Facebook Links - Facebook Ads Guide

5/13/2016 FacebookAdsGuide
Ads Guide
Facebook Ads look slightly different depending on the results you want. This guide includes recommendations to help make your Facebook Ads
look their best wherever they're seen.
Click on the placements below or choose an advertising result on the left for more details.
1. Social Information
When available, people will see if
their friends have engaged with
your business.
2. Business Name
The name of your business always
shows prominently.
3. Text
Grab interest with more info
about what you're advertising.
4. Images and Videos
Compelling images and videos
encourage your target audiences
to engage.
5. Call to Action (optional)

A customizable button
encourages people to click.
1. Social Information
When available, people will see if
their friends have engaged with
your business.
2. Business Name
The name of your business always
shows prominently.
3. Text
to engage.

https://www.facebook.com/business/adsguide/clickstowebsite/links/?toggle0=Photo 1/61
to engage.
2. Text
1. Instagram Handle
Your Instagram handle always
shows prominently.
to engage.

4. Text
Ad Placements
Facebook Desktop and Mobile Instagram Mobile
Clicks to Website: Links
Sendpeopletoimportantsectionsofyourwebsite.
DESKTOP NEWS FEED MOBILE NEWS FEED RIGHT COLUMN
Photo
Tip
Design Recommendations
Add a call-to-action button like "Shop Now" to encourage people take that
Use these guidelines to design an ad that looks good everywhere it appears

action on your website.
on Facebook. The recommended image size ensures your image always
looks high quality. The recommended text length is how many characters Call To Action
of ad copy could be displayed on smaller screens.

Add a call-to-action button to tell people what you want them to do when
they see your ad.

Recommended image size: 1,200 x 628 pixels
Image ratio: 1.9:1

Shop Now
Text: 90 characters
Book Now
Headline: 25 characters
Learn More
Link description: 30 characters

Sign Up
Your image may not include more than 20% text. See how much text is
Download
on your image.
Watch More
Contact Us
Apply Now
Your ad will look different depending on where it shows on Facebook. Your ad may also display in a different format if you use a smaller than recommended image size.
Below are examples of how text count and the images size could be different.
Image displays as: 470 x 246 pixels Onmobiledeviceswithascreensizeof640x Image: 254 x 133 pixels
Text: 500 characters 1,136pixels: Text: 90 characters
Headline: 1-2 lines (depending on length) Image displays as: 560 x 292 pixels Headline: 25 characters
Link description: 2-3 lines Text: 110 characters
Headline: 1-2 lines (depending on length)

Link description: 1 line
Video
Tip
Install a conversion-tracking pixel on your website to measure your results.
on Facebook. The recommended video and thumbnail image guidelines Call To Action
ensures your ad always looks high quality. The recommended text length is
how many characters of ad copy could be displayed on smaller screens.

Text: 90 characters
Shop Now
Headline: 25 Characters
Book Now
News Feed description: 30 characters

Learn More
Aspect Ratio: 16:9

Sign Up
Video: H.264 video compression, high profile preferred, square pixels,

Download
fixed frame rate, progressive scan

Watch More
Format: .mp4 container ideally with leading moov atom, no edit lists
Apply Now
Audio: Stereo AAC audio compression, 128kbps + preferred
Technical Requirements
Caption length text: Text only, max 2,200 characters
Recommended Aspect Ratio: 1.33:1 / 4:3 / SDTV, 1.375:1 / film, 1.77:1 / 16:9 /
HDTV, 1.85:1 / Film, 2:39:1 or 2:40:1 / Widescreen / 9:16, no pillar boxing or
letter boxing
Length: 120 minutes max
Thumbnail image ratio: Should match the aspect ratio of your video.
Your thumbnail image may not include more than 20% text. See how
much text is on your image.
Minimum resolution: 600 x 315 pixels (1.9:1 landscape) / 600 x 600 pixels
(square)
File Size: Up to 4GB max
Frames: 30fps max
Format: Full list of supported file formats here
Bitrate: No limit to bitrate file if you're using two pass encoding, as long
as long as your file doesn't exceed 1 GB. Otherwise, 8 megabits per
second for 1080p and 4 megabits per second for 720p.
Slideshow Design Guidelines
Use these guidelines to design a slideshow, which is a video created from
static images.
Recommended News Feed image size: 1,280 x 720 pixels
News Feed image ratio: 16:9 (max 4:3) or 1:1

Text: 90 characters (longer posts may be truncated on small screens)
Images of same size and aspect ratio are recommended to avoid
cropping
on your image.
Image displays as: 470 x 246 pixels Onmobiledeviceswithascreensizeof1,136x Image displays as: 254 x 133 pixels
Text: 500 characters 640pixels: Headline: 25 characters
Headline: 1-2 lines (depending on length) Image displays as: 560 x 292 pixels Text: 90 characters

Clicks to Website: Instagram Links
Sendpeopletoimportantsectionsofyourwebsite.
INSTAGRAM FEED INSTAGRAM FEED
Photo
Call To Action
Image ratio: 1:1

they see your ad. You can choose from:
Image size: 1080 x 1080 pixels
Your image may not include more than 20% text. See how much text is Book Now
on your image. Contact Us
Caption: Text only, 125 characters recommended Download
Learn More
Shop Now
Image ratio: 1.9:1 to 1:1 Sign Up
Minimum resolution: 600 x 315 pixels (1.9:1 landscape) / 600 x 600 pixels Watch More
(square) Apply Now
Caption: Text only, max 2,200 characters

