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5 Facebook Ad Types That You Can’t Miss

5 Facebook Ad Types That You Can’t Miss

3 August 2022 | Cara Burkitt – Paid Social Executive at Tag Digital

Facebook ad formats are the layout of your ad that you choose in order to create your ads within Facebook Ads Manager. Picking the correct ad type can contribute to the overall success of your campaign. 

Image ads

Image ads are the ad format that we use most frequently when creating campaigns for Facebook, Instagram and Messenger. Image ads only contain a single image and can be used across multiple placements, they are a great way to keep your ad creation process quick and effective. 

Using high-quality images, we are able to drive users within your target audience to the website destination. This ad format is a great ad choice for all stages of the funnel and can be used for any campaign objective. 

We are able to create one ad that can be used in a variety of placements including Desktop, Mobile Newsfeed, Instagram Feed, Messenger Inbox, and Instagram Stories. 

Example Image ad on Facebook:

Best practices for image ads 

  • Use images that consist of less than 20% text
  • Use high-quality images and ensure they are in a supported format for image ads
  • Text lengths:
    • Headline: 25 characters 
    • Main text: 125 characters
    • Link description: 30 characters 

Video ads

Video ads are a great way to catch your audience’s attention while showcasing information about your event. We are now seeing video ads outperforming other ad formats, often leading to a lower cost per conversion.

Video ads need to be the highest resolution possible to be able to drive high audience engagement. Video ads also allow you to use GIF graphics or other animations to gain attention, utilising videos across different stages of the funnel can help audiences understand your brand and result in maximum success. 

Facebook also offers a platform for interactive and immersive 360° videos. This allows users to explore 360 videos by turning their device or dragging their fingers through the content. 

Best practices for video ads 

  • Make sure videos are high resolution 
  • Don’t overload videos with text, this can disengage the audience 
  • Video thumbnails with more than 20% text may experience reduced results 
  • We recommend keeping the videos under 30 seconds to keep the audience engaged, you want to grab their attention within the first 2 seconds. 

Example Video ad on Facebook:

Slideshow ads

The slideshow ad format allows you to combine up to 10 images, videos with text and sound to capture your audience’s attention. These ads will automatically play on Facebook and Instagram like a video and the loop, they offer an immersive ad experience for your target audience. 

Slideshow ads can be effective and are often used as substitute for a video, they are a simplified version of creating videos through images. However we would suggest that a video is preferred as they often perform better, and convey more information. 

Carousel ads

This ad format allows you to showcase up to 10 images or videos within a single ad, each able to have its own link, headline and description. This format gives you the opportunity to showcase event highlights, speakers, exhibitors, key features, special offers and more. 

Carousel ads also are a great way to highlight different features of your event including ticket offers, exhibition locations and networking opportunities. 

We recommend using a maximum of 5 images as this is shown to give the best performance based on previous testing.

Example Carousel ad on Facebook:

Stories ads 

Story ads are a good way to engage with your target audience, we recommend using images sized 1080 x 1920 to be used on a full screen. We are able to use your video and slideshow creatives for this ad placement, stories are recommended for all campaigns due to their increased popularity across Facebook and Instagram.  Learn more about Stories ads specs

Best practice 

  • Keep at least 14% at the top and bottom of the image text free to make sure the page name and CTA aren’t covering important information. 

Example Story ad:


If you are interested in learning more about Facebook advertising, the Tag Digital team is here to guide you through the best options based on your objective – get in touch today or get started by requesting a proposal.