September 18, 2018 Edgar Guillen

How to Tell Which is the Right Facebook Ad Format for Your Business

Facebook Ad format for your business

When getting started with Facebook advertising, most people view it as a straightforward task. There are many objectives for each business goal, and different formats you can choose.

What you probably don’t know is that there is a correct ad format you should be using according to your business goals.

Let’s take a look first on the different objectives you can choose from, depending on your goal:



Now that you have defined your objective, it’s time to choose the right ad format. There are six main formats:

  • Ad Format #1: SINGLE VIDEO

Videos the most recommended format to use on Facebook. Although your approach will vary depending on the flavor of your content, in general, videos are more eye-catching than text and still images.

This format supports all objectives except “Catalog sales,” and works exceptionally well for many of them, from increasing brand awareness and engagement, driving traffic to the website, generating conversions and leads and even encouraging store visits. Every day more and more Facebook content is video.

The length of the video also must depend on your business goal and placement: on mobile platforms, people prefer shorter video ads of 15 seconds or less- this will best capture attention and drive awareness. Conversely, longer videos can be used to create a deeper connection and drive engagement or conversions.


  • Ad Format #2: SINGLE IMAGE

The simple image ad format is useful for every campaign objective- except, of course, video views.

It’s the most classic and simple format that you can use- but its success is extremely reliant on having great imagery and engaging copy.


  • Ad Format #3: COLLECTION

The collection ad format is a mobile-exclusive format that helps people to discover and purchase products and services more easily, allowing the visitors to have a better shopping experience and learn more about the products without leaving Facebook.

This format typically includes a cover image or video followed by several photos of the products and service. After clicking the ad, visitors land on a Canvas, a fullscreen experience which we will explain in greater detail later.

The primary purpose of this ad format is to encourage shopping by displaying products and services. If your business goals are to drive traffic to your site, generate conversions, catalog sales, and promote store visits, collection ads are what you need. This format supports only these four campaign objectives.


  • Ad Format #4: CAROUSEL

The carousel format supports all campaign objectives but engagement and video views. It allows you to showcase up to 10 images or videos within a single ad, each with its own link. This gives you the opportunity to tell a story around your brand using creative and connected imagery, and display different products or features or explain processes in a fun way.  


  • Ad Format #5: SLIDESHOW

Slideshow ads allow you to create a video experience out of static image, with the advantage that you don’t need the resources associated with full video like time and production costs- just images, sound,  and text. You can even create the slideshow with stock images available on Facebook.

This type of format supports all objectives.


  • Ad Format #6: CANVAS

As we mentioned before, canvas ads are an immersive full-screen experience designed to capture the complete attention of your visitors. Combining text, photos, and videos, Canvas ads create an integrated experience allowing people to watch videos and images, swipe through a carousel, browse through a collection of items, and more. It acts as a landing page to create a better user experience.

This type of format is also mobile-exclusive and can be used to increase awareness, generate traffic, engagement, and conversions, and increase video views.


To sum up, please feel free to check this table to quickly find out which ad format is supported by each campaign objective.


For inspiration, click here and check out some successful examples of ad formats by other brands.


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