A Complete Guide to Facebook Ad Specs for 2024

facebook ad specs

Table of Contents

Over the years, Facebook has experienced tremendous growth and now stands as the most active social media platform worldwide, boasting a staggering number of over 2.9 billion monthly active users (around 2.989 billion) as of April 2023. This immense popularity has transformed Facebook into a coveted digital marketing channel for marketers and advertisers, providing an unparalleled opportunity to engage with a global audience and showcase their offerings.

To achieve success with your Facebook ad campaigns, it’s crucial to follow the guidelines and specifications set for the various ad types, just like on other social media platforms. However, finding accurate information about the right ad specs can be challenging due to the abundance of online resources. Fortunately, we have developed this comprehensive guide specifically for 2024, which provides all the necessary Facebook ad specs.

Let’s get started.

What are Facebook Ads?

facebook ad specs 2023
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Facebook Ads are a digital advertising format available on the Facebook platform. They allow businesses and advertisers to create targeted advertisements and promote their products, services, or brand to a specific audience. Facebook Ads can appear in various formats, such as image ads, video ads, carousel ads, slideshow ads, and more.

With Facebook Ads, businesses can define their target audience based on demographics, interests, behaviors, and other criteria, ensuring their ads reach the most relevant users. These ads can be displayed on users’ Facebook News Feeds, in the right column of Facebook desktop view, within Facebook Messenger, and even on Instagram, which Facebook also owns.

Advertisers have control over their ad budgets, allowing them to set daily or lifetime spending limits. They can track the performance of their ads using Facebook’s advertising tools and gain insights into metrics like reach, impressions, clicks, and conversions.

Facebook Ads provide businesses with an effective way to reach a vast user base, raise brand awareness, drive website traffic, generate leads, and increase sales. The platform’s robust targeting options, diverse ad formats, and comprehensive analytics make it popular for digital advertising campaigns.

Why Should You Use Facebook Ads?

There are several compelling reasons businesses should consider using Facebook Ads as part of their digital marketing strategy. Here are some key benefits:

1. Extensive Reach

Facebook has a massive user base, with billions of active users worldwide. By utilizing Facebook Ads, businesses can tap into this vast audience and increase their brand’s visibility, reaching potential customers on a global scale.

2. Advanced Targeting Capabilities

Facebook offers robust targeting options allowing businesses to define their target audience precisely. Advertisers can target users based on demographics, interests, behaviors, location, etc. This level of specificity ensures that ads are shown to individuals more likely to be interested in the products or services being promoted.

3. Cost-Effective Advertising

Facebook Ads can be a cost-effective marketing solution compared to traditional advertising methods. Advertisers have control over their budgets and can set daily or lifetime spending limits, making it suitable for businesses of all sizes. Additionally, the platform offers optimization options to maximize ad performance and minimize wasted ad spend.

4. Diverse Ad Formats

Facebook provides a wide range of ad formats to choose from, including image ads, video ads, carousel ads, slideshow ads, and more. This flexibility allows businesses to tailor their ads to suit their marketing objectives and engage users with visually appealing and interactive content.

5. Measurable Results and Insights

Facebook’s advertising tools provide comprehensive analytics and reporting, enabling businesses to track the performance of their ads. Advertisers can monitor key metrics such as reach, impressions, clicks, conversions, and return on ad spend (ROAS). This data-driven approach allows for the optimization and refinement of campaigns to achieve better results.

6. Remarketing Opportunities

Facebook Ads offer remarketing capabilities, allowing businesses to target users who have previously interacted with their brand or website. This helps in re-engaging potential customers and driving conversions.

Overall, Facebook Ads provide businesses with a powerful platform to connect with a vast audience, drive targeted traffic, increase brand awareness, and achieve their marketing goals. Next, we will look into the different Facebook Ad sizes to be aware.

Facebook Feed Ads

facebook feed ads

Facebook Feed Ads refer to advertisements that appear within the News Feed section of users’ Facebook accounts. These ads are seamlessly integrated into the organic content users see while scrolling through their feeds, making them highly visible and engaging. Facebook Feed Ads can feature various formats, including single images, videos, carousels, and slideshows.

