Facebook’s ad types have proliferated at a dizzying pace over the last couple of years, many (hello, Carousel ads!) to great effect.

It’s tough to keep track of all the changes, let alone the specs each type of ad requires. We’ve broken them all down here for a handy resource: we list each ad type by goal (e.g. page post engagement, page likes, website conversions, etc.), then go into design guidelines and then display specs by placement (desktop, mobile, or right column, where applicable).

We’ll cover, in order:

-Page post engagement ads

-Page like ads

-Clicks to website ads

-Website conversions ads

-App install ads

-App engagement ads

-Event response ads

-Offer Claims ads

-Video view ads

-Local awareness ads

Our hope is that you’ll bookmark this for a handy reference going forward! Enjoy.

 

Page Post Engagement ads

Photo

You can put this ad on Desktop News Feed, Mobile News Feed or on the Right Column. Specifications are below:

Design Guidelines for Photos

For ad to look good everywhere it appears on Facebook:

-Recommended News Feed image size: 1,200 x 900 pixels

-News Feed image ratio: 4:3

-Right column image size: 254 x 133 pixels

-Right column image ratio: 1.9:1

-Text: 90 characters (longer posts may be truncated on small screens)

-Your image may not include more than 20% text (you can check this by uploading your image to Facebook’s “Grid Tool”).

Desktop News Feed

-Image displays as: up to 470 x 470 pixels

-Text: 500 characters

image001

Mobile News Feed

On mobile devices with a screen size of 1,136 x 640 pixels:

-Image displays as: up to 626 x 840 pixels

-Text: 110 characters

image003

Right Column

-Image: 254 x 133 pixels

-Text: 90 characters

Video

You can put this ad on Desktop News Feed, Mobile News Feed, or on the Right Column. Specifications are below:

Design Guidelines for Videos

For ad to look good everywhere it appears on Facebook:

-Text: 90 characters (longer posts may be truncated on small screens)

-Headline: 25 characters

-Thumbnail image size: should match the aspect ratio of your video. Your thumbnail image may not include more than 20% text (you can check this by uploading your image to Facebook’s “Grid Tool”).

-Video: H.264 video compression, high profile preferred, square pixels, fixed frame rate, progressive scan

-Format: .mp4 container ideally with leading mov atom, no edit lists

-Recommended Aspect Ratio: 1.33:1 / 4:3 / SDTV, 1.375:1 / film, 1.77 / 16.9 / HDTV, 1.85:1 / Film, 2:39:1 or 2:40:1 / Widescreen, no pillar boxing or letter boxing

-Audio: Stereo AAC audio compression, 128kbps + preferred

-File Size: Up to 1.75GB max

-Bitrate: No limit to bitrate file if you’re using two-pass encoding, as long as your file doesn’t exceed 1 GB. Otherwise, 8 megabits per second for 1080p and 4 megabits per second for 720p.

-Length: 45 minutes max

Desktop News Feed

-Image displays as: 470 x 264 pixels

-Text: 500 characters

Mobile News Feed

On mobile devices with a screen size of 640 x 1,136 pixels:

-Image: 560 x 315 pixels

-Text: 110 characters

Right Column

-Image: 254 x 143 pixels

-Text: 90 characters

Text

You can put this ad on Desktop News Feed and Mobile News Feed but not on the Right Column. Specifications are below:

Design Guidelines

-Text: 500 characters (longer posts may be truncated on small screens)

Page Like ads

You can put this ad on Desktop News Feed, Mobile News Feed, or on the Right Column. Specifications are below:

Design Guidelines for Photos

For ad to look good everywhere it appears on Facebook:

-Recommended image size: 1,200 x 444 pixels

-Image ratio: 2.7:1

-Text: 90 characters

-Headline: 25 characters

-Your image may not include more than 20% text (you can check this by uploading your image to Facebook’s “Grid Tool”).

Design Guidelines for Videos

For ad to look good everywhere it appears on Facebook:

-Text: 90 Characters

-Headline: 25 characters

-Thumbnail image size: should match the aspect ratio of your video. Your thumbnail image may not include more than 20% text (you can check this by uploading your image to Facebook’s “Grid Tool”).

