Need Facebook Ads designed for your marketing campaigns? This post is helping you to figure out the best Facebook Ad objectives and Facebook ad format for your campaign. In this post, we’ll walk through each of the different Facebook Ad types and help you figure out which ads you should run for different campaign goals.

Design your ad using various formats, placements and objectives to meet your marketing goals. This Facebook Ads Guide provides design specifications   and technical requirements across each format and placement. You’ll find information on dimensions, file sizes, character limits and more.

1.     Image Ads

Whatever your business goals are, a photo ad on Facebook and Instagram is a great way to increase awareness of who you are and what you do. A photo ad gives you a clean, simple format to use with inspiring imagery and engaging copy.
You can use the image format in the Facebook News Feed to show off your product, service or brand. Choose an interesting image of a product to encourage people to learn more about it, or use an eye-catching photo to showcase your brand personality.

Facebook image ads allow users to create visuals with static images to drive action. 

Design recommendations

•             File type: JPG or PNG

•             Ratio: 1.91:1 to 1:1

•             Resolution: At least 1080 x 1080 pixels

Text recommendations

•             Primary text: 125 characters

•             Headline: 40 characters

•             Description: 30 characters

Technical requirements

•             Maximum file size: 30 MB

•             Minimum width: 600 pixels

•             Minimum height: 600 pixels

•             Aspect ratio tolerance: 3%

You can use Image Ads to:

•             Increase interest in your brand or services – Use an eye-catching photo to showcase your brand personality and prompt people to follow your Facebook Page.

•             Raise awareness of your products – Choose an interesting image of a product to encourage people to learn more about it.

•             Deliver a simple message – Convey a clear message that makes people want to take action, such as purchasing a product or visiting your website to learn more about your services.

Best practices for image ads

•             Use the recommended aspect ratio for each placement.

•             Use high-resolution images.

•             Show off your product, service or brand.

•             Avoid too much text on the image itself.

•             Focus your message

•             Preview your ads.

2. Video Ads

Show off product features and draw people in with sound and motion. Upload a video you created or create one in Ads Manager using our video creation tools. Different placements allow different video lengths, although shorter videos are usually more engaging on mobile devices.

You can use the video format to show off your product, service or brand in new ways. Include movement and sound to capture attention quickly and show unique features of a product or tell your brand story.

Design recommendations

•             File type: MP4, MOV or GIF

•             Ratio: 1:1 (for desktop or mobile) or 4:5 (for mobile only)

•             Video settings: H.264 compression, square pixels, fixed frame rate, progressive scan and stereo AAC audio compression at 128 kbps+

•             Resolution: At least 1080 x 1080 pixels

•             Video captions: Optional, but recommended

•             Video sound: Optional, but recommended

Text recommendations

•             Primary text: 125 characters

•             Headline: 40 characters

•             Description: 30 characters

Technical requirements

•             Video duration: 1 second to 241 minutes

•             Maximum file size: 4 GB

•             Minimum width: 120 pixels

•             Minimum height: 120 pixels

You can use Video Ads to:

•             Show off your product, service or brand in new ways –  Use a video to show unique features or tell your brand story.

•             Capture attention quickly – Create videos that are 15 seconds or less to captivate your audience and keep them engaged.

•             Deliver a single message – Convey a clear, simple message that makes people take action, such as buying a specific product or visiting your website.

Best practices for Video Ads

1.Keep your videos short: Make your video length 15 seconds or less so that people are more likely to watch until the end.

2. Capture attention quickly: Put the most compelling part of your video at the very beginning to grab interest. We suggest you do this within the first three seconds.

3. Use vertical or square video: Most people hold their phones vertically so choose a vertical or square aspect ratio to cover the most screen area.

4. Feature your product or brand message early: Just as you want to capture attention quickly, showcase your brand identity straight away so people see and remember it.

5. Design for sound off: People choose to watch videos with sound off in many situations, such as in public places. Use text and graphics and use captions whenever possible.

Supported objectives for Video Ads

You can use any of the following objectives when your ad format is a single video:

•             Brand Awareness

•             Reach

•             Traffic

•             Engagement

•             App Installs

•             Video Views

•             Lead Generation

•             Messages

•             Conversions

•             Catalogue Sales

•             Store Traffic

Supported placements for Video Ads

The placements available for a video ad change depending on the campaign objective you select. Below is a list of all supported placements:

Facebook

•             Facebook Feed

•             Facebook Marketplace

•             Facebook video feeds

•             Facebook Stories

•             Facebook in-stream videos

•             Facebook search results

•             Facebook Instant Articles

Instagram

•             Instagram feed

•             Instagram Explore

•             Instagram Stories

•             Instagram Reels

3. Carousel Ads

The carousel format lets you show two or more images and/or videos, headlines and links or calls to action in a single ad. People can scroll through the carousel by swiping on their mobile device or by clicking the arrows on their computer screen.

The carousel format can support various business types and needs. Advertisers use it to showcase property, service offerings, events and more.

You can use the carousel format in showcase up to ten images or videos within a single ad, each with its own link. With more creative space within an ad, you can highlight different products, showcase specific details about one product, service or promotion, or tell a story about your brand that develops across each carousel card.