These ads allow businesses and advertisers to reach their target audience effectively and promote their products, services, or brand. With advanced targeting options, advertisers can define specific demographics, interests, behaviors, and more to ensure their ads are shown to the most relevant users.

Facebook Feed Ads offer an opportunity for businesses to increase brand awareness, drive website traffic, generate leads, and boost sales. By leveraging the extensive reach and engagement potential of the Facebook News Feed, advertisers can effectively connect with their audience and achieve their marketing objectives.

Facebook Feed Ads Dimensions and Guidelines

The size dimensions and specifications for Facebook Feed Ads vary depending on the specific ad format. Here are the general guidelines for some common Facebook Feed Ad formats:

1. Facebook Feed Image Ads

  • Recommended image dimensions: 1,200 x 628 pixels.
  • Facebook ad aspect ratio: 1.91:1 to 1:1.
  • Maximum image file size: 30 MB.
  • File formats: JPEG or PNG.

2. Facebook Feed Video Ads

  • Recommended video aspect ratio: 16:9 or 1:1.
  • Recommended video resolution: 720p or higher.
  • Video length: Up to 240 minutes.
  • Maximum Facebook video feeds file size: 4 GB.
  • File formats: MP4, MOV or Gif

3. Facebook Feed Slideshow Ads

  • Recommended image size: 1,280 x 720 pixels.
  • Image ratio: 16:9 or 1:1.
  • Minimum number of images: 3.
  • Maximum number of images: 10.
  • Image file formats: JPEG or PNG.
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Facebook Carousel Ads

facebook carousel ads

Facebook Carousel Ads are a type of advertisement format on the Facebook platform that allows businesses and advertisers to display multiple images or videos within a single ad. The ads appear as a swipeable carousel in the Facebook News Feed or other placements, allowing users to interact with the ad by swiping left or right to view different cards or content.

Each card within the Carousel Ad can contain its own image or video, headline, description, and a call-to-action button. Advertisers have the flexibility to showcase different products, highlight various features, or tell a sequential story through the cards within the ad.

Carousel Ads offer a visually engaging and interactive ad experience, enabling advertisers to captivate their audience with compelling visuals and messaging. Users can explore the cards within the carousel, allowing businesses to showcase multiple offerings or present a cohesive narrative. These ads effectively increase brand awareness, drive engagement, and encourage users to take specific actions such as visiting a website, making a purchase, or signing up for a service.

Facebook Carousel Ad Specs Dimensions and Guidelines

Here are the dimensions and guidelines for Facebook Carousel Ads:

1. Image Size and Ratio

  • Recommended image size: 1,080 x 1,080 pixels.
  • Image ratio: 1:1 (square).

2. Video Size and Ratio

  • Recommended video aspect ratio: 16:9 or 1:1.
  • Recommended video resolution: 720p or higher.
  • Video length: Up to 240 minutes.
  • Maximum video file size: 4 GB.
  • File formats: MP4 or MOV.

3. Number of Cards

  • Minimum number of cards: 2.
  • Maximum number of cards: 10.

4. Text Guidelines

  • Headline: Maximum 40 characters.
  • Description: Maximum 20 characters per card.
  • Call-to-Action (CTA) Button: Each card can have its own CTA button with customized text.

5. Mobile Optimization

  • Ensure that your Carousel Ads are mobile-optimized, as most Facebook users access the platform via mobile devices.

6. File Formats

  • For images: JPEG or PNG.
  • For videos: MP4 or MOV.

Facebook Right-column Ads

facebook right-column ads

Facebook Right-column Ads are an advertisement format that appears in the right-hand column of the Facebook desktop view. These ads are displayed alongside the organic content on Facebook, providing businesses with an additional advertising placement to reach their target audience.

Right-column Ads typically consist of a single image or video accompanied by a headline, description, and a call-to-action (CTA) button. The ads are designed to capture users’ attention and encourage them to act, such as visiting a website, purchasing, or signing up for a service.

These ads are particularly visible on desktop devices and can effectively drive traffic, increase brand visibility, and generate conversions. Advertisers can utilize precise targeting options to reach specific demographics, interests, or behaviors and ensure their ads are displayed to the most relevant audience.

