Compare ad formats on your Facebook


Compare ad formats on Facebook - With more than 22% of the world's total population using Facebook and 76% of daily website visits, Facebook ads are always an essential part of your digital marketing strategy. It continues to be the most popular social media channel, with over 2.07 billion users today.


The most significant advantage of Facebook advertising is the ability to reach the exact target audience with you. You have the ability to reach people from your age, language, behavior, interests, location and other factors. If you know who your customers are, you can leverage the power of Facebook to attract them and convert them into quality leads.

Here's how you can use Facebook to better target ads:


Another advantage from using Facebook as an advertising channel is affordability. You can potentially reach 1,000 people just by spending an average of $ 5. Why are you spending lots of ads, radio ads and other traditional advertising when you get to reach the same audience in a better and cheaper way with Facebook!

With a focused, targeted advertising strategy, you have the ability to improve your brand awareness, increase web traffic and get results faster with this powerful social media channel.

According to the study, 56% of users visit Facebook many times a day. So you have the ability to understand how often you are able to target your audience with what you have to offer. The more they see you, the more likely they are to buy the product with you.

Facebook advertising is a powerful business tool that attracts many potential customers and revenue. No wonder why 5 million businesses use paid advertising on this social networking channel. Facebook reported significant growth in revenue, up 47% from last year. This is primarily driven by exponential growth in worldwide paid ad and mobile advertising revenue.

All of these insights clearly show that Facebook advertising is the most effective way to improve your ROAS. It is important to identify the right techniques and tools to deliver the best results.

Different types of Facebook ad formats

Facebook offers a variety of ad formats, each with different specifications and targeted to achieve different goals. We will discuss here the most common types of ad formats, pros and cons on Facebook.

Image ads on Facebook

Image on Facebook is one of the most widely used forms of advertising, ideal for promoting awareness about who you are and what you do.


Advantages and disadvantages


  • Image ads on Facebook are easy to create; build ads directly from Facebook pages by publishing compelling images

  • Attractive images grab people's attention right away

  • Ideal for launching new products or services

  • Cost effective


  • Image ads placed on news feeds appear similar to organic posts and are easily overlooked in a hurry.

Advertising specifications:

  • Aspect ratio: 9:16 to 16: 9

  • Text size: 125 characters; with Headline: 25 characters and description: 30 characters

  • File format: png or jpg

  • Minimum image height and width in pixels: 600 respectively

Video advertising on Facebook

Video ads on Facebook are a great way to showcase product features with you and get people’s attention with sound and motion. The ad format is likely to be customized according to the way your audience watches the video. Create a different experience from linear to impressive videos to more focused videos. Video advertising on Facebook is the best way to convey an interesting and eye-catching message.

Here's an example of how Vanity Planet, which provides high-quality beauty and beauty products online, has increased its ROAS by 33% when using video ads on Facebook with real people using the product.


Advantages and disadvantages


  • Create video ads of varying lengths - from short brand messages to more complex product stories

  • Reach out to many people beyond the Facebook audience. With the option to stream your video ad to a trusted website and app with Audience Network

  • Reach costly or hard-to-reach audiences on television in a way that targets young people aged 18-24

  • Test running your ads by creating a mockup

  • Videoad, thanks to its dynamic nature, attracts immediate user attention


  • The likelihood of people leaving Facebook and visiting your website after watching video ads is not high

  • Facebook videos automatically play as you scroll through, but there is no option for autoplay sound. That means no one hears you.

Advertising specifications:

  • Support aspect ratio: 9:16 to 16: 9

  • Text ad copy: 125 characters

  • Minimum and maximum video length: 1 second to 240 minutes

  • Maximum video file size: 4 GB

  • 360 ° and interactive video options available

Carousel Advertising

This ad format allows up to 10 unique images or videos to appear in the ad, each with its own link. So you have more space to be creative - showcase different products, highlight intricate details or tell enchanting stories on each Carousel card.

A great example of Facebook Carousel ads is Chipotle. They used the smart ad format to promote their ‘Friend and Faux’ campaign. The picture compared different Chipotle meals to other fast foods. The message was simple, straightforward and interesting.


Advantages and disadvantages


  • With Carousel ads, you have more space to showcase your products or tell a story

  • Add up to 10 separate photos or videos to feature your brand in a creative way

  • Multipurpose advertising channel - telling compelling stories, showing different features on the product side, introducing multiple products, or reporting a process.

  • Effective ad formats to attract potential customers and sales for your products or services


  • It doesn't work if you build ads that try to achieve all of the above. Understand your product and advertising goals, then choose the same ad format

Advertising specifications:

  • Recommended aspect ratio: 1: 1

  • Number of cards: 2 to 10

  • Image format: png or jpg

  • Maximum image size: 30 MB

  • Maximum video length: 240 minutes

  • Maximum video size: 4GB

  • Text: 125 characters

  • Link description: 20 characters

  • Title: 40 characters

  • Recommended resolution: Minimum 1080 x 1080 pixels

  • Ration tolerance: 3%

Advertising collection

Designed to improve conversions and sales for your side business, Facebook gallery ads encourage users to buy by displaying different items from your product catalog, customized for each individual multiply. The ad format makes it easy for people to browse, discover and purchase products or services.

