The Anatomy Of Facebook Ad Types

When running Facebook ad campaigns, is very important to choose the right ad type for your goals. Facebook has grown immensely over the years, and now is closing in on the 2 billion user mark. This makes Facebook a no-brainer for almost any advertising campaign because it gives you access to a huge pool of new audiences with amazing targeting capabilities. Facebook has really been investing their time in developing their ad platform and adding more options to advertisers to reach and target their audiences. For a non-veteran Facebook advertiser, all those options may be overwhelming at first.

When you compare prices of advertising on several platforms, Facebook stands out because in a lot of cases it’s much cheaper to get impressions and clicks there. But don’t think that quality of those clicks is lower, just on the contrary. The granular targeting that Facebook has is maybe the most effective sales tool for any business to create loyal customers and generate leads.

Choosing The Right Facebook Ad Type

One of the best benefits of using Facebook ads is that they are extremely versatile and they offer a solution for a whole host of problems from getting clicks to your website to getting people to sign up for your event.

The first thing that you’ll have to decide on is your exact marketing objective as it’ll determine which ad format you’ll use. When you are creating the campaign in ad manager, the first screen that you’ll see is a list of objectives. Each objective in the list has different options for placements and ad formats. Depending on the objective that you select, some placements might be unavailable (e.g. if you select app installs, then you can’t show your ad on the desktop).

Ad Objectives

Boost your post

You’ve probably noticed that some of your posts on Facebook perform better than the others. With boost post (post engagement) ads, you can get those trendy posts even more reach. This will put your specific post in front of the exact audience that you choose and get as many of them to interact with it: to like, share, and comment. This will also raise the social proof of the post since it’s very likely that it’ll end up having many likes, shares, and comments.

When you use this type of ad, Facebook will search for people, within your targeting specifications, that are the most likely to interact with posts and show it to them. You will notice that these post engagement ads tend to get much more likes and shares than when you use other types of ads such as website conversions or clicks to website.

Promote your page

This is the old “Page likes” objective and you can use it to expand your organic reach as this will encourage people to like your page. If you are producing a lot of content on your Facebook page and are driving engagement with it, then it might be useful to increase your page’s like count.

The recommended image size for the page like ads is 1200×444 pixels and you should keep text under 20% of the image like always. Ads don’t get rejected for having too much text in the ad image, but rather they get much lower reach and at a potential higher costs. Facebook prefers images with very little to no text. You can use Facebook’s text overlay tool to check how much text you have in the image and they’ll inform you if the amount of text is ok or if the reach will be lower.

Page Likes

Clicks To Website

This is the “Traffic” objective and you should use it for traffic-oriented campaigns. You can use it to drive traffic to your product pages, or any specific page where you want people to land on. When “Traffic” objective is selected, Facebook will use its algorithm to find people who have the habit of clicking on the ads and show them your ad. Of course, it’ll show the ad only to people within your targeting options. You don’t need to put a link in the ad copy because the image itself will be clickable. This will give you more space in the post description to write your copy and to keep it bloat-free.

Click to Website

After you enter the URL of the page that you want to promote, you just need to set up the audience, choose the budget, and upload the creative. For clicks to website ads, you’ll have the option of choosing a single image or video or to show multiple images in a form of a carousel.

The placement options include mobile and desktop news feed, as well as a right column on the desktop (besides Audience network and Instagram).

Event ads

These ads are great if you have an event coming up and you want to raise an attendance for it. Be sure to create the event prior to creating the ads for it since you’ll need to choose an existing Facebook event. Facebook will pull the image of the event automatically, but you can select a different image if you like. These ads are pretty straightforward as Facebook automatically includes the event title, location, date, time, and the number of people who are attending. Great image in the ad is what’s going to draw people’s attention to it.


Get people to claim your offer

In order to use the claim offer ad type, you’ll need to create an offer on your Facebook page (when creating a regular post, you’ll see “Offer, Event” section on top) or you can create one on the fly from the ad manager.

With this ad type, you can set the date of the offer as well as a limit to the number of people who can claim it. Then from there, you need to select your audience and choose a budget like usual, and for placements, you can select news feeds and right column.