Design recommendations

•             Image file type: JPG or PNG

•             Video file type: MP4, MOV or GIF

•             Ratio: 1:1

•             Resolution: At least 1080 x 1080 pixels

Text recommendations

•             Primary text: 125 characters

•             Headline: 40 characters

•             Description: 20 characters

•             Landing page URL: Required

Technical requirements

•             Number of carousel cards: 2 to 10

•             Image maximum file size: 30 MB

•             Video maximum file size: 4 GB

•             Video duration: 1 second to 240 minutes

•             Aspect ratio tolerance: 3%

You can use Carousel Ads to:

•             Feature multiple products that link to different landing pages. Give customers more options and help raise your click-through rate.

•             Highlight multiple features of a single product. Show different product angles or details to better educate customers.

•             Tell a story. Use images and/or videos in succession to illustrate a compelling narrative.

•             Explain a process. Walk people through how your business works step by step.

•             Create a larger canvas. Present one large image using all your frames for an immersive ad experience.

•             Sell the benefits. If your business is in the service industry, use images and/or videos that show the benefits or results of becoming a customer.

Best practices for Carousel Ads

1.       Tell your story with all the available carousel components. Images and/or videos grab attention, but don’t ignore snappy headlines, descriptions and call-to-action buttons that give context, detail and encouragement.

2.       Use images and/or videos that are cohesive and engaging. Take images and/or videos from the same shoot or that feel similar to each other. When you use videos in your carousel ad, we recommend the square (1:1) aspect ratio for each video.

3.       Provide a variety of links. If you want to promote multiple products or services, provide a link to the product that is featured in each carousel card.

4.       Get in touch with your customers. Use product imagery to target people who have visited product pages on your website. Use lifestyle imagery when you target prospective customers.

5.       Show the best-performing cards first. The carousel format lets you test multiple pieces of creative at once and order them based on performance. You can then replace or remove low-performing carousel cards.

6.       Pair with the perfect landing page.

7.       Use a large product set. If you choose to use a product set from your catalogue for your carousel ad, we recommend that you select a fairly broad set.

Objectives available for Carousel Ads

•             Brand awareness

•             Reach

•             Traffic

•             App installs

•             Lead generation

•             Messages

•             Conversions

•             Catalog sales

•             Store traffic

•             Video Views

Placements available for Carousel Ads

Facebook

•             Facebook News Feed

•             Facebook Marketplace

•             Facebook Video Feeds

•             Facebook Right Column

•             Facebook Stories

•             Facebook Search Results

•             Facebook Instant Articles

Instagram

•             Instagram Feed

•             Instagram Explore

•             Instagram Stories

4. Collection Ads

The collection format includes an Instant Experience and makes it easier for people to discover, browse and purchase products and services from their phone in a visual and immersive way. Your collection ad includes a cover image or video with multiple products shown underneath. When someone taps on the ad, a full-screen Instant Experience opens.

Encourage shopping by displaying items from your product catalogue – customized for each individual. Use our dynamic options to showcase your products in various ways.

You can use the collection format to make it easier for people to discover, browse and purchase products and services from their mobile device in a visual and immersive way.

Design recommendations

The cover image or video that is displayed in your collection ad uses the first media asset from your Instant Experience.

•             Image type: JPG or PNG

•             Video file type: MP4, MOV or GIF

•             Ratio: 1:1

•             Resolution: At least 1080 x 1080 pixels

Text recommendations

•             Primary text: 125 characters

•             Headline: 40 characters

•             Landing page URL: Required

Technical requirements

•             Instant Experience: Required

•             Image maximum file size: 30 MB

•             Video maximum file size: 4 GB

You can use Collection Ads to:

•             Drive product discovery –  Pair video or imagery with relevant products to engage people.

•             Deliver a seamless browsing experience on mobile devices –  People who tap on your ad can browse more products or learn more about your product in a full-screen experience.

•             Convert demand into sales-  Encourage interested customers to continue to purchase on your website or app.

•             Show off your product catalogue – Include images of multiple products or services to showcase unique products and prompt multiple purchases.

Best practices for Collection Ads

•             Include a cover image or video that captures attention –  Use an eye-catching image or video to increase interest in your ad and encourage people to click on your products.

•             Allow Facebook to dynamically select which products are shown. Use the dynamically selected feature in the Products featured in Feed section to allow Facebook to choose which two to four products will appear in your ad. The products will be ranked by the popularity or likelihood of purchase.

•             Highlight a variety of products. Use a large product set of more than 50 products. Include a large product set to increase the variety shown in your ad.

•             Show where your products appear in lifestyle photos. Enter the name of the product or the product ID, and then select the area in the photo where the product appears to allow people to better find your product.

•             Send people to a destination that includes multiple products. Encourage further exploration of your products by including more products in your destination website or app than those shown in your ad.

Supported objectives for Collection Ads

You can use any of the following objectives for a collection ad:

•             Reach

•             Traffic

•             Conversions

•             Catalogue Sales

•             Store Traffic

Placement options for Collection Ads

You can choose automatic placements or use any of the following placements for a collection ad.

•             Facebook Feed

•             Facebook Marketplace

•             Instagram feed

•             Instagram Stories

Facebook Advertising serves ads, images, and posts to a targeted audience through the Facebook platform and ad network. If you want to get your message in front of the people Facebook advertising is the best way to go. Raise your brand awareness and drive online sales by having Facebook campaign advertising and marketing services from skilled and trained experts of SEO-Experts. Contact us on bhushanwable@gmail.com, +91 8796090783 (WhatsApp) or visit Facebook Marketing Services – SEO-Experts