Facebook Ad Types You Need to Master

Facebook Ad Types You Need to Master

written by Houston Golden
Founder & CEO, BAMF Media
October 21st, 2022
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Facebook is king because it’s got the most eyeballs in the market.

Almost everyone on the planet with an internet connection has – at one point – had a Facebook account.

And, that includes everyone’s grandparents.

Now that’s reach.

This is why a lot of companies turn to Facebook when it comes to bringing in more eyeballs for their brand. Whether it be retargeting, brand awareness, or the usual viral video campaigns. It’s still pretty much the platform to beat.

In this guide, we take a look at the different Facebook ad types you need to master.

There is a reason why Facebook, despite the controversies that surrounded it in the past, continues to be the most powerful and widely used social media platform in the world today. Approximately 1 billion people from all over the world log in to the platform every single day. 

In America alone, 2021 statistics from the Pew Research Center show that more than 69% of adults use Facebook. The same survey results revealed that only 40% of adults use Instagram. Mostly, it is young adults between 18-29 years old use Instagram regularly. IG attracts 71%, while Snapchat attracts 65%. 

If the target of business entities is the 30 and above consumers, then there is no doubt that Facebook is the most effective and promising social media platform to use. And over the years, Facebook never failed to deliver results. When it comes to digital advertising, it is safe to say that Facebook is the social media platform to beat. 

And, here’s why growth marketers like Facebook.

Facebook has given them the perfect and most exciting avenue to promote brands aggressively. They also get to enjoy analytics that will help them understand their target market better. If anything, Facebook ads do not only make life easier for business entities, but they also gave them the power to connect with the market easily, influence their choices, and impact their way of life at the same time.

Photo or Images Ads

A single photo can speak a thousand words. It has the power to attract and inspire different emotions or actions. This is what Facebook offers its users – an opportunity to impact the world with a single photo. Whether you are showcasing a product, service, advocacy, or lifestyle, Facebook can help you reach the right kind of people. 

Here’s what.

When intending to use this type of ad, make sure to use a photo that captures the message you want to send to your target market. It is also highly recommended that you remember basic details. The file type should be in JPG or PNG format and should have a ratio of 1.9:1 to 1:1. When it comes to the resolution, it should ideally be 1080 x 1080 pixels. 

Facebook has a recommended number of characters for the text: 125 for the primary text, 27 for the headline, and 27 for the description. The photo to be used should have a maximum file size of 30MB. Otherwise, Facebook will not load the photo. The minimum width and height should be 600 pixels with an aspect ratio tolerance of 3%.

How to Make the Most of the Photo Ads

  • Plan the content of your photo carefully. Identify the subject, the theme, the venue, and the composition of the photo. 
  • Make sure to produce a photo with high quality from its colors to its overall look.
  • Do not overdo your text so that the viewers can focus more on the photo. 
  • Redirect people to your website by using a compelling call to action (CTA).

How to perform a Facebook Ad audit

Facebook Ad Types, Facebook Ad Types You Need to Master

Video Ads

If you do not know it yet, the majority of social media users today have a growing appetite for videos. Quite obviously, moving images are attracting more attention than stills, especially when the content is funny, engaging, or moving. Interestingly, millennials are dominating social media with their captivating video content. 

Facebook’s data revealed that mobile is driving the rise of video. A recent survey done in the United Arab Emirates (UAE) and the United Kingdom (UK) shows that 71% of Facebook users say their online viewing has increased over the past year. Additionally, people are 1.5 times highly likely to watch a video daily on a smartphone than on a computer. 

When it comes to the basic requirements, make sure that your video file format is either MP4, MOV, or GIF. The ratio for desktop mobile is 1:1, while 4:5 for mobile only. The recommended number of characters for your texts is the same as the image ad. The duration should be 1 second to 241 minutes with a file size not beyond 4GB.

How to Make the Most of the Video Ads

  • Come up with catchy content, one that will grab people’s attention right away.
  • Do not make it too lengthy. 
  • Use only high-resolution videos to maintain quality. 
  • Choose a thumbnail image that will compel people to click “play.”
Facebook Ad Types, Facebook Ad Types You Need to Master

Stories Ads

Due to its temporary nature, the availability for viewing lasting only for 24 hours, people tend to check out stories more often than expected. Today, this ad type is considered the fastest growing as more and more Facebook users are drawn to it. Interestingly, Facebook’s survey reveals that 68% said that they use stories on three or more apps at least once a week.

The same survey shows more interesting results: 56% browsed the brand’s website to get more information, 50% looked for the product or service on websites where they could buy it, 38% talked to someone about the product or service, and 34% visited a store to check out the product or service.

How to Make the Most of the Stories Ads

  • Enhance the viewing experience of your targets by using tools like augmented reality or motion.
  • Make the running time between one photo or video to another short. Do not prolong one video or photo unless necessary. 

This type of ad is best for those who wish to showcase two or more videos or images in a single ad, such as those from real estate, the service, and events industries. It is unique as it allows each content to have its own headline, description, link, and CTA. When people view a carousel, all they need to do is swipe on their mobile device or simply click the arrows they see on their computer screens. 

