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Facebook

Ad Essentials

  1. Text: Tell people a bit more about your URL. Make sure to clearly explain what you’re promoting.
  2. Image: The images you choose have a big impact on how people respond to your ads, particularly in News Feeds
  3. Headline: A good headline grabs people’s attention, but also tells them what the ad is about
  4. News Feed link description: Tell customers where they’re clicking to and what to expect once they get there. Character limits are a suggestion, but Facebook does not strictly enforce.
  5. Call to action: Include a call-to-action button, like Shop Now or Sign Up to tell people what you’d like them to do. This is optional but recommended. Available CTAs include: Subscribe, Watch More, Listen Now, Apply Now, Donate Now, Download, Get Offer, Learn More, Send Message, Request Time, Book Now, Contact Us, Use App, Shop Now, Sign Up, and Watch Video.

Carousel Ads

The carousel format allows you to 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 or tell a story about your brand.


Mobile Web

Mobile App

Desktop

*Images or video that consist of more than 20% text may experience reduced delivery.

Image Guidelines

Required Images Minimum Width & Height Cards Ratio Max Size Image Formats
3-4 600 pixels (minimum 254 x 133 pixels for Messenger Home Carousel Ads) Minimum 2 and max of 10 1:1 30MB JPG & PNG

Video Guidelines

Resolution Cards Video Formats Max Video Size Video Length
Minimum of 1080×1080 Minimum 2 and max of 10 MP4 & MOV 4GB 240 minutes

Character Limits

Text Character Limits Headline Character Limits Link Description Character Limit
125 40 20

Image Ads

A photo ad on Facebook is a great way to increase awareness of who you are and what you do. A photo ad gives you a clean, simple format to use with captivating imagery and intriguing copy.


Mobile Web

Mobile App

Desktop
* Images that consist of more than 20% text may experience reduced delivery.

Image Guidelines

Dimensions Minimum Width & Height Aspect Ratio Image Formats
1200×628 pixels 600 pixels 9:16 to 16:9 but crops to 1.9:1 with a a link JPG & PNG

Character Limits

Text Character Limits Headline Character Limits Link Description Character Limit
125 25 30

Messenger Ads

Your ad will be shown within the Messenger app home screen.


Mobile App
* Images that consist of more than 20% text may experience reduced delivery.

Character Limits

Text Character Limits Headline Character Limits
125 25

Image Guidelines

Dimensions Minimum Width & Height Aspect Ratio Aspect Ratio Tolerance Image Formats
Highest resolution image available that meets ratio requirements. At least 1200×628. 254×133 9:16 to 16:19, Images cropped to 1.91:1 with link 1% JPG & PNG

Right Column Image Ad

Right column ads are a desktop-only format.


Desktop

* Images or video with more than 20% text may experience reduced delivery.

Image Guidelines

Dimensions Minimum Width & Height Aspect Ratio Image Formats
1200×628 pixels 600 pixels 9:16 to 16:9 but crops to 1.9:1 with a a link JPG & PNG

Character Limits

Text Character Limits Headline Character Limits Link Description Character Limit
125 25 30

Slideshow Ad

Facebook slideshow ads are video-like ads that use motion, sound and text to tell your story. You can use up to 10 images or short video.


Mobile Web

Mobile App

Desktop
* Images or video with more than 20% text may experience reduced delivery.

Image Guidelines

Dimensions Ratio Format
1280×720 16:9, 1:1 or 2:3 MOV or MP4
* Images with a consistent ratio perform best on this medium, otherwise cropping will occur.

Character Limits

Text Headline Link Description
90 characters 25 characters 30 characters

Stories Ad

These full screen vertical ads appear between Facebook user Stories. Photo stories are visible for 5 seconds or until the user swipes out of the story.


Mobile Web

Mobile App

Desktop
* Images or video with more than 20% text may experience reduced delivery.

Image Guidelines

Ratio Aspect Ratio Tolerance Width & Height
6:16 to 1.91:1 1% 500×500 to 1080×1920

Video Ads

Draw people into your story with immersive and captivating in-feed video ads. This tactic increases engagement and brand recognition.


Mobile Web

Mobile App

Desktop

Video Guidelines

Dimensions Aspect Ratio Video Formats Max File Size Video Length Max
600×315 (1.9:1 landscape) or 600×600 (square) 9:16 to 16:9 (Horizontal: 16:9, Square 1:1, Vertical 4:5 or 2:3 and Full Portrait: 9.16) MP4 & MOV 4GB 240 minutes

Character Limits

Text Character Limits Headline Character Limits Link Description Character Limit
125 25 30

Questions?

Please reach out to your sales rep or contact us at one of the options below.

800-633-5953



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