They can act as a “mini-landing page” to drive conversion for the brand.
This author makes a case for when a brand should use long form or short form Facebook ads. Long form Facebook ads can act as a “mini-landing page” and encourage a user to make the first click which takes them to the site.
These ads also help target an audience that is unfamiliar with a brand’s product or service. Given their function as a “mini-landing page”, long form ads help on running a Facebook Lead Generation ad which isn’t supported by a landing page.
Short form Facebook ads are beneficial for retargeting users that are familiar with a brand and understand its products. A customer review that acknowledges a potential concern and “sparks” other reviews can work well as short form ads.
[3 minute read]