While Right-column Ads are less commonly used than other ad formats on Facebook, they allow businesses to diversify their advertising strategy and expand their reach across different placements on the platform.

Facebook Right-column Ads Dimensions and Guidelines

Here are the dimensions and guidelines for Facebook Right-column Ads:

1. Image Ads

  • Recommended image dimensions: 1200 x 1200 pixels
  • Image ratio: 1:1
  • Minimum image file size: 254 x 133 pixels
  • File formats: JPG or PNG.

2. Video Ads

  • Recommended video aspect ratio: 16:9 or 1:1
  • Recommended video resolution: At least 1080 x 1080 pixels
  • Minimum width: 120 px
  • Minimum height: 120 px
  • Maximum video file size: 4 GB.
  • Maximum duration: 15 seconds for desktop, 10 minutes for mobile
  • File formats: MP4, MOV or GIF.

3. Headline and Description

  • Headline: 40 characters
  • Description: 125 characters

Facebook In-stream Video Ads

facebook in-stream video ads

Facebook In-stream Video Ads are a type of advertisement format that appears within video content on the Facebook platform. These ads are designed to be non-disruptive and are inserted into videos during natural breaks or intervals, such as mid-roll or pre-roll placements. In-stream Video Ads allow businesses to deliver targeted video advertisements to users while they are engaged in watching video content on Facebook.

These ads can be skippable or non-skippable, depending on the length and placement. Skippable ads allow users to skip the ad after a few seconds, while non-skippable ads require users to watch the full duration of the ad before continuing with the video content.

Advertisers have the flexibility to choose their target audience based on demographics, interests, behaviors, and more, ensuring that their video ads reach the most relevant users. In-stream Video Ads can be used to raise brand awareness, promote products or services, drive website traffic, and generate leads.

Facebook In-stream Video Ads Dimensions and Guidelines

Here are the dimensions and guidelines for Facebook In-stream Video Ads:

1. Video Length

  • Recommended video length: Up to 15 seconds for mid-roll ads, up to 120 seconds for pre-roll ads.
  • Maximum video length: 240 minutes.

2. Video Aspect Ratio

  • Recommended aspect ratios: 16:9, 1:1, or 9:16.
  • Vertical videos (9:16) are recommended for mobile viewing.

3. Video Resolution

  • Recommended resolution: Minimum 720p (1280 x 720 pixels) or higher.
  • Video File Size:
  • Maximum file size: 4 GB.
  • Video File Format: MP4 or MOV.

4. Thumbnail Image

  • Recommended thumbnail image size: 1,200 x 675 pixels.
  • Aspect ratio: 16:9.

5. Text Guidelines

  • Headline: Maximum 25 characters.
  • Description: Maximum 30 characters.

Facebook Marketplace Ads

facebook marketplace ads

Facebook Marketplace Ads are a type of advertising format that allows businesses to promote their products or services directly within the Facebook Marketplace platform. Facebook Marketplace is a dedicated section on Facebook where users can discover, buy, and sell items locally.

With Marketplace Ads, businesses can reach a highly engaged audience of users who are actively searching for products or services in their local area. These ads are seamlessly integrated within the Marketplace experience, appearing alongside organic listings and search results.

Marketplace Ads can feature various formats, including single images, carousels, or videos, allowing businesses to showcase their offerings in an engaging and visually appealing manner. Advertisers can target their ads based on location, demographics, interests, and behaviors to ensure they reach the most relevant audience.

By leveraging Marketplace Ads, businesses can increase brand visibility, drive traffic to their listings or website, and connect with potential customers who are actively seeking products or services. It provides an effective way for businesses to tap into the local buying and selling community on Facebook and expand their reach within specific geographic areas.

Facebook Marketplace Ads Dimensions and Guidelines

Here are the dimensions and guidelines for Facebook Marketplace Ads:

1. Image Ads

  • Resolution: At least 1080 x 1080 pixels
  • Maximum File Size: 30MB
  • File Type: JPG or PNG
  • Ratio: 1:1

2. Video Ads

  • Recommended resolution 1080×1080.
  • Recommended aspect ratio 4:5.
  • Video formats are: MP4 and .MOV.
  • Max video file size is 4GB.
  • Video max length is 241 minutes.