One-tap Ad Overlay
When people tap your ad's photo, they will see an overlay confirming their
intent to click through to your website. The overlay shows your Facebook
Page name along with the display URL you provided when creating your ad.
If you do not provide a display URL, people will see the destination URL for
your ad. (Call to action buttons click through directly to your website with
no overlay. )
Video
Call To Action
Aspect Ratio: 1:1

File type: .mp4 container ideally with leading mov atom, no edit lists
Video: H.264 video compression, high profile preferred, square pixels, Watch More
fixed frame rate, progressive scan Book Now
Audio: Stereo AAC audio compression, 128kbps + preferred Contact Us
Learn More
Shop Now
Caption length text: Text only, max 2,200 characters Sign Up
Video aspect ratio: 1.9:1 to 1:1 Apply Now
(square)
Minimum length: 2.5 seconds
Maximum length: 60 seconds
File type: .mp4
Supported video codecs: H.264, VP8
Supported audio codecs: AAC, Vorbis
Maximum size: 1.75 GB
Frame rate: 30fps max
as your file doesn't exceed 1 GB. Otherwise, 8 megabits per second for
1080p and 4 megabits per second for 720p.
Clicks to Website: Carousel
Showcase35imagesandlinkswithinasingleadunittodirectpeopletospecificlocationsonyourwebsite.
Design Recommendations Tip
Use these guidelines to design an ad that looks good everywhere it appears Use product imagery to target returning or high-intent customers, and
on Facebook. The recommended image size ensures your image always lifestyle imagery to target new customers. While you should use images
looks high quality. The recommended text length is how many characters that are related to one theme in each ad, try different creative strategies,
of ad copy could be displayed on smaller screens. like storytelling or sequencing, to see what works best for you.
Recommended image size: 600 x 600 pixels Creative Optimization
Image ratio: 1:1

This feature will optimize the performance of your ad by selecting and
Text: 90 characters
ordering the best-performing images and links for each person who sees
your ad.
on your image.
Your products will show side by side in one News This ad format allows potential customers to The ad image will show the first two images
Feed ad. Each product links to a different section scroll through the products you've showcased. available. The ad will not be scrollable and will
of your website. Each product links to a different section of your have three offsite link click targets: one for each
website. images, and one additional click target below the
Image displays as: 300 x 300 pixels

images, which will drive to the same destination
Onmobiledeviceswithascreensizeof640x
Text: 500 characters as the "see more" link. The headline will pull in the
1,136pixels:
Headline: 1-2 lines (depending on length) Page name.
Link Description: 1 line
Text: 120 characters Image displays as: collage of first two images
Headline: 1-2 lines (depending on length) 125 x 125 pixels
Link Description: 1 line Text: 90 characters
Use these guidelines to design an ad that looks good everywhere it appears Use product imagery to target returning or high-intent customers, and
on Facebook. The recommended video and thumbnail image guidelines lifestyle imagery to target new customers. While you should use images
ensures your ad always looks high quality. The recommended text length is that are related to one theme in each ad, try different creative strategies,
how many characters of ad copy could be displayed on smaller screens. like storytelling or sequencing, to see what works best for you.
Text: 90 characters Creative Optimization
This feature will optimize the performance of your ad by selecting and

ordering the best-performing images and links for each person who sees
Aspect Ratio: 1:1

your ad.
letter boxing
(square)
Frames: 30fps max
static images.

cropping
on your image.

1,136pixels:
Clicks to Website: Instagram Carousel
INSTAGRAM FEED
Design Recommendations Call To Action
Image size: 1080 x 1080 pixels Add a call-to-action button to tell people what you want them to do when
Caption: Text only, 125 characters recommended they see your ad. You can choose from:
Technical Recommendations Watch More
Book Now
Minimum number of images: 3
Contact Us
Maximum number of images: 5
Download
Image ratio: 1:1
Learn More
Minimum resolution: 600 x 600 pixels
Shop Now
Maximum resolution: 1936 x 1936 pixels
Sign Up
File type: .jpg or .png
Apply Now
Maximum size: 30MB per image
One-tap Ad Overlay
on your image.
When people tap the photos in your ad, they will see an overlay confirming
their intent to click through to your website. The overlay shows your
Facebook Page name along with the display URL you provided when
creating your ad. If you do not provide a display URL, people will see the
destination URL for your ad. (Call to action buttons click through directly to
your website with no overlay. )
Clicks to Website: Canvas
CanvasisanimmersivemobileexperienceonFacebookforbusinessestotelltheirstoriesandshowcasetheirproducts.
FACEBOOK FEED PHOTO
Ad Previews
Design Requirements
Canvas is linked to a Feed Unit that runs in News Feed. Feed units are based
on the Link Page Post format and can use either a photo or video.
Image Ratio: 1.9:1
Image Size: 1,200 x 628 pixels recommended
on your image.
Text: 90 characters recommended
Headline: 45 characters recommended
Note that the feed unit may have either an image or video.
Canvas offers different components to tell your story. These components can be combined in different configurations. You can view a full overview of Canvas here:
canvas.facebook.com
1 Header with logo
2 Full-screen image
3 Text block
4 Button for offsite links
5 Image carousel
6 Auto-play video
7 Full-screen tilt-to-pan image
8 Product Set
HEADER
Design Requirements
Image size: 66 pixels (maximum height) x 882 pixels (maximum width)

