There are three main types of ads that can be purchased through the Self-Serve Ad Tool. These ads are called Marketplace Ads, Sponsored Stories and Page Post Ads.
Marketplace Ads act asymmetrically, prompting users with a lot of information about the brand and are more traditional in terms of online display ads. Sponsored Stories highlight a user’s friend activity as it relates to a page or an app. Page Post Ads take the content that is on your Facebook Page and makes it an ad in the right column designated for ads.