Based on your goals and type of product or service, choose from 4 different templates for advertising your collection: Instant Storefront, Instant Lookbook, Instant Customer Acquisition, and Instant Storytelling. You will get full details here.

As you can see in the picture above, Adidas has cleverly used the Facebook collection ad format to introduce the new launch - Adidas ZNE Travel Hoie. Attractive video ads showcasing new products, with 4 product images below, related to the new launch.


Advantages and disadvantages


  • Use the perfect combination of videos and photos to showcase new premieres, tell compelling stories, or display items from product catalogs

  • A seamless web browsing experience in which customers are interested will give you a quick click visual download provided by Instant Experience and that also does not leave Facebook

  • High efficiency generates a lot of leads and conversions because it allows users to easily browse, discover, and buy eye-catching products.

Advertising specifications:

  • The video or cover image uses the first multichannel content from your full screen frame

  • Text: 20 characters

  • Title: 90 characters

  • Image size: 1200 x 628 pixels recommended

  • Video size: up to 4 MB

See more: How to create a multilingual WordPress website

Canvas Advertising

To provide an outstanding mobile advertising experience, use the Facebook Canvas format to create beautiful full screen ads. Canvas is powered by Instant Experience, which helps build ads optimized for mobile devices, loads quickly and is created to appeal to your entire target audience. In canvas mode, users have the ability to view compelling photos and videos, tilt it to view the landscape, zoom in or out, swipe through carousel or explore lifestyle photos with tagged products - all Just in the ad!

You can build Instant Experience in a simple way with optimized templates on Facebook or create from scratch for a unique experience. Depending on your party's business goals, choose from different templates. Get more party details template here.

Here is an example of ASUS using canvas ads on Facebook, highlighting the theme of Shopping season gifts in 2015. Advertisers increased 42% of clicks, with people spending an average of 12 seconds to see the ad. In addition, 70% of users who viewed canvas ads visited websites on ASUS. Therefore, success is huge.


Advantages and disadvantages


  • Use an easy-to-use design template or create your own unique Instant Experience

  • Images, videos or full-screen animated graphics for a deep branding experience

  • Designed and optimized to improve the mobile experience, with ads loading 15 times faster than mobile websites

  • Get new customers, boost brand awareness, grow your business, or inspire mobile shopping


  • Building ads from scratch is potentially time consuming

  • A full screen experience has the potential to disrupt viewing Facebook with users

Advertise potential customers on Facebook

If your advertising goal is to generate more leads, Facebook Lead advertising is an ideal investment for you. There are many people who want to know about your business, but considering filling out their mobile form to get more information is a bit difficult. Facebook Lead ads create situations that are mutually beneficial for both your potential customers and you.

When someone clicks on your main ad, the form will appear with full contact information you have shared with Facebook and ready to send you. With just a few taps, they will get the business information they want and you will generate qualified leads! It's an easy and simple way to build a conversation between you and your potential customers.

See how BMW increased its lead generation by 2.8 times using this ad.


Advantages and disadvantages


  • Designed, optimized to enhance the mobile experience; pre-filled forms help mobile users send their contact information faster to gain valuable business insights, making it more effective for generating leads.

  • Customizable forms help to ask the right questions and get more quality leads

  • Pair your prospect ads with your optimized products, the option to select customers on Facebook to create relevant leads

  • Because the contact form is pre-populated, potential customers are more likely to complete and submit the form, ensuring more conversions and a few drops.

  • Use Facebook prospect ads for requests for referrals or quotes, event registration, newsletter signups and more.

  • Optimize your side ads to increase quality leads, maximize conversions and increase ROAS


  • Lack of email management tools; it's a time-consuming process to download leads generated from ads, upload with your email channel and set up Autoresponders manually.

  • Ads that are not directed to the landing page attract more users to take positive action

  • Promoting leads on Facebook also creates low quality leads

Advertising specifications:

  • Recommended image size: 1200 x 628 pixels

  • Ad text: 90 characters

  • Link description: 30 characters

  • Headline: 25 characters

  • Contextual tag button: 30 characters

  • Context card title: 60 characters

  • Contextual tag: Unlimited characters in paragraph format

  • Required: Website URL link and privacy policy

Facebook page with interactive ad (PPE campaign)

This type of ad format is ideal for sharing valuable business information with your audience, inspiring them to take action. Ads provide insight into how many people like, comment, or share posts with you. This will help you better understand the type of content or story your audience loves to deliver more of what they like. You will be using ads to promote your Facebook posts outside of your site to get more people to act.

