By Brad O'Brien, Director of Social
Facebook’s ad types have proliferated at a dizzying pace over the last couple of years, many (hello, Carousel ads!) to great effect.
It’s tough to keep track of all the changes, let alone the specs each type of ad requires. We’ve broken them all down here for a handy resource: we list each ad type by goal (e.g. page post engagement, page likes, website conversions, etc.), then go into design guidelines and then display specs by placement (desktop, mobile, or right column, where applicable).
We’ll cover, in order:
-Page post engagement ads
-Page like ads
-Clicks to website ads
-Website conversions ads
-App install ads
-App engagement ads
-Event response ads
-Offer Claims ads
-Video view ads
-Local awareness ads
Our hope is that you’ll bookmark this for a handy reference going forward! Enjoy.
Page Post Engagement ads
PHOTO
You can put this ad on Desktop News Feed, Mobile News Feed or on the Right Column. Specifications are below:
Design Guidelines for Photos
For ad to look good everywhere it appears on Facebook:
-Recommended News Feed image size: 1,200 x 900 pixels
-News Feed image ratio: 4:3
-Right column image size: 254 x 133 pixels
-Right column image ratio: 1.9:1
-Text: 90 characters (longer posts may be truncated on small screens)
-Your image may not include more than 20% text (you can check this by uploading your image to Facebook’s “Grid Tool”).
Desktop News Feed
-Image displays as: up to 470 x 470 pixels
-Text: 500 characters
Mobile News Feed
On mobile devices with a screen size of 1,136 x 640 pixels:
-Image displays as: up to 626 x 840 pixels
-Text: 110 characters
Right Column
-Image: 254 x 133 pixels
-Text: 90 characters
VIDEO
You can put this ad on Desktop News Feed, Mobile News Feed, or on the Right Column. Specifications are below:
Design Guidelines for Videos
For ad to look good everywhere it appears on Facebook:
-Text: 90 characters (longer posts may be truncated on small screens)
-Headline: 25 characters
-Thumbnail image size: should match the aspect ratio of your video. Your thumbnail image may not include more than 20% text (you can check this by uploading your image to Facebook’s “Grid Tool”).
-Video: H.264 video compression, high profile preferred, square pixels, fixed frame rate, progressive scan
-Format: .mp4 container ideally with leading mov atom, no edit lists
-Recommended Aspect Ratio: 1.33:1 / 4:3 / SDTV, 1.375:1 / film, 1.77 / 16.9 / HDTV, 1.85:1 / Film, 2:39:1 or 2:40:1 / Widescreen, no pillar boxing or letter boxing
-Audio: Stereo AAC audio compression, 128kbps + preferred
-File Size: Up to 1.75GB max
-Bitrate: No limit to bitrate file if you’re using two-pass encoding, as long as your file doesn’t exceed 1 GB. Otherwise, 8 megabits per second for 1080p and 4 megabits per second for 720p.
-Length: 45 minutes max
Desktop News Feed
-Image displays as: 470 x 264 pixels
-Text: 500 characters
Mobile News Feed
On mobile devices with a screen size of 640 x 1,136 pixels:
-Image: 560 x 315 pixels
-Text: 110 characters
Right Column
-Image: 254 x 143 pixels
-Text: 90 characters
TEXT
You can put this ad on Desktop News Feed and Mobile News Feed but not on the Right Column. Specifications are below:
Design Guidelines
-Text: 500 characters (longer posts may be truncated on small screens)
Page Like ads
You can put this ad on Desktop News Feed, Mobile News Feed, or on the Right Column. Specifications are below:
Design Guidelines for Photos
For ad to look good everywhere it appears on Facebook:
-Recommended image size: 1,200 x 444 pixels
-Image ratio: 2.7:1
-Text: 90 characters
-Headline: 25 characters
-Your image may not include more than 20% text (you can check this by uploading your image to Facebook’s “Grid Tool”).
Design Guidelines for Videos
For ad to look good everywhere it appears on Facebook:
-Text: 90 Characters
-Headline: 25 characters
-Thumbnail image size: should match the aspect ratio of your video. Your thumbnail image may not include more than 20% text (you can check this by uploading your image to Facebook’s “Grid Tool”).
