Facebook Ads 101: How to Choose the Right Format and Optimize Your Campaigns

Choose the right format and optimize your campaigns for Facebook ads.

7/27/20233 min read

Choose the right format and optimize campaigns
Choose the right format and optimize campaigns

Facebook Ads 101: How to Choose the Right Format and Optimize Your Campaigns

Facebook ads are a powerful way to reach and engage your target audience on one of the most popular and influential social media platforms in the world. With over 2.9 billion monthly active users 1, Facebook offers a variety of ad formats, placements, and objectives to help you achieve your marketing goals. But how do you choose the right format and optimize your campaigns for maximum results? Here are some tips to help you get started.

Choose Right Format

Facebook ads come in different shapes and sizes, each with its own advantages and limitations. Depending on your campaign objective, budget, and creative assets, you can choose from the following formats 2:

  • Image ads: These are simple and effective ads that feature a single image and a headline, text, and call-to-action button. You can use your own images or create an ad with stock photos from Facebook. Image ads are great for driving traffic, generating leads, or increasing brand awareness.

  • Video ads: These are ads that show off your product or service with sound and motion. You can upload a video you created or use Facebook’s video creation tools to make one. Video ads are ideal for capturing attention, telling a story, or demonstrating value.

  • Carousel ads: These are ads that display up to ten images or videos in a single ad, each with its own link. You can use carousel ads to showcase different products, features, or benefits, or create a continuous image that people can swipe through.

  • Collection ads: These are ads that let people discover, browse, and buy your products from a fast-loading mobile experience. You can use collection ads to display items from your product catalog or create dynamic ads that show relevant products to people who have visited your website or app.

  • Instant Experience ads: These are fullscreen, immersive ads that load instantly when someone taps on your ad. You can use Instant Experience ads to create engaging and interactive experiences that showcase your brand or products.

Optimize Campaigns

Once you have chosen your ad format, you need to optimize your campaigns to ensure they reach the right people at the right time and deliver the best performance. Here are some ways to optimize your campaigns 3:

  • Use the Meta Pixel: The Meta Pixel is a piece of code that you can add to your website to measure, optimize, and retarget your ads. It helps you track conversions, optimize delivery, create custom audiences, and access rich insights.

  • Set up the Conversions API: The Conversions API is a tool that lets you send web and offline events directly from your server to Facebook. It helps you improve the accuracy and reliability of your conversion tracking, especially if you have issues with browser restrictions or ad blockers.

  • Choose the right bidding strategy: Bidding is how you tell Facebook how much you’re willing to pay for each result from your ads. You can choose between lowest cost bidding, which tries to get you the lowest possible cost per result, or cost cap bidding, which sets a maximum limit on how much you’re willing to pay per result.

  • Optimize for your objective: Your objective is what you want people to do when they see your ads. You can choose from different objectives depending on your goal, such as awareness, traffic, engagement, leads, app promotion, or sales. Facebook will optimize your delivery based on your objective and show your ads to people who are more likely to take action.

  • Use the fast takeoff method: The fast takeoff method is a technique that helps you launch your campaigns faster and get out of the learning phase quicker. The learning phase is when Facebook’s delivery system is still learning about your campaign and needs at least 50 optimization events per week to stabilize. To use the fast takeoff method, you need to set a high budget for the first few days of your campaign and then lower it once you exit the learning phase.


Facebook ads are a great way to grow your business online. By choosing the right format and optimizing your campaigns, you can increase your reach, engagement, conversions, and sales. To learn more about Facebook marketing, content marketing, social media marketing, and other digital marketing topics, visit marketingo.digital.