If the world is a global village, Facebook has to be its largest shopping mall.

Facebook has changed from a social media platform for connecting with friends to the world’s most visited online marketplace. 

With that new status came the realization that every serious business had to make selling on Facebook seriously, and they did. Presently, almost everyone is advertising their products on Facebook. Unfortunately, they mostly use generic adverts that turn out to be ineffective. To solve this problem, Facebook developed an in-house solution: Facebook Ads.

This helps businesses create cost-effective, targeted ads that have higher chances of converting prospects.

Why Should You Use Facebook Ads?

Facebook is the largest single market in the world. With Facebook Ads, you can make sure that you are advertising to the right category of people. The amazing range of targeting options means you can target potential customers by location, age, gender, and even their behavior. 

More importantly, organic reach has been on a steady decline over the last few years. To get best business results from Facebook, you have to run ads.

The best thing about Facebook Ads is the full autonomy it grants you. You get to select the maximum cost per click, budget and persuade consumers even before they have even made a conscious decision about what to buy.

With Facebook Ads, control meets the simplicity of use.

Facebook offers several ad formats and placements with images, videos, and text to achieve your objectives. Different ad formats, however, have different specifications for image and video formats and sizes. 

Since you are spending money to generate leads and conversion, it is important that your preferred Ad type leverage the best image specifications for optimum performance. 

Keep reading to discover the optimal specifications for each ad type.

Facebook News Feed Image Ads – Facebook Ad Specs & Size

Also known as Photo Ad, this is perhaps the easiest type of Facebook Ad you can use to spread your brand awareness. It comprises a single image that captures the Facebook users’ attention as they scroll through their feeds. 

Usually, your ad must contain:

• A single image.
• A catchy call-to-action (CTA).
• A link to a landing page or a blog for conversion purposes. 

You can create a new image to suit the ad’s purpose or choose to boost the existing image of a previous post. 

Your image should tell a story and contain visually appealing elements that capture users’ interests immediately. This will help you lead them to a landing page that converts them with a powerful call-to-action.

News Feed Single Image Ads are simple to create but very powerful because they are nonintrusive and can take your targets to your landing page in a second with one click. 

For best results, invest in a good photo creation tool or engage a professional to design a great picture for you. 

Specifications:

• Facebook ad dimensions: 1080 x 1080 pixels
• Minimum width and height; 600 pixels
• Recommended Facebook image size: 1.91:1 to 1:1.
• Recommended image type is JPG and PNG
• The maximum file size is 30MB

Character Limit:

• Your headline shouldn’t exceed 25 characters
• Your text shouldn’t exceed 125 characters and 20% of image size

Image Specs

Tailoring your pictures to suit Facebook ad dimensions saves your ads from poor cropping or pixelation. In all, your image ads stand out from the multitude of Facebook ads published daily. Facebook ad dimensions are, however, not one to the set-and-forget. You need to constantly monitor them to stay on top of trends and best Facebook ad specs practices. 

• Best Facebook ad image size: We recommend using at least 1080 x 1080 pixels. But since there is no maximum requirement, you can choose the highest resolution that best matches your image ad’s ratio requirements. 
• Best Facebook ad aspect ratio: Generally, your image’s aspect ratio should fall between 1:91:1 to 4:5. For best results, our recommendation is 1.91:1 to 1:1. This comes with a caveat, though: if you include a stock image, input a link, or launch an offer Ad, you get limited to a 1.91:1 ratio. 
• Least Facebook ads dimensions: 600 x 600 pixels.
• Suggested file types: JPG or PNG.
• Maximum file size: 30 MB.
• Your aspect ratio tolerance should be 3%. 

For the text in your Facebook ad image, here are our recommendations:

• Your primary text should contain no more than 125 characters. You can include more than 125 characters, but viewers will only be able to read them when they click ‘view more.’ 
• Your headline should not be more than 40 characters. If you do otherwise, your text will appear truncated. 
• The description of your Facebook ads image should be 30 single-byte characters or less. On a mobile news feed, your description might appear if only it resonates with the viewer. 

Facebook Feed Video Ads

Videos, particularly if they’re interesting, are one of the easiest ways to capture your target audience’s attention. You can optimize feed video ads to increase your brand awareness. 

Making a video is, however, not enough. Your video also needs to be of good quality. To achieve this, get a good camera or employ a videographer if you cannot do the video content creation yourself. 

