The Last Guide You'll Ever Need for Facebook Ad Formats

As a digital marketer, you know the importance of different ad formats.

With approximately 10 million businesses advertising on Facebook, it becomes even more important to get your ad campaign right. Furthermore, the number of businesses using Facebook to advertise is constantly growing so the pressure to stand out is on.

There are many ways in which you can use the Facebook platform to promote your business. Facebook offers a large selection of ad formats that feature images, videos, and text.

It is useful to understand that these formats have different specifications you should set in your ad accounts in the Facebook Business Manager. Furthermore, It is useful to try out each ad format, so that you don’t miss out on potential target audiences. Each format is suited for different audiences. This can be based on age, gender, location, and much more. Testing out these formats will ensure that your new ad campaigns will out-perform your existing ones.

Using the best Facebook ad formats for your business is important for achieving your goals and maximizing your results. Here you can understand all that you need to know about Facebook ad formats.

What are campaign objectives?

Before you start creating your Facebook ad campaigns, it is useful to align your campaign objectives with your business goals. Furthermore, defining your objectives also helps Facebook optimize your ads for the specific goals and results you want to see.

via GIPHY‍

Ask yourself this question: “What do I want people to do when they see my ads?” For example, if you want to create ads that encourage people to make immediate purchases on your products, you can create ads that promote these products.

Categories of objectives

Facebook has outlined 3 categories of objectives that may be useful to your business. They are awareness, consideration, and conversions, according to the typical marketing funnel.

Depending on which stage your specific campaign relates to, is how you will determine your objectives.

Awareness

These objectives bring about an increase in interest in your product or service. Increasing your brand awareness will allow more people to know what your business is and its product or service. The more brand awareness your business has, the greater your reach will be.

Consideration

Consideration is a category of objectives that will get people to think about your business and hopefully drive them to seek more information.

Using the different objectives that fall under consideration, such as Traffic and Engagement, could increase the number of people who visit your website and reach more people who are more likely to interact with your posts.

Conversions

You want more people to purchase your products or services. The conversion objectives will help you do just that.

It aims to get people who are interested in your product or service to take action on your business’s site. It can be as simple as having them add to the cart, register for your website, or make a purchase.

Your objectives should focus on the outcome that you want to achieve for your business. You can choose more than one objective as you are most likely going to run many different ad campaigns that all have different goals.

What are the different ad formats?

Facebook has created different ad types and formats, which means you can choose one that will suit your campaign.

This article will uncover exactly what each ad format is, how to use them, their specs and ad sizes, and the advantages and disadvantages of each one. It will also provide you with the information that will help you test out and decide which formats will best suit your audiences.

Facebook Single Image ads

Single image ads are the oldest forms of Facebook advertising. They are simple to set up and easy to use.

Once you have determined your objective, all that you need to do is choose your target audience and upload your ads. Single image ads support a brief write-up, headlines, and a single picture with a link.

This type of ad is a great way to introduce your business to the many users that interact on Facebook. It can help you reach a lot of customers and build interest and brand awareness relatively fast.

These ads feature a single image and text and a link back to your target page. But, you are only able to use one image! So, you must choose an image that is interesting and will excite your customers and make them want to learn more about your business.

Image specs

• Recommended Facebook ad image size: At least 1080 x 1080 pixels, but it's best to use the highest resolution that meets the ratio requirements since there is no maximum resolution.
• Recommended image ratio: 1.91:1 to 1:1. In general, ratios from 1.91:1 to 4:5 are supported. However, if you include a link, launch an Offer ad, or use stock images, you'll be limited to a ratio of 1.91:1.
• Minimum width and height: 600 x 600 pixels.
• Recommended file types: JPG or PNG.
• Maximum file size: 30 MB.
• Aspect ratio tolerance: 3%.

Text limits

• Primary text: Up to 125 characters will appear on the ad's preview but, you are allowed to write longer ad copies. The rest will be seen when the viewer clicks "See More."
• Headline: Up to 40 characters.
• Link description: Up to 30 characters.

Objectives for Single Image ads

You can choose from the following objectives when creating your single image ads for Facebook:

• Brand Awareness
• Reach
• Traffic
• Engagement
• App Installs
• Lead Generation
• Messages
• Conversions
• Catalog Sales
• Store Traffic

Placements

Facebook:

• News Feed
• Right Column
• Instant Articles
• In-Stream Videos
• Marketplace
• Stories
• Search Results

Instagram:

• Stories
• Feed
• Explore

Messenger:

• Sponsored Message
• Inbox
• Stories

Audience Network:

• Native
• Banner
• Interstitial

Facebook Single Video ads

Just like you can post single image ads, you can post videos. Video ads are becoming more and more popular, and they are constantly gaining more traffic.

Your brain is wired to remember visual content better than written content. People are 27.4 times more likely to click through online video ads than standard banners.

‍Furthermore, it is a great way to grab users’ attention immediately as well as stand out from your competitors who don’t make use of video ads.