File type: transparent .png
Headers remain pinned at the top of the screen. If you don't want this
behavior, you can instead use an image or text element instead of a
header
PHOTOS
Photo Component Preview
Design Requirements
Image ratio: Images use the full width of the screen by default
Image size: A full width image is 1,080 pixels, but you can use wider
images if you select the fit to height (tilt to pan) display option. A full-
height image is 1,920 pixels high, but you can use a taller image if you
select the fit to width (tap to expand) display option

File type: .png, .jpg
Up to 20 photos can be used in a Canvas
TEXT BLOCK
Design Requirements
500 characters max
Font size: 6 point up to 72 point
Font color: #rrggbb
Font style: Bold, italic or underlined (must be applied to the entire text
block, not individual words )
Font alignment: Left, center or right
Options: Serif or Sans Serif
BUTTON WITH FILL
Button Component Preview
Design Requirements
Height: 48 pixels with 48 pixels of padding above and below
Text: 30 characters max
CAROUSEL
Design Requirements
Image ratio: Images can be full or partial height, but all images should be
the same size
Image Size: 1,080 pixels (maximum width) x 1,920 pixels (maximum

height )
File type: .png or .jpg
10 images per carousel max
VIDEO
Design Requirements
Video: Minimum resolution of 720p
Orientation: Portrait orientation is recommended, and it's also
recommended that you not make videos full screen. Note: Landscape
orientation videos will automatically resize themselves to play in
portrait. This causes them to shrink and have black bars on either side
Length: You can have multiple videos in your Canvas, but their
collective run time can't exceed 2 minutes
Format: .mp4 or .mov
Thumbnail: This will be the first frame of the video
PRODUCT SET
Design Requirements
Advertisers must have uploaded a product catalog
The unified pixel needs to be set up correctly, since Canvas dynamically
displays the best performing products. Currently, advertisers cannot
choose the ordering of how items appear.
Up to 40 products can be displayed
Get full details here: https://developers.facebook.com/docs/marketing-
api/dynamic-product-ads/product-catalog
Website Conversions: Links
Optimizeyouradtogetpeopletotakespecificactionsonyourwebsite,suchassigningupforanewsletterorbuyingaproduct.
Photo
Tip
on Facebook. The recommended image size ensures your image always Call To Action
looks high quality. The recommended text length is how many characters


* additional call-to-actions are possible through the ads creation API.
Image ratio: 1.9:1
Text: 90 characters Shop Now
Headline: 25 characters Book Now
Link description: 30 characters Learn More
Your image may not include more than 20% text. See how much text is Sign Up
on your image. Download
Watch More
Apply Now
Image displays as: 470 x 246 pixels Onmobiledeviceswithascreensizeof640x Image displays as: 254 x 133 pixels
Text: 500 characters 1,136pixels: Headline: 25 characters

Video
Tip
on Facebook. The recommended video and thumbnail image guidelines Call To Action

Text: 90 characters
Shop Now
Book Now

Learn More
Aspect Ratio: 16:9

Sign Up

Download

Watch More
Apply Now
letter boxing
(square)
Frames: 30fps max
static images.

cropping
on your image.
Your star rating from the App Store or Google Play store will automatically
show on your ad.
Image displays as: 470 x 246 pixels Onmobiledeviceswithascreensizeof1,136x Image displays as: 254 x 133 pixels
Text: 500 characters 640pixels: Headline: 25 characters

Website Conversions: Instagram Links
Optimizeyouradtogetpeopletotakespecificactionsonyourwebsite,suchassigningupforanewsletterorbuyingaproduct.
Image ratio: 1:1 Add a call-to-action button to tell people what you want them to do when
Image size: 1080 x 1080 they see your ad. You can choose from:
Caption: Text only, 125 characters recommended

Book Now
Technical Requirements Contact Us
Download
Image ratio: 1.9:1 to 1:1
Minimum resolution: 600 x 315 pixels (1.9:1 landscape) / 600 x 600 pixels Learn More
(square) Shop Now
Sign Up
Watch More
Apply Now
Maximum size: 30MB
One-tap Ad Overlay
on your image.
intent to click through to your website. The overlay shows your Facebook
Page name along with the display URL you provided when creating your ad.
If you do not provide a display URL, people will see the destination URL for
your ad. (Call to action buttons click through directly to your website with
no overlay. )
Aspect Ratio: 1:1 Add a call-to-action button to tell people what you want them to do when
File type: .mp4 container ideally with leading mov atom, no edit lists they see your ad. You can choose from:

Watch More
Book Now
Contact Us
Download
Technical Requirements Learn More
Shop Now
Sign Up
Video aspect ratio: 1.9:1 to 1:1
Minimum resolution: 600 x 315 pixels (1.9:1 landscape) / 600 x 600 pixels Apply Now
(square)
Minimum length: 2.5 seconds
File type: .mp4
Maximum size: 1.75GB
Website Conversions: Carousel
Use these guidelines to design an ad that looks good everywhere it appears Create a Custom Audience of people who have visited a product section of
on Facebook. The recommended image size ensures your image always your website. Then show them a Facebook Ad that features the same
looks high quality. The recommended text length is how many characters product they were looking at.
Recommended image size: 600 x 600 pixels
Image ratio: 1:1
Text: 90 characters
on your image.

