

All Instant Experience ads feature a full-screen advertorial page. The use of a full-screen advertorial page is what distinguishes them from other types of ads supported by Facebook. Instant Experience ads look like small, traditional ads by default. Mobile users can tap them, however, to view a full-screen advertorial page.

How Do Instant Experience Ads Work?

Contrary to what some advertisers believe, Instant Experience isn’t a specific ad format; it’s an extension that enhances ads with a custom, full-screen advertorial page.

You can convert most traditional ads into Instant Experience ads. The extension is available for photo ads, video ads, carousel ads, and collection ads. It won’t change the appearance of the ads themselves. With the Instant Experience extension, the ads will simply expand into a custom, full-screen advertorial page when tapped by mobile users.

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Only mobile users can see and interact with these advertorial pages. Some desktop users may see the traditional ads to which they are linked, but they won’t see the full-screen advertorial pages.

Benefits of Using Instant Experience Ads

Instant Experience ads are designed to target mobile users with a custom, full-screen advertorial page. According to Facebook, the advertorial pages used in Instant Experience ads load up to 15 times faster than standard web pages. They quickly load while ensuring that mobile users have a fast experience.

The advertorial pages used in Instant Experience ads also support mobile commands, such as swiping. During the creation process for an Instant Experience ad, you can customize the full-screen advertorial page with a carousel of multiple photos. Mobile users who tap the Instant Experience ad can then swipe through the advertorial page’s carousel.

How to Create Instant Experience Ads

You can create Instant Experience ads in Ads Manager. Available at, it’s the portal to Facebook’s self-serve advertising platform. Whether you want to create a traditional ad or an Instant Experience, you’ll need to use Ads Manager. The only type of Facebook ad that doesn’t require Ads Manager is a boosted post.

While logged in to Ads Manager, go ahead and create a traditional ad. All Instant Experience ads work in conjunction with a traditional ad. To create a traditional ad, click the “Create” button in your Ads Manager account. You can then choose an objective in the “Campaign” section,” followed by a target audience and daily budget in the “Ad set” section.

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Facebook will ask you to choose a format as well. You’ll need to select one of the available formats, such as a carousel or single image or video. When choosing a format, you should see an option for “Add an Instant Experience” at the bottom. To make the ad an Instant Experience ad, click the box next to this option.

Facebook offers several Instant Experience templates. A template is a prebuilt design for the full-screen advertorial page. You can either build the full-screen advertorial page from scratch, or you can build it using a template. Some of the different templates from which you can choose include Storefront, Lookbook, Customer Acquisition, Sell Products and Storytelling.

Whether you build it from scratch or use a template, you’ll need to customize the advertorial page. Ads Manager features an Instant Experience builder tool, which you can use to customize the advertorial page. In the top-left corner of the Instant Experience builder tool is an “Add Component” option.

Components are customizable elements. To add a header to the advertorial page, for instance, you can choose the header component. To add a block text to the advertorial page, on the other hand, you can choose the text block component. There are nearly a dozen different components, each of which allows you to add a customizable element.

Different types of components support different forms of customization. Upon choosing a component, you’ll see customization options for it. The header component allows you to customize the text — or you can upload a photo to use as the header –as well as the background color.

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You don’t have to add components in the order that you want them to display on the advertorial page. Components are rearrangeable. You can drag a component from its current location and drop it in a new location.

When you are finished customizing the advertorial page, click the “Save” button. Keep in mind that the advertorial page must be complete before you can save it. If it’s missing any essential information, Ads Manager will reject it.

You can also preview the advertorial page by clicking the “Mobile Preview” button. It will load the advertorial page in a mobile window, thus giving you a mobile user’s perspective. Assuming your advertorial page looks good, you can click the “Finish” button. Ads Manager will then connect to the advertorial page to your ad. You won’t be able to edit the advertorial page after clicking the “Finish” button, but you can always disable it by clicking the “Remove” button.

Not all ads on Facebook are the same. Some of them will expand into a custom, full-screen advertorial page when mobile users tap them. Known as Instant Experience ads, they are designed to quickly load on mobile devices. You can create them by choosing the “Add an Instant Experience” option for a traditional ad, followed by building and customizing an advertorial page.

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