types of Facebook ads and how to distribute them


Facebook is the world’s largest real-name registration social network.

By using Facebook Ads, you can advertise not only on Facebook, but also on Instagram, Messenger, and Audience Network, which are also operated by Meta (formerly Facebook).

Facebook has 26 million domestic users (July 2019) and Instagram has 33 million domestic users (June 2019). It’s a very attractive advertising medium.

There are many different types (formats) of Facebook ads.

In this article,

  • Types of Facebook Ads
  • Facebook Advertisement Procedure

I would like to introduce about

By knowing the types of Facebook ads, you can understand how to post the ads you need for your company, so please refer to it.

What is Facebook Ads

As I mentioned earlier, Facebook Ads is a service that allows you to advertise on Facebook, Instagram, Messenger, and Audience Network.

The advantage of advertising on Facebook is that it allows for precise targeting.

Facebook users register information such as age, gender, place of residence, hobbies, occupation, and life stage on Facebook.

The big advantage is that it is possible to accurately display advertisements to users with specific attributes and hobbies by utilizing the big data information accumulated on Facebook.

Since it is possible to display advertisements targeting the customer base that is the target of the product, promotion can be carried out efficiently.

Read Also: Facebook Updates Reel’s Creative Tools

Facebook ad type (format)

When using Facebook ads, it is important to choose the type of ad that suits your product or service.

As of December 2021, the following eight types of advertisements are available.

Next, I will explain each of them.

  • photo advertising
  • video ads
  • Stories Ad
  • Messenger Ads
  • carousel ads
  • slide show ads
  • collection ads
  • playable ads

photo advertising

“Photo ads” in Facebook ads are a simple format that displays a set of one image and a short sentence.

Since it is the most standard format, it is suitable for a wide range of purposes, such as wanting more people to know about your products, wanting more people to access your website, etc.

Here are some things to keep in mind when using photo ads on Facebook:

  • Focus on one image theme
  • Use attractive and impactful images
  • Use an image of your product (if you have a specific product)
  • Add a short, engaging text

video ads

Facebook Advertisement “Video Ads” is a format that uses videos to convey the appeal of products and services.

You can choose a wide range of video lengths from 5 seconds to 10 minutes (the maximum recommended by Meta is 15 seconds), so you can set the length according to the product and target.

Video ads are suitable for a wide range of promotional purposes, such as improving brand awareness and recall frequency, and encouraging purchase intentions, as they can appeal to products in an attractive manner.

There are three main types of Facebook video ad placements:

  • In-stream ads (sandwiched in the middle of video content)
  • Feed Ads (appearing in the user’s feed)
  • Stories ads (appearing on Instagram/Facebook/Messenger stories)

Stories Ad

“Story Ads” of Facebook Ads are a type of video ads that are displayed on Instagram/Facebook/Messenger Stories.

Ads can be displayed in a full-screen format, giving users a high degree of immersion and impact.

Stories is a live-like feature that allows you to easily check what your friends are doing right now, and it is especially popular in Japan, and is especially familiar to Instagram users.

By placing an ad in the story, you can connect with users more effectively.

It is also possible to paste the URL of the EC site in Facebook stories, so it is an excellent point that it is easy to create a lead from watching videos to purchasing.

Messenger Ads

Facebook Ads “Messenger Ads” are the format displayed in the chat list in the Message app.

Tapping an ad takes the user to the ad detail page.

A distinctive feature of Messenger ads is that users can communicate directly with companies through threads.

Users can have one-to-one two-way communication with businesses, just like chatting with other friends on Messenger.

carousel ads

“Carousel ad” of Facebook ad is a format that can display up to 10 images and videos in one ad.

You can also display a separate link for each video or image.

Since you can include multiple images and videos in one advertisement, you can introduce multiple products with one advertisement, and you can also convey the appeal of a certain product from various angles.

You can also post story-like ads where the story unfolds each time the user swipes the image.

It’s also a good format if you want to show how to use your product in your ad.

slide show ads

Facebook Ads Slideshow Ads are a format that uses animation, text, and sound to promote your products, much like PowerPoint’s slideshow feature.

It uses animation, text, and sound, so you can get a movie-like effect.

In addition, slideshow ads use one-fifth the data volume of video ads, so they can be displayed smoothly on the user’s screen.

Content creation costs are relatively low because it can be created using images at hand.

This format is recommended for those who want a video-like effect but don’t want to spend a lot of money.

collection ads

“Collection Ads” of Facebook Ads are a format that displays one main video/image and three small images as a set, and is suitable when you want to lead users to purchase a product.