1,136pixels:
Use these guidelines to design an ad that looks good everywhere it appears Create a Custom Audience of people who have visited a product section of
on Facebook. The recommended video and thumbnail image guidelines your website. Then show them a Facebook Ad that features the same
ensures your ad always looks high quality. The recommended text length is product they were looking at.
Text: 90 characters
Aspect Ratio: 1:1
letter boxing
(square)
Frames: 30fps max
static images.

cropping
on your image.

1,136pixels:
Website Conversions: Instagram Carousel
INSTAGRAM FEED
Technical Recommendations Watch More
Book Now
Contact Us
Download
Image ratio: 1:1
Learn More
Shop Now
Sign Up
Apply Now
One-tap Ad Overlay
on your image.
their intent to click through to your website. The overlay shows your
Facebook Page name along with the display URL you provided when
creating your ad. If you do not provide a display URL, people will see the
destination URL for your ad. (Call to action buttons click through directly to
your website with no overlay. )
Website Conversions: Canvas
CanvasisanimmersivemobileexperienceonFacebookforbusinessestotelltheirstoriesandshowcasetheirproducts.
FACEBOOK FEED PHOTO
Ad Previews
Design Requirements
Canvas is linked to a Feed Unit that runs in News Feed. Feed units are based
on the Link Page Post format and can use either a photo or video.
Image Ratio: 1.9:1
Image Size: 1,200 x 628 pixels recommended
on your image.
Text: 90 characters recommended
Headline: 45 characters recommended
Note that the feed unit may have either an image or video.
Canvas offers different components to tell your story. These components can be combined in different configurations. You can view a full overview of Canvas here:
canvas.facebook.com
1 Header with logo
2 Full-screen image
3 Text block
4 Button for offsite links
5 Image carousel
6 Auto-play video
7 Full-screen tilt-to-pan image
8 Product Set
HEADER
Design Requirements
Image size: 66 pixels (maximum height) x 882 pixels (maximum width)

File type: transparent .png
Headers remain pinned at the top of the screen. If you don't want this
behavior, you can instead use an image or text element instead of a
header
PHOTOS
Photo Component Preview
Design Requirements
Image ratio: Images use the full width of the screen by default
Image size: A full width image is 1,080 pixels, but you can use wider
images if you select the fit to height (tilt to pan) display option. A full-
height image is 1,920 pixels high, but you can use a taller image if you
select the fit to width (tap to expand) display option

File type: .png, .jpg
Up to 20 photos can be used in a Canvas
TEXT BLOCK
Design Requirements
500 characters max
Font size: 6 point up to 72 point
Font color: #rrggbb
Font style: Bold, italic or underlined (must be applied to the entire text
block, not individual words )
Font alignment: Left, center or right
BUTTON WITH FILL
Button Component Preview
Design Requirements
Height: 48 pixels with 48 pixels of padding above and below
Text: 30 characters max
CAROUSEL
Design Requirements
Image ratio: Images can be full or partial height, but all images should be
the same size
Image Size: 1,080 pixels (maximum width) x 1,920 pixels (maximum

height )
File type: .png or .jpg
10 images per carousel max
VIDEO
Design Requirements
Video: Minimum resolution of 720p
Orientation: Portrait orientation is recommended, and it's also
recommended that you not make videos full screen. Note: Landscape
orientation videos will automatically resize themselves to play in
portrait. This causes them to shrink and have black bars on either side
Length: You can have multiple videos in your Canvas, but their
collective run time can't exceed 2 minutes
Format: .mp4 or .mov
Thumbnail: This will be the first frame of the video
PRODUCT SET
Design Requirements
Advertisers must have uploaded a product catalog
The unified pixel needs to be set up correctly, since Canvas dynamically
displays the best performing products. Currently, advertisers cannot
choose the ordering of how items appear.
Up to 40 products can be displayed
Get full details here: https://developers.facebook.com/docs/marketing-
api/dynamic-product-ads/product-catalog
Page Post Engagement: Photo
You'llreachmorepeoplewhenyouboostposts.Engagementcanincludelikesonyourpost,comments,sharesandphotoviews.
Use these guidelines to design an ad that looks good everywhere it appears Create a Custom Audience out of your existing customers and then boost
on Facebook. The recommended image size ensures your image always your posts to them through the targeting section of the ads create tool.
News Feed image ratio: 4:3
Right column image size: 254 x 133 pixels
Right column image ratio: 1.9:1

on your image.
Learn more about boosting posts with multiple images.
Image displays as: up to 470 x 470 pixels Onmobiledeviceswithascreensizeof640x Image: 254 x 133 pixels
Image displays as: up to 626 x 840 pixels
Text: 110 characters
Page Post Engagement: Video
Whenyouboostpostsyou'llreachmorepeople.Engagementcanincludelikesonyourpost,comments,sharesandphotoviews.
Use these guidelines to design an ad that looks good everywhere it appears Even very short videos can be a powerful tool to engage your audience. It
on Facebook. The recommended video and thumbnail image guidelines doesn't have to be fancy. Try recording a short video from your camera and
ensures your ad always looks high quality. The recommended text length is promoting it on your Page.
Text: 90 characters
Aspect Ratio: 16:9
letter boxing
(square)
Frames: 30fps max
static images.

