In this Facebook ads guide, we’ll walk you through everything you need khổng lồ know, from planning your first ad lớn developing advanced chiến dịch strategies.

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Facebook advertising is an important way to lớn connect with your audience on the world’s largest social network. How large? 2.80 billion monthly active users large, lớn be precise.

Sure, that’s an impressive number. But Facebook ads are all about getting your message in front of exactly the right segment of those people. The people who are most likely lớn actually want your products or services.

If you want lớn get the best results, it’s important khổng lồ understvà the different Facebook ad types và targeting options before you dive sầu in.

In this Facebook ads guide, we’ll walk you through everything you need lớn know, from planning your first ad to lớn developing advanced campaign strategies.

Bonus: Download a không tính phí guide that shows you how to lớn save time & money on your Facebook ads. Find out how lớn reach the right customers, lower your cost-per-cliông xã, và more.

Types of Facebook ads

Image ads

These simple ads are a great way lớn get started with Facebook paid advertising. You can create one with just a few clicks by boosting an existing post with an image from your Facebook Page.

Image ads may be simple, but that doesn’t mean they have to lớn be boring.

For example, you might think domain names are a pretty ho-hum sản phẩm. But that doesn’t stop the Canadian Internet Registration Authority from creating fun Facebook phokhổng lồ ads.


Source: Canadian Internet Registration Authority on Facebook

Video ads

Video ads can run in the News Feed & Stories, or they can appear as in-stream ads in longer Facebook videos. Video ads can show your team or your sản phẩm in action, lượt thích this quick demo đoạn Clip ad from Abeego.


Source: Abeego on Facebook

Just like image ads, Clip ads can also take a more creative approach, like this one from Tru Earth:

Your đoạn phim ads don’t need lớn use filmed đoạn Clip footage. You can also create GIF-like graphics or other animations khổng lồ capture attention or explain your offer, lượt thích in this đoạn Clip ad from IKEA.


Source: IKEA Canada on Facebook

Poll ads

This mobile-only Facebook ad format incorporates an interactive sầu component by adding a two-option poll to an image or video ad. You can add a separate liên kết for each poll choice.

Both you and those who answer will see the tally of responses khổng lồ each poll option.


Source: Facebook

Carousel ads

A carousel ad uses up lớn 10 images or videos khổng lồ showcase your sản phẩm or service.

You can use this format khổng lồ highlight different benefits of one hàng hóa, several different products or even use all the photos together khổng lồ create one large panorama image.

Each image or video can have sầu its own links. In the ad below, each “Shop Now” button goes directly to the sales page for the plant in the accompanying image.


Source: Plantsome on Facebook

Slideshow ads

Slideshow ads offer an easy way to create short video clip ads from a collection of still photos, text, or existing video clips.

Slideshow ads have sầu eye-catching motion, just like videos, but use five times less data. So, they load well even for people on slow internet connections. They’re an easy, low-impact way to lớn draw attention.

You can build your ad and add text and music within Ads Manager.


Source: Facebook

Collection ads

These Facebook paid ads, which are offered only for di động devices, allow you to lớn showcase five sầu images or videos that customers can cliông xã to lớn buy a hàng hóa or service.

Collection ads pair with Instant Experiences (more on those below) và allow people to lớn buy your products without ever leaving Facebook. This makes online shopping easy when people are on-the-go.

The primary photo or đoạn phim can bởi much more than showcase a single product. For example, in this Lee Valley Tools ad, the primary đoạn Clip teaches viewers how to lớn choose the right seeds for their garden. The sản phẩm images below all point khổng lồ supplies for planting and saving seeds.

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Source: Lee Valley Tools on Facebook


Source: Lee Valley Tools on Facebook

Instant Experience ads

Instant Experience ads used to be called Canvas. They’re a full-screen ad format that loads 15 times faster than a mobile trang web outside of Facebook.

This ad from Kilne links khổng lồ an Instant Experience with a video at the top and a carousel below.


Source: Kilne on Facebook


Source: Kilne on Facebook

You can also link a few Instant Experiences together so people have access to even more instant mobile content.

Lead ads

Lead ads are only available for di động devices. That’s because they’re specifically designed lớn make it easy for people to lớn give you their liên hệ information without a lot of typing.

They’re great for collecting newsletter subscriptions, signing someone up for a trial of your hàng hóa or allowing people lớn ask for more information from you. Several automakers have sầu successfully used them khổng lồ encourage chạy thử drives.


Source: Facebook


Source: Facebook

Because these ads are such a great way khổng lồ feed your sales funnel, we’ve got a whole guide lớn using Facebook lead ads. It breaks down all the details you need lớn know lớn make the most of this important type of Facebook ad chiến dịch.

Dynamic ads

Dynamic ads allow you khổng lồ promote targeted products khổng lồ the customers most likely khổng lồ be interested in them.

For instance, say someone has visited a product page or placed a hàng hóa in their shopping cart on your website, but then abandoned the purchase. With dynamic ads, you can advertise that specific sản phẩm in their Facebook feed.

This reminds the potential customer lớn complete the purchase, and can be a very effective sầu Facebook marketing strategy.

It’s not just the hàng hóa selection that can be dynamic. The Taiwanese beverage br& Nature Fruit used dynamic ads to manage the language settings for its ads when it expanded into lớn Malaysia.

This allowed them to lớn create a single ad that automatically ran in either English or Simplified Chinese, based on the user’s preferences. The result was a 25% lower cost per add-to-cart.


Source: Facebook

You need a Facebook Business Manager account lớn use Dynamic ads.

Messenger ads

Facebook Messenger ads give sầu you access to lớn the 1.3 billion people who use Messenger every month. When creating your ad, simply choose Messenger as the desired placement. You also need to lớn select Facebook feed.

Here’s what an ad looks lượt thích in the Messenger app:


Source: Facebook

You can also run “click-to-Messenger” ads in the Facebook feed. These ads feature a call-to-action button that opens a Messenger conversation with your Facebook Page. People can use it to lớn have sầu a one-on-one conversation with one of your salespeople or customer service reps.

Stories ads

Smartphone phones are meant to lớn be held vertically. Stories ads are a mobile-only full-screen vertical đoạn phim format that allows you to lớn maximize screen real estate without expecting viewers khổng lồ turn their screen.

Stillhouse Spirits Co. ran Facebook Stories ads as part of a chiến dịch khổng lồ reach U.S. males aged 21 to 40. They specifically targeted the ads lớn those interested in alcohol, cocktails, hiking và the outdoors.


Source: Facebook

Augmented reality ads

Augmented reality ads use features lượt thích filters & animation lớn allow people khổng lồ interact with your brand.

For example, the filter could help users see what a shade of lipstiông xã would look lượt thích on their lips, or how a pair of glasses might fit their face.

Augmented reality ads can also be used khổng lồ extkết thúc your reach. The ads allow users khổng lồ take selfies with the filter & share them on their own channels.

The cosmetics bvà essence used mask filters in augmented reality ads lớn connect with their audience. The mask designs were based on an earlier round of ads that polled followers on their favorite features.