Specifications:

• The file format: MP4, MOV, or GIF.
• The Instagram size ratio should be 1:1 (for computers or mobile phones) or 4:5 if you’re using only a mobile phone.
• Regarding video settings, compression is H.264, square pixels, progressive scan, stereo AAC audio compression, and fixed frame rate at ≥128kbps.
• Instagram video resolution should be more than 1080×1080 pixels.
• Captions aren’t compulsory, but we recommend them.
• The main text should be about 125 characters.
• The title should be about 40 characters.
• The description should be about 30 characters.
• Video length should be 1 second to 241 minutes.
• Facebook’s maximum video size is 4GB.
• The minimum width is 120 pixels, and the minimum height is 120 pixels.

Facebook Carousel Ads

Facebook Carousel ads are an engaging form of ads that are perfect for advertisement. They can showcase multiple products in just one ad unit, which makes it easier for marketers to advertise more than one product simultaneously. 

Carousel ads can display up to ten videos and images in a single ad. They are great at maximizing screen real estate when they combine multiple ads into one. The best part is, every single ad in the carousel ad has its call to action, link, description, and headline. 

A customer can quickly scroll through the carousel by swiping down if they are using a mobile phone or clicking the down button if they are using a desktop. You can also use carousel ads for advertising more than one product; with each of them having its pages linked, showcasing a particular product’s features, describing a procedure, showcasing your business more extensively, and showing the clients just how beneficial your products are.

Always ensure your links drive your clients to a landing page. Organize the videos and pictures in the carousel in an organized manner and add interesting titles, call to action, and descriptions. You should also use easy-to-use videos and/or images.

The specifications for images in a Carousel Ad (e.g., Facebook ad dimensions, Facebook ad size, Facebook ad image size) are similar to Facebook Feed Image Ads’. 

Instagram feed carousels 

Similar to Facebook carousel ad dimensions, Instagram feeds also support between two to 10 cards per carousel. The chosen cards are then shown on the homepage of the user’s Instagram feed. 

Instagram ad specs include:

• Text: Maximum of two rows of text 
• Hashtags: Up to 30 
• Instagram portrait dimensions: 1080 x 1080 pixels 
• Instagram size ratio: 1.9:1 (for landscape)
• Instagram video format: video 
• Instagram video resolution: 600 x 1067

Instagram Stories Carousels

You can use carousel ads on your Instagram stories to display more than an image in the same story. Here are the recommended dimensions for an Instagram carousel ad:

• Suggested image resolution: 1080 x 1920 pixels 
• The video duration should be at a maximum of 15 seconds per card. 

Facebook Right Column Ads

This ad format is available only on desktops. They often appear in the right column of Facebook pages. If you want to advertise your products with Facebook column ads, use attractive content that highlights the best features of the brand or product you want to advertise.

Generally, it is not advisable to include texts in the ad as it is rather small.

Specifications

• The file format: JPG or PNG.
• The aspect ratio should be 1:1.
• The standard video dimensions should be ≥ 1080 × 1080 pixels.
• The title should be about 40 characters.
• The minimum width should be 254 pixels.
• The minimum height should be 133 pixels.

Facebook Marketplace Ads

The Facebook marketplace enables the easy discovery of products. Despite this, posting a paid ad that appears whenever users buy at the marketplace and posting a standard ad for a product you are selling are two different ways to advertise. Creating a marketplace ad means that you place an ad where people are already interested in buying products similar to yours. So, you are making it easier for them to reach your product.

You can use the Ads Manager tool on the Facebook marketplace to create and design ads. You will have to specify a budget and then decide on the placement of your ad. 

Your ads will then be visible to users whenever they use the mobile Facebook app to buy products on the Facebook marketplace. The ads open alongside other products being sold on the marketplace for easy visibility. As soon as a user clicks on your ad, they will then gain access to your marketplace details, app, or website for more information. Marketplace ads are also mentioned in the Newsfeed. Your ad can either be in image or video formats.

Specifications for images

• The recommended resolution is 1080 x 1080
• The aspect ratio is recommended to be between 9:16 to 16:9, but if it includes a link, it gets cropped to 1.91:1
• If the text on your image is more than 20% of the image size, the chances of a failed upload are higher

Specifications for videos

• The recommended aspect ratio is 4:5
• The recommended resolution is 1080 x 1080
• The recommended Instagram video formats are MP4, GIF, and MOV
• The maximum video length is 241 minutes, and the maximum size is 4GB
• Captions are not allowed, but they can be embedded in the video as subtitles

Facebook Instant Article Ads

Interactive articles drive publishers’ traffic by 44% globally. Also, 65% of the top 100 most clicked domains leveraged instant articles at some point. You can increase your traffic and CTR by filling instant articles into your ad inventory. 

You can also use the video format to display your products, brand, or services. Sound can also be added to increase interest and exhibit the best qualities of the product that you are offering.