cropping
on your image.
DESKTOP NEWS FEED MOBILE NEWS FEED RIGHT COLUMN:
Image displays as: 470 X 264 pixels Onmobiledeviceswithascreensizeof640x Image: 254 x 143 pixels
Image: 560 x 315 pixels
Page Post Engagement: Text
Whenyouboostpostsyou'llreachmorepeople.Engagementcanincludelikesonyourpost,comments,sharesandphotoviews.
DESKTOP NEWS FEED MOBILE NEWS FEED
Use these guidelines to design an ad that looks good everywhere it appears Keep your text short and concise so people can understand your message
on Facebook. The recommended text length is how many characters of ad quickly. 150 characters or less is a good text length to aim for.
copy could be displayed on smaller screens.
Page Post Engagement: Instagram
GetconsumerstoengagewithyourInstagramad.Engagementcanincludelikesandcommentsonyourad.
Design Recommendations One-tap Ad Overlay
Image ratio: 1:1 If you've included a URL in the text for your ad, people will see an overlay
Image size: 1080 x 1080 pixels confirming their intent to click through to your website when they tap your
Caption: Text only, 125 characters recommended ad's photo. The overlay shows your Facebook Page name along with the
URL you provided when creating your ad. (If you've included a URL in the
text for your ad, a "Learn More" call to action will automatically appear in
Image ratio: 1.9:1 to 1:1 your ad and click through directly to your website with no overlay. )
(square)
Maximum size: 30MB
on your image.
Caption: Text only, max 2200 characters
Design Recommendations Technical Requirements
Aspect Ratio: 1:1 Caption length text: Text only, max 2200 characters
Video: H.264 video compression, high profile preferred, square pixels, Video aspect ratio: 1.9:1 to 1:1
fixed frame rate, progressive scan Length: 60 seconds max
Format: .mp4 container ideally with leading mov atom, no edit lists Thumbnail image ratio: Should match the aspect ratio of your video.
Audio: Stereo AAC audio compression, 128kbps + preferred Your thumbnail image may not include more than 20% text. See how
Caption: Text only, 125 characters recommended much text is on your image.
(square)
File Size: Up to 1.75GB max
Page Likes
Connectwithallthepeoplewhomattertoyourbusiness.
Photo
Tip
Find people who are the right fit for your business using location, age and

interest targeting.
Image ratio: 2.7:1
Text: 90 characters
on your image.
Image displays as: 470 x 174 pixels Onmobiledeviceswithascreensizeof640x Page name: 1 line
Text: 90 characters 1,136pixelspixels: Image displays as: 254 x 94 pixels
Page category: Up to 1 line of your Page Image displays as: 560 x 208 pixels Text: 90 characters
category may be shown Text: 110 characters Headline: 25 characters
Page category: Up to 1 line of your Page
category may be shown
Video
Tip
Find people who are the right fit for your business using location, age and

interest targeting.
on Facebook. The recommended video and thumbnail image guidelines
Text: 90 characters
Aspect Ratio: 16:9
letter boxing
(square)
Frames: 30fps max
static images.

cropping
on your image.
Image displays as: 470 x 174 pixels Onmobiledeviceswithascreensizeof640x Page name: 1 line
Text: 90 characters 1,136pixelspixels: Image displays as: 254 x 94 pixels
Page category: Up to 1 line of your Page Image displays as: 560 x 208 pixels Text: 90 characters
category may be shown Text: 110 characters Headline: 25 characters
Page category: Up to 1 line of your Page
category may be shown
App Installs: Mobile App
Getpeopletoinstallyourmobileapp.
MOBILE NEWS FEED
Photo
Tip
Register your app with Facebook so you can set a cost per action (CPA) bid.
You'll only pay when people install your app from a Facebook Ad.
looks high quality. The recommended text length is how many characters Call To Action (Optional)
they see your ad.

Image ratio: 1.9:1

Text: 90 characters
Your image may not include more than 20% text. See how much text is Install Now
on your image. Use App
Book Now
Download
show on your ad.
Learn More
Listen Now
Play Game
Shop Now
Sign Up
Watch Video
Watch More
This ad is not available on desktop. Different devices have different screen sizes. Below are example screen size details for a smartphone.
MOBILE NEWS FEED:
Onmobiledeviceswithascreensizeof640x1,136pixels:
App name title: 1 line, 32 characters
Video
Tip
ensures your ad always looks high quality. The recommended text length is Call To Action (Optional)
they see your ad.

