12 Sorts of Fb Adverts (2023)

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Fb advertisers have tons of concentrating on choices and campaigns to select from. It’s no marvel companies of all sizes—from small mother and pop retailers to Fortune 100 corporations—use Fb adverts.

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Whereas having entry to an enormous number of promoting choices is a marketer’s dream come true, it may well additionally make getting began a frightening activity. When you’re feeling overwhelmed, try the next sorts of Fb adverts to see how one can apply them to your Fb advert methods.

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Sorts of Fb adverts

1. Picture adverts

Fb picture adverts, or picture adverts, as some name them, characteristic a nonetheless picture and accompanying copy and a name to motion (CTA). You should utilize boosted posts or create devoted adverts for Fb picture adverts. Many ecommerce advertisers use picture adverts to advertise a product and embody a hyperlink to the product web page.

Fb permits you to put textual content over your picture adverts, but it surely recommends conserving the phrases to lower than 20% of the picture. Too many phrases could also be distracting for customers and will additionally result in denial of your advert, wherein case you’ll have to evaluation, replace, and resubmit.

Magnificence model Widespread Inheritor makes use of Fb picture adverts to advertise its new product, a retinol serum. It has a few totally different advert choices, every selling the identical product. Some drive to the model’s Instagram web page, whereas others drive on to the product web page.


2. Video adverts

Fb video adverts are a lot the identical as picture adverts, the distinction being the content material format. Video adverts characteristic video or movement graphics, whereas picture adverts are nonetheless pictures or graphics. You may create video adverts in Fb or enhance natural posts which have video.

Video adverts are usually extra participating than picture adverts. Greater than 1.25 billion individuals eat video on the platform every month, and other people spend virtually half their time on the app watching movies. Nevertheless, video can be extra difficult and costly to provide.

Once you use Fb video adverts, you may select from quite a lot of placements and aims. These parameters decide your video necessities, together with Fb advert sizes, facet ratio, and video size.

3. Instantaneous Expertise adverts

Fb Instantaneous Experiences (previously Canvas) are full-screen, multimedia advert sorts that ship wealthy content material experiences to audiences. Instantaneous Experiences embody loads of the options and capabilities of the opposite Fb advert sorts—customers can view photographs, watch movies, swipe by way of carousels, click on by way of to tagged merchandise, and even tilt to pan for distinctive angles.

Instantaneous Experiences is a extremely participating Fb advert kind and leverages a mix of property to create an immersive consumer expertise. In lots of instances, you should utilize the pictures and movies you created for different Fb advert sorts after which repurpose them in an Instantaneous Experiences bundle. It is a nice method to profit from your funding in Fb advert inventive.

Ladies’s lingerie model Adore Me used Instantaneous Experiences to drive opt-ins to the model’s subscription mannequin for its new line of swimsuits. It used the pliability and comprehensiveness of the Instantaneous Expertise to advertise the subscription choice with testimonial movies in addition to content material that explains how the subscription plan works. The marketing campaign ended up driving 25% extra opt-ins than its commonplace video adverts.


4. Ballot adverts

Fb’s ballot adverts mean you can survey your focused viewers with a query, providing them two solutions to select from. This Fb advert kind is usually efficient for reinforcing engagement along with your present viewers, in addition to producing model consciousness amongst new potential clients. You may create Fb ballot adverts with photographs or movies.

Listed here are a number of concepts for easy methods to use ballot adverts:

  • Survey clients to search out out their present ideas in your model and/or merchandise.
  • Get enter on upcoming designs or new product concepts. A dressmaker, for instance, may ballot its viewers about which shade choice so as to add for a well-liked gown.
  • Increase engagement by posting a ballot on a present subject that’s of curiosity to your viewers and related to your model.
  • Conduct market analysis to study extra about your goal market.

5. Carousel adverts

Fb carousel adverts characteristic as much as 10 photographs or movies in a format customers can click on by way of. Every picture or video can have a singular hyperlink, so this can be a nice Fb advert kind when you’re selling a product assortment, for instance.

You may also hyperlink all of them to the identical URL, which works effectively when you’re selling a single product however need to spotlight numerous options.

You may set the order of your photographs and movies, or you may let Fb’s algorithm do it for you, lining them up within the order that drives probably the most conversions.

The beneath advert from Benoa Swim options a number of merchandise. The swimsuit model makes use of way of life product photographs to advertise quite a lot of swimsuits, every linking to the corresponding product web page. This carousel advert is an ideal candidate for Fb’s computerized optimization as a result of the pictures aren’t sequential.

6. Slideshow adverts

When you’re seeking to repurpose advert property you have already got, Fb slideshow adverts may be just right for you. Fb basically takes your picture adverts and places the recordsdata collectively in a slideshow video format. This Fb advert kind will assist you leverage the ability of video with no need further price range for movies, which may be costly to provide.

In case you have high-performing Fb picture adverts, chances are you’ll think about turning them right into a slideshow video advert. You are able to do all of this inside Fb, in addition to add inventory pictures and music for some selection.

