The 4 Types of Facebook Ads You Need to Know

Have you heard of a Facebook Canvas ad? How about a Carousel ad? If you haven’t, then you certainly need to read this post.

Facebook ads come in four formats:

  1. Single Image
  2. Video
  3. Carousel
  4. Canvas

If you frequent Facebook, you have likely seen these ads before. To err on the side of caution, I will explain these ads below. First, we’ll begin with the most common type of Facebook ad…

Single Image Ad

The single image ad, the type of ad most Facebook advertising agencies create, has a simple anatomy. It contains text above the still, single image, a headline and description underneath, and a call-to-action button located either on the top or bottom (or both) of the ad. This type of ad can be placed on both the desktop and mobile news feed.


If you’re limited on time and money, single image ads are the way to go.

Video Ad

Have you recently clicked on a movie trailer, a trailer labeled as “Sponsored” next to its movie title? Congratulations, you’ve interacted with a video ad! As the name indicates, video ads are ads that use a video instead of an image.


While video ads contain text above the video, much like a single image ad, it does not, however, contain headlines and descriptions.

Video ads are great for storytelling, one element that is hard to achieve with a single image ad. Keep in mind that you should create video ads for sound off since most Facebook users often don’t press play on an image ad. Instead, they often stop and watch the video play automatically with sound off.

Designing videos for sound off is easy. Simply add subtitles!

Carousel Ad

Can’t decide whether you want to create a video ad or a single image ad? Then give Carousel ad a try! Carousel Ads let you upload up to 10 images or videos. Like video ads, carousel ads work successfully with storytelling as your audience scrolls through images and videos.


Don’t want to use videos but still want to create a story through your ad? Carousel ads, which appear only on mobile and desktop news feeds, are great for that too! You can use up to 10 images to tell your story, as well as showcase multiple products at once.

Here are Carousel ad tips from Facebook:

  • Use product images to target returning or high-intent customers
  • Use Lifestyle images to target new customers
  • Use images that are related to one theme for each ad
  • Try different creative strategies (storytelling or sequencing) and use what works best for you

Canvas Ads

Canvas ads are an immersive experience that showcases a brand’s services or products through storytelling. Of all the ads, Canvas ads are the most difficult, time consuming, and expensive ads to create. These rare-to-find ads are often created by Facebook advertising agencies with big, well-known clients.


Now that you know the four types of Facebook ads, I have an assignment for you! Scroll down your Facebook news feed until you find a Facebook ad then ask yourself whether it is a Canvas, Video, Single Image, or Carousel Ad. If you get it right, then I’ve taught you well. If not, then comment below your inquisitive inquiries!

Everything You Need to Know About Facebook Ads Manager

If you’re looking for Facebook Ads Manager guidance, you have landed on the right page. In this post, I will define the term, explain the difference between Ads Manager and Power editor, and highlight the important features. While I do all the talking, all I ask is for you to give me your undivided attention.

Here we go…

What Is Ads Manager?

Ads Manager, which you can access through your Business Manager account at, is a dashboard within Business Manager where you can create ads and view, edit, and access performance reports for all your campaigns, ad sets, and ads. Additionally, you can view all of your payment history, make changes to your bids and budgets, export ad performance reports from the Reports tab, and pause or restart your ads at any time.

What Is the Difference Between Ads Manager and Power Editor?

In Business Manager, you can create ads using Ads Manager and Power Editor. Think of Power Editor as an evolved version of Ads Manager with better and more complex capabilities. Although both possess similar functions, Power Editor offers more in depth features. For example, while Ads Manager only has 10 objectives, Power Editor has 14.
Additionally, while you can create ads on both Ads Manager and Power Editor, each has its own primary function. If you want to look at your ads’ performance and data, to turn campaigns on and off, go to Ads Manager. If you want to create and edit Ads, go to Power Editor.

What Are the Important Features I Should Use in Ads Manager?

Below are 6 important features that make managing your campaigns faster and easier.

1. Filters

If you want to easily sift through specific campaigns or ads, you should use the Filters tool, a tab located on the upper right side of Ads Manager.

When you go to Ads Manager, you will immediately see a list of all the campaigns you have ever created, including campaigns that are no longer delivering, campaigns that are active, and campaigns that have ended, among many other types.

Filters shows you campaigns and ads that match the criteria you specified. If you want to view only the ads that are no longer delivering, you can do so by clicking “Not Delivering.”

You can also filter by multiple criteria. If you want to see campaigns that are pending review and that are inactive, you can do so by clicking “Pending Review” and “Inactive” on the drop down menu.

If no results appear, it’s because you have no campaigns that fit your criteria. If, for example, your filter “Inactive” brought no results, that’s because you don’t have inactive ads.

2. Breakdown

The breakdown feature on ads manager lets you break down data into specific parts. For example, if you want to know the age of your audience, you can break down data by age. If you want to know the gender of your audience, you can break down data by gender. As you can see, Breakdown functions similarly to Filters, except you use filters to find ads and ad campaigns while you use breakdown to find specific data on your ads and ad campaigns.