Text: 90 characters
Install Now

Use App
Aspect Ratio: 16:9

Book Now

Download

Learn More
Listen Now
Audio: Stereo AAC audio compression, 128kbps + preferred Play Game
Shop Now
Sign Up
Watch Video
Watch More
letter boxing
(square)
Frames: 30fps max
MOBILE NEWS FEED:
Onmobiledeviceswithascreensizeof640x1,136pixels:
App Installs: Instagram Mobile App
Getpeopletoinstallyourmobileapp.
Photo
Call To Action
Image ratio: 1:1

Your image may not include more than 20% text. See how much text is Install Now
Caption: Text only, 125 characters recommended Book Now
Download
Learn More
Image ratio: 1.9:1 to 1:1 Listen Now
Minimum resolution: 600 x 315 pixels (1.9:1 landscape) / 600 x 600 pixels Play Game
(square) Shop Now
Caption: Text only, max 2,200 characters Sign Up
Watch More
Watch Video
One-tap Ad Overlay
intent to click through to either the Play Store or App Store. The overlay
reads "View in Play Store" (Android) or "View in App Store" (iOS). (Call to
action buttons click through directly to the Play Store or App Store with no
)
overlay.
Video
Call To Action
Aspect Ratio: 1:1

Video: H.264 video compression, high profile preferred, square pixels, Install Now
fixed frame rate, progressive scan Use App
Audio: Stereo AAC audio compression, 128kbps + preferred Book Now
Learn More
Listen Now
Caption length text: Text only, max 2,200 characters Play Game
Video aspect ratio: 1.9:1 to 1:1 Shop Now
Minimum resolution: 600 x 315 pixels (1.9:1 landscape) / 600 x 600 pixels Sign Up
(square) Watch More
Minimum length: 2.5 seconds Watch Video
File type: .mp4
App Installs: Instagram Mobile App Carousel
INSTAGRAM FEED
Technical Recommendations Install Now
Use App
Book Now
Download
Image ratio: 1:1
Learn More
Listen Now
Play Game
Shop Now
Sign Up
Watch More
on your image.
Watch Video
One-tap Ad Overlay
their intent to click through to either the Play Store or App Store. The
overlay reads "View in Play Store" (Android) or "View in App Store" (iOS).
(Call to action buttons click through directly to the Play Store or App Store
with no overlay. )
App Installs: Desktop App
Getpeopletouseyourdesktopapp.
DESKTOP NEWS FEED RIGHT COLUMN
Photo
Tip
they see your ad.

Image ratio: 1.9:1

Text: 90 characters
Your image may not include more than 20% text. See how much text is Use App
on your image. Play Game
show on your ad.
This ad is not available on mobile. Your ad will look different depending on where it shows on Facebook. Your ads may also display in a different format if you use a smaller
than recommended image size. Different devices have different screen sizes. Below are example screen size details for a smartphone.
Image displays as: 470 x 246 pixels Image: 254 x 133 pixels
App name title: 25 characters App name title: 25 characters
Text: 500 characters Text: 90 characters
Video
Tip
they see your ad.

Text: 90 characters
Aspect Ratio: 16:9 Use App
Video: H.264 video compression, high profile preferred, square pixels, Play Game
letter boxing
(square)
Frames: 30fps max
show on your ad.
This ad is not available on mobile. Your ad will look different depending on where it shows on Facebook. Your ads may also display in a different format if you use a smaller
than recommended image size.
Image displays as: 470 x 264 pixels Image displays as: 254 x 143 pixels
App name title: 25 characters App name title: 25 characters
Text: 500 characters Text: 90 characters
App Engagement: Mobile App
Getmoreactivityonyourmobileapp.
MOBILE NEWS FEED
Photo
Tip
Create a Custom Audience of people who use your mobile app, then reach

them with an ad encouraging them to take specific actions.
they see your ad.

Image ratio: 16:9

Text: 90 characters
Your image may not include more than 20% text. See how much text is Use App
on your image. Open Link
Shop Now
Book Now
show on your ad.
Play Game
Listen Now
Watch Video
Watch More
Download
Learn More
Sign Up
MOBILE NEWS FEED:
Video
Tip
Create a Custom Audience of people who use your mobile app, then reach

them with an ad encouraging them to take specific actions.
they see your ad.

Text: 90 characters
Video: H.264 video compression, high profile preferred, square pixels, Open Link
fixed frame rate, progressive scan Shop Now
Format: .mp4 container ideally with leading moov atom, no edit lists Book Now
Audio: Stereo AAC audio compression, 128kbps + preferred Play Game
Listen Now
Watch Video
Caption length text: Text only, max 2,200 characters Watch More
Recommended Aspect Ratio: 1.33:1 / 4:3 / SDTV, 1.375:1 / film, 1.77:1 / 16:9 / Download
HDTV, 1.85:1 / Film, 2:39:1 or 2:40:1 / Widescreen / 9:16, no pillar boxing or Learn More
letter boxing Sign Up
(square)
Frames: 30fps max
show on your ad.
MOBILE NEWS FEED:
App Engagement: Instagram Mobile App
Photo
Call To Action
Image ratio: 1:1

Caption: Text only, 125 characters recommended Use App
Open Link
Shop Now
Image ratio: 1.9:1 to 1:1 Book Now
Minimum resolution: 600 x 315 pixels (1.9:1 landscape) / 600 x 600 pixels Play Game
(square) Listen Now
Maximum resolution: 1936 x 1936 pixels Watch Video
File type: .jpg or .png Watch More
Maximum size: 30MB Download
Your image may not include more than 20% text. See how much text is Learn More
on your image. Sign Up

One-tap Ad Overlay
intent to open your app. The overlay reads "Open App." (Call to action
buttons click through directly to your app with no overlay.)
Video
Call To Action
Aspect Ratio: 1:1

