When it comes to growing online sales, Facebook ads are typically among the first tactics to be listed and praised.

It makes sense: when done right Facebook ads can be affordable but provide a staggering ROI.

The potential gains have helped Facebook advertising grow more than 40 (!) times over the last decade:

Advertising on Facebook is often made out to be an easy win for an ecommerce business owner, but it’s not—it’s actually *really* hard. If you play it by ear and do what feels intuitive, it will take you a long time (and money!) to see tangible results.

You might also find it hard to benchmark your advertising results seeing how much outcomes vary between industries:

• Average click-through rate varies from 0.47% to 1.61%
• Average cost per click ranges from $0.45 to $3.77
• Average conversion rates start at 2.31% and rise up to over 14%

Here’s the thing—we don’t want you to burn money (figuratively or literally).

One of the huge factors in your campaign success is the Facebook ad format you choose. In this guide, we’re taking you through everything you need to know about Facebook ad formats.