Choose Right Facebook Ad format for Your Business Campaign
Design your ad using various formats, placements and objectives to meet your marketing goals. This Facebook Ads Guide provides design specifications and technical requirements across each format and placement. You’ll find information on dimensions, file sizes, character limits and more.
1. Image Ads
You can use the image format in the Facebook News Feed to show off your product, service or brand. Choose an interesting image of a product to encourage people to learn more about it, or use an eye-catching photo to showcase your brand personality.
Facebook image ads allow users to create visuals with static images to drive action.
Design recommendations
• File
type: JPG or PNG
• Ratio:
1.91:1 to 1:1
• Resolution:
At least 1080 x 1080 pixels
Text recommendations
• Primary
text: 125 characters
• Headline:
40 characters
• Description:
30 characters
Technical
requirements
• Maximum
file size: 30 MB
• Minimum
width: 600 pixels
• Minimum
height: 600 pixels
• Aspect
ratio tolerance: 3%
You can use Image Ads to:
• Increase
interest in your brand or services - Use an eye-catching photo to showcase your
brand personality and prompt people to follow your Facebook Page.
• Raise
awareness of your products - Choose an interesting image of a product to
encourage people to learn more about it.
• Deliver a
simple message - Convey a clear message that makes people want to take action,
such as purchasing a product or visiting your website to learn more about your
services.
Best practices for image ads
• Use the
recommended aspect ratio for each placement.
• Use
high-resolution images.
• Show off
your product, service or brand.
• Avoid too
much text on the image itself.
• Focus
your message
• Preview
your ads.
2. Video Ads
Show off product features and draw people in with sound and
motion. Upload a video you created or create one in Ads Manager using our video
creation tools. Different placements allow different video lengths, although
shorter videos are usually more engaging on mobile devices.
You can use the video format to show off your product,
service or brand in new ways. Include movement and sound to capture attention
quickly and show unique features of a product or tell your brand story.
Design recommendations
• File
type: MP4, MOV or GIF
• Ratio:
1:1 (for desktop or mobile) or 4:5 (for mobile only)
• Video
settings: H.264 compression, square pixels, fixed frame rate, progressive scan
and stereo AAC audio compression at 128 kbps+
• Resolution:
At least 1080 x 1080 pixels
• Video
captions: Optional, but recommended
• Video
sound: Optional, but recommended
Text recommendations
• Primary
text: 125 characters
• Headline:
40 characters
• Description:
30 characters
Technical requirements
• Video
duration: 1 second to 241 minutes
• Maximum
file size: 4 GB
• Minimum
width: 120 pixels
• Minimum
height: 120 pixels
You can use Video Ads to:
• Show off
your product, service or brand in new ways - Use a video to show unique features
or tell your brand story.
• Capture
attention quickly - Create videos that are 15 seconds or less to captivate your
audience and keep them engaged.
• Deliver a single message - Convey a clear, simple message that makes people take action, such as buying a specific product or visiting your website.
Best practices for Video Ads
1.Keep your videos
short: Make your video length 15 seconds or less so that people are more
likely to watch until the end.
2. Capture attention
quickly: Put the most compelling part of your video at the very beginning
to grab interest. We suggest you do this within the first three seconds.
3. Use vertical or
square video: Most people hold their phones vertically so choose a vertical
or square aspect ratio to cover the most screen area.
4. Feature your
product or brand message early: Just as you want to capture attention
quickly, showcase your brand identity straight away so people see and remember
it.
5. Design for sound
off: People choose to watch videos with sound off in many situations, such
as in public places. Use text and graphics and use captions whenever possible.
Supported objectives for Video Ads
You can use any of the following objectives when your ad
format is a single video:
• Brand
Awareness
• Reach
• Traffic
• Engagement
• App
Installs
• Video
Views
• Lead
Generation
• Messages
• Conversions
• Catalogue
Sales
• Store
Traffic
Supported placements for Video Ads
The placements available for a video ad change depending on
the campaign objective you select. Below is a list of all supported placements:
• Facebook
Feed
• Facebook
Marketplace
• Facebook
video feeds
• Facebook
Stories
• Facebook
in-stream videos
• Facebook
search results
• Facebook
Instant Articles
• Instagram
feed
• Instagram
Explore
• Instagram
Stories
• Instagram
Reels
3. Carousel Ads
The carousel format lets you show two or more images and/or
videos, headlines and links or calls to action in a single ad. People can
scroll through the carousel by swiping on their mobile device or by clicking
the arrows on their computer screen.
The carousel format can support various business types and needs. Advertisers use it to showcase property, service offerings, events and more.
You can use the carousel format in showcase up to ten images
or videos within a single ad, each with its own link. With more creative space
within an ad, you can highlight different products, showcase specific details
about one product, service or promotion, or tell a story about your brand that
develops across each carousel card.