With collection ads, you can aggregate information with different characteristics in one ad in the form of the main video/image + 3 images.

When the user taps a collection ad and moves to the detail screen, the ad is displayed in full screen (=Instant Experience), which makes it more visually appealing to the user.

playable ads

Facebook Ads “Playable Ads” are formats for Facebook and Audience Network that allow users to play a demo of your app.

Therefore, it is a suitable format for app game promotion.

* Audience Network is an external media affiliated with Facebook, and it is possible to place advertisements in addition to the Facebook application.

Since it is a format that can provide realistic play of the application, it can give users a high sense of immersion.

You can also direct users directly from your ad to the App Store or Google Play Store.

Steps to advertise on Facebook

So far, we’ve covered the types of Facebook ads.

Next, we will introduce the steps to display Facebook ads.

1. Set goals

Open the Ads Manager for Facebook Ads.

First of all, on the screen to create a new ad, let’s set the final goal you want to achieve by using Facebook ads.

Possible examples include increasing e-commerce sales, improving brand awareness, achieving high impressions, and enhancing customer engagement.

Be clear about what you ultimately want to achieve with your Facebook ads.

In addition, the cost of Facebook ads will change depending on the purpose of each Facebook ad, such as “impression charge”, “click charge”, and “conversion charge”, so let’s check when setting up.

In addition, when distributing advertisements for the purpose of conversion (registration or purchase), it is necessary to introduce Facebook’s “Pixel” or “Conversion API” separately.

Check with the developer and have them implement it.

2. Set your target

Next, set the range of users you want to reach your ad.

You can narrow down the users who display ads based on their interests in products and services, such as age, gender, place of residence, and hobbies.

Target setting criteria

  • Core audience (refine by age, interests, interests, etc.)
  • Custom Audience (filter by existing customers)
  • Lookalike Audiences (focus on users who are similar to your existing customers)

There are three.

Let’s set up to reach the target audience of the product firmly.

3. Decide where your ads will appear

Next, decide where you want your ad to appear.

The main places where advertisements are placed are as follows. With Facebook Ads Manager, you can also set up ads on other family apps such as Instagram.

Ad delivery destinations can be easily switched by simply checking each app.

  • Feeds (Facebook, Instagram, Messenger)
  • Stories (Facebook, Instagram, Messenger)
  • In-stream (Facebook, Instagram)
  • Message (Messenger)
  • Facebook search results
  • In Facebook Instant Articles
  • In the Audience Network app

Regarding the placement of advertisements, you can set it to “automatic placement” in which Facebook efficiently automatically displays advertisements on each medium.

With automatic placement, Facebook’s artificial intelligence optimizes ad delivery according to the performance of the ad.

Of course, you can also choose the placement of your ads yourself.

4. Set a budget

Next, set your budget.

Set your ad budget as much as you can spend for a day or for an entire campaign.

Once you reach your preset budget amount, your ads will automatically stop showing, so you’ll never have to worry about spending more than you expected.

In addition, Facebook ads can be used from a small amount, so even if you do not have ample budget, you can use it.

5. Select format and creative (image/video)

Next, select an ad format.

From the Facebook ad formats introduced earlier, choose the one that suits your product, service, and purpose.

Set the images and videos created for the format, set the text to be displayed in the ad, set the landing page URL, etc., and you are ready to distribute Facebook ads.

Let’s broadcast.

6. Analyze the effectiveness of your ads

After the ad is posted, analyze the effectiveness of the ad in Facebook’s Ads Manager.

First of all, you should look at the following indicators.

  • Amount Spent:
    How much did the ad cost
  • Impressions:
    how many times your ad was shown
  • Reach:
    how many people saw your ad
  • Engagement:
    how many likes, comments, shares, etc.
  • Clicks:
    how many times your ad was clicked
  • Click-through rate (CTR):
    How likely are people to click on your ad once it’s shown?
  • Cost Per Click (CPC):
    The cost per click on your ad
  • Conversions:
    How many goals did you achieve?
  • Conversion rate:
    what percentage of goals were achieved?
  • Cost per conversion (CPA):
    How much money did it cost to achieve one goal?

Check which version of the ad is more effective and whether the ad is delivered to the set target.

On Facebook, you can see various indicators other than the above, and you can analyze from various angles, so please try using the tools.

If you find any improvement, adjust your ad serving settings to reach your prospects more efficiently.


What did you think.

Advertisement on Facebook, the world’s largest SNS, has great benefits, and it’s great to be able to start with a small amount.

As introduced, there are a wide variety of formats for Facebook ads, so you can distribute effective ads according to your budget and purpose.

If you are in charge of a company, please use this article for your future marketing plan.