-Format: .mp4 container ideally with leading mov atom, no edit lists

-Frames: 30fps max

-Recommended Aspect Ratio: 1.33:1 / 4:3 / SDTV, 1.375:1 / film, 1.77 / 16.9 / HDTV, 1.85:1 / Film, 2:39:1 or 2:40:1 / Widescreen, no pillar boxing or letter boxing

-Audio: Stereo AAC audio compression, 128kbps + preferred

-File Size: Up to 1.75GB max

-Bitrate: no limit to bitrate file if you’re using two-pass encoding, as long as your file doesn’t exceed 1GB. Otherwise, 9 megabits per second for 1080p and 4 megabits per second for 720p

-Length: 45 minutes max

Display Specs for Both Photo and Video Per Separate Device

Desktop News Feed

-Image displays as: 470 x 174 pixels

-Text: 90 characters

-Page category: Up to 1 line of your Page category may be shown

image005

Mobile News Feed

For mobile devices with a screen size of 640 x 1,136 pixels:

-Image displays as 560 x208 pixels

-Text: 110 characters

-Page category: up to 1 line of your Page category may be shown

image007

Right Column

-Page name: 1 line

-Image displays as: 254 x 94 pixels

-Text: 90 characters

-Headline: 25 characters

image009

Clicks to Website ads

Links

You can put this ad on Desktop News Feed, Mobile News Feed, or the Right Column. Specifications are below:

Design Guidelines for Photos

For ad to look good everywhere it appears on Facebook:

-Recommended image size: 1,200 x 628 pixels

-Image ratio: 1.9:1

-Text: 90 characters

-Headline: 25 characters

-Link description: 30 characters

-Your image may not include more than 20% text (you can check this by uploading your image to Facebook’s “Grid Tool”).

Design Guidelines for Videos

For ad to look good everywhere it appears on Facebook:

-Text: 90 characters

-Headline: 25 characters

-Thumbnail image size: should match the aspect ratio of your video. Your thumbnail image may not include more than 20% text. (you can check this by uploading your image to Facebook’s “Grid Tool”).

-Video: H.264 video compression, high profile preferred, square pixels, fixed frame rate, progressive scan

-Frames: 30fps max

-Format: .mp4 container ideally with leading mov atom, no edit lists

-Recommended Aspect Ratio: 1.33:1 / 4:3 / SDTV, 1.375:1 / film, 1.77 / 16.9 / HDTV, 1.85:1 / Film, 2:39:1 or 2:40:1 / Widescreen, no pillar boxing or letter boxing

-Audio: Stereo AAC audio compression, 128kbps + preferred

-File Size: Up to 1.75GB max

-Bitrate: No limit to bitrate file if you’re using two-pass encoding, as long as your file doesn’t exceed 1 GB. Otherwise, 8 megabits per second for 1080p and 4 megabits per second for 720p.

-Length: 45 minutes max

Display Specs for Both Photo and Video Per Separate Device

Desktop News Feed

-Image displays as: 470 x 246 pixels

-Text: 500 characters

-Headline: 1-2 lines (depending on length)

-Link description: 2-3 lines

image011

Mobile News Feed

On mobile devices with a screen size of 1,136 x 640 pixels:

-Image displays as: 560 x 292 pixels

-Text: 110 characters

-Headline: 1-2 lines (depending on length)

-Link description: 1 line

image013

Right Column

-Image: 254 x 133 pixels

-Text: 90 characters

-Headline: 25 characters

image015

 

 

 

Carousel

You can put this ad on Desktop News Feed and Mobile News Feed only, not on the Right Column. You can showcase 3-5 images and links within a single ad unit to direct people to specific locations on your website. Specifications are below:

Design Guidelines

For ad to look good everywhere it appears on Facebook:

-Recommended image size: 600 x 600 pixels

-Image ratio: 1:1

-Text: 90 characters

-Headline: 40 characters

-Link description: 20 characters

-Your image may not include more than 20% text (you can check this by uploading your image to Facebook’s “Grid Tool”).

Display Specs for Both Photo and Video Per Separate Device

Desktop News Feed

Your products will show side by side in one News Feed ad. Each product links to a different section of your website.

-Image displays as: 200 x 200 pixels

-Text: 500 characters

-Headline: 1-2 lines (depending on length)

-Link Description: 1 line

image017

Mobile News Feed

This ad format allows potential customers to scroll through the products you’ve showcased. Each product links to a different section of your website.

On Mobile devices with a screen size of 1,136 x 640 pixels:

-Image displays as: 460 x 460 pixels

-Text: 120 characters

-Headline: 1-2 lines (depending on length)

-Link Description: 1 line

image019

Website Conversion ads

Links

You can put this ad on Desktop News Feed, Mobile News Feed, or on the Right Column. Specifications are below:

Design Guidelines for Photos

For ad to look good everywhere it appears on Facebook:

-Recommended image size: 1,200 x 628 pixels

-Image ratio: 1.9:1

-Text: 90 characters

-Headline: 25 characters

-Link description: 30 characters

-Your image may not include more than 20% text (you can check this by uploading your image to Facebook’s “Grid Tool”).

