Available formats for each Facebook ad placement
Posted: Tue Jan 28, 2025 8:38 am
In the previous chapter, we introduced five ad formats that can be used with Facebook ads, but this does not mean that all ad formats can be used in all Facebook ad placements.
We have put together a table showing the ad formats that can be used for each Facebook ad slot, so please refer to this for more details.
Text + Still Image Text + Video Carousel collection
Facebook Ad Feed 〇 〇 〇 〇
Facebook right ad space 〇
Facebook Instant Articles 〇
〇 〇
Facebook In-Stream Video 〇
Facebook Marketplace 〇 〇 〇
Facebook Stories 〇 〇 〇
Facebook search results 〇 〇 〇
Facebook Video Feeds 〇
Instagram Stories 〇 〇 〇 〇
Instagram Feed 〇 〇 〇 〇
Instagram Discover Tab 〇 〇
Audience Network Native,
Banners, Interstitials 〇 〇
〇
Audience Network Rewarded Video 〇
Advertising Message 〇
Messenger Inbox 〇 〇
Messenger Stories 〇 〇
Main features of Facebook ads
Highly accurate targeting
The biggest advantage of Facebook ads is the precision of your targeting.
The secret is that Facebook holds a lot of information about its users.
When using Facebook, you first register with your real name, and then you register information such as your age, gender, place of origin, address, educational background, and interests.
This allows Facebook to obtain extremely detailed personal information about each and every Facebook user.
In addition, there are many sites that allow you to log in by entering your Facebook ID and password on another site, and any user information entered on that site will also be held by Facebook.
This information is used to target Facebook ads, which allows for much more precise targeting than Google ads, Twitter ads, LINE ads, and other ads that target users by guessing their age, interests, and other factors.
This is the main reason why Facebook ads tend to be more effective than other types of ads.
Ability to reach users at every stage of the purchasing process
Generally speaking, web advertising is often only able to be delivered to a certain demographic of users who have an interest in the company's products or services.
For example, there are many advertisements that can only reach potential customers who are not yet that interested in the company's products or services, or that can only reach actual customers who are very interested.
However, Facebook ads offer a wide variety of targeting methods, so depending on how you set it up, you can approach both potential and actual customers.
For more information on the different targeting methods, please see Chapter 9 of this article.
A wide variety of ad formats
Another feature of Facebook advertising is that it offers a wider variety of ad formats than other types of web advertising.
Typical web advertisements are mainly text-only advertisements or advertisements that use text plus one still or video image.
In contrast, Facebook ads have five ad formats, as already explained in this article, and allow you to deliver multiple banners in various combinations, so it can be said that Facebook ads have a relatively wider variety of ad formats than other types of web advertising.
This feature of Facebook advertising allows you to choose the optimal ad format to maximize results based on the characteristics of the products or services you offer and the characteristics of your target users.
Facebook Ad Structure and Ad Setup Procedures
There are three levels within a Facebook advertising account: "Campaigns," "Ad Sets," and "Ads."
The settings that need to be configured for each hierarchy are specific, and will be explained in this chapter.
campaign
As you can see from the image above, "Campaigns" are one level below "Accounts".
Here you can select the purpose of your campaign from a total of 11 options.
Your choice of these will determine which value Facebook's AI will optimize to maximize your ad serving.
Specifically, you will be able to choose from 11 different options, but for more information on each, please refer to Chapter 8.
Ad Set
"Ad Set" is one level below "Campaign".
In the “Ad Set”, you will set the following four items.
budget
Targeting
Distribution location
Distribution period
This means you set how much budget you want to spend for each ad set, and where and to whom you want to deliver your ads.
advertisement
"Ads" are one level below "Ad Sets."
In "Advertising", set the following two items.
Ad formats
Creative
In other words, you set in the "Ad" level what ad format and text/banner will be delivered to the delivery locations set in the "Ad Set" level.
Set up different pricing structures for different Facebook ad campaign objectives
Main billing methods for Facebook ads
There are three main payment methods for Facebook ads:
CPC
CPM
ThruPlay
CPC
CPC (Cost Per Click) is a billing method in which advertising fees are charged each time an ad is clicked.
CPM
CPM (Cost Per Mile) is a billing method in which advertising fees are charged for every 1,000 times an ad is displayed.
ThruPlay
ThruPlay is a billing method that can only be used when videos are used for advertisements. If the video is less than 15 seconds long, advertising fees are incurred each time the video is played to the end. If the video is longer than 15 seconds, advertising fees are incurred every 15 seconds of the video.
Also, please refer to the following article for more information on how to calculate Facebook advertising costs:
Reference
Facebook advertising costs | Calculation methods and know-how to improve cost-effectiveness revealed
Facebook Ad Campaign Objectives and Pricing
There are three billing types for Facebook ads, and the billing type you can use is limited depending on the purpose of the campaign you select.
