Facebook offers the highest volume and quality source of advertising traffic for many mobile app marketers. Fully capitalizing on the potential of the Facebook platform requires heavy creative testing and with this comes the need for creative in all Facebook ad sizes.

Why does Facebook ad size matter? Here’s how:

  • Understanding Facebook ad size means you avoid showing creative that appears distorted because they’re stretched, pixelated or blurry.
  • Depending on the marketing objective for your ad, the ad size and placement you use will either help your ad stand out or blend in with everything else your audience sees.
  • The right size and placement help your ad target the right audiences across multiple platforms with relevant ads.

 

Facebook Ads Sizes

 

The most popular advertising position is in the user’s feed. Note that these are ads in-line with the user’s main feed – not the less common right-column ads that are a separate type. You can opt for either an image ad or a video ad. Facebook has rules both relating to the image/video and the text of your ad listed below.

 

Facebook Feed Image Ads

 

Although video is rapidly increasing in popularity, most Facebook ads still feature a single image because, historically, they’ve been easier to create than a video. Facebook and creative partners like ourselves have gone to such lengths to make adding motion to ads easier. Facebook launched its “Video Creation Kit,” and we’ve spent a lot of time developing our own best practices for how to add motion to still images and AdRules offers a video editor and bulk sheet editing to create thousands of videos for localization, resizing and quick additions of end cards and start cards all done inside our Creative Studio.

In Image Ads, if your image contains more than 20% text, it may impact your ad delivery, according to Facebook. Note that Facebook ignores the text in the body copy of your ad when it does is 20% calculation. Facebook offers a tool to ensure that you don’t have too much text in your image.

The formal sizes and specifications for Facebook Feed Image ads are:

  • 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 involved), 1.9:1 to 1:1 (if there is a link)
  • Images no more than 20% text
  • Image file types: .jpg or .png (Note: animated GIFS should be uploaded as a video ad)
  • Text: 125 characters (if there is no link)
  • Headline: 25 characters (any more will appear truncated)
  • Link Description: 30 characters

 

Facebook Feed Video Ads

 

Video has grown in popularity over the last few years, so unsurprisingly there has been a large increase in Facebook feed video ads. Note that these are different from Facebook In-Stream Video Ads that have a 10-second video limit. Effectively, Facebook Feed Video Ads are the same as Facebook Feed Image Ads, but they use a video in place of a still image.

The formal sizes and specifications for Facebook Feed Video ads are:

  • Recommended uploading 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 acceptable video formats, MP4 or MOV recommended
  • Max video file size: 4GB
  • Max video length: 240 minutes
  • Video captions and sound: optional but recommended
  • Video thumbnail image no more than 20% text
  • Headline: 25 characters (any more will appear truncated)
  • Link Description: 30 characters

 

Facebook In-stream Video Ads

 

What’s the difference between a Facebook Feed Video Ad and a Facebook In-Stream Video Ad? Facebook In-stream Video Ads allow advertisers to deliver 5-15 second, non-skippable, mid-roll video ads to people who are already watching Facebook videos on a mobile device. They are like the types of ads that YouTube has made available for some time.

They have a high success rate because they don’t appear until at least 60 seconds into the main video. By this point, people are settled into their videos and are unlikely to stop watching simply because of an ad. They are effectively short commercial breaks in the main video.

Additionally, the main difference between Facebook Feed Video Ads and Facebook In-stream Video Ads is that Facebook Feed Video Ads are standalone ads that appear in users’ news feeds, rather than within another video.

The formal sizes and specifications for Facebook Feed Video ads are:

  • 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: optional but recommended (it makes sense to match these with the main video)
  • Video thumbnail image no more than 20% text
  • Facebook Marketplace Ads

 

Facebook Carousel Ads

 

The Facebook Carousel ad option allows brands to feature images (or videos) of multiple products in one ad. Users can swipe through the various slides of a carousel ad to see different items offered. Carousel ads can comprise a mix of still images and videos.

The formal sizes and specifications for Facebook Carousel images are:

  • 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
  • Images no more than 20% text
  • Image file types: .jpg or .png
  • Text: 125 characters (if there is no link)
  • Headline: 40 characters (any more will appear truncated)
  • Link Description: 20 characters (optional on Instant Articles)
  • The formal sizes and specifications for Facebook Carousel videos are:

And Carousel video:

  • 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
  • Video thumbnail image no more than 20% text
  • Text: 125 characters (if there is no link)
  • Headline: 40 characters (any more will appear truncated)
  • Link Description: 20 characters (optional on Instant Articles)

 

Facebook Right Column Ads

 

Facebook’s right column ads used to be the standard for Facebook ads. With the increase in mobile usage, there is now less demand for the desktop-only Facebook Right Column ads. Right Column ads contain similar information to News Feed ads, but they’re smaller and restrict themselves to a still (landscape) image.

The formal sizes and specifications for Facebook Feed ads are:

  • Minimum image size: 600 x 600
  • Recommended image size: 1200 x 628
  • Image ratio: 9:16 to 16:9 (no link involved), 1.91:1 (if there is a link)
  • Images no more than 20% text
  • 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 Video Advertisement Ratio 

 

The aspect of your ads can have a huge effect on performance. We recommend every advertiser use at least these three aspect ratios in their campaigns.

Creating videos for every ratio and placement size is a lot of work. This is why only your highest-performing video ads should be made into every possible size and aspect ratio. Otherwise, you’ll just waste a lot of time and budget creating endless versions of low-performing videos.

That said, because Facebook’s media buying is mostly automated now, any video you run may be seen across a huge array of properties. This is part of why we recommend using videos so much – we’ve found that 45% of total impressions on iOS are from video ads.

Also consider creating more than one video, even if you can’t afford robust video ad creative testing. We’ve found that adding just two videos to almost any campaign will increase conversions by 25%. The more you spend, the more videos you need, too. Advertisers spending even $50,000-$75,000 per month should create at least four new high-performing videos per month.

Lastly, make videos that flex in length. So even if you stick with one video aspect ratio, create three versions of that same video ad. One 10 seconds long, another that 15 seconds long, and one that’s 30 seconds long. Then let the algorithm figure out where to show the different ads.

 

Conclusion

 

To get the most in performance from your Facebook advertising, you need to ensure you have the key Facebook ad sizes covered and you need to do extensive quantitative creative testing. This is absolutely essential for user acquisition campaigns now. While the algorithms at Facebook may be able to test creative elements, they can’t create those elements or develop a creative strategy. They can’t do competitive analysis alone, either. 

Focus on expanding your skills in those areas, specifically, being able to distill and interpret Facebook split testing data from creative so your team can deliver better creative.

Facebook will transform UA advertising through 2020. They’re working hard on a new feature that will optimize creative, creative placements, audiences, bids, and budgets for social marketers. We expect this new capability to be out sometime in Q1 2020, so stay tuned.

In the meantime, check out Facebook’s Power5 best practices for running campaigns, and feel free to contact us with any questions.

 

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