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Yukta Mutreja

October 18, 2022

Ad formats and placements

You should choose an ad format based on your business goal and the types of high-quality assets available. There are six main ad formats:

Ad formats and placements

Single Image

A single image ad can be used across most placements. It’s important to note that text on the actual image may keep your ad from delivering or may impact the performance if it does deliver. Keep the text in the description whenever possible.

Single Video

When paired with the right targeting, optimization and call–to–action, you can prompt action from video, which makes it a strong medium for you ads. You can create video ads on Facebook using several ad objectives.


Carousel ads let you display multiple images or videos that scroll from left to right. This format is effective for storytelling and showcasing videos and images of your brand, products, apps or services. Carousel ads provide a flexible way to advertise your products, services, apps or promotions without having to create multiple ads.


You can produce an ad using static images and it will play like a video. Slideshow ads are a lower in cost alternative to video production because they let you bring motion to static assets. You can combine multiple images (or videos), text and sound to capture attention and tell a story. Slideshow ads will play on Facebook and Instagram on phones, tablets and computers just like a video.


Collection pairs a video or photo with four product images. Clicking on this ad leads people to a fullscreen, mobile-only experience showcasing multiple products, which loads within the Facebook app.

Instant Experience

Instant Experience allows you to add a fullscreen experience to any ad format. Instant Experience is. An interstitial landing page that loads instantly when someone taps on an ad on Facebook or Instagram. Instant Experiences are native, so they load faster than an external website would.

Formats and Placements for Campaign Objective

The campaign objective you choose should align with your overall business goals. However, it's important to note that the campaign objective you choose also determines what placements and ad formats you can use.

Here are the ad formats and placements available for each objective:

Formats and placements for campaign objective

Dynamic Creative

Dynamic creative finds optimized ad creative combinations by taking multiple ad components (such as images, videos, titles, descriptions and CTAs) and automatically generates combinations of these assets across audiences. The delivery system then optimizes for creative components that can deliver efficient results for each impression served.

Dynamic creative ads will work to serve your audience the most high–performing creative combinations.

Dynamic creative is ideal for advertisers with many assets who want to learn what creative resonates with different audiences. However, it's not a substitute for split testing. Dynamic creative provides multiple benefits. It saves time during ad creation, helps improve ad performance and encourages advertisers to try new creative.

Creative best practices

Having creative images with one focal point versus many in product and lifestyle contexts can impact lower funnel attributes such as purchase intent or attributed view content events positively. Similarly, using context type images with one focal point can impact brand awareness positively.

Embrace video: Video prompts both brand and direct response outcomes. Today's video ads are interactive, shorter and mobile. You can prompt action from videos, when paired with the right targeting, optimization and call- to-action, which makes it a more functional medium for direct response than it has been in the past.

Optimize video ads for mobile viewing: Based on how people view content on mobile, we recommend:

- Creating short videos (15 seconds or less)

- Capturing attention quickly

- Incorporating the brand early

- Designing for sound-off experiences

- Building for vertical viewing

Static images and video work better together. Direct response campaigns that combine video and static image ads have the highest conversion lift outcomes compared to static-only campaigns. This implies that the two formats may complement each other in messaging and/or attract different audiences.

Optimization of creative can help improve results: Mobile advertisers can use information and insights to fuel marketing strategies. Testing of creative can help you optimize your campaign and can have a significant impact on performance. Optimization can also help to avoid creative fatigue. Creative fatigue happens when your ad performance suffers due to overexposure. If you're worried about your ad creative getting stale:

1. Decreases in CTR as frequency increases

2. Increases in CPA as frequency increases

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