7. Assortment adverts

Fb assortment adverts are ecommerce-oriented and meant particularly to show Fb browsers into on-line patrons. Assortment adverts have a important featured picture or video, in addition to three smaller photographs beneath. When a consumer clicks on a set advert, they’re taken to an Instantaneous Expertise.

There are three templates for Fb assortment adverts:

  1. Instantaneous Storefront when you’ve got 4 or extra merchandise and need to make buying your merchandise the main focus.
  2. Instantaneous Lookbook for way of life and contextual imagery exhibiting your product(s) in motion whereas additionally telling your model story.
  3. Instantaneous Buyer Acquisition to give attention to driving cellular conversions or different actions.

Jewellery model Pura Vida used Fb assortment adverts to drive gross sales over Memorial Day weekend. It created a 40%-off promotional supply and highlighted that in the primary hero picture, after which used its product catalog to complement with product imagery. The model ended up rising every day purchases 6.3 instances and earned a 20% enhance in return on advert spend for the entire marketing campaign.


8. Lead advertsLeadAds.png


The lead advert unit makes the method of amassing e mail addresses and constructing e mail lists extremely straightforward. With this Fb advert kind, your prospects can fill out and submit a type with as little effort because it takes to love or share a submit.

The fantastic thing about the lead advert unit is that Fb auto-populates many of the fields a prospect would usually need to fill out manually. This reduces friction, which makes them extra more likely to observe by way of.

When you’re seeking to develop your e mail listing, lead adverts are an ideal choice. In lots of instances, you may join your lead advert along with your e mail service supplier and leverage automations. New contacts might be added to considered one of your lists and entered into an automatic workflow that you simply’ve created.

9. Dynamic adverts

Dynamic ads.jpg

Fb dynamic adverts join your retailer’s product catalog along with your Fb Occasions Supervisor and Fb pixel. When somebody visits your web site after which logs into Fb, they’ll see an advert that options the identical merchandise they have been taking a look at in your web site. In consequence, the advert they see is extremely customized and related.

Dynamic adverts are sometimes within the carousel advert format. You may also apply customized audiences to your dynamic adverts, permitting you to curate extra focused collections of things primarily based on who might be seeing it. For instance, perhaps you might have product classes in your web site. You may create carousel adverts for various classes and present them to customers who’ve visited pages throughout the corresponding class.

Once you run a dynamic advert, the copy is identical for everybody who sees it, however the inventive is 100% distinctive and customized primarily based on the respective viewers’ habits in your web site.

With dynamic adverts, you may select 4 totally different audiences to focus on:

  1. Considered however not bought
  2. Added to cart however not bought
  3. Upsell merchandise
  4. Cross-sell merchandise

Primarily based in your chosen viewers, the advert will robotically be optimized for every goal, saving you time and driving higher outcomes.

Lots of Fb’s advertising and marketing companions have had spectacular outcomes with dynamic adverts. In accordance with the platform, The Farmer’s Canine boosted conversions by 23% due to dynamic adverts. It’s straightforward to grasp why the ROI is so excessive, on condition that it’s probably the most customized, focused, and related advert companies can run—in need of creating a singular advert for each Fb consumer.

10. Messenger adverts

Fb Messenger adverts seem in customers’ chat tab in addition to in between Messenger Tales. You should utilize the inventive property from different Fb advert sorts and set your concentrating on and placement parameters, and Fb will do the remaining. When somebody faucets in your Messenger advert, they’re taken to your vacation spot of alternative (your web site, app, or a direct message along with your Fb web page).


You may also use Fb Messenger adverts on Instagram and WhatsApp.

11. Tales adverts

Fb Tales adverts present up when customers are consuming Tales quite than scrolling by way of their information feed. In accordance with Fb, individuals love Tales. Seventy-three % of US customers say Tales assist them expertise new issues, and 62% plan to make use of Tales extra sooner or later. And as many as 4 million advertisers are utilizing this selection.

Tales adverts seem in vertical format, so maintain that in thoughts when creating photographs and movies to make use of on this Fb advert kind. You may also push these adverts to Instagram and Messenger.

Superior Maps makes use of Fb Tales adverts to advertise its illustrated maps. The instance beneath options two movies highlighting a specific map. A faucet on “Store now” takes customers on to the product web page to allow them to make a purchase order.


12. Augmented actuality adverts

Fb augmented actuality adverts are immersive advert experiences accessible to cellular customers. Right here’s the way it works: A consumer sees your advert of their feed and once they faucet it, they’ll see interactive hotspots and directions on easy methods to interact with the advert. This launches the augmented actuality (AR) expertise, wherein customers can view your merchandise from new angles and nearly discover the merchandise, mimicking an in-person buying expertise.

Footwear model GREATS used Fb AR adverts to spice up model consciousness and buyer acquisition. To take action, it created cheeky AR adverts that prompted individuals to share photographs of themselves—after which added messaging that informed contributors they’re “GREAT.” GREATS created a lookalike viewers and focused customers just like its present clients with the best lifetime worth. These adverts led to 3.4 instances extra model elevate than the model’s commonplace video adverts.


