This article will analyze the most basic types of Facebook ads and show you how to apply them effectively for small businesses and marketers. Understanding them correctly and choosing the right format will help you optimize costs, increase ROI, and create campaigns that attract the right target customers.

If you've never run ads before or are still struggling to figure out where to start, read more: Practical Tips to Help Beginners Run Effective Ads Right From the Start.

Image Ads

This is the simplest and most common form of advertising. A high-quality image can convey a clear and direct message to users. Whether you need to promote a product, a promotion, or simply want to increase brand awareness, images are always a suitable choice.

GTG CRM's image-based advertisements

Notes on implementation:

• Choose sharp images with the correct aspect ratio to avoid pixelation or the loss of important content.
• Keep the message concise, avoid cramming too many words in.
• Use unique images to stand out in your News Feed.

Video Ads

Video helps tell brand stories vividly and inspiringly. It's a format that offers high levels of engagement, as viewers are often captivated by moving images and sound. However, video production requires significant time and expense, so you need to carefully consider this before implementing it.

Video ads on Facebook (Source: Kaylin Hoang)

Notes on implementation:

• The ideal video length is under 15 seconds to keep attention.
• The opening should be engaging right away, avoiding unnecessary rambling.
• Optimized for mobile devices – where the majority of Facebook users access it.

Slideshow Ads

If you don't have the resources to shoot and edit videos, slideshows are a reasonable alternative. With just 3-10 photos or a short video clip, you can create eye-catching motion effects that consume less data. This is especially useful when targeting markets with unstable internet speeds.

Notes on implementation:

• Use high-quality photos to ensure a professional appearance.
• It's possible to add legal background music to enhance the appeal.
• Take advantage of this to "convert" large videos into a lighter version.

Stories Ads

Stories offer a full-screen experience, appearing between other Stories users are viewing on Facebook, Instagram, Messenger, or WhatsApp. This provides an opportunity to create dynamic content with effects, filters, AR, and more. However, you need to design specifically for Stories because this format is different from regular photos or videos.

Before running any ad format, avoid these mistakes that waste your budget: Top 3 Facebook Ad Content Mistakes That Waste Your Budget.

Facebook Stories ads

Notes on implementation:

• Change the images/videos frequently to maintain a fast pace and prevent boredom.
• Utilize motion effects or AR to create impact.
• Optimize for full-screen portrait mode (9:16) for the best display.

Instant Experience Ads

This is an interactive format exclusive to mobile devices. Users can swipe, tap, and rotate the screen to explore products and services. With loading speeds up to 10 times faster than mobile websites, Instant Experience helps retain customers longer. However, this format requires significant creative effort, so it's not always suitable for beginners.

Notes on implementation:

• Use 5–7 elements (photos, videos, etc.) to increase engagement.
• Use pre-made templates to save time.
• Reiterate the main theme throughout to ensure consistency.

Carousel Advertising

Carousels allow you to display multiple images or videos in a single ad, each with its own title, description, and link. This is a great option for showcasing multiple products or telling a story step-by-step.

Carousel ads on Facebook

Notes on implementation:

• Each card should have its own headline and call to action to attract attention.
• Place the most striking images/videos at the beginning to make a strong impression.
• Connect to multiple landing pages to enhance the personalization of the user experience.

Collection Ads

If you have a wide range of products, Collection Ads offer a "mini-store" experience on Facebook. Users can tap to view details in a full-screen interface, making shopping convenient.

Advertise the Collection on Facebook

Notes on implementation:

• Choose a striking image to create a focal point and attract clicks.
• Add a diverse range of products to your catalog to optimize Facebook's display.
• Leverage Facebook's algorithms to personalize products for each user.

Targeted Advertising Types

Facebook not only differs in format, but also categorizes ads by marketing objective: increasing awareness, creating engagement, attracting potential customers, or converting. Each objective has a suitable ad type, and you can create them from two places:

• Facebook Fanpage: Simple, fast, minimal customization.
• Ads Manager: Advanced, in-depth, with many optimization options.

For example, from a Fanpage you can run Boosted Posts, Page Likes, and Website Visitors, while Ads Manager allows you to deploy Dynamic Ads, Offer Ads, and App Ads with more customization options.

Conclude

Facebook boasts a diverse advertising ecosystem for businesses of all sizes. Effectiveness doesn't come from random selection, but from experimentation, focusing on formats that deliver high ROI, and continuous optimization. By understanding and applying these strategies correctly, you'll save budget, reach the right customers, and achieve outstanding results.

Understanding the format is just the first step. To run more effective ads, you need to know how to avoid common mistakes that many beginners make: 9 Mistakes When Running Facebook Ads That Cause Many People to Waste Their Money.