3. Export

If you want to download data as a spreadsheet, you can do so by using the Export tool. Keep in mind that the data appearing on your screen will be the data you will export. For example, if you used the Breakdown feature to show data on your audience’s age, that data appearing on your screen will be the data you will download.


4. Account Numbers

Your account number is the number located right next to your account name.
You need your account number when requesting ad-account help from Facebook or when you’re working with a Facebook ad agency that needs access to your account.

5. Search

The Search feature lets you search according to several criteria: campaign name, ad set name, ad name, and campaign ID, among many other criteria. You can see all of the selections on the image below.


6. Performance

If you want to track your ads’ performance, you can do so by using the Performance feature. You can choose specific performances you want to view such as delivery, engagement, video engagement, and app engagement, among many others.


Now that you’ve learned more about Ads Manager and its features, I encourage you to experiment with the important features listed in the article. Afterward, leave a comment detailing your experience. Was it difficult or easy to use? Did it prove helpful in managing your campaigns? Let me know!

How Much Do Facebook Ads Cost?

Aside from the fees you pay for your Facebook advertising agency, you might wonder how much it costs to create an ad on Facebook. Unfortunately, no set price exists for Facebook. Fortunately, Facebook ads can costs how much you want it to cost.

I will give you time to wipe off the coffee that you promptly sprayed in disbelief after reading the above statement.

Indeed, ad prices depend on how much you’re willing to pay. Want to spend no more than $10 a day? You can do that! Want to spend $10,000 a month? You can do that too!

Keep in mind, however, that how Facebook chargers you differs by CPMs (cost per impression), CPCs (cost per click), CPAs (cost per acquisition), and Optimized Bidding. If you don’t know these terms, as most Facebook ad novices don’t, you should continue reading below.

How Do CPM Charges Work?

Cost per impression (CPM) is a billing strategy in which Facebook charges you for every 1,000 impressions your ad receives. Facebook will charge you every time it shows your ad to an individual. An individual scrolling past your ad counts as an impression. How much does this cost? Again, it depends on you. If you want to pay $5 per impression, Facebook will charge you $5 for every 1,000 times it showed your ad to a user.

How Do CPC Charges Work?

Cost per click (CPC), functions differently than CPMs. If you choose CPC, Facebook will charge you for the amount of times a Facebook user has clicked on any part of your ad. “Clicking on any part” includes clicking to like, react, comment, pause, play, subscribe, visit your website, or share. How much you want Facebook to charge you per click is up to you.

How Do CPA Charges Work?

With cost per action (CPA), Facebook will charge you by the amount of actions customers make because of your ad. If a customer installs your app, Facebook will charge you for that. If a customer liked your page, Facebook will charge you for that. You get the point.

How Do Optimized Bidding Charges Work?

With optimized bidding, the most popular billing strategy, you give Facebook the maximum amount you want to pay for ads, and Facebook will charge you the amount it sees fit to achieve your goal. For example, if you’re paying $10 at the maximum, Facebook can charge you any amount it deems would help you reach your goal as long as it doesn’t exceed your $10 budget.

For better results, Facebook will also show your ads to individuals likely to help you achieve your advertising goals. When using optimized bidding, you can choose which objective you want Facebook to optimize for: website conversions, website clicks, engagement, reach, page likes, or app installs, among many others.

Before you get too excited over dictating how much you want Facebook ads to cost, keep in mind that Facebook advertising is a bid. Since you’re competing against other advertisers to land that sweet spot on its platform, how much you’re willing to spend matters. If you can afford it, don’t be afraid to spend the money for better results.

8 Things To Look For in a Facebook Advertisng Agency

Perhaps you’ve dabbled with Business Manager and Power Editor, creating your own Facebook ads to promote your business. Perhaps you then realized that you’re not satisfied with the results or that Power Editor is too damn complex for you to understand.

If the above description accurately described you (and if not, continue reading anyway, since you’ve come this far) then perhaps it’s time for you to hire a Facebook advertising agency. Before you hastily choose a Facebook advertising agency, however, here are 9 things to look for in a Facebook advertising agency.

1. Month-to-Month Contracts

Don’t like commitments? No problem. Unlike many advertising agencies who require a long-term contract, some Facebook advertising agencies ask for only a month-to-month contract.

A month-to-month contract means you can choose to leave an agency if you’re unhappy with their services. As the paying client, you should have the right to leave an agency at any time and for any reason. An agency should focus on helping your business every month, not trying to lock you into long term contracts.

2. Comprehensible Contracts

Most ad agencies will give you lengthy contracts filled with confounding legal jargon that will probably lull you to sleep. Faced with a contract such as the one described, you may easily miss or misconstrue important points that could put your company at risk. Your agency should be able to provide a short, concise, easy-to-read contract in which you know the exact terms and conditions involved when working with your new partner.

If you have trouble understanding certain parts of your contract, always annotate the contract and ask the agency for clarification. After all, you want to know what you’re signing up for.

3. Clear Pricing

To put it simply: you want to know exactly how much you’re paying. After signing a contract, there’s no looking back. If an agency doesn’t indicate a specific price on your contract, then don’t sign it. Without a price clearly stated, an agency can change the way it charges you. For example, it could charge you more than it promised. It could charge you hidden fees.