You can use Facebook Pages to post interactive ads in unique ways - to post stories or updates about products or businesses with you, to build customer base and brands with you or to Connect with new readers and followers on your side. The main goal is to increase likes and interactions for your posts, promote knowledge and brand experience to better convert and return advertising spend.

There are different types of Facebook Pages that post interactive ads as mentioned here:

  • Photo post ad : Use beautiful images that appeal to your fans and followers. Post the right image to get lots of likes, comments and make sure it has a compelling title. See the example of Chez Pierre below:So-born-nutrition-dang-high-on-facebook

  • Video ad posting page : Nothing drives audience engagement better than video! Short but interesting video posts are the best way to create the best experience for customers.


  • Post Text Ads page : This site is ideal for user or Pagelike engagement, but has no advantage over image ads or video posts on the Page.


  • Advertising post links : This is another great way to improve page engagement and generate new leads. Create ads with images, videos or text that will attract people and add links to your website or landing page to drive conversions. Here is an example of a market in Jasper:


Advantages and disadvantages


  • The best targeted advertising helps increase audience engagement with your brand

  • Promote great likes, comments and shares to your Facebook posts on and off Facebook, gain new customers, and connect with your followers.

  • The ideal way to share stories, update in a natural way, promote enhanced user engagement

  • Great to amplify your side business by building your customer base and brand

  • Cost effective


  • The Like button on the page on the side of your ad is only capable of creating likes, even those of poor quality. Actual user participation with your site or conversion rate cannot be determined

Promotion ad

Do you have great promotions or discounts to share with your audience on social media? If so, use promotional ads on Facebook. Increase your sales by creating and publishing attractive, discounted promotions for the audience you want to reach at the right time.


Advantages and disadvantages


  • Promotion ads on Facebook are effective, customizable and easily created

  • Able to be optimized in mobile devices

  • Connect with existing customers with you and get new ones

  • Automatic reminder when the offer expires, is sent to the user

  • Maximize conversions, increase sales, and increase your ROAS by encouraging people to take positive action


  • Facebook users tend to claim incentives, but don't regularly redeem them on time. It all depends on the behavior and preferences of the user

Advertising specifications:

  • Recommended image size: 1200 x 628 pixels

  • Offer title: Maximum 25 characters

  • Ad copy text: Up to 90 characters

  • Image ratio: 1.9: 1

  • Your Facebook page must have at least 50 likes in order to be able to create promotional ads

Those are the most popular Facebook ad formats and how you optimize them to increase conversions, increase your ROAS.

Square vs. Landscape in Facebook Ads

When you advertise on Facebook, your goal is to promote brand awareness, market your products or services to a huge audience, increase user engagement with your ads. , driving conversions?

Choosing the right ad format is very important to ensure the success of your Facebook advertising campaign. But at the same time, you should determine the appropriate ad size or aspect ratio for images or videos. This is important to enhance the viewing experience and user engagement.

In the past, Landscape advertising (16: 9) was the most popular, especially for video ads. For images, 4: 3 is the ideal format. Recently, however, Square ads have become more and more popular, thanks to the great viewing experience they provide, especially on mobile devices.

According to recent research, Facebook has more than 2.2 billion users worldwide, with an average of 989 million users via the app again. The best way to target this exponential mobile user base is through compelling Facebook ads optimized for an enhanced mobile experience. Và để tối ưu hóa quảng cáo bên bạn cho người dùng di động Facebook, định dạng Square là có hiệu quả nhất để tăng lượt xem và mức độ tương tác.

Nghiên cứu đã so sánh sự tương tác bên mọi người đối với  Square video  và  Landscape video. Báo cáo này  chỉ ra rằng video Square thu được nhiều hơn 30 – 35% lượt xem so với video 16: 9. Nó cũng cho thấy rằng quảng cáo Square có mức độ tương tác cao hơn 80 – 100% so với quảng cáo Landscape nhờ trải nghiệm xem tuyệt vời bên họ. Ngoài ra, quảng cáo Square có chi phí thấp hơn 8-10% so với quảng cáo 16: 9 theo chi phí tham gia quảng cáo.

Do vậy, nếu bạn muốn thu hút sự tham gia bên người dùng được cải thiện, chuyển đổi cao hơn và tăng ROAS cho quảng cáo Facebook bên bạn, đặc biệt là cho thiết bị di động, thì hãy dùng định dạng Square.

See more: Create Web

Lời kết

Như bạn có khả năng thấy, Facebook cung cấp loạt  loại quảng cáo, kích thước và đặc điểm đáp ứng yêu cầu khác nhau bên mọi người. Chúng tôi khuyên bạn nên thử nghiệm định dạng quảng cáo khác nhau để xác định cái nào mang lại kết quả tối ưu cho bạn. Chọn hoạt động tốt nhất cho doanh nghiệp bên bạn và với chi phí thấp nhất. Tuy nhiên, nhiều nhà tiếp thị thành công sử dụng kết hợp loại quảng cáo và kích thước khác nhau để thâm nhập và tiếp cận sâu hơn.