When it comes to social media marketing, choosing the right types of Facebook ads can make or break your campaign.

With billions of users and a variety of ad formats to pick from, Facebook has evolved into a marketing powerhouse. But which ad type works best for your business goals?

Whether you’re looking to boost brand awareness, drive traffic, or increase conversions, understanding the different ad formats is crucial.

In this guide, we’ll dive deep into the top Facebook ad types and help you decide which one will deliver the results you’re after.

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Why should you use Facebook ads?

Along with the undeniable effectiveness of Facebook ads, they are also cheaper in comparison to other forms of advertising such as Google Ads. While prices vary based on industries and impressions, it breaks down like this:

Advertising on Facebook is also typically cheaper than other social media sites like YouTube, LinkedIn, and Instagram. While Google offers the widest possible audience, Facebook offers a good balance between a big audience and a low price. They also have robust analytics that allow for targeted ads and in-depth data.

Are Facebook ads effective?

Animal from the Muppets pressing a like button
Image Credit: makeagif.com

If you have scrolled through Facebook, you most likely have accidentally clicked on an ad without knowing it was one. In contrast to ads that feel like they’re being forced in your face (ex. ad sets on mobile games or ads that go ignored on the side of websites/blogs), Facebook has seamlessly integrated ads into your Facebook newsfeed.

The 13 types of Facebook ads

In order to utilize Facebook ads correctly, you must match the objective to the correct ad formats. Facebook provides a variety of different ad formats you can choose from. By knowing the different specs of each one, you’ll be one step closer to using Facebook Ads to convert your leads into sales.

The 13 types of Facebook ads are:

1. Video Ads

Video type of facebook ad for Yitty shapewear
Image Credit: Yitty

Now, these are straightforward. These ads are in the form of videos. Video ads should deliver one single message that is easily digestible by the audience.

Create them in Ads Manager or boost from a Facebook Page.

Recommended length: 15 seconds or less.

Ad Objectives for Video Ads:

  • Brand Awareness
  • Reach
  • Traffic
  • App Installs 
  • Engagement
  • Lead Generation
  • Conversions

2. Image Ads

Image Facebook ad for the Unique Vintage Looney Tunes collection
Image Credit: Unique Vintage

This type of Facebook ad consists of one image with a call to action and attached link.

Ad Objectives for Photo Ads:

  • Brand Awareness
  • Local Awareness
  • Traffic
  • Reach 
  • App Installs
  • Engagement
  • Lead Generation
  • Conversions
  • Product Catalog Sales

3. Slideshow Ads

Rolling Stone magazine bundle slideshow
Image Credit: Rolling Stone

Slideshow ads use images or videos to create a story. Create your own slideshow using a minimum of 3 images or up to 10 images or videos. Slideshow ads can help walk through a complicated sequence or simplify a complex process.

As the above example shows, slideshow ads appear as videos cycling through slides and transitions. Slideshow design tools can be a great way to grab attention, even for simple ads.

Ad Objectives for Slideshow ads:

  • Brand Awareness 
  • Local Awareness
  • Reach
  • Traffic
  • App Installs
  • Engagement
  • Video Views
  • Lead Generation
  • Conversion

These shouldn’t be confused for slideshow ads. Unlike slideshow ads, carousel ads give you more versatility by allowing you to showcase 2 or more images/videos with different headlines. The distinct differences in the appearance of the ads can be seen in the pictures. Each creative is shown as a card that can be scrolled through and each image can be linked to a different web page.

Best Feature: allow you to feature multiple products in one ad

  • Brand Awareness
  • Local Awareness 
  • Reach 
  • App Installs
  • Engagement
  • Lead Generation
  • Conversions
  • Product Catalog Sales

5. Instant Experience Ads

Pela phone cases instant experience
Image Credit: Pela

Full-screen ad experiences that are immersive and interactive. Before, in order to have this experience, Facebook would redirect you to another page upon clicking the link. However, with these new types of Facebook ads, this experience can be hosted completely on Facebook.

