The Most Popular Facebook Ad Formats in 2024

When you run ads on Facebook, choosing the right ad format is a decisive factor in whether your CPC and conversion rate improve. In this article, let’s explore with The7 the pros and cons of the most popular Facebook ad formats of 2024, so you can pick the one that fits your business best.

11 Popular Facebook Ad Formats at a Glance

Facebook Carousel Ads (Carousel ads)

Carousel ads are a Facebook advertising format that lets you showcase a series of products or services within a single ad set, displayed as swipeable slides on both desktop and mobile.

This type of ad is ideal for communicating a product message through multiple images, each with its own link. When creating a carousel ad, pay attention to the following:

• Images sized 600×600 and of high quality.
• A short ad description of about 90 characters.
• A clear ad headline of about 25 characters.
• About 30 characters for the description of your product or business service.

Facebook Dynamic Product Ads

Dynamic product ads on Facebook are a solution you can’t afford to ignore if you want to bring customers back to your website. When a customer adds a product to their cart but doesn’t complete the purchase, this ad shows that product again on their Facebook feed, boosting the effectiveness of your remarketing campaign.

The strengths of dynamic product ads include:

• A high degree of personalization, targeting specific customer audiences precisely.
• Support for a range of goals, from potential customers who haven’t purchased to customers who have added products to their cart.
• High effectiveness at boosting sales.

When you set up this type of ad, you don’t need to manually enter product names, descriptions, ID numbers, landing pages or image URLs, because Facebook automatically collects and fills in this information for you, reducing your workload and optimizing your ads intelligently.

>>> See more: What Are Facebook Dynamic Ads? How to Run Facebook Dynamic Ads Most Effectively in 2024

Facebook Feature Videos Ads

Video ads capture customers’ attention on Facebook and are a more effective approach than relying on traditional text and images alone. Feature videos not only attract viewers but also convey your message visually, coherently and quickly.

>>> You can check out The7’s Facebook advertising services:

• Facebook Advertising Services in Hanoi
• Facebook Advertising Services in Da Nang

Facebook Leads

Facebook Leads (also known as Lead Generation Ads) is a type of Facebook ad that helps you collect customers’ contact information through a quick and easy sign-up form.

The benefit of Facebook Leads is that it helps businesses collect potential customer information easily, with less time and cost than traditional data collection methods. In addition, businesses can target ads to the specific audience that has filled out the sign-up form, which increases the conversion rate compared with collecting information on a website.

Abandoned Cart Ads

Abandoned Cart Ads are a type of ad that targets customers who have added products to their cart but haven’t completed the checkout. This type of ad shows the products customers left in their cart again on advertising channels such as Facebook, Instagram, Google Ads and more, to remind them and encourage them to come back and buy.

Event Ads (Event Responsive)

Event ads (ER) are a special type of ad for businesses and organizations launching offline and online events, especially events with a high level of user interaction.

Benefits of using event ads (ER):

• Reach more people: Your ad is shown to more people, including those who don’t yet follow your Facebook Page.
• Boost participation: Event ads (ER) help you attract more people to attend your event.
• Measure performance: You can track how your ad performs to see reach, ad clicks and the number of people attending the event.

Click to Web Facebook (Domain Ads)

Click to Web Facebook ads (also known as Domain Ads) are an ad format that drives users to your website by displaying ad banners on Facebook, Instagram and Audience Network.

What sets Click to Web Facebook ads apart is their focus on the website traffic objective, optimizing for more website visits and conversions across formats such as images, videos and carousels. In addition, Facebook provides effective analytics tools (such as Facebook Pixel) that help you track clicks, website visits and conversions to evaluate how your ad campaign is performing.

Page Likes

Page Likes ads, which increase the number of likes on a Facebook Page, are popular with many newly established businesses that want to grow their likes and community interest. This type of ad includes a direct Like Page button, and the ad cost is calculated based on the number of likes the Page receives.