Design recommendations
• Image
file type: JPG or PNG
• Video
file type: MP4, MOV or GIF
• Ratio:
1:1
• Resolution:
At least 1080 x 1080 pixels
Text recommendations
• Primary
text: 125 characters
• Headline:
40 characters
• Description:
20 characters
• Landing
page URL: Required
Technical requirements
• Number of
carousel cards: 2 to 10
• Image
maximum file size: 30 MB
• Video
maximum file size: 4 GB
• Video
duration: 1 second to 240 minutes
• Aspect
ratio tolerance: 3%
You can use Carousel Ads to:
• Feature
multiple products that link to different landing pages. Give customers more
options and help raise your click-through rate.
• Highlight
multiple features of a single product. Show different product angles or details
to better educate customers.
• Tell a
story. Use images and/or videos in succession to illustrate a compelling
narrative.
• Explain a
process. Walk people through how your business works step by step.
• Create a
larger canvas. Present one large image using all your frames for an immersive
ad experience.
• Sell the benefits. If your business is in the service industry, use images and/or videos that show the benefits or results of becoming a customer.
Best practices for Carousel Ads
1.
Tell your story with all the available carousel
components. Images and/or videos grab attention, but don't ignore snappy
headlines, descriptions and call-to-action buttons that give context, detail
and encouragement.
2.
Use images and/or videos that are cohesive and
engaging. Take images and/or videos from the same shoot or that feel similar to
each other. When you use videos in your carousel ad, we recommend the square
(1:1) aspect ratio for each video.
3.
Provide a variety of links. If you want to
promote multiple products or services, provide a link to the product that is
featured in each carousel card.
4.
Get in touch with your customers. Use product imagery
to target people who have visited product pages on your website. Use lifestyle
imagery when you target prospective customers.
5.
Show the best-performing cards first. The
carousel format lets you test multiple pieces of creative at once and order
them based on performance. You can then replace or remove low-performing
carousel cards.
6.
Pair with the perfect landing page.
7.
Use a large product set. If you choose to use a
product set from your catalogue for your carousel ad, we recommend that you
select a fairly broad set.
Objectives available for Carousel Ads
• Brand
awareness
• Reach
• Traffic
• App
installs
• Lead
generation
• Messages
• Conversions
• Catalog
sales
• Store
traffic
• Video
Views
Placements available for Carousel Ads
Facebook
• Facebook
News Feed
• Facebook
Marketplace
• Facebook
Video Feeds
• Facebook
Right Column
• Facebook
Stories
• Facebook
Search Results
• Facebook
Instant Articles
Instagram
• Instagram
Feed
• Instagram
Explore
• Instagram
Stories
4. Collection Ads
The collection format includes an Instant Experience and
makes it easier for people to discover, browse and purchase products and
services from their phone in a visual and immersive way. Your collection ad
includes a cover image or video with multiple products shown underneath. When
someone taps on the ad, a full-screen Instant Experience opens.
Encourage shopping by displaying items from your product
catalogue – customized for each individual. Use our dynamic options to showcase
your products in various ways.
You can use the collection format to make it easier for people to discover, browse and purchase products and services from their mobile device in a visual and immersive way.
Design recommendations
The cover image or video that is displayed in your collection
ad uses the first media asset from your Instant Experience.
• Image
type: JPG or PNG
• Video
file type: MP4, MOV or GIF
• Ratio:
1:1
• Resolution:
At least 1080 x 1080 pixels
Text recommendations
• Primary
text: 125 characters
• Headline:
40 characters
• Landing
page URL: Required
Technical requirements
• Instant
Experience: Required
• Image
maximum file size: 30 MB
• Video
maximum file size: 4 GB
You can use Collection Ads to:
• Drive
product discovery - Pair video or imagery with relevant products to engage
people.
• Deliver a
seamless browsing experience on mobile devices - People who tap on your ad can
browse more products or learn more about your product in a full-screen
experience.
• Convert
demand into sales- Encourage interested customers to continue to purchase on
your website or app.
• Show off
your product catalogue - Include images of multiple products or services to
showcase unique products and prompt multiple purchases.
Best practices for Collection Ads
• Include a cover image or video that captures attention - Use an eye-catching image or video to increase interest in your ad and encourage people to click on your products.
• Allow Facebook to dynamically select which products are shown. Use the dynamically selected feature in the Products featured in Feed section to allow Facebook to choose which two to four products will appear in your ad. The products will be ranked by the popularity or likelihood of purchase.
• Highlight a variety of products. Use a large product set of more than 50 products. Include a large product set to increase the variety shown in your ad.
• Show where your products appear in lifestyle photos. Enter the name of the product or the product ID, and then select the area in the photo where the product appears to allow people to better find your product.
• Send people to a destination that includes multiple products. Encourage further exploration of your products by including more products in your destination website or app than those shown in your ad.
Supported objectives for Collection Ads
You can use any of the following objectives for a collection
ad:
• Reach
• Traffic
• Conversions
• Catalogue
Sales
• Store
Traffic
Placement options for Collection Ads
You can choose automatic placements or use any of the
following placements for a collection ad.
• Facebook
Feed
• Facebook
Marketplace
• Instagram
feed
• Instagram
Stories
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