-Format: .mp4 container ideally with leading mov atom, no edit lists
-Frames: 30fps max
-Recommended Aspect Ratio: 1.33:1 / 4:3 / SDTV, 1.375:1 / film, 1.77 / 16.9 / HDTV, 1.85:1 / Film, 2:39:1 or 2:40:1 / Widescreen, no pillar boxing or letter boxing
-Audio: Stereo AAC audio compression, 128kbps + preferred
-File Size: Up to 1.75GB max
-Bitrate: no limit to bitrate file if you’re using two-pass encoding, as long as your file doesn’t exceed 1GB. Otherwise, 9 megabits per second for 1080p and 4 megabits per second for 720p
-Length: 45 minutes max
DISPLAY SPECS FOR BOTH PHOTO AND VIDEO PER SEPARATE DEVICE
Desktop News Feed
-Image displays as: 470 x 174 pixels
-Text: 90 characters
-Page category: Up to 1 line of your Page category may be shown
Mobile News Feed
For mobile devices with a screen size of 640 x 1,136 pixels:
-Image displays as 560 x208 pixels
-Text: 110 characters
-Page category: up to 1 line of your Page category may be shown
Right Column
-Page name: 1 line
-Image displays as: 254 x 94 pixels
-Text: 90 characters
-Headline: 25 characters
Clicks to Website ads
LINKS
You can put this ad on Desktop News Feed, Mobile News Feed, or the Right Column. Specifications are below:
Design Guidelines for Photos
For ad to look good everywhere it appears on Facebook:
-Recommended image size: 1,200 x 628 pixels
-Image ratio: 1.9:1
-Text: 90 characters
-Headline: 25 characters
-Link description: 30 characters
-Your image may not include more than 20% text (you can check this by uploading your image to Facebook’s “Grid Tool”).
Design Guidelines for Videos
For ad to look good everywhere it appears on Facebook:
-Text: 90 characters
-Headline: 25 characters
-Thumbnail image size: should match the aspect ratio of your video. Your thumbnail image may not include more than 20% text. (you can check this by uploading your image to Facebook’s “Grid Tool”).
-Video: H.264 video compression, high profile preferred, square pixels, fixed frame rate, progressive scan
-Frames: 30fps max
-Format: .mp4 container ideally with leading mov atom, no edit lists
-Recommended Aspect Ratio: 1.33:1 / 4:3 / SDTV, 1.375:1 / film, 1.77 / 16.9 / HDTV, 1.85:1 / Film, 2:39:1 or 2:40:1 / Widescreen, no pillar boxing or letter boxing
-Audio: Stereo AAC audio compression, 128kbps + preferred
-File Size: Up to 1.75GB max
-Bitrate: No limit to bitrate file if you’re using two-pass encoding, as long as your file doesn’t exceed 1 GB. Otherwise, 8 megabits per second for 1080p and 4 megabits per second for 720p.
-Length: 45 minutes max
Display Specs for Both Photo and Video Per Separate Device
Desktop News Feed
-Image displays as: 470 x 246 pixels
-Text: 500 characters
-Headline: 1-2 lines (depending on length)
-Link description: 2-3 lines
Mobile News Feed
On mobile devices with a screen size of 1,136 x 640 pixels:
-Image displays as: 560 x 292 pixels
-Text: 110 characters
-Headline: 1-2 lines (depending on length)
-Link description: 1 line
Right Column
-Image: 254 x 133 pixels
-Text: 90 characters
-Headline: 25 characters
CAROUSEL
You can put this ad on Desktop News Feed and Mobile News Feed only, not on the Right Column. You can showcase 3-5 images and links within a single ad unit to direct people to specific locations on your website. Specifications are below:
Design Guidelines
For ad to look good everywhere it appears on Facebook:
-Recommended image size: 600 x 600 pixels
-Image ratio: 1:1
-Text: 90 characters
-Headline: 40 characters
-Link description: 20 characters
-Your image may not include more than 20% text (you can check this by uploading your image to Facebook’s “Grid Tool”).
Display Specs for Both Photo and Video Per Separate Device
Desktop News Feed
Your products will show side by side in one News Feed ad. Each product links to a different section of your website.
-Image displays as: 200 x 200 pixels
-Text: 500 characters
-Headline: 1-2 lines (depending on length)
-Link Description: 1 line
Mobile News Feed
This ad format allows potential customers to scroll through the products you’ve showcased. Each product links to a different section of your website.
On Mobile devices with a screen size of 1,136 x 640 pixels:
-Image displays as: 460 x 460 pixels
-Text: 120 characters
-Headline: 1-2 lines (depending on length)
-Link Description: 1 line
Website Conversion ads
LINKS
You can put this ad on Desktop News Feed, Mobile News Feed, or on the Right Column. Specifications are below:
Design Guidelines for Photos
For ad to look good everywhere it appears on Facebook:
-Recommended image size: 1,200 x 628 pixels
-Image ratio: 1.9:1
-Text: 90 characters
-Headline: 25 characters
-Link description: 30 characters
-Your image may not include more than 20% text (you can check this by uploading your image to Facebook’s “Grid Tool”).
Design Guidelines for Videos
For ad to look good everywhere it appears on Facebook:
-Text: 90 characters
-Headline: 25 characters
-Thumbnail image size: should match the aspect ratio of your video. Your thumbnail image may not include more than 20% text (you can check this by uploading your image to Facebook’s “Grid Tool”).
-Video: H.264 video compression, high profile preferred, square pixels, fixed frame rate, progressive scan
-Frames: 30fps max
-Format: .mp4 container ideally with leading mov atom, no edit lists
-Recommended Aspect Ratio: 1.33:1 / 4:3 / SDTV, 1.375:1 / film, 1.77 / 16.9 / HDTV, 1.85:1 / Film, 2:39:1 or 2:40:1 / Widescreen, no pillar boxing or letter boxing
-Audio: Stereo AAC audio compression, 128kbps + preferred
-File Size: Up to 1.75GB max
-Bitrate: No limit to bitrate file if you’re using two-pass encoding, as long as your file doesn’t exceed 1 GB. Otherwise, 8 megabits per second for 1080p and 4 megabits per second for 720p.
-Length: 45 minutes max
Display Specs for Both Photo and Video Per Separate Device
Desktop News Feed
-Image displays as: 470 x 246 pixels
-Text: 500 characters
-Headline: 1-2 lines (depending on length)
-Link description: 2-3 lines
Mobile News Feed
On mobile devices with a screen size of 1,136 x 640 pixels:
-Image displays as: 560 x 292 pixels
-Text: 110 characters
-Headline: 1-2 lines (depending on length)
-Link description: 1 line
Right Column
-Image: 254 x 133 pixels
-Text: 90 characters
-Headline: 25 characters
CAROUSEL
You can put this ad on Desktop News Feed and Mobile News Feed only, not on the Right Column. You can showcase 3-5 images and links within a single ad unit to direct people to specific locations on your website. Specifications are below:
Design Guidelines
For ad to look good everywhere it appears on Facebook:
-Recommended image size: 600 x 600 pixels
-Image ratio: 1:1
-Text: 90 characters
-Headline: 40 characters
-Link description: 20 characters
-Your image may not include more than 20% text (you can check this by uploading your image to Facebook’s “Grid Tool”).
Display Specs per Separate Device
Desktop News Feed
Your products will show side by side in one News Feed ad. Each product links to a different section of your website.
-Image displays as: 200 x 200 pixels
-Text: 500 characters
-Headline: 1-2 lines (depending on length)
-Link Description: 1 line
Mobile News Feed
This ad format allows potential customers to scroll through the products you’ve showcased. Each product links to a different section of your website.
On Mobile devices with a screen size of 1,136 x 640 pixels:
-Image displays as: 460 x 460 pixels
-Text: 120 characters
-Headline: 1-2 lines (depending on length)
-Link Description: 1 line
App Install ads
MOBILE APPS
Design Guidelines for Photos
-Recommended image size: 1,200 x 628 pixels
-Image ratio: 1.9:1
-Your image may not include more than 20% text (you can check this by uploading your image to Facebook’s “Grid Tool”).
Design Guidelines for Videos
-Text: 90 characters
-Headline: 25 characters
-Thumbnail image size: should match the aspect ratio of your video. Your thumbnail image may not include more than 20% text (you can check this by uploading your image to Facebook’s “Grid Tool”).
-Video: H.264 video compression, high profile preferred, square pixels, fixed frame rate, progressive scan
-Frames: 30fps max
-Format: .mp4 container ideally with leading mov atom, no edit lists
-Recommended Aspect Ratio: 1.33:1 / 4:3 / SDTV, 1.375:1 / film, 1.77 / 16.9 / HDTV, 1.85:1 / Film, 2:39:1 or 2:40:1 / Widescreen, no pillar boxing or letter boxing
-Audio: Stereo AAC audio compression, 128kbps + preferred
-File Size: Up to 1.75GB max
-Bitrate: No limit to bitrate file if you’re using two-pass encoding, as long as your file doesn’t exceed 1 GB. Otherwise, 8 megabits per second for 1080p and 4 megabits per second for 720p.
-Length: 45 minutes max
Display Specs for both Photos and Videos
-Image displays as: 560 x 315 pixels
-App name title: 1 line, 32 characters
-Text: 110 characters
DESKTOP APPS
These ads can go on Desktop News Feeds and the Right Column.
Design Guidelines for Photos
-Recommended image size: 1,200 x 628 pixels
-Image ratio: 1.9:1
-Text: 90 characters
-Your image may not include more than 20% text (you can check this by uploading your image to Facebook’s “Grid Tool”).
Design Guidelines for Videos
-Text: 90 characters
-Headline: 25 characters
-Thumbnail image size: should match the aspect ratio of your video. Your thumbnail image may not include more than 20% text (you can check this by uploading your image to Facebook’s “Grid Tool”).
-Video: H.264 video compression, high profile preferred, square pixels, fixed frame rate, progressive scan
-Frames: 30fps max
-Format: .mp4 container ideally with leading mov atom, no edit lists
-Recommended Aspect Ratio: 1.33:1 / 4:3 / SDTV, 1.375:1 / film, 1.77 / 16.9 / HDTV, 1.85:1 / Film, 2:39:1 or 2:40:1 / Widescreen, no pillar boxing or letter boxing
-Audio: Stereo AAC audio compression, 128kbps + preferred
-File Size: Up to 1.75GB max
-Bitrate: No limit to bitrate file if you’re using two-pass encoding, as long as your file doesn’t exceed 1 GB. Otherwise, 8 megabits per second for 1080p and 4 megabits per second for 720p.
-Length: 45 minutes max
Display Specs for both Photo and Video
Desktop News Feed
-Image displays as: 470 x 246 pixels
-App name title: 25 characters
-Text: 500 characters
Right Column
-Image: 254 x 133 pixels
-App name title: 25 characters
-Text: 90 characters
App Engagement ads
MOBILE APPS
Photos
Design Guidelines
-Recommended image size: 1,200 x 628 pixels
-Image ratio: 16:9
-Text: 90 characters
-Your image may not include more than 20% text (you can check this by uploading your image to Facebook’s “Grid Tool”).
Display Specs
-Image displays as: 560 x 293 pixels
-App name title: 1 line, 32 characters
-Text: 110 characters
Videos
Design Guidelines
-Text: 90 characters
-Headline: 25 characters
-Thumbnail image size: should match the aspect ratio of your video. Your thumbnail image may not include more than 20% text (you can check this by uploading your image to Facebook’s “Grid Tool”).
-Video: H.264 video compression, high profile preferred, square pixels, fixed frame rate, progressive scan
-Frames: 30fps max
-Format: .mp4 container ideally with leading mov atom, no edit lists
-Recommended Aspect Ratio: 1.33:1 / 4:3 / SDTV, 1.375:1 / film, 1.77 / 16.9 / HDTV, 1.85:1 / Film, 2:39:1 or 2:40:1 / Widescreen, no pillar boxing or letter boxing
-Audio: Stereo AAC audio compression, 128kbps + preferred
-File Size: Up to 1.75GB max
-Bitrate: No limit to bitrate file if you’re using two-pass encoding, as long as your file doesn’t exceed 1 GB. Otherwise, 8 megabits per second for 1080p and 4 megabits per second for 720p.
-Length: 45 minutes max
Display Specs
-Image displays as: 560 x 315 pixels
-App name title: 1 line, 32 characters
-Text: 110 characters
DESKTOP APPS
These ads can be shown on Desktop News Feed, and Right Column
Photo Design Recommendations
-Recommended image size: 1,200 x 628 pixels
-Text: 90 characters
-Your image may not include more than 20% text (you can check this by uploading your image to Facebook’s “Grid Tool”).
Video Design Recommendations
-Text: 90 characters
-Headline: 25 characters
-Thumbnail image size: should match the aspect ratio of your video. Your thumbnail image may not include more than 20% text (you can check this by uploading your image to Facebook’s “Grid Tool”).
-Video: H.264 video compression, high profile preferred, square pixels, fixed frame rate, progressive scan
-Frames: 30fps max
-Format: .mp4 container ideally with leading mov atom, no edit lists
-Recommended Aspect Ratio: 1.33:1 / 4:3 / SDTV, 1.375:1 / film, 1.77 / 16.9 / HDTV, 1.85:1 / Film, 2:39:1 or 2:40:1 / Widescreen, no pillar boxing or letter boxing
-Audio: Stereo AAC audio compression, 128kbps + preferred
-File Size: Up to 1.75GB max
-Bitrate: No limit to bitrate file if you’re using two pass encoding, as long as your file doesn’t exceed 1 GB. Otherwise, 8 megabits per second for 1080p and 4 megabits per second for 720p.
-Length: 45 minutes max
Display Specs for both Photo and Video
Desktop News Feed
-Image displays as: 470 x 246 pixels
-App name title: 25 characters maximum
Right Column
-Image displays as: 254 x 133 pixels
-App name title: 25 characters maximum
-Text: 90 characters maximum
Event Response ads
These ads can be placed on Desktop News Feed, Mobile News Feed, and Right Column.
DESIGN GUIDELINES
-Recommended image size: 1,200 x 444 pixels
-Image ratio: 2.7:1
-Text: 90 characters
-Headline: 25 characters
-Your image may not include more than 20% text (you can check this by uploading your image to Facebook’s “Grid Tool”).
DISPLAY SPECS
Desktop News Feed
-Image displays as: 470 x 174 pixels
-Text: 500 characters
-Headline: 25 characters
Mobile News Feed
On Mobile devices with a screen size of 1,136 x 640 pixels:
-Image displays as: 560 x 208 pixels
-Text 120 characters
-Headline: 25 characters
Right Column
-Image displays as: 254 x 94 pixels
-Text: 90 characters
-Headline: 25 characters
-Page name: Up to 1 line
Offer Claims ads
These ads can be displayed on Desktop News Feed, Mobile News Feed and Right Column.
DESIGN GUIDELINES
-Recommended image size: 1,200 x 628 pixels
-Image ratio: 1.9:1
-Offer title: 25 characters
-Text: 90 characters
-Your image may not include more than 20% text (you can check this by uploading your image to Facebook’s “Grid Tool”).
DISPLAY SPECS
Desktop News Feed
-Image displays as: 470 x 246 pixels
-Offer title: 25 characters maximum
-Text: 90 characters minimum
Optional Details:
-Expiration date
-Terms and conditions: 900 characters maximum
Mobile News Feed
On mobile devices with a screen size of 1,136 x 640 pixels
-Image displays as: 560 x 292 pixels
-Offer title: 25 characters
-Text: 90 characters maximum
Right Column
-Image displays as: 254 x 133 pixels
-Offer title: 25 characters maximum
-Text: 90 characters maximum
(Sample image not available for Right Column)
Video View ads
These ads are available on Desktop Newsfeed, Mobile News Feed, and Right Column
DESIGN GUIDELINES
-Text: 90 characters
-Thumbnail image size: should match the aspect ratio of your video. Your thumbnail image may not include more than 20% text (you can check this by uploading your image to Facebook’s “Grid Tool”)
-Video: H.264 video compression, high profile preferred, square pixels, fixed frame rate, progressive scan
-Frames: 30fps max
-Format: .mp4 container ideally with leading mov atom, no edit lists
-Recommended Aspect Ratio: 1.33:1 / 4:3 / SDTV, 1.375:1 / film, 1.77 / 16.9 / HDTV, 1.85:1 / Film, 2:39:1 or 2:40:1 / Widescreen, no pillar boxing or letter boxing
-Audio: Stereo AAC audio compression, 128kbps + preferred
-File Size: Up to 1.75GB max
-Bitrate: No limit to bitrate file if you’re using two pass encoding, as long as your file doesn’t exceed 1 GB. Otherwise, 8 megabits per second for 1080p and 4 megabits per second for 720p.
-Length: 45 minutes max
DISPLAY SPECS
Desktop News Feed
-Image displays as: 470 pixels wide
-Text: 500 characters
Mobile News Feed
On mobile devices with a screen size of 640 x 1,136 pixels
-Image: 560 pixels wide
-Text: 110 characters
Right Column
-Image displays as: 354 x 143 pixels
-Text: 90 characters
Local Awareness ads
These ads are available on Desktop News Feed and Mobile News Feed, but not on Right Column
DESIGN GUIDELINES
-Recommended image size: 1,200 x 628 pixels
-Image ratio: 1.9:1
-Text: 90 characters
-Headline: 25 characters
-News Feed description: 30 characters
-Your image may not include more than 20% text (you can check this by uploading your image to Facebook’s “Grid Tool”)
DISPLAY SPECS
Desktop News Feed
-Image displays as: 470 x 246 pixels
-Text: 500 characters
-Headline: 1-2 lines (depending on length)
-News Feed description: 2-3 lines
Mobile News Feed
On mobile devices with a screen size of 1,136 x 640 pixels
-Image displays as: 560 x 292 pixels
-Text: 110 characters
-Headline: 1-2 lines (depending on length)
-News Feed description: 1 line
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