3. Text ad character limits

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

Facebook Instant Articles Ads

facebook instant articles ads

Facebook Instant Articles Ads are a form of advertisement specifically designed for articles published through Facebook’s Instant Articles feature. Instant Articles allow publishers to create fast-loading, immersive articles within the Facebook platform.

Instant Articles Ads are seamlessly integrated into the articles, appearing as native advertisements within the content. These ads can include various formats, such as image ads, video ads, carousel ads, or interactive ads. They are displayed at strategic placements within the Instant Articles, providing advertisers with an opportunity to reach a highly engaged audience.

Facebook Instant Articles Ads Dimensions and Guidelines

Here are the dimensions and guidelines for Facebook Instant Articles Ads:

1. Image Ads

  • Recommended image dimensions: at least 1080×1080 pixels.
  • Image ratio: 1.91:1 to 1:1.
  • Maximum image file size: 30 MB.
  • File formats: JPEG or PNG.

2. Video Ads

  • Recommended video aspect ratio: 16:9 or 1:1.
  • Recommended video resolution: at least 1080×1080.
  • Video length: Up to 240 minutes.
  • Maximum video file size: 4 GB.
  • File formats: MP4 or MOV.

3. Text ad character limits

  • Headline: 40 characters.
  • Primary text: 125 characters.
  • Description (images): 30 characters.

Facebook Stories Ads

facebook stories ads

Facebook Stories Ads are a type of advertisement format that appears within the Stories feature on the Facebook platform. Stories are vertical, full-screen, temporary content that users can view and create on Facebook. Facebook Stories Ads allow businesses to showcase their products, services, or brand through visually engaging and immersive ad experiences.

These ads are seamlessly integrated into the Stories feed and can include various formats, such as single images, videos, carousels, or slideshows. They are designed to be immersive and capture users’ attention as they tap through stories from their friends and pages they follow.

Facebook Stories Ads Dimensions and Guidelines

Here are the dimensions and guidelines for Facebook Stories Ads:

1. Image Ads

  • Recommended image dimensions: 1080 x 1080 pixels.
  • Image ratio: 1.91:1.
  • Maximum image file size: 30 MB.
  • File formats: JPEG or PNG.

2. Video Ads

  • Recommended video aspect ratio: 9:16.
  • Recommended video resolution: 1080 x 1080.
  • Video length: Up to 120 seconds.
  • Maximum video file size: 4 GB.
  • File formats: MP4 or MOV.
  • Video max frames: 30fps.

3. Text Guidelines

  • Headline: Maximum 40 characters.
  • Description: Maximum 125 characters.

Facebook Collection Ads

facebook collection ads

Facebook Collection Ads are a type of advertisement format that allows businesses to showcase multiple products or offerings within a single ad unit. These ads are designed to provide a visually immersive and interactive experience for users, encouraging them to explore and engage with the featured products.

Facebook Collection Ads typically consist of a primary image or video, followed by a collection of product images below it. When users tap on the ad, they are taken to a full-screen Instant Experience, formerly known as Canvas, where they can browse through a catalog-like layout and view more details about the products.

Facebook Collection Ads Dimensions and Guidelines

Here are the dimensions and guidelines for Facebook Stories Ads:

1. Collection ad Image

  • Recommended image dimensions: At least 1080 x 1080 pixels
  • Image ratio: 1:1
  • Maximum image file size: 30 MB.
  • File formats: JPEG or PNG.

2. Collection video ad specs

  • Recommended image dimensions: At least 1080 x 1080 pixels
  • Image ratio: 1:1
  • Maximum video file size: 4GB
  • File formats: MP4, MOV or GIF.

Text Guidelines

  • Headline: Maximum 40 characters.
  • Description: Maximum 125 characters.

These are general specifications, and it’s essential to stay updated with any changes or additional requirements from Facebook. For more detailed and up-to-date information, it’s recommended to refer to the official Facebook Business website or Facebook Ads Manager platform, where you can find specific guidelines and specifications for different ad formats.