Below is a detailed summary of the campaign's objectives, an overview, and available payment methods.
Campaign Objective Summary of Objectives Available billing methods
Increase brand awareness Delivery methods are optimized to maximize awareness of your products and services. CPM
reach The delivery method is optimized to deliver advertisements for your company's products and services to as many people as possible. CPM
traffic The delivery method is optimized to increase traffic to the page where the ad is clicked. CPM/CPC
engagement The delivery method will be optimized to increase the number of likes, comments, shares, etc. on your company's account posts. CPM
Installing the app Your delivery method will be optimized to maximize the number of installs of your app. CPM/CPC
Increase video views Your video will be optimized for delivery to maximize views. CPM/ThruPlay
Lead generation Advertisements are delivered to users who are interested in the company's products and services, and the delivery method is optimized to encourage them to request information or make inquiries, and to obtain more information such as user nominations and email addresses. CPM
message The delivery method will be optimized to encourage inquiries about your company's products and services, and ensure that your direct messages on Messenger and Instagram are delivered to more users. CPM
conversion Delivery methods are optimized to maximize the number of purchases of your company's products and services, app installations, etc. CPM/CPC
Catalog sales When delivering advertisements, a catalog of the company's products and services is created and the delivery method is optimized so that it reaches as many users as possible. CPM/CPC
Increase in store visits The delivery method is optimized to maximize the number of visitors to the store by providing directions to the physical store. CPM
How to target your Facebook ads
There are three ways to target your Facebook ads:
Core Audience
Custom Audiences
Lookalike Audiences
I will explain each one.
Core Audience
A core audience is a targeting method that uses user information such as the residence, age, gender, educational background, occupation, language, hobbies and interests of Facebook users, as well as information about their usage of apps such as Facebook and Instagram.
By using your core audience, you can reach potential customers who are not yet interested in your products or services.
Custom Audiences
A custom audience is a method of targeting with manufacturing directors email lists Facebook ads using customer data such as visitor lists to your company's website, email addresses, phone numbers, and Facebook user IDs that you have acquired, rather than information registered by the user.
By using custom audiences, you can approach people who have visited your website and are therefore interested in your products and services.
Lookalike Audiences
Similar Audiences is a targeting method that allows you to select one of your saved Custom Audiences and deliver ads to other users who have many things in common with those users.
This allows you to approach users with similar attributes to users who are already interested in your company's products and services, making it a targeting method that is relatively likely to produce results.
If you would like to know more about the detailed settings for each targeting method, tips for getting results, and actual examples of successful results, please read the article below.
We have put together a table showing the ad formats that can be used for each Facebook ad slot, so please refer to this for more details.
Text + Still Image Text + Video Carousel collection
Facebook Ad Feed 〇 〇 〇 〇
Facebook right ad space 〇
Facebook Instant Articles 〇
〇 〇
Facebook In-Stream Video 〇
Facebook Marketplace 〇 〇 〇
Facebook Stories 〇 〇 〇
Facebook search results 〇 〇 〇
Facebook Video Feeds 〇
Instagram Stories 〇 〇 〇 〇
Instagram Feed 〇 〇 〇 〇
Instagram Discover Tab 〇 〇
Audience Network Native,
Banners, Interstitials 〇 〇
〇
Audience Network Rewarded Video 〇
Advertising Message 〇
Messenger Inbox 〇 〇
Messenger Stories 〇 〇
Main features of Facebook ads
Highly accurate targeting
The biggest advantage of Facebook ads is the precision of your targeting.
The secret is that Facebook holds a lot of information about its users.
When using Facebook, you first register with your real name, and then you register information such as your age, gender, place of origin, address, educational background, and interests.
This allows Facebook to obtain extremely detailed personal information about each and every Facebook user.
In addition, there are many sites that allow you to log in by entering your Facebook ID and password on another site, and any user information entered on that site will also be held by Facebook.
This information is used to target Facebook ads, which allows for much more precise targeting than Google ads, Twitter ads, LINE ads, and other ads that target users by guessing their age, interests, and other factors.
This is the main reason why Facebook ads tend to be more effective than other types of ads.
Ability to reach users at every stage of the purchasing process
Generally speaking, web advertising is often only able to be delivered to a certain demographic of users who have an interest in the company's products or services.
For example, there are many advertisements that can only reach potential customers who are not yet that interested in the company's products or services, or that can only reach actual customers who are very interested.
However, Facebook ads offer a wide variety of targeting methods, so depending on how you set it up, you can approach both potential and actual customers.
For more information on the different targeting methods, please see Chapter 9 of this article.
A wide variety of ad formats
Another feature of Facebook advertising is that it offers a wider variety of ad formats than other types of web advertising.
Typical web advertisements are mainly text-only advertisements or advertisements that use text plus one still or video image.