Video: H.264 video compression, high profile preferred, square pixels, Use App
fixed frame rate, progressive scan Open Link
Audio: Stereo AAC audio compression, 128kbps + preferred Shop Now
Caption: Text only, 125 characters recommended Book Now
Play Game
Listen Now
Caption length text: Text only, max 300 characters Watch Video
Video aspect ratio: 1.9:1 to 1:1 Watch More
Minimum resolution: 600 x 315 pixels (1.9:1 landscape) / 600 x 600 pixels Download
(square) Learn More
Minimum length: 2.5 seconds Sign Up
File type: .mp4
App Engagement: Instagram Mobile App Carousel
INSTAGRAM FEED
Technical Recommendations Use App
Open Link
Shop Now
Book Now
Image ratio: 1:1
Play Game
Listen Now
Watch Video
Watch More
Download
Learn More
on your image.
Sign Up
One-tap Ad Overlay
their intent to open your app. The overlay reads "Open App." (Call to action
)
buttons click through directly to your app with no overlay.
App Engagement: Desktop App
Getmoreactivityonyourdesktopapp.
Photo
Tip
Create a Custom Audience of people who use your desktop app, then

reach them with an ad encouraging them to take specific actions.
they see your ad.

Text: 90 characters
Play Game
Buy Now
show on your ad.
Get Offer
This ad is not available on mobile. Your ad will look different depending on where it shows on Facebook. Your ad may also display in a different format if you use a smaller
than recommended image size. Below are examples of how text count and the images size could be different.
App name title: 25 characters maximum App name title: 25 characters maximum
Text: 90 characters maximum Text: 90 characters maximum
Video
Tip
Create a Custom Audience of people who use your desktop app, then

reach them with an ad encouraging them to take specific actions.
they see your ad.

Text: 90 characters
Video: H.264 video compression, high profile preferred, square pixels, Play Game
fixed frame rate, progressive scan Buy Now
Format: .mp4 container ideally with leading moov atom, no edit lists Get Offer
letter boxing
(square)
Frames: 30fps max
show on your ad.
This ad is not available on mobile. Your ad will look different depending on where it shows on Facebook. Your ad may also display in a different format if you use a smaller
than recommended image size. Below are examples of how text count and the images size could be different.
App name title: 25 characters maximum App name title: 25 characters maximum
Text: 90 characters maximum Text: 90 characters maximum
Local Awareness
Createadsthatreachpeoplenearyourbusiness.Thisfeatureiscurrentlyonlyavailableinsomecountries.
Photo
Tip
Choose Get Directions as your call-to-action button. When people tap on it,

they'll see how to get to your business.
they see your ad.

Image ratio: 1.9:1

Call Now
Text: 90 characters
Get Directions
Learn More

Send Message
on your image.
Image displays as: 470 x 246 pixels Onmobiledeviceswithascreensizeof640x This placement is not available for local
Text: 500 characters 1,136pixels: awareness ads.
Headline: 1-2 lines (depending on length) Image displays as: 560 x 292 pixels
News Feed description: 2-3 lines Text: 110 characters

News Feed description: 1 line
Event Responses
PromoteyourFacebookEventtogetmoreresponses.
Photo
Tip
Customize your headline and ad text to tell people why they should attend.
Image ratio: 2.7:1
Text: 90 characters
on your image.
The date and time from your Facebook Event will automatically show in
your ad.
Headline: 25 characters Image displays as: 560 x 208 pixels Headline: 25 characters
Text: 120 characters Page name: Up to 1 line
Offer Claims
Promotetimelydiscountsorotherdealsforpeopletoclaiminyourstore.
Design Guidelines Tip
Use these guidelines to design an ad that looks good everywhere it appears Use location targeting to attract customers who are near your business.
Image ratio: 1.9:1
Offer title: 25 characters
Text: 90 characters
on your image.
Your ad will look different depending on where it shows on Facebook. Your ads may also display in a different format if you use a smaller than recommended image size.
Offer title: 25 characters maximum 1,136pixels: Offer title: 25 characters maximum
Text: 90 characters maximum Image displays as: 560 x 292 pixels Text: 90 characters maximum
Offer title: 25 characters

Optionaldetails:
Text: 90 characters maximum
Expiration date
Terms and conditions: 900 characters
maximum
Video Views
Tellastoryusingavideoinyourad.
Use these guidelines to design an ad that looks good everywhere it appears Promote videos that show behind-the-scenes footage, product launches or
on Facebook. The recommended video and thumbnail image guidelines customer stories to raise awareness about your brand.

Call To Action (Optional)
Text: 90 characters
Aspect Ratio: 16:9 or 1:1
Video: H.264 video compression, high profile preferred, square pixels, Shop Now
fixed frame rate, progressive scan Book Now
Format: .mp4 container ideally with leading moov atom, no edit lists Learn More
Audio: Stereo AAC audio compression, 128kbps + preferred Sign Up
Download
Watch More
letter boxing
on your image.
(square)
Frames: 30fps max
static images.

cropping
on your image.
DESKTOP NEWS FEED MOBILE NEWS FEED RIGHT COLUMN:
Image displays as: 470 pixels wide Onmobiledeviceswithascreensizeof640x Image displays as: 254 x 143 pixels
Image: 560 pixels wide
Instagram Video Views
Tellastoryusingavideoinyourad.
Aspect Ratio: 1:1 Add a call-to-action button to tell people what you want them to do when
Video: H.264 video compression, high profile preferred, square pixels, they see your ad. You can choose from:

Watch More
Format: .mp4 container ideally with leading mov atom, no edit lists
Book Now
Contact Us
Download
Technical Requirements Learn More
Shop Now
Sign Up
Video aspect ratio: 1.9:1 to 1:1
Apply Now
Length: 60 seconds max
(square)
File Size: Up to 1.75GB max
Frames: 30fps max
Lead Generation
OptimizeyouradtocaptureleadswithinFacebook'snativeplatforms.
Photo
Tip
Make sure that the call-to-action accurately conveys to the user what they

will be doing.
they see your ad.

