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Specifications To Creating A Facebook Ad

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Running ads on Facebook is a really popular and effective way to market your company. It’s important to note that while creating an ad on Facebook may seem like a simple task, there are a number of things to consider to make sure it has a lasting impact. One of the most significant things to consider would be the selecting the appropriate Facebook ad format that would help you achieve the certain goals you have set. We are breaking down the specifications for each of the ads available to users to help make this selection process a little easier.

Facebook Feed Image Ads 

Feed Image Ads are ads that appear on Facebook’s user feed. The feed is considered to be the most popular spot for advertising on the platform and the majority of Facebook ads feature a single image.

Specifications for Facebook Feed Image Ads:

  • Recommended image size: 1200 x 628 (1080 x 1080 for a 1:1 image). No maximum size restrictions
  • Image ratio: 9:16 to 16:9 (no link included), 1.9:1 to 1:1 (link included)
  • Image file types: .jpg or .png (Note: animated GIFS should be uploaded as video ads)
  • Text: 125 characters (if there is no link)
  • Headline: 25 characters
  • Link Description: 30 characters

Facebook Video 

Facebook Feed Video Ads and Facebook Feed Image Ads are consider to be pretty similar because these ads appear on Facebook’s feed as well. Data has shown that there has been a large increase in this ad use because of how well they perform.

Specifications for Facebook Video Ads: 

  • Recommended to upload the highest-resolution source video available without letter or pillar boxing (no black bars).
  • Minimum dimensions 600 x 315 (1.9:1 landscape) or 600 x 600 (square)
  • Recommended aspect ratio is between 9:16 to 16:9 (Horizontal: 16:9, Square: 1:1, Vertical: 4:5 or 2:3 and Full Portrait: 9:16)
  • Multiple video formats are acceptable, but .MP4 or .MOV recommended
  • Max video file size: 4GB
  • Max video length: 240 minutes
  • Video captions and sound are recommended
  • Headline: 25 characters
  • Link Description: 30 characters

Facebook Carousel Ads 

Facebook Carousel Ads allow you to feature multiple images or videos in one ad. Users can actively swipe through each image/video slide. Facebook Carousel Ads can be placed in the following places: Facebook Feed, Facebook Right Column, Facebook Instant Articles, Facebook Marketplace, Facebook Audience Network Native, Banner, and Instersitial.

Specifications for Facebook Carousel Video Ads:

  • Recommended resolution (Facebook Carousel video): 1080 x 1080 pixels
  • Minimum 2 cards and max of 10 cards per Carousel Ad
  • proper aspect ratio: 1:1
  • All video formats should be either .MP4 or .MOV
  • Max video size: 4GB per video
  • Max video length: 240 minutes
  • Text: 125 characters (if there is no link)
  • Headline: 40 characters
  • Link Description: 20 characters (optional on Instant Articles)

Specifications for Facebook Carousel Image Ads:

  • Minimum image size: 600 x 600
  • Recommended image size: At least 1080 x 1080. No maximum size restrictions
  • Minimum 2 cards and max of 10 cards per Carousel Ad
  • Recommended image ratio: 1:1
  • Image file types: .jpg or .png
  • Text: 125 characters (if there is no link)
  • Headline: 40 characters
  • Link Description: 20 characters (optional on Instant Articles)

Facebook Right Column Ads

Right Column Ads are desktop only and appear on the right of the user’s feed. They have decreased in popularity due to the rise of mobile use on the Facebook platform. Right Column Ads are similar to News Feed Ads but are smaller and are restricted to still images.

Specifications for Facebook Right Column Ads

  • Minimum image size: 600 x 600
  • Recommended image size: 1200 x 628
  • Image ratio: 9:16 to 16:9 (no link included), 1.91:1 (link included)
  • Image file types: .jpg or .png
  • Text: 125 characters (if there is no link)
  • Headline: 25 characters (any more will appear truncated)
  • Link Description: 30 characters

Facebook In-Stream Video Ads

In-stream ads are 5-15 second video ads that appear during Facebook videos on mobile devices. These ads are non-skippable and don’t appear until at least 60 seconds into the main Facebook video.

Specification for Facebook In-Stream Video Ads

  • Recommended to upload the highest-resolution source video possible
  • Recommended aspect ratio is 16:9 (but can be between 9:16 to 16:9 (depending on the aspect of the main video)
  • Multiple acceptable video formats, but .MP4 or .MOV recommended
  • Max video file size: 4GB
  • Max video length: 5 to 15 seconds
  • Video captions and sound are recommended (note: try to match these with the main video)

Facebook Instant Articles Ads

Instant Article Ads are interactive articles that can be quickly distributed through Facebook mobile app and Messenger. According to Facebook, Instant article ads upload ten times faster than standard mobile web articles.

Specifications for Facebook Instant Article Ads

  • Minimum image size: 600 x 600
  • Recommended image size: 1200 x 628
  • Image ratio: 9:16 to 16:9 (no link included), 1.91:1 (link included)
  • Image file types: .jpg or .png
  • Headline: 25 characters
  • Link Description: 30 characters

Facebook Stories Ads

Inspired by the Instagram feature, Facebook Story Ads are ads that appear in between user stories. Each ad is vertical, full-screen and is visible for 5 seconds (videos lasts up to 15 seconds) unless someone taps out.

Specifications for Facebook Story Image Ad

  • Recommended image size: 1080 x 1920 (but keep your text within 1080 x 1420 so it won’t be cut off)
  • Image ratio: 1.91 to 9:16
  • Image file types: .jpg or .png

Specifications for Facebook Story Video Ad

  • Recommended to upload the highest-resolution source video possible
  • Recommended aspect ratio is between 1.91 to 9:16
  • Leave 250 pixels at the top and bottom free from text and logos
  • Multiple acceptable video formats, but .MP4 or .MOV recommended
  • Max video file size: 4GB
  • Max video length: 15 seconds

Facebook Marketplace Ads

Facebook allows users to buy and sell items in their Marketplace space. Ads in Facebook Marketplace perform well because you are targeting people who are already in a buying/selling mindset.

Specifications for Facebook Marketplace Image Ads:

  • Minimum image size: 600 x 600
  • Recommended image size: 1200 x 628
  • Image ratio: 9:16 to 16:9 (no link included), 1.91:1 (link included)
  • Images no more than 20% text
  • Image file types: .jpg or .png
  • Text: 125 characters (if there is no link)
  • Headline: 25 characters
  • Link Description: 30 characters

Specifications for Facebook Marketplace Video Ads:

  • Recommended to upload the highest-resolution source video possible
  • Recommended aspect ratio is between 9:16 and 16:9
  • Multiple acceptable video formats, but .MP4 or .MOV recommended
  • Max video file size: 4GB
  • Max video length: 240 minutes
  • Text: 125 characters (if there is no link)
  • Headline: 25 characters
  • Link Description: 30 characters

Facebook Collection Ads 

Each Facebook Collection Ads is made up of one main image/video followed by 4 smaller images.  These kinds of ads provide more of a product catalog experience for users on mobile. Facebook currently has the following templates: Instant Storefront, Instant Lookbook, Instant Customer Acquisition, Instant Storytelling.

Specifications for Facebook Collection Image Ads

  • Minimum image size: 600 x 600
  • Image ratio: 1:1 for square, 9:16 for landscape
  • Maximum image file size: 30MB
  • Image file types: .jpg or .png
  • Text: 90 characters
  • Headline: 25 characters