In contrast, Facebook ads have five ad formats, as already explained in this article, and allow you to deliver multiple banners in various combinations, so it can be said that Facebook ads have a relatively wider variety of ad formats than other types of web advertising.
This feature of Facebook advertising allows you to choose the optimal ad format to maximize results based on the characteristics of the products or services you offer and the characteristics of your target users.
Facebook Ad Structure and Ad Setup Procedures
There are three levels within a Facebook advertising account: "Campaigns," "Ad Sets," and "Ads."
The settings that need to be configured for each hierarchy are specific, and will be explained in this chapter.
campaign
As you can see from the image above, "Campaigns" are one level below "Accounts".
Here you can select the purpose of your campaign from a total of 11 options.
Your choice of these will determine which value Facebook's AI will optimize to maximize your ad serving.
Specifically, you will be able to choose from 11 different options, but for more information on each, please refer to Chapter 8.
Ad Set
"Ad Set" is one level below "Campaign".
In the “Ad Set”, you will set the following four items.
budget
Targeting
Distribution location
Distribution period
This means you set how much budget you want to spend for each ad set, and where and to whom you want to deliver your ads.
advertisement
"Ads" are one level below "Ad Sets."
In "Advertising", set the following two items.
Ad formats
Creative
In other words, you set in the "Ad" level what ad format and text/banner will be delivered to the delivery locations set in the "Ad Set" level.
Set up different pricing structures for different Facebook ad campaign objectives
Main billing methods for Facebook ads
There are three main payment methods for Facebook ads:
CPC
CPM
ThruPlay
CPC
CPC (Cost Per Click) is a billing method in which advertising fees are charged each time an ad is clicked.
CPM
CPM (Cost Per Mile) is a billing method in which advertising fees are charged for every 1,000 times an ad is displayed.
ThruPlay
ThruPlay is a billing method that can only be used when videos are used for advertisements. If the video is less than 15 seconds long, advertising fees are incurred each time the video is played to the end. If the video is longer than 15 seconds, advertising fees are incurred every 15 seconds of the video.
Also, please refer to the following article for more information on how to calculate Facebook advertising costs:
Reference
Facebook advertising costs | Calculation methods and know-how to improve cost-effectiveness revealed
Facebook Ad Campaign Objectives and Pricing
There are three billing types for Facebook ads, and the billing type you can use is limited depending on the purpose of the campaign you select.
Below is a detailed summary of the campaign's objectives, an overview, and available payment methods.
Campaign Objective Summary of Objectives Available billing methods
Increase brand awareness Delivery methods are optimized to maximize awareness of your products and services. CPM
reach The delivery method is optimized to deliver advertisements for your company's products and services to as many people as possible. CPM
traffic The delivery method is optimized to increase traffic to the page where the ad is clicked. CPM/CPC
engagement The delivery method will be optimized to increase the number of likes, comments, shares, etc. on your company's account posts. CPM
Installing the app Your delivery method will be optimized to maximize the number of installs of your app. CPM/CPC
Increase video views Your video will be optimized for delivery to maximize views. CPM/ThruPlay
Lead generation Advertisements are delivered to users who are interested in the company's products and services, and the delivery method is optimized to encourage them to request information or make inquiries, and to obtain more information such as user nominations and email addresses. CPM
message The delivery method will be optimized to encourage inquiries about your company's products and services, and ensure that your direct messages on Messenger and Instagram are delivered to more users. CPM
conversion Delivery methods are optimized to maximize the number of purchases of your company's products and services, app installations, etc. CPM/CPC
Catalog sales When delivering advertisements, a catalog of the company's products and services is created and the delivery method is optimized so that it reaches as many users as possible. CPM/CPC
Increase in store visits The delivery method is optimized to maximize the number of visitors to the store by providing directions to the physical store. CPM
How to target your Facebook ads
There are three ways to target your Facebook ads:
Core Audience
Custom Audiences
Lookalike Audiences
I will explain each one.
Core Audience
A core audience is a targeting method that uses user information such as the residence, age, gender, educational background, occupation, language, hobbies and interests of Facebook users, as well as information about their usage of apps such as Facebook and Instagram.
By using your core audience, you can reach potential customers who are not yet interested in your products or services.
Custom Audiences
A custom audience is a method of targeting with manufacturing directors email lists Facebook ads using customer data such as visitor lists to your company's website, email addresses, phone numbers, and Facebook user IDs that you have acquired, rather than information registered by the user.
By using custom audiences, you can approach people who have visited your website and are therefore interested in your products and services.
Lookalike Audiences
Similar Audiences is a targeting method that allows you to select one of your saved Custom Audiences and deliver ads to other users who have many things in common with those users.
This allows you to approach users with similar attributes to users who are already interested in your company's products and services, making it a targeting method that is relatively likely to produce results.
If you would like to know more about the detailed settings for each targeting method, tips for getting results, and actual examples of successful results, please read the article below.