Another engaging feature you can add is polls, which elevate your ads into an interactive experience for the viewers. Facebook is giving you a great opportunity to grab more attention and drive more conversions, so take advantage of it.

Video specs

• Recommended aspect ratio: 4:5. Ratios from 16:9 to 9:16 are supported, but they may be masked to 4:5. On the desktop, the video will be shown with a 1:1 aspect ratio.
• Minimum dimensions: 120 x 120 pixels.
• Recommended video formats: MP4, MOV, or GIF.
• Maximum file size: 4GB
• Resolution: At least 1080 x 1080 pixels, but it's best to use the highest resolution that meets the ratio requirements since there is no maximum resolution.
• Video Settings: H.264 compression, square pixels, fixed frame rate, progressive scan, and stereo AAC audio compression at 128kbps+.
• Video duration: Between 1 second and 241 minutes.
• Captions and sound: Captions are optional but recommended because many people watch Facebook videos without sound. But, adding sound to your video is still recommended.
• Letterboxing and pillar boxing are not allowed.

Text limits

• Primary text: Up to 125 characters will appear on the ad's preview. The rest will only be seen when the viewer clicks "See More."
• Headline: Up to 40 characters.
• Link description: Up to 30 characters

Objectives for Single Video ads

The following objectives are relevant when you create single video ads:

• Brand Awareness
• Reach
• Traffic
• Engagement
• App Installs
• Video Views
• Lead Generation
• Messages
• Conversions
• Store Traffic

Placements

Facebook:

• News Feed
• Instant Articles
• In-Stream Video
• Marketplace
• Stories
• Search Results
• Video Feeds

Instagram:

• Stories
• Feed
• Explore

Messenger:

• Stories

Audience Network:

• Native
• Banner
• Interstitial
• Reward Video

Facebook Carousel ads

Carousel ads are for you if you are wanting to showcase more of your business’s products or services.

In addition, Carousel ads allow you to upload more than one image, similar to Dynamic Ads, which makes it a great option when trying to attract buyers.

You can upload between 2 to 10 images, and you can also make each image link to a different page.

Furthermore, this format supports videos and allows you to combine videos with images. This is more engaging for users and is a fun way to promote your product or service.

The multiple cards in a carousel ad help create a bond between customers and your business and they allow for more potential customers to see the variety of products and services that your business offers.

Image specs

• Image size: At least 1080 x 1080 pixels, but it's best to use the highest resolution that meets the ratio requirements since there is no maximum resolution.
• Recommended image ratio: 1:1. Ratios from 1.91:1 to 1:1 are supported, but they may be masked to 1:1.
• Recommended file types: JPG or PNG.
• Maximum image file size: 30 MB

Video specs

• Recommended aspect ratio: 1:1. Ratios from 1.91:1 to 1:1 are supported, but they may be masked to 1:1.
• Video resolution: At least 1080 x 1080 pixels, but it's best to use the highest resolution that meets the ratio requirements since there is no maximum resolution.
• Recommended video formats: MP4, MOV, or GIF.
• Maximum video file size: 4GB
• Aspect ratio tolerance: 3%
• Video length: 1 second to 240 minutes. Instagram only allows a video length of up to 2 minutes.

Text limits

• Primary text: Up to 125 characters will appear on the ad's preview and the rest will be seen when the viewer clicks "See More."
• Headline: Up to 40 characters.
• Link description: Up to 30 characters.
• A landing page URL is required.

Objectives for Carousel ads

• Brand awareness
• Reach
• Traffic
• App Installs
• Lead Generation
• Messages
• Conversions
• Catalog sales

Placements

Facebook:

• News Feed
• Right Column
• Instant Articles
• In-Stream Video
• Marketplace
• Stories
• Search Results

Instagram:

• Stories
• Feed

Messenger:

• Inbox

Audience Network:

• Native
• Banner
• Interstitial

Facebook Instant Experience ads

Instant Experience ads, formerly known as Canvas ads, are a great way to capture the attention of your audience and highlight your products or services. This ad format allows you to create a full-screen experience and allow users to interact with your ad.

Furthermore, they can be added to other ad formats, such as single image, video, or collection, and they are easy to create and upload. The better your instant experience ad is the longer users spend looking at them.

‍Note: Instant Experience ads can only be shown on mobile devices.

Image specs - layout options

• Fit to Width (Linkable): Fits the image to the width of the viewer’s screen and allows you to add a link. Recommended image width - 1080 pixels.
• Fit to Width (Tap to Expand): Fits the image to the width of the viewer's screen too, but lets them tap it to see the image's natural size and shape and if the image is wider than the screen, viewers can tilt their device to pan it. They can also "pinch" the screen to zoom in on a part of the image. The recommended minimum image height is 1080 pixels. However, on some platforms, Instant Experience images don’t expand when someone taps them.
• Fit to Height (Tilt to Pan): Fits the image to the height of the viewer's screen from the moment they see it. As a result, they don't need to tap it and can't reduce it to the width of their screen. Instead, the viewer should tilt their device to see the parts of the image that exceed the width of their screen. The recommended image height is 1920 pixels. Just remember that some Instant Experience images are rendered fit to width.

