Facebook advertising provides 15 objectives and 1,300+ targeting options, making it complex and overwhelming to most business owners. That does not include the six different ad types to choose from. Hiring a professional with experience in Facebook advertising is highly recommended to help set up and run your campaign. Facebook ad managers will have the knowledge and skills to create an effective strategy.

In this article, we will explain the different types of Facebook ads available, giving you an idea of which method works best for you. We will cover the types of Facebook ads and break them down to explain the format and objectives, how to use them, and ways to improve your results.

Before launching advertising campaigns on Facebook, it will be helpful to "warm up" your account with an automation service. 

Facebook Ad Objectives

1. Awareness Ads: More than 1.8 billion Facebook users log in monthly. Most people likely need to learn about your company or its existence. Awareness is at the top of a sales funnel; people need to know something to convert them.

This lets you target new people, get them interested in your product or service, and introduce yourself. Create engagement by sharing your company story and connecting with potential customers.

Awareness ads include:

Reach: Get your ad viewed by the most users possible.

Local Awareness: Get your ad seen by local users. There are limited targeting options based on the area.

Brand Awareness: Help encourage users to learn more about your company.

The purpose of awareness ads is to increase brand awareness. When used properly, they can do more than build awareness; they can make a following. It is worth investing in creative and high-quality photos during the awareness phase. For example, short 15-second videos, infographics, and random facts are popular methods that perform well. However, it has to be a memorable ad to be successful.

Test your ad is memorable by showing it to a few employees who fit your target audience. Then, an hour later, ask them to describe the ad. This only works if they are unaware; they will be questioned later.


2. Consideration Ads:  The consideration ad objectives help get people to consider looking further into your product or service. It targets those in the top to the middle of the sales funnel. This advertising is helpful for in-app or on-site content, including coupons, digital marketing, how-to-write articles, blog posts, video testimonials, and newsletters.

Consideration ads include:

  • Engagement: Increase engagement between people and your company.
  • Traffic: Increase traffic to your website.
  • Video Views: Generate more video views.
  • App Installs: Get more people to install your app.
  • Messenger Ads: Directly advertise to targeted users through Messenger.
  • Lead Generation: Obtain more information through a form that users fill out.

 You should identify your top content and then direct people to that content with your sales funnel. Include an infographic with your content to encourage leads, and even create promotional content that people won't resist. However, keep it realistic, as people will catch on if you're offering a $999 product for $9.99.

Tip: If you have a poor-quality ad, no one will click on it. Having a high-quality photo or infographic is worth the time and effort. Otherwise, it will simply be a waste. Also, ensure that the page you direct people to loads quickly. Slow loading of pages is a leading cause of page abandonment.


3. Conversion Ads: The purpose of a conversion ad is to encourage people to take action and/or buy your service or product. This is done by targeting people at the bottom of the sales funnel, which helps increase your bottom line. Because of this, these ads are also the simplest to analyze but are more expensive than the other ads.

Some conversion ads include directly sending people to your contact page or product page, asking them to complete registrations, or getting people to visit your store.

Facebook Conversion Ads include:

  • Store Visits: Get more foot traffic to a brick-and-mortar location.
  • Product Catalog Sales: Increase product sales.
  • Conversions: Encourage users to take action on your website.

Facebook Pixel and conversion ads are used together. Facebook Pixel is a small piece of code that tracks user actions over the web and allows you to remarket to visitors later. Also, you can track user behavior on your website. We recommend placing conversion codes on specific pages, such as a thank you page or another relevant page, to help track goals.  

When you run a Facebook conversion ad, you will have choices about where the ads are shown and the format. We will cover the various types of Facebook ad formats next; you can also follow Sarah on TikTok to get tips and updates.

Once you have finished with the ad campaign, gather all the data, and use it to set up the next campaign. If you have never used conversion ads, you should have a broader target audience than usual. This allows Facebook to help do the work of finding the people most likely to convert.