Specifications

• The video format should be 9:16.
• For videos, the file type should be in MP4, GIF, or MOV.
• The video setting includes stereo AAC audio compression ≥ 128kbps, progressive scan, fixed frame rate, square pixels, and H.264 compressing.
• The resolution should be ≥1080×1080 pixels.
• There should be no video captions.
• You could add sound if you want.
• The main text should have about 125 characters.
• The title should be about 40 characters.
• The description should be about 30 characters.
• The length of the video should be from 1 second to 241 minutes.
• The video sizes should not exceed 4GB.
• The minimum width is 120 pixels.
• The minimum height is 120 pixels.

Facebook Sponsored Message Ad Specs

These ads give advertisers the opportunity to send updates, promotions, and offers to their audiences on Facebook messenger. This opportunity defiles the Facebook messenger policy that prevents businesses from messaging their contacts after 24 hours of the user’s previous contact. 

Here are the recommendations for sponsored message ads images:

• Suggested image size: minimum of 1080 x 1028 pixels
• The image ratio should fall between 9:16 to 16:9
• Minimum width: 254 pixels
• Minimum height: 133 pixels
• Suggested image formats: PNG and JPG

Beyond your sponsored message ads images, we recommend the following:

• Text limit: up to 125 characters
• Headline: UP to 25 characters 
• Description of link: Up to 30 characters
• Facebook messenger file size limit: The maximum Facebook messenger file size is 30MB. 

F.A.Q 

How do you advertise on Facebook?

Facebook has one of the largest audiences globally, and it is a fertile ground for marketers. You can advertise on Facebook by using a fan page to create a business presence, have an active and interesting online presence, be involved in many Facebook groups, or create a Facebook group to reach a larger audience. 

You can also host a webinar to generate interest in what you’re all about and use live videos to expose your products. 

But by far, the best way to advertise on Facebook is through Facebook Ads, which are cost-effective targeted Ads that are more likely to generate lead conversion for you. 

Apart from having total control over your campaigns and budgets, Facebook also has an interactive Ads manager tool that greatly simplifies the process for you. 

How do Facebook ads work?

Facebook is on track to make over $60 billion from ads alone this year. The best part about Facebook advertising is it leverages users’ demographics, profiles, interests, and behaviors to determine what ads to show them. This means that your ads are going to people with a high chance of being interested in your brand or products.

Depending on the type of ads that you use, Facebook makes sure that when people scroll through their news feed, they come across your offerings and are subtly persuaded to take a further look at your offerings.

By matching your ad to the consumers most likely to patronize your product based on their previous search history and feed items, Facebook ads ensure that every dollar spent on advertising is a dollar well spent.

How much does a Facebook ad cost?

The average Facebook Ad costs between $0.50 – $2.00 per click. That means each time your ad gets clicked; you have to pay that amount. In each campaign, you also get to set a budget that Facebook will never exceed. Luckily, Facebook Ads Manager also gives you full control over every aspect of the campaign.

Could I create my Ads company with Aitarget?

Yes. Having a Facebook partner badge for more than five years, Aitarget is uniquely positioned to help you set up cost-effective, targeted ads that can boost your brand’s presence and image online. Our tools has flexible settings that enable you to quickly launch Facebook and Instagram ads. Manage your ads automatically, keep your ad bid and budget under control, and scale your campaigns.

Aitarget examines how a “new relevance score” can be used to diagnose issues with ads, and find a cure for poor performance

In 2019, Facebook has replaced Relevance Score with three new metrics: rankings of Quality, Engagement Rate, and Conversion Rate. If your ads fail to spend estimated budget, or aren’t performing as expected, this trio can be used to diagnose the reasons why.

What are the new metrics?

The new diagnostics reflect users’ reactions to your ads, compared to other ads they see.

1. Quality ranking: this metric reflects any negative user experiences. The Facebook algorithm checks if your creative contains poor content like clickbait, calls for likes or comments, or low-quality images or videos. It also considers negative responses to your ad (for example, users clicking “Hide Ad”).
2. Engagement Rate ranking: this shows how often users interact with your ad.
3. Conversion Rate ranking: this shows the effectiveness of your ad.

How do I find them?

The new metrics are available to view in the Ads level in Ads Manager. Select a standard set of columns in the “Performance” section.

You can also add them through columns settings.

How can I interpret the diagnostics?

Each metric delivers a percentile ranking that reflects your ad’s position among other ads on Facebook that your targeted audience sees. The higher your number, the greater percentage of ads that are considered less effective or lower performing than your ad.

You will see the relevant diagnostics once your ad gets 500 impressions.