Video specs

• Video format: MP4 or MOV.
• Recommended length: Maximum 2 minutes.
• Maximum file size: 4GB maximum video file size.
• Captions are recommended.

Video layout options

• Fit to Width: Fits the video to the width of the viewer's screen. The recommended image width is 720 pixels.
• Fit to Height (Tilt to Pan): Fits the video to the height of the viewer's screen from the moment they see it and, as a result, they don't need to tap it and can't reduce it to the width of their screen. Instead, the viewer should tilt their device to see the parts of the video that exceed the width of their screen.

Objectives for Instant Experience ads

• Brand Awareness
• Reach
• Traffic
• Engagement
• App Installs
• Video Views
• Conversions
• Store Traffic

Placements

The available placements change according to the ad format. You can choose which ad format to use with your Instant Experience during ad creation.

‍Single Image or Video

‍Facebook:

• News Feed
• Marketplace
• Group Feed
• Stories
• Search Results

Instagram:

• Explore
• Feed
• Stories

Carousel

‍Facebook:

• News Feed
• Marketplace
• Stories
• Search Results

Instagram:

• Feed
• Explore

Collection

‍Facebook:

• News Feed
• Marketplace

Instagram:

• Feed
• Explore

Facebook Collection ads

Collection ads help potential customers browse through your products or services, while on a mobile device. These ads allow you to add a video or a cover photo to display different aspects of your business.

They also provide people with an instant experience without leaving your Facebook page, which means there could be a decreased drop-off rate.

Potential customers can learn a lot about your business through Collection ads as you can showcase up to ten images or videos in a single ad.

Image specs

• Recommended image size: At least 1080 x 1080 pixels, but it's best to use the highest resolution that meets the ratio requirements since there is no maximum resolution.
• Image ratio: 1:1 but, ratios from 1.91:1 to 4:5 are supported, but they may be masked to 1:1.
• Recommended file types: JPG or PNG.
• Maximum file size: 30 MB

Video specs

• Recommended video resolution: At least 1080 x 1080 pixels, but it's best to use the highest resolution that meets the ratio requirements since there is no maximum resolution.
• Recommended video formats: MP4, MOV, or GIF.
• Aspect ratio: 1:1 but, ratios from 1.91:1 to 4:5 are supported, but they may be masked to 1:1.
• Maximum file size: 4 GB

Text limits

• Primary text: Up to 125 characters will appear on the ad's preview and the rest will be seen when the viewer clicks "See More."
• Headline: Up to 40 characters.
• A landing page URL is required.

Objectives for Collection ads

• Brand Awareness
• Reach
• Traffic
• Engagement
• App Installs
• Video Views
• Conversions
• Store Traffic

Placements

Facebook:

• News Feed
• In-Stream Video

Instagram:

• Stories
• Feed

Facebook Slideshow ads

Slideshow ads tell a story by combining multiple images or videos. These ads tell your business’s message using a combination of sound, text, and motion. Furthermore, these ads also load relatively quickly, and so they can be played at any connection speed.

In fact, similar to video ads, slideshow ads create an immersive experience for the users, and they allow you to tell a story with the flow of images or videos better than a single static image can.

Image specs

• Recommended image size: 1280 x 720 pixels.
• Image ratio: 16:9, 1:1, or 4:5.

Note: the ratio should be consistent. If one of the images in a Slideshow ad has a different size, all of them will be cropped to 1:1.

• The number of images: 3 to 10.
• Recommended file types: PNG, JPG.

Video specs

• Recommended file types: MOV or MP4.
• Maximum file size: 4GB
• Recommended video duration: 15 seconds or less.

Audio requirements

• Supported file types: WAV, MP3, M4A, FLAC, and OGG.

Objectives for Slideshow ads

• Brand Awareness
• Reach
• Traffic
• Engagement
• App Installs
• Video Views
• Lead Generation
• Messages
• Conversions
• Catalog Sales
• Store Traffic

Placements

Facebook:

• News Feed
• Instant Articles
• In-Stream Video
• Marketplace
• Stories
• Search Results
• Video Feeds

Instagram:

• Stories
• Feed
• Explore

Messenger:

• Stories

Audience Network:

• Native
• Banner
• Interstitial
• Reward Video

Now it’s your turn

Finally, we've reached the point where you can try out the different ad formats, and see which works best for your ad campaigns.

Remember to determine your objectives, to achieve optimal results from your ad campaigns. Once you have your objectives you can use the information provided in this article to choose the right format for you.

With a better understanding and a clearer idea of the different ad formats, you'll have the tools needed to captivate and grab the attention of your audiences - leading to better results and higher conversions.