Ad Objectives for Instant Experience Ads:

  • Brand Awareness
  • Traffic

6. Dynamic Product Ads

Hot Topic dynamic product type of facebook ads
Image Credit: Hot Topic

Dynamic product ads are great for remarketing. With this, you can promote products to already interested customers. For example, your website, app, or anywhere on the internet. All you have to do is set the campaign and Facebook will do the rest of the work for you in real time.

Ad Objectives for Dynamic Product Ads:

  • Product Catalog Sales

7. Lead Form Ads

Lead form ads direct you to a fillable form that people can fill out. The fields can be customized to the types of data that you’d like to obtain.

Ad Objectives for Lead Form Ads:

  • Lead Forms

8. Collection Ads

facebook collection ad example

Once a user clicks on these types of Facebook ads, it will immediately open your Instance Experience ad. The primary goal of Collection ads is to make it easier for users to discover, search, and purchase products and services from portable gadgets. 

Collection ads are an immersive way of showcasing your products and services. You will need a variety of images and videos on your Collection ads. These images and videos will pop up every time a user clicks and opens your Instant Experience.

The Collection ad will entail a cover image or video with several products showcased under the cover image. The users will then know more about your offers, and might even visit your website or app. This will, hopefully, improve your website conversion rate.  

Ad Objectives for Collection Ads:

  • Brand Awareness
  • Traffic
  • Store Visits
  • Conversions
  • Product Catalogue Sales
  • App Installs

9. Event Ads

Event types of Facebook ads example
Image Credit: Regeneration Salon Spa + Wellness

Some brands organize regular events to increase brand awareness or generate more leads. And by using Event Ads on Facebook, you can boost your event promotion on this Omnipotent channel. 

Once you create an event, promote your event to have a huge turnout or high revenue from ticket sales. You can create your event from the Facebook Ads Manager or boost your event from your page. 

Ad Objectives for Event Ads:

  • Brand Awareness/Event Awareness
  • Local Awareness
  • Reach
  • Lead Generation
  • Engagement
  • Event Responses and Offer Claims
  • Conversions

Here are some best practices for promoting events on Facebook.

10. Messenger Ads

You can also offer a direct and more personalized experience by creating Messenger Ads. Messenger ads in your inbox can appear between conversations. With the detailed view, users will see a call to action that will end up in the destination you set when you created the ad. 

Ad Objectives for Messenger Ads:

  • Brand Awareness
  • Traffic
  • Lead Generation
  • Conversions
  • Store Visits

11. Stories Ads

Amp Live Radio Facebook story ad
Image Credit: Amp Live Radio

Stories ads are fun ways to share and digest content. For one, Facebook stories offer a natural experience for users by providing a vertical and full-screen view. Secondly, stories deliver the message fast! 

Ad Objectives for Stories Ads:

  • Brand Awareness
  • Reach
  • Video Views
  • Conversions
  • App Installs
  • Traffic
  • Lead Generation

12. Poll Ads

Facebook poll ad types example Jasper's market

You’ve seen polls on Instagram, but both Instagram and Facebook ads offer brands the opportunity to engage users with polls. Polls appear at the bottom of photos and videos, letting users engage directly with content and understand what your company offers.

Ad Objectives for Poll Ads:

  • Brand awareness
  • Reach
  • Lead generation
  • Traffic

13. Augmented Reality Ads

Sephora collection augmented reality filter

Snapchat pioneered this style of ad when they launched their Lenses feature back in 2015. These ads are tricky to produce, but have proven benefits for engagement and campaign effectiveness.

Ad Objectives for AR Ads:

  • Brand awareness
  • Reach
  • Engagement
  • Lead generation
  • Conversions

Create all types of Facebook ads with Penji

Once you have your Facebook ad strategy down, you’ll want to get started on designing. Stellar graphic design is the key to any ad campaign, and Penji is the simplest way to get a high volume of designs. For a small monthly fee, you can get unlimited designs for Facebook, websites, print, and everything in between.

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