Image ratio: 1.9:1

Apply Now
Text: 90 characters
Download
Get Quote

Learn More
Sign up
on your image.
Subscribe
Image displays as: 470 x 246 pixels Onmobiledeviceswithascreensizeof640x This placement is not available for lead ads.
Text: 500 characters 1,136pixels:

Headline: 1-2 lines (depending on length) Image displays as: 560 x 292 pixels
News Feed description: 2-3 lines Text: 110 characters

Insertion Orders
Large advertisers and agencies who want to deliver a guaranteed number of impressions during a specific time frame can
purchase ads from a Facebook sales representative with an insertion order.
Insertion Order Placements
DESKTOPNEWSFEEDANDRIGHTCOLUMN MOBILENEWSFEED
Advertisers who want a guaranteed number of impressions on the most visited page of Facebook can purchase the homepage placement using
an insertion order. This includes mobile News Feed, desktop News Feed and the right column across Facebook on desktop computers (next to
the News Feed and on Timelines and Pages. )
DESKTOPNEWSFEEDANDRIGHTCOLUMN MOBILENEWFEED
Advertisers who want a guaranteed number of impressions across all Facebook placements, including mobile and desktop, can purchase this
placement using an insertion order. This includes mobile News Feed, desktop News Feed and the right column across Facebook on desktop
computers including next to the News Feed, on Timelines and on Pages.
DESKTOPNEWSFEED
Advertisers who want a guaranteed number of impressions on desktop News Feed can purchase this placement using an insertion order.
MOBILENEWSFEED
Advertisers who want a guaranteed number of impressions on mobile News Feed can purchase this placement using an insertion order.
INSTAGRAMFEED
Advertisers who want a guaranteed number of impressions on Instagram can purchase using an insertion order.
How to Buy
Product Placement ThirdPartyBilling*
InstagramHomeFeed
Instagram Feed NotApplicable
MarqueeCarousel
Right Column of Facebook.com
or
Reach&Frequency Desktop News Feed or NotApplicable(UnlessDesktopOnly)

Mobile News Feed
Instagram Feed
VerifiedTRP NielsenBilling
*FacebookallowsUSinsertionorderstoutilizethirdpartybillingforapplicableproductsbyrequestonly.Forquestionsregardingapplicableproducts,approved
thirdpartiesortorequestthisbeimplementedonyourcampaignpleasecontactyoursalesrepresentativepriortolaunch.Facebookconsidersanumberof
factorswhendeterminingaproduct'seligibilitytobebilledviaathirdparty.Pleaserefertotheabovematrixforproductspecificguidelines.

Facebook Links - Facebook Ads Guide

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Facebook Links - Facebook Ads Guide

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5/13/2016 FacebookAdsGuide

look their best wherever they're seen.

When available, people will see if

their friends have engaged with

The name of your business always

Grab interest with more info

about what you're advertising.

4. Images and Videos

Compelling images and videos

encourage your target audiences

5. Call to Action (optional)

encourages people to click.

When available, people will see if

their friends have engaged with

The name of your business always

Grab interest with more info

about what you're advertising.

4. Images and Videos

Compelling images and videos

encourage your target audiences

5. Call to Action (optional)

encourages people to click.

1. Images and Videos

Compelling images and videos

encourage your target audiences

Grab interest with more info

about what you're advertising.

Your Instagram handle always

2. Images and Videos

Compelling images and videos

encourage your target audiences

3. Call to Action (optional)

encourages people to click.

Grab interest with more info

about what you're advertising.

Facebook Desktop and Mobile Instagram Mobile

Clicks to Website: Links

DESKTOP NEWS FEED MOBILE NEWS FEED RIGHT COLUMN

Use these guidelines to design an ad that looks good everywhere it appears

on Facebook. The recommended image size ensures your image always

of ad copy could be displayed on smaller screens.

they see your ad.

Image ratio: 1.9:1

Link description: 30 characters

DESKTOP NEWS FEED MOBILE NEWS FEED RIGHT COLUMN

Text: 500 characters 1,136pixels: Text: 90 characters

Link description: 2-3 lines Text: 110 characters

Headline: 1-2 lines (depending on length)

Use these guidelines to design an ad that looks good everywhere it appears

how many characters of ad copy could be displayed on smaller screens.

News Feed description: 30 characters

Aspect Ratio: 16:9

Video: H.264 video compression, high profile preferred, square pixels,

fixed frame rate, progressive scan

Audio: Stereo AAC audio compression, 128kbps + preferred

Caption length text: Text only, max 2,200 characters

HDTV, 1.85:1 / Film, 2:39:1 or 2:40:1 / Widescreen / 9:16, no pillar boxing or

Length: 120 minutes max

much text is on your image.

Frames: 30fps max

Format: Full list of supported file formats here

as long as your file doesn't exceed 1 GB. Otherwise, 8 megabits per

second for 1080p and 4 megabits per second for 720p.