10 types of Facebook advertising

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Over the years, Facebook has offered more and more advertising options. Each of the categories below are categorized by format and presented in different locations on the platform.

This means that the criteria for considering them in one category or another has to do with the place where the ad will be displayed. The location will also determine the amount of text and the size of the image or audiovisual media that can be added.

Almost all of the ad types we'll look at can be used for any topic, vp r&d email database so it's up to you and your business's needs to choose the category.

Facebook Feed

These ads appear in users' feeds just like a post from their contacts; you can use images or video. We recommend that you choose an aspect ratio that looks good on both the web and mobile devices.

You can also use panoramic or 360-degree photos, which creates an interactive experience that is more valuable and engaging for your prospects. You have the opportunity to choose between different calls to action and objectives.

This is the most conventional ad on the platform, but that doesn't mean you can't send a powerful message. In its ad guide, Facebook shares the specifications and recommendations for better performance.


Example of Facebook advertising in Forcepoint feed

Facebook Right Column

These ads are compatible with the web version of Facebook , so they will only appear to users when they enter the platform from a computer or laptop.

They are ideal for offering attractive discounts, since you don't have much space to talk about your brand: you have to focus on what potential customers really care about.

Because you have space to write a message (up to 125 characters in the main post) and the image size is small, upload photos that contain little or no text, if possible, as this may limit ad delivery.


Example of Lanix advertising in the right column of Facebook

Facebook Instant Articles

Facebook has noticed for several years that users are using its platform more from their cell phones. So it set out to offer a better experience on these devices, both for advertisers and prospects.

Instant articles are one of them:

This format is an HTML document that loads very quickly on Facebook.

Give authorised publishers the ability to tell compelling stories through a brandable, customizable article format that displays quickly on mobile devices.
When you click on it, you don't actually leave the Facebook app to read the post.

It was created to share content that is posted on websites, so it is imperative that you have a URL of the page where you originally uploaded the article that users will see on Facebook.

Among the objective options, you can choose from a list of pre-established objectives, such as brand awareness, lead generation, and app installs. Additionally, you can choose from 10 CTAs that are compatible with your ad's objective.


Example of an instant article from Letras Libres on Facebook

Facebook instream video

This ad format gives you the opportunity to promote yourself with video content. Your ad will appear before, during, or at the end of the video content.

Facebook is responsible for finding the video that best matches your ad, to ensure that more people with a high potential to perform the action you expect (conversion) see it.

You have the option to insert an ad in video or image format, depending on your preference.

And you can follow the recommendations that Facebook makes available to you so that you can make the most of this type of advertisement.
Example of an in-stream Facebook ad

Image from Facebook Ads Guide

Advertisement on Facebook Marketplace

The Marketplace was one of Facebook's new features that created an exclusive space for general users to sell products and services.

Listing something on Marketplace is not the same as advertising there: the former is available to anyone who has a Facebook account and wants to discover or buy items; the latter is an action that is reserved only for Pages.

When you advertise on Marketplace, in addition to appearing in a section created for commercial transactions, you show yourself to users who are near you or within your delivery radius.

They will also be people who have certain interests similar to your business and, therefore, will be more likely to become your customers. Know the specifications so that your ad performs better.