Page Post Engagement

Page Post Engagement ads are a type of ad that increases engagement (likes, shares, comments) on the posts of your business’s Facebook Page. This type of ad includes a direct Like Page button, and the ad cost is calculated based on the number of likes the Page receives, so it suits goals such as:

• Increasing brand awareness: When your post gets a lot of engagement, more people get to know your brand.
• Growing your Facebook Page fans: When users engage with your post, they are likely to like your Facebook Page.
• Increasing website traffic: You can insert a website link into the post to draw users to your website.
• Boosting sales: You can promote your products or services in the post to encourage users to buy.

Offer Claim

Offer Claim ads are a type of Facebook ad that lets businesses present promotions and special offers to potential customers. With this ad format, customers can easily claim an offer directly on Facebook, without having to visit the business’s website or app, using the “Get Offer” call-to-action (CTA) button right on the post.

Facebook App Install Ads

App install ads are a type of Facebook ad that encourages users to install your app. This type of ad displays images, videos or text promoting your app on Facebook and Instagram. When users click the ad, they are redirected to the App Store or Google Play page to install the app. The ad includes the Facebook Page name, the app name and a CTA button such as “Use app” or “Install Now”.

Specifications and Features of Facebook Ad Formats

Ad Format	Overview of Specifications	Key Features
Facebook Leads Ads	– Image size: 1,200 x 628 pixels. – Character count: 90 characters. – Headline: 25 characters. – Link description: 30 characters.	Users enter their contact information directly in a ready-made form, without opening another web page.
Carousel Ads (Facebook Carousel Ads)	– Image size: 1080 x 1080 or 600 x 600 pixels. – Character count: 90 characters. – Headline: 25 characters. – Link description: 30 characters.	Offers multiple related products, increasing choice and experience and helping you sell more products.
Dynamic Product Ads (Facebook Dynamic Product Ads)	– Image size: 1,200 x 628 pixels or 600 x 600 pixels. – Character count: 90 characters. – Headline: 25 characters. – Link description: 30 characters.	Highly personalized and able to achieve a variety of customer outreach goals.
Feature Videos Ads (Feature Video Ads)	– Video size: 1,280 x 720 pixels. – Video ratio: 16:9. – Headline: 25 characters. – Link description: 30 characters.	A lively format that draws users in to watch product information. Boosts brand awareness.
Abandoned Cart Ads (Abandoned Cart Product Ads)		Reminds customers and encourages them to check out with offers and promotions.
Event Responsive (Event Ads)	– Image size: 1920 x 1080 pixels. – Image ratio: 1:9:1. – Headline: 25 characters. – Link description: 30 characters.	Attracts both new and existing customers, increasing engagement and attention for your business Page.
Click to Web Facebook Domain Ads		Low cost and simple to run, delivering a significant amount of traffic.
Page Likes Ads		Increases engagement and followers of your sales Page, raises brand awareness and improves customer trust.
Page Post Engagement Ads	– Image size: 1,200 x 628 pixels. – No character limit. – Headline: 25 characters. – Link description: 30 characters.	Improves the number of users reached and increases engagement on the post.
Offer Claim	– Image size: 1,200 x 628 pixels. – Image ratio: 1.9:1. – Headline: 25 characters. – Link description: 90 characters.	Collects customer information, strengthens product marketing, advises potential customers, and increases visitors and followers of your sales Page.

Which Facebook Ad Format Should You Choose?

To choose the most suitable type of Facebook ad, a business needs to consider a few factors, such as:

• The specific goal of the ad campaign (brand awareness or a higher conversion rate).
• The type of product or service the business sells (premium or mass-market products).
• The overall business strategy and how the business promotes its products or services to the target audience (integrated marketing or performance marketing).

Based on these factors, a business can evaluate and select from the ad formats above to grow and strengthen its brand on Facebook.

Facebook advertising remains a top choice for businesses looking to drive growth and promote their brand. Based on your specific business goals at each stage, you should choose the Facebook ad format that best fits your business.

>>> You can also check out the following related articles:

• How to Sell on Facebook and Earn Hundreds of Millions of VND in Revenue as a Beginner
• 35 Facebook Advertising Terms Every Newbie Must Know
• What Is Facebook Ads? Discover the Top 5 Benefits of Facebook Ads