Design Guidelines for Videos

For ad to look good everywhere it appears on Facebook:

-Text: 90 characters

-Headline: 25 characters

-Thumbnail image size: should match the aspect ratio of your video. Your thumbnail image may not include more than 20% text (you can check this by uploading your image to Facebook’s “Grid Tool”).

-Video: H.264 video compression, high profile preferred, square pixels, fixed frame rate, progressive scan

-Frames: 30fps max

-Format: .mp4 container ideally with leading mov atom, no edit lists

-Recommended Aspect Ratio: 1.33:1 / 4:3 / SDTV, 1.375:1 / film, 1.77 / 16.9 / HDTV, 1.85:1 / Film, 2:39:1 or 2:40:1 / Widescreen, no pillar boxing or letter boxing

-Audio: Stereo AAC audio compression, 128kbps + preferred

-File Size: Up to 1.75GB max

-Bitrate: No limit to bitrate file if you’re using two-pass encoding, as long as your file doesn’t exceed 1 GB. Otherwise, 8 megabits per second for 1080p and 4 megabits per second for 720p.

-Length: 45 minutes max

Display Specs for Both Photo and Video Per Separate Device

Desktop News Feed

-Image displays as: 470 x 246 pixels

-Text: 500 characters

-Headline: 1-2 lines (depending on length)

-Link description: 2-3 lines

image021

Mobile News Feed

On mobile devices with a screen size of 1,136 x 640 pixels:

-Image displays as: 560 x 292 pixels

-Text: 110 characters

-Headline: 1-2 lines (depending on length)

-Link description: 1 line

image023

Right Column

-Image: 254 x 133 pixels

-Text: 90 characters

-Headline: 25 characters

image025

Carousel

You can put this ad on Desktop News Feed and Mobile News Feed only, not on the Right Column. You can showcase 3-5 images and links within a single ad unit to direct people to specific locations on your website. Specifications are below:

Design Guidelines

For ad to look good everywhere it appears on Facebook:

-Recommended image size: 600 x 600 pixels

-Image ratio: 1:1

-Text: 90 characters

-Headline: 40 characters

-Link description: 20 characters

-Your image may not include more than 20% text (you can check this by uploading your image to Facebook’s “Grid Tool”).

Display Specs per Separate Device

Desktop News Feed

Your products will show side by side in one News Feed ad. Each product links to a different section of your website.

-Image displays as: 200 x 200 pixels

-Text: 500 characters

-Headline: 1-2 lines (depending on length)

-Link Description: 1 line

image027

Mobile News Feed

This ad format allows potential customers to scroll through the products you’ve showcased. Each product links to a different section of your website.

On Mobile devices with a screen size of 1,136 x 640 pixels:

-Image displays as: 460 x 460 pixels

-Text: 120 characters

-Headline: 1-2 lines (depending on length)

-Link Description: 1 line

image029

App Install ads

Mobile Apps

Design Guidelines for Photos

-Recommended image size: 1,200 x 628 pixels

-Image ratio: 1.9:1

-Your image may not include more than 20% text (you can check this by uploading your image to Facebook’s “Grid Tool”).

Design Guidelines for Videos

-Text: 90 characters

-Headline: 25 characters

-Thumbnail image size: should match the aspect ratio of your video. Your thumbnail image may not include more than 20% text (you can check this by uploading your image to Facebook’s “Grid Tool”).

-Video: H.264 video compression, high profile preferred, square pixels, fixed frame rate, progressive scan

-Frames: 30fps max

-Format: .mp4 container ideally with leading mov atom, no edit lists

-Recommended Aspect Ratio: 1.33:1 / 4:3 / SDTV, 1.375:1 / film, 1.77 / 16.9 / HDTV, 1.85:1 / Film, 2:39:1 or 2:40:1 / Widescreen, no pillar boxing or letter boxing

-Audio: Stereo AAC audio compression, 128kbps + preferred

-File Size: Up to 1.75GB max

-Bitrate: No limit to bitrate file if you’re using two-pass encoding, as long as your file doesn’t exceed 1 GB. Otherwise, 8 megabits per second for 1080p and 4 megabits per second for 720p.

-Length: 45 minutes max

Display Specs for both Photos and Videos

-Image displays as: 560 x 315 pixels

-App name title: 1 line, 32 characters

-Text: 110 characters

image031

Desktop Apps

These ads can go on Desktop News Feeds and the Right Column.

Design Guidelines for Photos

-Recommended image size: 1,200 x 628 pixels

-Image ratio: 1.9:1

-Text: 90 characters

-Your image may not include more than 20% text (you can check this by uploading your image to Facebook’s “Grid Tool”).