Fb advert concepts

Get well deserted carts

Roughly 70% of consumers abandon their cart, in response to knowledge collected by the Baymard Institute. In different phrases, for each 10 individuals who add a product to their cart, almost seven of them will depart your retailer with out making a purchase order.

How do you get these consumers again to your retailer to allow them to full the acquisition? With Fb retargeting, you may run a extremely customized Fb advert geared toward these people. These adverts sometimes supply an incentive, comparable to free delivery or 10% off, if the individual returns to finish their buy.

Buyer thank-you adverts

Many enterprise house owners have a foul behavior of placing their advertising and marketing efforts into turning leads into clients and stopping there, with out enthusiastic about buyer retention. It is a big mistake.

It’s a lot simpler to show a first-time buyer right into a repeat buyer than it’s to show a chilly lead right into a first-time buyer. And it’s usually considerably costlier to accumulate a brand new buyer than it’s to retain a present one.

That is why chances are you’ll think about operating thank-you adverts in your retailer. For instance, you would possibly run an advert concentrating on new clients for 2 days post-purchase, that includes a 30-second video personally thanking them for his or her enterprise. It’s a good way to construct model loyalty and enhance buyer satisfaction—and switch first-time clients into repeat clients shortly after their first buy. You may take this a step additional by constructing a buyer loyalty program that nurtures these relationships and boosts repeat gross sales.

Present buyer new product adverts

As a result of present clients already know and belief you, it’s a no brainer that if you roll out a brand new product, the primary advert you run must be an announcement concentrating on present clients.

HelloFresh used this tactic to advertise the launch of its sub-brand, Inexperienced Chef. It partnered with influencers to run focused Fb adverts to its present buyer base, asserting the newest arrival to the model.


New visitors technology adverts

Retargeting is nice, however except you’re driving high-quality visitors to your web site, it received’t be very efficient. It’s all the time a good suggestion to have a Fb marketing campaign driving potential new clients to your retailer. You would possibly name this marketing campaign a first-touch-point advert, because it’s probably the primary time the individual viewing the advert has heard of your enterprise.

Right here’s an instance of a visitors technology advert from DreamCloud Sleep asserting its model and product to its viewers:


Any such advert will sometimes have a decrease click-through charge (CTR) and better CPC than retargeting campaigns, since you don’t know as a lot concerning the individuals viewing your adverts.

However there are a number of methods you may lower the fee and enhance the efficiency of a first-touch-point advert:

Begin with a Lookalike Viewers


In case you have an present buyer or prospect listing, you may simply import that into the Adverts Supervisor as a brand new Customized Viewers.

As soon as that viewers is prepared, you should utilize it to create a Lookalike Viewers of two million to twenty million individuals. This new viewers will comprise Fb customers who most intently match your present clients, making them simpler to focus on.

Use graph search and Viewers Insights


Fb supplies advertisers with quite a lot of highly effective free instruments. Viewers Insights mean you can uncover a wealth of demographic, behavioral and curiosity knowledge on all Fb customers. You may make this knowledge extra helpful by filtering the search by particular pages, pursuits, areas, and demographics.

Enter your competitor’s pages into Viewers Insights to study extra about your potential audience. This search will return an unimaginable quantity of information concerning the Fb customers who like your rivals’ pages, which you should utilize to focus on your first Fb adverts.

A/B check

It’s all the time a good suggestion to A/B check your Fb adverts, no matter the kind of advert, but it surely’s important to check your first-touch-point adverts. For a brand new marketing campaign, create two or three copy choices and one other two or three inventive choices. Check these variations on a number of audiences.

You don’t want to spend so much of money to do that proper. You may make investments a number of {dollars} a day on every variation for per week after which analyze the outcomes. Upon analyzing the information, ramp up the spending in your best-performing copy, inventive, and viewers.

To start promoting on Fb, begin small, experiment, measure outcomes, and iterate. The sorts of Fb adverts talked about on this article is usually a basis so that you can construct your enterprise’s long-term social media advertising and marketing technique. Now that you simply’re accomplished studying, begin testing!

Extra assets to study Fb promoting:

Editor’s notice: An earlier model of this text was initially printed April 2016.

Sorts of Fb adverts FAQ

What are the perfect sorts of Fb adverts?

The perfect sorts of Fb adverts incorporate video. Fb customers interact with video greater than every other content material kind on the platform.

What kind of Fb advert ought to I run?

The kind of Fb advert it’s best to run is determined by your supply, audience, and marketing campaign objectives. You may examine this submit to study concerning the sorts of Fb adverts and select which of them to run.

Why use Fb adverts?

Fb is the most important social platform, with almost 2.5 billion energetic customers, and affords among the most strong concentrating on choices for advertisers. Regardless of Fb adverts’ diminishing returns, skyrocketing prices, and concentrating on challenges, it stays an essential channel to contemplate. It’s a superb distribution channel and trendy market for ecommerce companies of all sizes.

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