Claim Offer

Video ads

If your goal is brand awareness or retargeting, then video ads might be what you are looking for. A great thing about video ads is that you can actually make a custom audience of people who watched a certain length percent of the video and then use that custom audience to retarget those people based on the duration of the video they watched. This is great if you want to target people who really engage with your videos.

When creating the video ad, you can select an existing post on your page that already has a video in it or you can upload a new video. Video formats that Facebook recommends are .mov and .mp4 and it should be in at least 720p resolution. If you don’t have a video handy, you can simply create a slideshow od 3-7 images right from the ad editor which will be played as a video. The text above the video is editable as well. If you’d like to attract more clicks, you can also include a button in the bottom right of the ad.

Video Views

Collect leads for your business

Lead ads take lead generation to the next step as it allows you to collect information from the user without them having to leave Facebook. What’s also great about this type of ad is that Facebook will automatically fill in the details that it already has about the user so he or she doesn’t have to, such as name, email, phone number, etc.

Lead ads look like standard ads, but when the user clicks on the ad, it opens a form right in the Facebook with fields that you require, e.g. name and email address. When the user fills in the info, he then just needs to hit the submit button. To get all the leads, you’ll have to download the file manually from Facebook.

Lead Ads

Increase conversions on your website

Website conversion ads are great if you want to encourage users to convert on your landing page immediately. These ads look the same as clicks to website ads and they are meant not just to drive as many clicks as possible, but also to drive a specific action of people when they land. Some of the examples of these actions would be driving sign ups, downloading an offer, adding product to cart, purchasing product, etc.

When you select this objective, you can then select an event that you want to optimize for. This is great for e-commerce websites because you can optimize your ads for people who have the highest chance of visiting your store, adding to cart, or purchasing the product, but it can be also used for lead generation and many other things.

The more data that you have in the ad set, the better Facebook will be at optimizing your ads. 25 is a number of specific actions that Facebook needs in order to start optimizing your ads and showing them to people who are more likely to convert.

Increase engagement in your app

If you have an app that you want to promote then you can use this objective to generate activity within the app among your current app users, or you can promote it to new users and get them to install it. You can use a direct link to App Store or Google Play Store.

App Engagement

Get installs of your app

This ad type is different from the app engagement because they are focused on generating new users. They are used to showcase the core purpose of the app and its functionality. When creating this ad type, you’ll need to choose the app by typing in the name or by pasting a URL from Google Play Store or iOS App Store. Next steps are setting up your audience targeting and daily budget. After that, you’ll need to set up the creative and you’ll have standard options of image or video.

App install ads appear only in mobile apps and websites and you can also deep link directly to a specific screen within your app like an account page. There are also several buttons that are specific app call to actions that you can choose, such as Use App, Play Game, Install Now, etc.

Reach people near your business

Choose this type of ad if you have an existing or new store that you want to boost awareness for. You will have the option to choose the are from a map and then your ad will be shown to people in that area only.  The default location will be centred on your business’s street address. You can also enter any address in the box below and adjust the radius to what you like (from 1 mile to 50 miles, or a custom mile radius).

After you set up the audience and budget, you’ll be able to choose one of the four options to gain engagement for your local business: Call now, Like page, Send message, Learn more.

Increase brand awareness

If your goal is to expose your brand and business to as many people as possible, then this type of ads is for you. This type of ads can be technically used for any campaign, but like we’ve already mentioned, you need to be very specific with your goals. Use this type of ads if your main purpose is to drive brand awareness by putting your business in front as many people as possible.



The ad type that you use should be the most relevant to your objective. Facebook also has a few ad types that could be used for the same objective. For example, if you have an opt-in form on your landing page, then you could use several ad types such as clicks to website, lead generation, and website conversions.

Once you start running ads, don’t just stick with the same ad type for all of your campaigns. Facebook gives you so many options, so why not make the best of it? You should always track your campaigns and try to optimize them, and the best way to do it is to try different things and see what works best. Advertising is all about testing, analysing, and optimizing campaigns.