Design Guidelines for Videos

-Text: 90 characters

-Headline: 25 characters

-Thumbnail image size: should match the aspect ratio of your video. Your thumbnail image may not include more than 20% text (you can check this by uploading your image to Facebook’s “Grid Tool”).

-Video: H.264 video compression, high profile preferred, square pixels, fixed frame rate, progressive scan

-Frames: 30fps max

-Format: .mp4 container ideally with leading mov atom, no edit lists

-Recommended Aspect Ratio: 1.33:1 / 4:3 / SDTV, 1.375:1 / film, 1.77 / 16.9 / HDTV, 1.85:1 / Film, 2:39:1 or 2:40:1 / Widescreen, no pillar boxing or letter boxing

-Audio: Stereo AAC audio compression, 128kbps + preferred

-File Size: Up to 1.75GB max

-Bitrate: No limit to bitrate file if you’re using two-pass encoding, as long as your file doesn’t exceed 1 GB. Otherwise, 8 megabits per second for 1080p and 4 megabits per second for 720p.

-Length: 45 minutes max

Display Specs for both Photo and Video

Desktop News Feed

-Image displays as: 470 x 246 pixels

-App name title: 25 characters

-Text: 500 characters

image033

Right Column

-Image: 254 x 133 pixels

-App name title: 25 characters

-Text: 90 characters

image035

App Engagement ads

Mobile Apps

Photos

Design Guidelines

-Recommended image size: 1,200 x 628 pixels

-Image ratio: 16:9

-Text: 90 characters

-Your image may not include more than 20% text (you can check this by uploading your image to Facebook’s “Grid Tool”).

Display Specs

-Image displays as: 560 x 293 pixels

-App name title: 1 line, 32 characters

-Text: 110 characters

image037

Videos

Design Guidelines

-Text: 90 characters

-Headline: 25 characters

-Thumbnail image size: should match the aspect ratio of your video. Your thumbnail image may not include more than 20% text (you can check this by uploading your image to Facebook’s “Grid Tool”).

-Video: H.264 video compression, high profile preferred, square pixels, fixed frame rate, progressive scan

-Frames: 30fps max

-Format: .mp4 container ideally with leading mov atom, no edit lists

-Recommended Aspect Ratio: 1.33:1 / 4:3 / SDTV, 1.375:1 / film, 1.77 / 16.9 / HDTV, 1.85:1 / Film, 2:39:1 or 2:40:1 / Widescreen, no pillar boxing or letter boxing

-Audio: Stereo AAC audio compression, 128kbps + preferred

-File Size: Up to 1.75GB max

-Bitrate: No limit to bitrate file if you’re using two-pass encoding, as long as your file doesn’t exceed 1 GB. Otherwise, 8 megabits per second for 1080p and 4 megabits per second for 720p.

-Length: 45 minutes max

Display Specs

-Image displays as: 560 x 315 pixels

-App name title: 1 line, 32 characters

-Text: 110 characters

image039

Desktop Apps

These ads can be shown on Desktop News Feed, and Right Column

Photo Design Recommendations

-Recommended image size: 1,200 x 628 pixels

-Text: 90 characters

-Your image may not include more than 20% text (you can check this by uploading your image to Facebook’s “Grid Tool”).

Video Design Recommendations

-Text: 90 characters

-Headline: 25 characters

-Thumbnail image size: should match the aspect ratio of your video. Your thumbnail image may not include more than 20% text (you can check this by uploading your image to Facebook’s “Grid Tool”).

-Video: H.264 video compression, high profile preferred, square pixels, fixed frame rate, progressive scan

-Frames: 30fps max

-Format: .mp4 container ideally with leading mov atom, no edit lists

-Recommended Aspect Ratio: 1.33:1 / 4:3 / SDTV, 1.375:1 / film, 1.77 / 16.9 / HDTV, 1.85:1 / Film, 2:39:1 or 2:40:1 / Widescreen, no pillar boxing or letter boxing

-Audio: Stereo AAC audio compression, 128kbps + preferred

-File Size: Up to 1.75GB max

-Bitrate: No limit to bitrate file if you’re using two pass encoding, as long as your file doesn’t exceed 1 GB. Otherwise, 8 megabits per second for 1080p and 4 megabits per second for 720p.

-Length: 45 minutes max

Display Specs for both Photo and Video

Desktop News Feed

-Image displays as: 470 x 246 pixels

-App name title: 25 characters maximum

image041

Right Column

-Image displays as: 254 x 133 pixels

-App name title: 25 characters maximum

-Text: 90 characters maximum

image043

Event Response ads

These ads can be placed on Desktop News Feed, Mobile News Feed, and Right Column.