The number of carousel cards is between 2 to 10. Take note of the video file types, ratio, and resolution requirements. Also, remember not to go beyond the image and video maximum file sizes. Moreover, your headline should not go beyond 32 characters and 18 characters for your description. 

  • Use this type of ad to highlight several features of a single product or service.
  • This is also best for those who want to tell a story.
  • To raise your clickthrough rate, opt to feature multiple products that redirect viewers to different landing pages. 
  • Use this to explain a process such as how your brand works and what it can offer. 
  • If you are trying to sell benefits, use this to highlight your core competencies to new clients. 

Slideshow Ads

This ad type is highly recommended for brands with a minimal budget to produce content. A slideshow can combine photos and videos to showcase in a platform that also offers its clients an affordable option. This is considered the perfect alternative to video ads, which are normally costly to produce. 

To create a slideshow, you may either use your original photos or maximize what is available on Facebook. This type of ad is also best for your target market who have low bandwidth or slow connectivity. 

How to Make the Most of the Slideshow Ads

  • Use this to reach consumers in far-flung areas where the likelihood of slow connectivity is high.
  • Make sure to use high-resolution videos and high-quality photos only. 
  • Add engaging music. Make sure you have the right to use it so Facebook will not mute or delete your content. 

Collection Ads

Using collection ads makes it a lot easier for people to browse your products. Its unique feature is moving consumers from a state of discovery to purchase without so much fuss. This is done in an immersive way, making the experience more engaging. 

You will find that each collection ad features a primary video or image accompanied by three more images below it forming a grid-like format. Interested individuals may simply click on the collection to see more products. 

You can choose from three templates: the instant storefront, instant lookbook, or instant customer acquisition. The instant storefront is a catalog of four or more products. The instant lookbook is best when you want customers to see your product or service in action. Meanwhile, instant customer acquisition can be used to drive conversions on your mobile landing page. 

How to Make the Most of the Collection Ads

  • Create eye-catching images or videos to immediately draw attention to your catalog. 
  • Showcase your best 50 products to make the most of the ad.
  • Optimize the instant storytelling feature to tell the story of your brand. Use this feature to connect with new customers. 

7 Facebook Ads Metrics You Should Be Aware Of

Instant Experiences 

If you intend to keep your clients’ eyes glued to your content, this lightning-fast ad type is your best option. Its loading time is 15 times faster than the average loading, a feature that a lot of customers find refreshing as they do not have to wait for several seconds more. 

How to Make the Most of Instant Experiences

  • Come up with a catchy CTA.
  • Emphasize the diversity of your products.
  • Show different kinds of photos under your cover media to raise the curiosity of your viewers, prompting them to click more.
  • Take the opportunity to tell an engaging story about your brand. 
  • Optimize the effects available for you to use. 

Dynamic Product Ads

This type of ad is also a favorite among business owners as it creates a stress-free shopping experience for online shoppers. Interestingly, this ad type allows business owners to promote their products to individuals who may have previously shown interest in the brand. The ad type taps into Facebook’s tracking pixel, which tracks people who visited specific pages on your site in the past. 

What customers will see is dynamic product ads that are inspired by their browsing history, including the specific products they viewed. In order to maximize this type of ad, you simply need to upload your catalog to Facebook’s site. 

How to Make the Most of the Dynamic Product Ads

  • Learn how to set up your catalog by reading these guidelines. Your catalog should contain all the important information customers may want to know about your products.
  • Schedule your product updates regularly to ensure that your clients access accurate prices and the number of items available in your inventory.
  • Implement Facebook pixel – a piece of code you put on your website to help you track conversions from your ads. 

No matter what Facebook ad type you choose, remember that it is always about creating a unique experience for your target clients. Once you have made a lasting connection, they will automatically look for your brand and consider buying the items you are trying to sell. More than the profile of the brand, people almost always have an experience they will never forget, one that will keep them coming back for more. 

Facebook ads may seem intimidating at first glance, but they are actually fun to explore. You just need to be adventurous enough and determined to create strong awareness for your brand on the platform. Do your research, study your options, weigh them carefully, and choose one that you think will give you maximum exposure. Start with one ad type and see where it takes your brand. 

Takeaways from Facebook Ad Types

All ads, no matter what type, will only be successful if you’re keeping an eye on them.

That’s we encourage marketers to learn how to track before they learn how to act.

It’s the same case with Facebook.

You should still be testing, tweaking, and running constant feedback loops to make sure that you’re zoned in on your ideal customer profiles and are bringing them in efficiently.

About the Author

The name's Houston Golden. I'm the Founder & CEO of BAMF — a company I've grown from $0 (yes, really) to well over $5M+ in revenue over a span of 5 years.

How did I do it? Well, it's quite simple, really. I've helped hundreds of business owners and executives get major traction (because when they win, we win), I tell all on this blog.

Growth hacking is a state of mind. Follow along as I explore and expose the unknown growth strategies and tactics that will change the way you think about marketing.
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