4. Quick Communication

This isn’t the 1700s in which we communicated through long letters written in parchment. We now have quick and easy access to communication, all thanks to the advent of cellphones and the internet. Thus, delayed responses are often inexcusable.

Quick communication is imperative with ad management. In order to achieve a more efficient ad spend, ad agencies must create, change, and optimize quickly. You should look for agencies that have the ability to respond within 24 hours (or less) for every email or phone call. If it takes longer than 24 hours, you should search elsewhere.

5. Advanced Technology

Some ads require advanced technology to create. For example, if you want a canvas ad, your ad agency will need an HD video camera, video editing software, video lights, among many others. High quality ads often do not emerge from low-quality technology.

6. Expertise

Evidently, you want to hire an ad agency that actually knows what it’s doing. Hiring an expert will ensure your money and time is well spent.

You’ll know an ad agency is an expert if:

  1. It knows basic digital marketing terms.

If your ad agency doesn’t know what CPC means, then take your money and do business elsewhere.

  1. It has a blog.

An agency with a blog shares valuable information with the public, keeping clients informed so they can make wise decisions regarding their campaign. You can gauge how much an agency knows from what they write about.

  1. It provides multiple solutions to problems.

An agency that is capable of providing not only one but multiple solutions to problems shows its ability to think critically in times of need.

7. No Outsourced Talent

As illustrated on point number four, communication is an essential part of managing ad campaigns. If the ad agency you hired outsources talent, or hires employees from out of the country, communication problems may occur with the conflicting time zones.

8. Quality Creative

When choosing an ad agency, consider what creative options it offers before making a commitment. Does the agency offer copywriting and video editing services for no extra charge? Does the ad agency produce good quality creative? Remember that ads with a compelling story, copy, and eye-catching images attract the most attention and provides the  best results.

Consider this list when searching for an ad agency. Don’t be too hasty in committing to the first agency that comes your way. Be selective and do your research.


The Ultimate Guide to Facebook Advertising

Before you plop face-down on your desk, exasperated by your inexperience with Facebook ads, give this article a thorough read. Why? Because this article will tell you all you need to know about Facebook ads (what, exactly, are they?) and what you need to do to commence your Facebook advertising campaign without the help of a Facebook advertising agency (look at you, doing things all by yourself!).

So lock yourself in your office, put some earplugs on, do whatever it takes to concentrate on this article because I’m about to give you a lot of information.

What Are Facebook Ads?

Before you create Facebook ads, you must first know what they are. If you frequent your Facebook news feed, you have likely already seen a Facebook ad. Facebook ads appear on 1) the news feed and 2) the right column

News Feed Ads

This is an example of a news feed ad.
As the name suggests, this ad appears on your news feed, placed among your friends’ posts. This placement makes ads more palatable to users who are resistant to ads. Although these ads appear strikingly similar to regular posts, news feed ads are labeled as “Sponsored.”
They also contain CTA buttons, also known as call-to-action buttons, to further differentiate themselves from your friends’ posts. For example, the ad below contains the CTA buttons “Like Page” and “Sign Up.”

Right Column Ads

While news feed ads appear front and center on your news feed, right column ads are tucked away to the right side of your screen.


These ads are smaller, and they don’t look anything like a regular Facebook post. On the contrary, right column ads look like your regular everyday ad.

Now that you’ve learned what Facebook ads are, you are undoubtedly bouncing in your seat, eager to create your own Facebook ad. However, before you start your ad campaigns, you must first answer these three essential questions:

1. What Is My Objective?

Do you know what you want your ad to achieve, what you want users to do after they have viewed your ads? You must have an objective because it is the foundation of your ad campaign. Without one, how will you know which strategies to implement? Without a goal, how will you know which direction to go? How will you know how to shape your ads? Fortunately, Facebook gives you a variety of objectives to choose from when creating an ad.

2. Who Is My Target?

To have a successful ad campaign, you must target the right audience, an audience that is most likely to respond to your ads. After all, what is the point of crafting a beautiful ad when it does not reach the right person?

“But how do I know who my target audience is?!” you might ask, throwing your hands in the air in exasperation. You can build your audience by creating a customer avatar, or an invented fictional character you believe is your customer. If you’re selling designer handbags, for example, you might imagine your audience to be wealthy women ages 20-60, living on the Upper East Side of New York. Creating a customer avatar is akin to creating a character in a novel: you must consider this character’s age, gender, interests, hobbies, and lifestyle, among many others.

3. What Is My Budget?

Before you launch an ad campaign, you must calculate your budget. How much you are willing to pay per day, per week, or per month? Although some experts like Sandi Krakowski recommend starting with a modest budget, note that Facebook advertising is a bid for a spot on its platform: the higher you bid (or pay) for each ad, the higher your chances at claiming that sweet, sweet spot on Facebook’s platform.

After you’ve answered these three essential questions, you are now more than welcome to go forth and create your own Facebook adsjust make sure you have a Business Manager account.