A Complete Guide to Facebook Ad Sizes

Facebook ads are an essential part of any social media marketing strategy. Facebook may not be the most popular social network for the younger crowd, but it still has some impressive usership stats, including:

• 1.91 billion daily active users
• 2.9 billion monthly active users
• 3.51 billion total monthly users of Facebook, Instagram, WhatsApp, and Messenger

Facebook’s mobile advertising revenue boasted 94% of advertising revenue for 2020. Facebook and Instagram ads are known for their impressive ability to show users ads that they’ll be interested in. They also have a wide variety of ad formats. We’ll cover the specs for most of them. 

Facebook Ad Types

The most popular Facebook ad types include 

• Feed Image Ads
• Feed Video Ads
• Carousel Ads
• Right Column Ads
• In-stream Video Ads
• Marketplace Ads
• Instant Articles Ads
• Stories Ads
• Collection Ads
• Sponsored Message Ads
• Messenger Stories Ads

Each format serves a different purpose and advantages for different stages of the conversion funnel.

Facebook Feed Ads

The user’s feed is the most popular ad placement. It’s also the most competitive. 

Facebook Image Ad Specifications

The majority of Facebook ads feature a single image as these are the easiest to create. 

Facebook’s text in ad images policy gives reduced delivery to ads that feature images that contain more than 20% text. However, there are some exceptions, including:

• Book and album covers
• Product images
• Games
• Event posters

Facebook Feed Video Ad Specifications

The other type of feed ad you can run is a video ad. Video has grown in popularity across platforms over the past few years, which makes Facebook video ads more successful. Some good ideas for video ads include: 

• Explainers and tutorials
• Testimonials
• Features & benefits 
• Screen captures
• Animations
• Live streams

To make your video ads the best they can be, Facebook offers tools that can make editing and adding effects easier, including:

• Legend – choose unique text fonts to incorporate over videos or pictures
• Videoshop – a video editor with enhanced capabilities
• Quik – animate text and manage the transition between pictures or videos
• Hyperlapse and Boomerang – create time-lapse videos and short loop videos
• Vidlab and Piclab – create slideshows or video mashups and add elements like filters

Facebook Carousel Ads

A carousel ad is a slideshow of images and videos that allows brands to feature multiple products in one ad. 

Carousel Ad Locations

• Facebook Feed (Image and Video)
• Facebook Right Column
• Facebook Instant Articles
• Facebook Marketplace
• Facebook Audience Network Native, Banner, and Interstitial

Carousel Image Specifications

Carousel Video Specifications

Facebook Right Column Ads

Right column ads are similar to news feed ads, except they’re smaller and are limited to one still image. They used to be the standard for Facebook ads, but now the mobile use is more common, there is less demand for them. 

Facebook In-stream Video Ads

Facebook in-stream video ads are 5-15 second, non-skippable ads that play during Facebook videos on mobile devices. They’re similar to YouTube ads. The ads appear at least 60 seconds into the video. That way viewers are already invested in the main video. 

Facebook Marketplace Ads

Facebook marketplace is where users can buy or sell things to each other like on eBay or Craigslist. Listing products for sale on Marketplace is not considered an ad. 

Marketplace ads work similarly to in-feed ads, except users are more likely to notice them since they’re on Facebook Marketplace to shop. Though these ads can technically be for anything, they’re most successful if they’re selling locally. Marketplace ads can include either images or videos. 

Marketplace Image Ad Specifications

Marketplace Video Ad Specifications

Facebook Instant Articles Ads

Instant Articles are a relatively new Facebook ad opportunity. This ad format allows media publishers to quickly distribute interactive articles to readers using the Facebook mobile app and Messenger. Instant Articles can load ten times faster than most mobile web articles. 

Advertisers can choose Instant Articles for new and existing campaigns. Publishers can also include them in direct sales campaigns. Instant Article ads can include still images or videos. 

Instant Answers Ads Image Specifications

Instant Answers Ads Video Specifications

Facebook Stories Ads

Social media stories are gradual collections of photos or videos that disappear 24 hours after they’re posted. Snapchat originated this format. Instagram stories followed and became popular, then Facebook stories followed later on. 

Advertisers on Facebook can create full-screen vertical ads that appear between stories. Still images appear for 5 seconds and videos last up to 15 seconds. For all stories ads, be sure to leave 250 pixels at the top and bottom of each slide for the profile image and call to action.

Facebook Stories Ads Image Specifications

Facebook Stories Ads Video Specifications

Facebook Collection Ads

Facebook Collection ads are an easy way for users to browse a product catalog on mobile. Each collection ad is a grid-like layout including one main image or video and four smaller images. When a user clicks on a Collection Ad, they’re redirected to a visual experience without leaving Facebook. 

Collection Ad Templates

There are several templates you can use for the post-click experience, including: 

• Instant Storefront
• Instant Lookbook
• Instant Customer Acquisition
• Instant Storytelling

Facebook Collection Ads Image Specifications

Facebook Collections Ad Video Specifications

Facebook Sponsored Message Ads

Sponsored messages are similar to marketing SMS messages. They appear in the messenger app to re-engage people who have interacted with your business via live chat. Selecting Sponsored Messages will turn off all other placements for your ad and they can include images but not videos. 

Facebook Sponsored Message Ad Image Specifications

Facebook Messenger Stories Ads

Messenger Stories ads are full-screen vertical ads that appear between Messenger Stories. Bring your ads to life by adding stickers, emojis, and other fun visual elements. Images will show for five seconds and videos will appear for up to fifteen seconds depending on the length of the video. 

Facebook Messenger Stories Ads Image Specifications

Facebook Messenger Stories Ads Video Specifications

Facebook Ad Specs FAQs

What are Facebook paid ads?

Facebook paid ads are a way to “beat the algorithm” to promote your goods, services, events, et cetera that you have a Facebook Page for. In many placements Facebook gives paid ads priority over organic posts. 

What are the benefits of using Facebook ads?

The main benefits of using Facebook advertising are the larger reach compared to that of organic posts and the ability to connect with people who wouldn’t otherwise see your message. 

How do you set up Facebook ads?

Here are the broad steps for setting up a Facebook ad campaign: 

1. Choose an objective
2. Select your target audience
3. Choose your ad placement
4. Set your budget
5. Choose your ad format
6. Place your order

Once you place your ad order, Facebook bids for your ad spots on your behalf behind the scenes. 

What are the options for Facebook ad campaign objectives?

Every Facebook ad campaign needs an objective. What are you trying to accomplish? Here are some options: 

• Brand awareness
• Reach
• Traffic
• Engagement
• App installs
• Video views
• Lead generation
• Messages
• Conversions
• Catalog sales
• Store traffic

How much do Facebook ads cost?

Facebook ads use a Cost Per Click model, which means the cost of running ads can vary greatly depending on factors like: 

• Timing
• Bidding strategy
• Ad placement
• Ad relevance
• Target audience

Don’t forget to set your budget so your bidding matches the maximum amount you’re willing to pay. 

Can you earn money from Facebook?

Yes, you can use Facebook advertising to make an income. Effectively setting up your target audience can make your ads very profitable. Other ways you can make money on Facebook include 

• Creating a Facebook Page to promote your business
• Partnering with influencers in your niche
• Selling products on Facebook Marketplace
• Selling products in Facebook Groups

How Sav Can Help

No matter which Facebook ad formats you choose, all of your advertising efforts should lead to a beautiful, professional website. That way users who click on your ads will see that your business is legitimate and be further sold on your products and services. Our website builder’s social media integrations and SEO settings can help you effectively promote your website once you’ve built it. Start building with us today!