• Above average (55% – 100%): your ad performs better than more than half of all ads on Facebook.
• Average (35% – 55%): more than a third of Facebook ads perform worse than your ad, but almost half of all ads (or more) perform better.
• Below average (35% or less): your ad is effectively in the bottom third of all ads. This category is also split for 35%, 20%, and 10% categories. If your ad falls into this final ranking it means that at least 9 out of every 10 ads on Facebook are better.

 

Engagement Rate and Conversion Rate measures won’t be available if you have optimised for reach, impressions, ad recall lift, custom conversions, or value.

How does this help me?

The new metrics are particularly relevant for the times when your ads aren’t delivering on your ad campaign goals. When your ads are falling short and things aren’t going the way you’d like, it’s important to know what is happening, so you can work out why, and cure it.

Different combinations of these diagnostics can help determine reasons for inefficiency or poor performance. Let’s take a look at some of the most common examples.

The quality of an ad is questionable

A low Quality ranking can mean users are frequently rejecting your ad; not only skimming past it or ignoring it, but actively clicking ‘Hide Ad’ because they don’t want to see it.

If this is happening, check that you have an appropriate amount of text on your ad image, and that the graphic elements you use aren’t likely to offend users.

These combinations of rankings can also occur if your ad doesn’t match your product, or if it contains clickbait or engagement bait (provocative wording or images aimed at driving up clicks and reactions). Such methods reduce ad value at auction or can even violate Facebook advertising policy. Consequently, your ads get less impressions or could be entirely blocked.

The Cure: Learn how to improve ads quality with Facebook’s recommendations.

The offer is irrelevant

If you’re getting a good conversion rate but poor quality and engagement rankings, this is likely to mean that the overwhelming majority of users reached are not interested in what you’re promoting. Your targeting isn’t working or you’re not attracting the right attention.

The Cure: review your targeting settings and work to attract user attention according to these Facebook recommendations.

Lack of conversions

If your ad had a high-quality rating and engagement rate but conversions are low, this could be a sign that there are post-click issues for users.

The Cure: check how fast your website is loading and whether it is optimised for mobile. Reduce the number of blockages on the user’s journey to purchase (number of clicks required, length and complexity of lead forms, pop-up windows).

Also, ensure you analyse your call to action. Does it give a clear understanding of what happens after a user who is engaged by your ad, clicks on it?

Unconvincing

If your ad has a high-quality rating but low engagement and conversion, this is likely to mean that is just isn’t persuasive enough. Users aren’t compelled to make a target action.

Further ad health checks

You can find other possible combinations of the diagnostics in Facebook’s Ads Help Centre. For complex diagnostics, use the ads delivery and optimisation guide.

What Facebook’s shift of budgets to campaign level means for advertisers

In September, advertisers will see changes to the budget management options in Facebook ad accounts. Campaign budget optimisation (CBO) will become the default setting for most ad accounts.

What is campaign budget optimisation?

CBO is a way of handling your ad budget within a campaign. You set the overall campaign budget, then CBO uses algorithms to dynamically distribute the budgeted funds between ad sets based on their effectiveness and cost.

What happens without CBO? Whenever there’s a fixed budget for each ad set, funds can’t then be allocated to ad sets with lower CPA to increase overall conversions. As a result, you may be getting less optimal results while poorly performing ad sets keep wasting your money. Preventing this requires constant control with manual edits or setting up automated rules. Both options often reset the learning phase that helps optimise your ad delivery.

Can I still limit an ad set’s budget?

How do I measure results?

Many advertisers currently assess the effectiveness of their social media campaigns based on each individual ad set. But with CBO the result rate, quantity, and cost in an ad set does not reflect campaign performance. Only the total number of target actions and their average cost at the campaign level can show how your optimised campaign performs.

What will happen with non-CBO campaigns?

Eligible Ad accounts are being switched to CBO-only in September. If your ad account is eligible, you will have received a notice from Facebook via email and in Ads Manager.

This means that you won’t be able to set a fixed ad set budget in any new campaigns.

All previously set campaigns and ad sets without CBO will keep going as is until their end date. You’ll be able to increase their budget or stop them, but other settings will be locked.

If you have not received a CBO migration notice in Ads Manager, this means your account isn’t eligible at this time and will not switch to CBO-only budgets.

However, you can still choose to use campaign budget optimisation to maximize your results. Just turn this option on during campaign creation.

To use an Instagram profile for promoting your brand with Ads Manager, you should add it to the business page of the advertised brand on Facebook.

To do this, the page administrator should open the brand page, go to Settings – Instagram and log in to the Instagram account:

An Instagram account can only be connected with one page. Likewise, a page can only have one Instagram account linked to it.

When the link between the page and the Instagram account is successfully created, you will see the account data in this section: