Facebook ad Size and Spec Cheat Sheet: Your Complete Guide [2023]

Written by

Ava

Published on

February 27, 2023

With over 2 billion daily active users and a sophisticated advertising system, Facebook remains a crucial platform for businesses looking to reach their target audience. However, with the high competition on the platform, it's crucial to ensure that your ads stand out and meet Facebook's ad specifications. While the recommended size for a Facebook Feed ad is 1080 x 1080 pixels, there's much more to know about Facebook ad sizes and specs to design ads that get more clicks and maximize success.

In this comprehensive guide, we'll cover everything you need to know about Facebook ad sizes and specifications. We'll start with the basics, such as the right dimensions for Facebook feed posts and news feed ads, and move on to more advanced Facebook banner sizes. We'll also discuss the ten different Facebook ad formats, including Instagram ads, and when to use them for different types of campaigns. Additionally, we'll share some of the best examples of Facebook ads and provide tips on how to select the right ad types and sizes for your Facebook campaigns. So, whether you're new to Facebook advertising or a seasoned marketer, read on to discover how to create ads that look great and perform optimally on Facebook.

Tips for selecting the correct Facebook ad dimensions for each ad type

Are you new to Facebook advertising and struggling to pick the right ad dimensions? With so many ad placements available on Facebook, it's easy to get confused.

Previously, the go-to Facebook ad size used to be 1200 x 628 pixels. However, in 2018, Facebook introduced the 1080 x 1080 pixel size, which offers more space in the news feed.

Now, all Facebook feed ad placements are eligible for the 1:1 format ad size, so you no longer need to upload a landscape ad format. When creating a new Facebook ad campaign, it's recommended to use Automatic Placements for maximum reach.

To reach the most people possible, it's best to use as many Facebook ad placements as possible. When uploading ads, upload custom image and video sizes for all the placements you plan to use. If you don't have time to create all image sizes, just go with the 1080 x 1080 pixel ad size.

If you're publishing Facebook posts, you can use images that are 1080 x 1080 pixels wide. Additionally, for Facebook and Instagram Stories, the recommended ad size is 1080 x 1920 pixels.

When creating a new ad campaign, you'll need to create ads in at least two formats:

1080 x 1080 pixels for Facebook and Instagram news feeds
1080 x 1920 pixels for Facebook and Instagram Stories

Keep in mind that you can upload images with different dimensions under a single ad by selecting “Select a placement to customize” when editing your ads.

If you don’t have time or resources to create custom image sizes for Instagram ads, you can also use the 1:1 format ads and Facebook will automatically adjust your creative for the Story placements. However, not adding a custom ad image for the Story placement can result in slightly less visually appealing ads.

In summary, here are three best practices to follow when creating Facebook ads:

Use as many Facebook ad placements as possible for maximum reach.
Upload custom image and video sizes for all the placements you’d like to use.
If you don’t have time to create all image sizes, just go with the 1080 x 1080 pixel ad size.

Now that you know how to select the right Facebook ad size for each ad type, let's take a look at the Facebook ad specs for all the available ad types, so you can create high-performance ad creatives.

Facebook Ads Guide: Creating Effective Feed Ads

If you're looking to advertise on Facebook, News Feed and Feed Ads are the most popular types of ads to consider. However, it can be challenging to know what size and specifications to use when creating an ad. In this article, we'll cover the essential details you need to know to create effective feed ads.

Facebook Feed Image Ads

Images are the most commonly used format for Facebook Feed Ads. If you're using images, ensure that they meet Facebook's specifications. Images must be at least 1080 x 1080 pixels, with an image ratio between 1.91:1 to 1:1. Facebook also limits the amount of text on images to no more than 20% of the image's total area. To avoid getting your ad disapproved, use Facebook's text overlay tool to ensure that your ad doesn't exceed the limit.

The text for a Facebook Feed Image Ad has a character limit of 125 characters. The headline should not exceed 27 characters, and the link description should be limited to 27 characters. Keep these limits in mind to ensure that your ad looks good and doesn't get truncated.

Facebook Feed Video Ads

Video ads have become more popular over the years, and Facebook Feed Video Ads are a great way to promote your product or service. The recommended video resolution for Facebook Feed Video Ads is 1080 x 1080 pixels. Facebook accepts multiple video formats, but MP4, MOV, or GIF are recommended. Ensure that the video doesn't have letterboxing or pillar boxing, and the aspect ratio is either 1:1 or 4:5.

The recommended video length is between 15 to 30 seconds, with a maximum length of 240 minutes. You can add captions and sound, but they are optional. The headline and link description should not exceed 27 characters.

Facebook Feed Ads Sizes

Facebook Feed Ads are highly contested advertising positions. It's essential to keep in mind that your competitors are also after the same slot. When creating your ads, ensure that you use the recommended sizes and specifications to make your ad stand out.

For Facebook News Feed ads, the recommended image size is 1080 x 1080 pixels, with a minimum width and height of 600 pixels. The recommended aspect ratio is between 9:16 to 16:9, which crops to 1.91:1 with a link. Facebook recommends using JPG or PNG formats for images, with PNG having higher quality.

Text character limits for Facebook News Feed ads include a max of 125 characters for the text, 25 characters for the headline, and 30 characters for the link description.

In conclusion, creating effective Facebook Feed Ads requires using the correct sizes and specifications. Ensure that you follow Facebook's guidelines to avoid getting your ad disapproved or rejected. By creating compelling and visually appealing ads, you can stand out from the competition and drive more traffic to your website or business.

Facebook Carousel Ads

Facebook Carousel ads are a popular and effective way for brands to showcase multiple products and features within a single ad. Compared to single-image ads, Carousel ads offer a better opportunity for engagement and lower cost-per-click prices. In this article, we will discuss the specifications and sizes of Facebook Carousel ads and provide tips on how to optimize your advertising strategy.

Specifications for Facebook Carousel Images

Facebook allows a minimum of two and a maximum of ten images or videos per Carousel ad. The images must be in 1:1 format, with a recommended size of 1080 x 1080 pixels, and a minimum width and height of 600 pixels. You can also use videos instead of static images. The recommended resolution for Facebook Carousel videos is a minimum of 1080 x 1080 pixels, with a maximum file size of 4GB and a length of 1 second to 240 minutes. All video formats should be either MP4, MOV, or GIF.

To ensure maximum engagement, images should not contain more than 20% text, and the recommended image formats are JPG and PNG. Facebook also sets character limits for text, headlines, and link descriptions. The maximum character length for text is 125 characters, while headlines should be no more than 40 characters, and link descriptions should be no more than 30 characters.

Tips for Optimizing Your Facebook Carousel Ads

To optimize your Facebook Carousel ads, you should consider the following tips:

Use High-Quality Images: Ensure that your images are high-quality and visually appealing to catch the attention of your target audience.
Highlight Your Products: Use your Carousel ad to showcase your products and their features. Ensure that your images or videos provide enough information to encourage potential customers to take action.
Create a Story: Use your Carousel ad to tell a story that resonates with your target audience. This can be done by using images that complement each other or videos that tell a sequential story.
Use Call-to-Actions: Use clear and concise call-to-actions in your text, headlines, and link descriptions to encourage potential customers to take action.
Test Your Ads: Run split tests to determine which images, headlines, or call-to-actions perform best with your target audience. Use this data to optimize your advertising strategy.

In conclusion, Facebook Carousel ads are a powerful tool for brands to showcase their products and features. To optimize your advertising strategy, ensure that your images and videos meet Facebook's specifications and consider using the tips outlined above to create engaging Carousel ads.

Facebook Ads with the Right Column

Facebook right column ads used to be the standard for Facebook ads, but with the rise of mobile usage, their demand has decreased. However, they can still bring you extra reach and clicks with little extra effort. Compared to News Feed ads, Right Column ads are smaller and restrict themselves to a still (landscape) image.

Right Column ads have similar information to News Feed ads but with certain size and character limit specifications. The recommended image size for Right Column ads is 1200 x 628 pixels, with a minimum width and height of 600 pixels, and a recommended aspect ratio between 9:16 to 16:9. The recommended image formats are JPG and PNG, and the character limits are 125 characters for text, 25 characters for headline, and 30 characters for the link description.

The formal sizes and specifications for Facebook Feed ads also apply to Right Column ads, with a minimum image size of 254 x 133 pixels, a recommended image size of 1200 x 1200 pixels, and an image ratio of 1:1. The text limit is 125 characters (if there is no link), with a headline limit of 40 characters (any more will appear truncated), and a required landing page URL.

It's worth noting that the CFC of a Right Column ad (about $0.57) is about half that of an ad in a news feed, making them a potentially cost-effective option for your Facebook ad campaigns.

Facebook & Instagram Story Ads

Facebook and Instagram have a powerful ad placement that you may be overlooking. Instagram Stories are surpassing other Facebook ad placements in terms of engagement, and you can take advantage of this to expand your reach and achieve better results at a lower cost.

Make sure you are utilizing the Story placements in your Facebook and Instagram ad campaigns to gain the benefits of this high-performing platform. Both Facebook and Instagram Story ads have the same dimensions and specifications, so you can use the same creatives for both placements.

For Facebook and Instagram Story image ads, you should follow these specs:

Format: Full-screen vertical ad (9:16)
Recommended size: 1080 x 1920 pixels
Minimum resolution: 600 x 1067
File types: .JPG, PNG
Max. image size: 30MB
Photo content: visible for 5 seconds
Text: no extra text, all text must be part of the image file

On the other hand, Facebook and Instagram Story video ads have the following specs:

Media type: video
Recommended video duration: 15 seconds
Minimum length: 3 seconds
Maximum length: 60 seconds
Aspect Ratio: 1.9:1 (landscape)
For videos under 9:16: Colored gradient bars are rendered above and below
Video file size: 4GB max
Video Captions: Not available
Video Sound: Optional
Frame rate: 30fps max
File type: .mp4 container
Video: H.264 video compression, high profile preferred, square pixels, fixed frame rate, progressive scan
Audio: Stereo AAC audio compression, 128kbps + preferred

By following these specifications, you can create captivating ads that are more likely to grab your audience's attention and increase your engagement. To learn more about Stories ad dimensions, refer to this guide by Facebook. Start using Facebook and Instagram Story ads today to boost your ad campaign's performance and reach your target audience more effectively.

Facebook Audience Network

The Facebook Audience Network is an excellent way to extend your ad campaigns beyond the confines of Facebook and Instagram. It allows you to display your ads on thousands of high-quality websites and apps across the internet, enabling you to increase your reach and target a broader audience.

Studies have shown that including the Audience Network placement in your ad campaigns can lead to eight times higher conversion rates and better results than campaigns that only run on Facebook. Additionally, using video creatives in your ad campaigns is recommended, as many Audience Network placements only show video ads.

When creating ads for the Audience Network, you need to adhere to specific ad size and character limits. The recommended image size is 1200 x 628 pixels, with a minimum width and height of 600 pixels. The recommended aspect ratio is between 9:16 to 16:9, but it crops to 1.91:1 with a link. The recommended image formats are JPG and PNG. Ad character limits include 125 characters for text, 25 characters for headlines, and 30 characters for link descriptions.

For video ads, the highest resolution video available that meets the file size and ratio limits should be uploaded. The recommended video length is 15-30 seconds, with a minimum length of one second and a maximum length of 240 minutes. The recommended video ratio is between 9:16 to 16:9, with a minimum dimension of 600 x 315 (1.9:1 landscape) or 600 x 600 (square). The recommended video formats are MP4 or MOV formats, and video captions and sound are optional but recommended.

Overall, utilizing the Facebook Audience Network placement in your ad campaigns can improve your campaign's performance significantly, and using video creatives will ensure that your ads are visible on all placements. Adhering to the recommended ad sizes and specifications will help optimize the performance of your campaigns.

Facebook Instant Articles Ads

If you are looking for a powerful tool to distribute interactive articles to your readers within the Facebook mobile app and Messenger, look no further than Facebook Instant Articles Ads. This ad format, designed for media publishers, is a relatively new opportunity on Facebook and is now open to all publishers. Instant Articles can load up to ten times faster than standard mobile web articles, providing an optimized user experience for your readers.

One of the advantages of using Instant Articles Ads is the ability to incorporate ads into your articles. When people read your articles, your Facebook ads will appear alongside them. With the recommended image size of 1200 x 1200 pixels and a 1:1 image ratio, images with a link will perform the best. Additionally, images should not contain more than 20% text and must be in either JPG or PNG format. The headline should be limited to 40 characters to prevent truncation, and the link description should not exceed 20 characters.

For videos, Facebook recommends uploading the highest-resolution source video possible with a maximum length of 240 minutes. The aspect ratio for videos should be 1:1, and the video thumbnail image should not contain more than 20% text. Acceptable video formats include MP4 and MOV. Additionally, the headline and link description should be limited to 40 and 20 characters, respectively.

To use Instant Articles Ads, advertisers can choose Instant Articles for new or existing campaigns, or publishers can include their own direct sale campaigns. The recommended image size for Instant Article ad images is 1080 x 1080 pixels with a 1:1 image ratio. Images should have a minimum width and height of 600 pixels and should be in either JPG or PNG format. The text limit for Instant Article ad images is 30 characters for text and 25 characters for the headline.

For Instant Article ad videos, Facebook recommends the highest-resolution video possible with a recommended video length of 15-30 seconds and an aspect ratio between 9:16 and 16:9. Acceptable video formats include MP4 and MOV, with a maximum video file size of 4GB.

In conclusion, Facebook Instant Articles Ads is an excellent tool for publishers to distribute fast, interactive articles to their readers within the Facebook mobile app and Messenger. With the proper ad dimensions and specifications, publishers can take advantage of this powerful ad format and improve the user experience for their readers.

Facebook Marketplace Ads

If you're looking to sell your products or services on Facebook, Marketplace is a great platform to consider. With access to Facebook's massive user base, Marketplace offers a unique opportunity to get your brand in front of potential customers. However, to make the most of your Marketplace ad campaign, there are some key things you need to keep in mind.

First, while Marketplace is an excellent platform for selling, it's important to note that simply listing your products here is not considered advertising. To create a Facebook Marketplace ad, you'll need to go through the same process as you would for any other Facebook ad campaign. This means creating ad creatives that are visually appealing and designed to convert.

When it comes to ad creatives, images and videos are the most effective formats for Marketplace ads. To ensure your ads stand out, use high-quality images and videos with a clear message that resonates with your target audience. For images, the recommended size is 1200 x 1200 pixels, while the recommended video length is between 15-30 seconds.

For video ads, ensure that your content is optimized for the platform, with a recommended ratio of 1:1 and a maximum file size of 4GB. Additionally, captions and sound are optional but recommended features that can enhance the overall viewing experience for your audience.

It's also important to consider the character limits for your ad copy. Facebook Marketplace ads have a maximum text limit of 125 characters, while headlines are limited to 40 characters, and link descriptions to 20 characters. Keep your messaging concise and to the point, focusing on the benefits of your products or services to the consumer.

Finally, it's important to think about intent when creating your Facebook Marketplace ads. While people on Marketplace are looking to buy, they're typically looking for local products and services. Therefore, creating ads that target local audiences can be particularly effective on this platform.

In summary, Facebook Marketplace offers a unique opportunity to reach potential customers with your products or services. By creating visually appealing and targeted ad creatives, using high-quality images and videos, and focusing on local audiences, you can maximize your reach and conversions on this platform.

Facebook In-Stream Video Ads

If you're wondering what sets Facebook In-Stream Video Ads apart from Facebook Feed Video Ads, the answer lies in the phrase "in-stream." In-Stream Video Ads on Facebook enable advertisers to deliver non-skippable, mid-roll video ads that are 5-15 seconds long to viewers who are already watching videos on a mobile device. These ads are similar to the ones that YouTube has been offering for some time.

In-Stream Video Ads are very effective because they don't appear until at least 60 seconds into the main video. By that point, viewers have settled into the video and are unlikely to stop watching it simply because of an ad. They are, in effect, short commercial breaks within the main video.

The primary distinction between Facebook Feed Video Ads and Facebook In-Stream Video Ads is that the former are standalone ads that appear in users' news feeds, while the latter are placed within another video. The former appears as a separate video, while the latter is embedded in another video.

Here are the formal sizes and specifications for Facebook Feed Video Ads:

It is recommended to upload the highest-resolution source video possible.
The recommended aspect ratio is 1:1.
Multiple video formats are acceptable, but MP4 or MOV is recommended.
The maximum video file size is 4GB.
The maximum video length is 5 to 15 seconds.
Captions and sound are optional but recommended (it's a good idea to match them with the main video).
The video thumbnail image should not contain more than 20% text.

If you're planning on using Facebook In-Stream Video Ads to promote your products or services, make sure to take advantage of their unique features and keep the above specifications in mind when creating them. With the right strategy, these ads can be a powerful tool in reaching your target audience on Facebook.

Facebook Messenger Ad Specs and Sponsored Message Ad Specs

Facebook Messenger has become a popular platform for businesses to reach out to their target audience. In this article, we will discuss the ad specs for Facebook Messenger ads and Sponsored Message ads, along with some tips to help you get the most out of your campaigns.

Facebook Messenger Ad Specs

Facebook Messenger ads appear in between messages in the Chats tab, making them an effective way to reach your target audience. These ads appear in a collapsed form at first, with an option for the viewer to expand the ad to see more details.

To make the most of these ads, Facebook recommends using a single-image ad with an image size of 1080 x 1080 pixels. This size is recommended for both the collapsed and expanded version of the ad. JPG and PNG are the recommended image formats for these ads.

The character limits for Messenger ads are as follows:

Text: 125 characters
Headline: 25 characters
Link description: 30 characters

Facebook Sponsored Message Ad Specs

Sponsored Message ads allow advertisers to have direct conversations with their audience on Messenger. These ads are a great way to re-engage with people with whom you had conversations in Messenger, as Facebook Messenger policies restrict businesses from sending messages to contacts after 24 hours of a user’s last contact.

For Sponsored Message ads, Facebook recommends using an image size of 1080 x 1080 pixels with a 1:1 image ratio. The minimum width and height for these ads are 600 pixels, and JPG and PNG are the recommended image formats.

The character limits for Sponsored Message ads are as follows:

Text: 30 characters
Headline: 25 characters

In conclusion, Facebook Messenger and Sponsored Message ads are a great way to reach your target audience on a platform they use regularly. By following the recommended ad specs and character limits, you can create effective campaigns that engage with your audience and drive conversions.

Facebook Collection Ads Specifications and Templates

Facebook Collection Ads are a great way to showcase a product catalog on mobile devices. They consist of a main video or image along with four smaller accompanying images presented in a grid-like layout. When users click on a Collection Ad, they are taken to a fast-loading visual post-click experience powered by Instant Experience, without leaving Facebook.

To create a Facebook Collection Ad, Facebook provides a range of templates to choose from, such as Instant Storefront, Instant Lookbook, Instant Customer Acquisition, and Instant Storytelling.

To ensure that your Collection Ad is optimized for mobile devices, the formal sizes and specifications for images are as follows: the minimum image size should be 600 x 600 with an image ratio of 1:1. The maximum image file size is 30MB, and the images should not have more than 20% text. Accepted file types are JPG or PNG. In terms of text, the headline should be a maximum of 40 characters while the body text should be a maximum of 125 characters.

For videos, the recommended minimum resolution is 1080 x 1080 with an aspect ratio of 1:1. Acceptable video formats are MP4 or MOV, with a maximum file size of 4GB. Videos should be less than 2 minutes in length with a maximum length of 120 minutes. The video thumbnail image should not have more than 20% text, and the text for the headline and body should follow the same specifications as the image ads.

Overall, Facebook Collection Ads are a great way to showcase your product catalog on mobile devices in a visually appealing and immersive way.

Final words

In conclusion, Facebook offers a wide range of advertising options for businesses to reach their target audience. From sponsored messages and in-stream video ads to collection ads and messenger ads, advertisers have multiple formats to choose from to meet their marketing objectives.

Understanding the specifications and sizes for each ad format is essential for creating effective campaigns that are visually appealing and engaging for users. By following the recommended image and video sizes, formats, and character limits, businesses can create ads that stand out and drive better results.

As Facebook continues to evolve and update its ad formats, businesses must stay up-to-date with the latest trends and best practices to make the most of their advertising budget. By leveraging Facebook's powerful targeting capabilities and diverse ad formats, businesses can reach their audience in a meaningful way and drive more conversions.

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