Formats and Asset Optimization

What You’ll Learn

By the end of this lesson, you will be able to:

  • State the sizing requirements for our placements.
  • Distinguish each ad format and examples of businesses who have used them successfully.

Overview of Asset Creation

In order to determine the best placements and format for your ads, you need to audit your creative assets and decide how your company wants to tailor the user experience on our platforms.

If you already have assets, determine how you can use them within our platforms. We highly recommend that you adjust any creative assets for a mobile-first experience using our proven best practices.

Other times, you might be able to create new assets specifically for our platforms. If you can do this, look for opportunities to tailor your content for an interactive and engaging experience.

Asset Customization

As each ad placement includes different sizing requirements, we encourage you to optimize your assets to fit each placement accordingly.

If you aren’t able to create custom assets for each placement, you can use the cropping tools in Ads Manager. You can also use different assets for different placements in the same ad set.

Choosing a Format

Our ad formats provide you with several creative options depending on your goal. Explore their capabilities to inform the creative development process, and check to make sure the ad format you want can be used in the placements and apps you want. Take a look at the resources at the end of this course to learn more.

Single Image

Still image ads are one of our most versatile formats, and many businesses have had success using them. Photos of people and products together work well on our platforms.

Test out different image choices to see what resonates with your audience. Garanti Ödeme Sistemleri, a Turkish bank, tested whether a horizontal or square image would perform better. From this test, they learned that square images resulted in a 24% higher clickthrough rate.


People consume video content faster on mobile, which means you don’t have much time to share your message.

In this Procter and Gamble video ad, the goal was to establish a stronger relationship with the younger generation. To reach this new audience, they created a lightweight gaming app called Banabak. To promote this app, they created a video ad that includes screenshots from the game while someone plays.


Carousel ads give you more creative real estate to show compelling imagery for your brand or product. You can showcase up to 10 clickable images and videos within a single ad. Additionally, you can choose to show your best performing cards first.

With the goal of increasing sales at their physical stores, the Middle Eastern fashion company Lifestyle used carousel ads to display a series of products. Notice how they included a map to their store location on the third card, making it even easier for people to find them.


Collections allow you to pair images and video together to increase discovery and sales. You can share up to 50 products for people to instantly browse and shop. When someone taps on your ad, they will see more products on a fullscreen experience.

Korean fashion company Styleshare used the collection ad format to add an ecommerce function. This integration allowed people to make purchases on Styleshare’s app and website. They also used dynamic ads to automatically promote products based on the Pages, apps and websites people viewed.


Messenger ads can help you build a one-on-one relationship with your audience. You can use these ads to start and guide a conversation along the marketing funnel, assisting your potential customers at every step.

TaxBot, an Australian digital tax assistant, created a one-on-one customer Messenger experience to help Australians complete simple tax returns. To start this process, people select the Send Message button on TaxBot’s Facebook Page, launching a Messenger chat window. TaxBot immediately starts a conversation to give people the experience of speaking with a real accountant rather than a bot.

Instant Experience

Instant Experiences are fullscreen experiences for mobile devices. They can be built with ready-to-use templates that streamline and simplify the creation process, or they can be custom.

Ashley HomeStore wanted to showcase numerous lifestyle products and create an engaging shopping experience. The goal was to make it easier for people to discover, browse and purchase products from their mobile devices. They used an Instant Experience to do this.


Slideshows combine 3-10 images with text and sound to tell a story. Use slideshows to create moving ads without the time and expense of video production, or to reach people on 2G connections who might not be able to stream videos.

Charter College created slideshow ads featuring students working in the industry of the program the campaign was promoting.

Case Study: Gameday Couture

As we offer many types of ad formats, you have to choose which one will help you best meet your ad objective. Below, read how Gameday Couture did this for their NCAA fashionable gear campaign.


Gameday Couture makes team-branded apparel for style-conscious sports enthusiasts.


Gameday Couture wanted to use Facebook to reach new customers and increase website sales.

Creative Solution

Gameday Couture partnered with Bluepack Marketing, an ad agency that specializes in all things sports-related, to test the collection format.

Gameday Couture showed personalized product recommendations and a video that encouraged fans to “get ready for the football season” in one ad. Combining product images with video helped familiarize shoppers with their brand and offerings, which is critical for motivating new customers to purchase.


They saw a 2.5X return on ad spend from their collection ads, and 40% lift in conversions from collection ads with Instant Storefront.

Think About It

Keep Learning

Check out these resources to continue developing your skills.


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