Design Guidelines

-Recommended image size: 1,200 x 444 pixels

-Image ratio: 2.7:1

-Text: 90 characters

-Headline: 25 characters

-Your image may not include more than 20% text (you can check this by uploading your image to Facebook’s “Grid Tool”).

Display Specs

Desktop News Feed

-Image displays as: 470 x 174 pixels

-Text: 500 characters

-Headline: 25 characters

image045

Mobile News Feed

On Mobile devices with a screen size of 1,136 x 640 pixels:

-Image displays as: 560 x 208 pixels

-Text 120 characters

-Headline: 25 characters

image047

Right Column

-Image displays as: 254 x 94 pixels

-Text: 90 characters

-Headline: 25 characters

-Page name: Up to 1 line

image049

Offer Claims ads

These ads can be displayed on Desktop News Feed, Mobile News Feed and Right Column.

Design Guidelines

-Recommended image size: 1,200 x 628 pixels

-Image ratio: 1.9:1

-Offer title: 25 characters

-Text: 90 characters

-Your image may not include more than 20% text (you can check this by uploading your image to Facebook’s “Grid Tool”).

Display Specs

Desktop News Feed

-Image displays as: 470 x 246 pixels

-Offer title: 25 characters maximum

-Text: 90 characters minimum

image051

Optional Details:

-Expiration date

-Terms and conditions: 900 characters maximum

Mobile News Feed

On mobile devices with a screen size of 1,136 x 640 pixels

-Image displays as: 560 x 292 pixels

-Offer title: 25 characters

-Text: 90 characters maximum

image053

Right Column

-Image displays as: 254 x 133 pixels

-Offer title: 25 characters maximum

-Text: 90 characters maximum

(Sample image not available for Right Column)

Video View ads

These ads are available on Desktop Newsfeed, Mobile News Feed, and Right Column

Design Guidelines

-Text: 90 characters

-Thumbnail image size: should match the aspect ratio of your video. Your thumbnail image may not include more than 20% text (you can check this by uploading your image to Facebook’s “Grid Tool”)

-Video: H.264 video compression, high profile preferred, square pixels, fixed frame rate, progressive scan

-Frames: 30fps max

-Format: .mp4 container ideally with leading mov atom, no edit lists

-Recommended Aspect Ratio: 1.33:1 / 4:3 / SDTV, 1.375:1 / film, 1.77 / 16.9 / HDTV, 1.85:1 / Film, 2:39:1 or 2:40:1 / Widescreen, no pillar boxing or letter boxing

-Audio: Stereo AAC audio compression, 128kbps + preferred

-File Size: Up to 1.75GB max

-Bitrate: No limit to bitrate file if you’re using two pass encoding, as long as your file doesn’t exceed 1 GB. Otherwise, 8 megabits per second for 1080p and 4 megabits per second for 720p.

-Length: 45 minutes max

Display Specs

Desktop News Feed

-Image displays as: 470 pixels wide

-Text: 500 characters

image055

Mobile News Feed

On mobile devices with a screen size of 640 x 1,136 pixels

-Image: 560 pixels wide

-Text: 110 characters

image057

Right Column

-Image displays as: 354 x 143 pixels

-Text: 90 characters

image059

Local Awareness ads

These ads are available on Desktop News Feed and Mobile News Feed, but not on Right Column

Design Guidelines

-Recommended image size: 1,200 x 628 pixels

-Image ratio: 1.9:1

-Text: 90 characters

-Headline: 25 characters

-News Feed description: 30 characters

-Your image may not include more than 20% text (you can check this by uploading your image to Facebook’s “Grid Tool”)

Display Specs

Desktop News Feed

-Image displays as: 470 x 246 pixels

-Text: 500 characters

-Headline: 1-2 lines (depending on length)

-News Feed description: 2-3 lines

image061

Mobile News Feed

On mobile devices with a screen size of 1,136 x 640 pixels

-Image displays as: 560 x 292 pixels

-Text: 110 characters

-Headline: 1-2 lines (depending on length)

-News Feed description: 1 line

image063

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Brad O'Brien
Brad joined 3Q as Director of Social after spending several years on the brand side at Provide Commerce & FTD companies. Brad has a strong background in Social, SEO, e-commerce, landing page and test optimizations, analytics, as well as production and promotion of digital content. Originally from New Jersey, Brad went to college in Virginia at James Madison University and received a degree in Marketing. He has called San Diego home for the last seven years, and also works out of San Diego. Brad enjoys surfing, being outdoors, music festivals, traveling, cooking, and spending time with his dog Duke.