Best Practices for Achieving Better Results From Facebook Ads

results from facebook ads

To achieve better results from your Facebook Ads, consider implementing the following best practices:

1. Define Clear Objectives

Clearly define your advertising objectives, whether it’s increasing brand awareness, driving website traffic, generating leads, or boosting sales. This will help you tailor your ad campaigns and measure success effectively.

2. Know Your Target Audience

Understand your target audience’s demographics, interests, behaviors, and preferences. Use Facebook’s targeting options to reach the right people who are most likely to be interested in your products or services.

3. Compelling Ad Creative

Create visually appealing and engaging ad creative that grabs attention and aligns with your brand identity. Use high-quality images or videos, compelling headlines, and clear calls-to-action (CTAs) to drive desired actions.

4. Test Multiple Ad Variations

Experiment with different ad variations to identify what works best for your audience. Test different images, headlines, ad copy, and CTAs to find the most effective combinations.

5. Optimize for Mobile

Ensure your ads are optimized for mobile viewing since a significant portion of Facebook users access the platform via mobile devices. Use mobile-friendly ad formats and ensure that images, videos, and landing pages are mobile-responsive.

6. Utilize Ad Placement Options

Explore different ad placements on Facebook, such as the News Feed, Stories, Right Column, and Audience Network. Test and optimize your ads across various placements to maximize reach and engagement.

7. Monitor and Adjust

Regularly monitor the performance of your ad campaigns using Facebook Ads Manager. Analyze key metrics such as reach, engagement, click-through rates, and conversions. Make data-driven adjustments to optimize your ads and improve results.

8. Implement A/B Testing

facebook ad a/b testing

Conduct A/B testing by comparing two or more variations of your ads to identify the most effective elements. Test different audiences, ad creative, landing pages, or CTAs to continually refine and improve your campaigns.

9. Leverage Remarketing

Use Facebook’s remarketing capabilities to re-engage users who have interacted with your brand or website. Show targeted ads to these users to encourage conversions and deepen brand engagement.

10. Regularly Update and Refresh Ads

Avoid ad fatigue by refreshing your ad creative regularly. Introduce new visuals, messaging, or offers to maintain audience interest and prevent ad burnout.

Remember that success with Facebook Ads often requires ongoing monitoring, optimization, and experimentation. Stay informed about the latest features, trends, and best practices in Facebook advertising to adapt your strategies and achieve better results.

How Can All Time Design Help You Create The Perfect Facebook Ad?

All Time Design is a creative design agency with professional designers to help you create the perfect Facebook Ad in several ways:

  1. Expert Design Skills: All Time Design’s professional designers have the expertise and creativity to craft visually appealing and attention-grabbing ad designs. We can create customized visuals that align with your brand identity, ensuring your ad stands out in the Facebook News Feed.
  2. Customized Approach: All Time Design takes the time to understand your specific advertising objectives and target audience. We tailor our design approach to meet your unique needs, ensuring that the Facebook Ad effectively communicates your message and resonates with your audience.
  3. Attention to Detail: All Time Design pays attention to every detail of your Facebook Ad design, from choosing the right imagery and colors to crafting compelling headlines and calls-to-action. We understand the importance of visual hierarchy and create designs that guide users’ attention and encourage engagement.
  4. Optimization for Results: All Time Design considers the best practices and guidelines for Facebook Ads to optimize your ad design for better performance. We take into account factors such as image dimensions, text limitations, and mobile optimization to ensure your ad is effective and reaches its full potential.
  5. Continuous Collaboration: All Time Design maintains open communication and collaborates with you throughout the design process. We take your feedback into account and make revisions as needed to ensure the final ad design meets your expectations.
  6. Keeping Up with Trends: Our team of expert designers stay up to date with the latest trends and innovations in Facebook advertising. We incorporate current design trends and strategies to create ads that resonate with users and align with the evolving landscape of Facebook advertising.

By partnering with All Time Design, you can leverage our design expertise and creativity to create a visually compelling and impactful Facebook Ad that effectively communicates your message, captures attention, and drives desired actions from your target audience. Click here to get started.


July 18, 2023
10 min read
9 reads

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