The Advertising Options on Facebook Ads Manager Explained

Facebook Ads Manager gives businesses the chance to engage users online. Whether you want to use video, images or words – or a mixture of all those styles – Facebook Ads has you covered.

Facebook Ads supports multiple advertising types across Facebook, Instagram, Audience Network and Messenger. Each ad has two parts: what it looks like (the format) and where it will be displayed (the placement).

So, if you’re looking to explore Facebook, Messenger or Instagram advertising, then you’ve come to the right place.

Facebook / Instagram is no longer just about producing engaging content that generates likes, shares and followers. It’s now an established method for businesses to generate conversions and to turn their followers into customers.

What is Facebook Ads Manager?

Ads Manager is your starting point for running promotions on Facebook, Instagram and Messenger.

It’s an all-in-one tool for businesses to create, manage and track their ad campaigns. It’s a powerful management tool that is designed for advertisers to seamlessly reach their target audience. On Ads Manager, businesses can:

Facebook Ads
  • – Create and run ads
  • – Target ads to people they care about
  • – Set their ad budget
  • – Discover ad performance
  • – Review billing summary and payment history

Looking to Get Started?

Looking for a reputable business to plan and manage your paid advertising campaigns? Contact Different Gravy Digital today for a free, no obligation consultation:

Book a meeting:

Telephone: 0161 706 0004


The Difference Between Paid and Organic Social

Once upon a time, businesses could use Facebook and Instagram just to share content with their followers. Creating content and simply posting it was enough, but this has evolved, and businesses need to up their game.

What’s the difference between paid and organic? Let’s take a moment to have a speedy jargon lesson.

Organic reach is the number of people who have seen your post through unpaid distribution.

The benefits of organic reach are that you can share content for free. But with the flood of content published onto social media in recent years, it’s becoming more of a challenge for businesses to get their content seen organically. And with algorithm changes on Facebook, Instagram and Twitter, organic reach is in decline.

That’s not to say you should never post organically, because posting regularly is a crucial part of building a reputable presence on social media.

When thinking about which social networks to use for your advertising, it’s helpful to know which networks are most popular among which type of audience. For example, 72% of teens use Instagram and 75% of men on the internet use Facebook

Advertising Options on Facebook, Instagram and Messenger

1. Photo Ads

Facebook Ads

Whatever your objectives are, a photo ad on Instagram or Facebook is an effective way to share who you are and what you offer. With high quality images and illustrations, businesses can promote a product or offer through the use of engaging imagery and copy.

If you’re looking to raise awareness of your products or to draw attention to a new offer, then a photo is an excellent method to make your ad really stand out.

2. Video Ads

Communicating through video has never been simpler – Facebook Ads has designed their video advertising to reflect the way that their users actually consume video.

With video marketing, businesses have the opportunity to be flexible. Choose from short, snappy videos that consumers can watch on the go or opt for a long video that’s filled with detail and really tells a story.

Facebook Ads have an array of video styles to help you deliver the right message:

Short Videos and GIFs: quickly capture attention in the newsfeed with snappy clips on Facebook and Instagram.

Vertical Videos: encourage users to pause and pay attention with edge-to-edge full-screen video ads.

Instagram Stories: demand attention to your business story with engaging video ads. Dominate the screen with edge-to-edge vertical format and brand your content with text and graphics.

Carousel: allow users to engage with an interactive video format.

Collection: join video ads with product images to allow users to explore and buy.

In-Stream Video: reach your audience who are engaging with video content on Facebook and Audience Network.

3. Stories Ads

Ads in Stories allow businesses to connect with their target audience in everyday moments.

According to Facebook Ads, one billion stories are shared everyday across Instagram, Facebook and Facebook Messenger.

Instagram Stories: they bring you closer to your audience and the things they love. It’s an effective strategy for brands to connect with people because lifestyle and commerce are joined as one.

Facebook Stories: with the rising popularity of Facebook Stories, brands have the excellent opportunity to connect with their audience in an immersive environment.

Messenger Stories: they appear at the top of a person’s personal Messenger inbox and can be shared with Messenger connections or with a custom list.

4. Messenger Ads

Ads in Facebook Messenger allow you to encourage conversations with your target audience. Take advantage of Messenger’s global reach with customised ads suited to your business.

Click-to-Messenger Ads: are Facebook, Instagram or Messenger ads that send people into a messenger conversation with your business. You can utilise this style to reach people at scale, then continue to interact with each of them personally on Messenger. Whether they’re interested in learning more about a new product or they want you to answer a query, you can tailor your interactions to meet certain needs.

Sponsored Messages: send highly targeted promotions directly to the people who have already communicated with your business in Messenger. If you opt for this style, it’s important you are active and responsive once you have re-engaged your customers.

5. Carousel Ads

Facebook Ads

Carousel Ads allow you to advertise more in a single ad. This style is available for Facebook, Instagram and Messenger – and allows you to show up to ten images or videos within a single ad (each with its own link).

With the extra creative space, businesses have the chance to …

  • – Highlight difference products
  • – Advertise specific details about one product or promotion
  • – Tell an immersive story about their brand that develops
  • – Allow their audience to actively engage by swiping through for more
  • – To explain a process through a step-by-step tour

Slideshow Ads

Much like video ads, slideshow ads use motion, sound and text to tell an immersive story across devices. The use of images in a sequence can walk people through steps much like a video ad.

They load quickly, so they play properly on every connection speed. They use five times less data than videos, so you can reach your audience with slower connections and older devices.

They’re easy to create and edit with low production costs.

Collection Ads

Collection allows users to seamlessly move from discovery to purchase.

Every collection ad features a primary video or image, with four smaller images below in a grid-like layout. Users who click on your collection to browse and learn more will be smoothly taken to a fast-loading video post-click experience powered by Instant Experience (without having to leave Facebook or Instagram!)

Playable Ads

Is an interactive video ad on Facebook for app advertisers. Businesses can share their app or game with a lead-in video in Newsfeeds that encourages users to give it a try. It gives people the opportunity to preview your game from Facebook before they install it. Playable ads are made of three sections:

Lead-in Video Ads: each ad includes a lead-in video that plays as someone scrolls through their Newsfeed.

Game Demo: after tapping the video, a brief demo allows users to test the app before installing it

Call-to-action: after the demo, a CTA encourages people to install the app from the App Store or Google Play Store.

What Do You Want to Achieve?

To get the most from social advertising, businesses need think about what they want people to do when they see their ads. Before starting the ad creation process, businesses first need to choose their objectives – which needs to be in-line with their overall business goals.

A few objectives to think about are:

Facebook Ads
  • – Brand awareness: raise brand recognition
  • – Reach: showing your ad to as many people as possible
  • – Traffic: increasing the number of visitors to your website or app
  • – App Installs: direct users to an app store to download your app
  • – Engagement: encourage people to see and interact -with your posts
  • – Video Views: to raise awareness about your brand
  • – Lead Generation: gather information like email addresses
  • – Messages: encourage conversations with your business
  • – Conversion: to get your audience to complete a specific task
  • – Catalogue Sales: display products from your catalogue
  • – Store Visits: promote your business location to people close by

Paid Advertising with Different Gravy Digital

We’d love to have a chat about how we can make Facebook, Instagram and Messenger ads work for your business.

Contact Different Gravy Digital today for a free, no obligation consultation:

Book a

Telephone: 0161 706 0004