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Complete Guide To Facebook Ad Sizes and Specifications: 2020
October 22
Complete Guide To Facebook Ad Sizes and Specifications: 2020

If you have ever ran or created content for Facebook ads, chances are you’ve encountered the dreaded notification that your ad will not serve or will be masked on certain instances. This error is usually due to the dimensions of the content. It happens to the best of us and even the pros can benefit from having a document to refer back to that lays out all of the sizes and aspects for each type of Facebook ad. So, we created just that!

Below I will go into all of the different types of Facebook ads and all of the different dimensions for each!

Facebook Feed Ads:

The original, the bread and butter of Facebook ads. This type of ad is an ad that will appear in the users’ Facebook feed on both mobile and desktop devices. The dimensions I lay out are our recommendations across both desktop and mobile.

Facebook  Image Ads:

  • File type: jpg or png
  • Recommended image size: 1080 x 1080 pixels
  • Recommended aspect ratio: 1:1 (square)
  • Image to text: if you have text in your image, try to keep it under 20% of the image size

(Source: Facebook Business Guide)

Facebook Video Ads:

  • File type: mp4 or mov
  • Recommended video length: 15 seconds (you can do up to 240 minutes, but 15 seconds is what we see works best)
  • Recommended aspect ratio: 1:1 (square)
  • Recommended video size 1080 x 1080 pixels
  • Recommended video size: 4GB
  • Sound and captions recommended but not required
  • Image to text: if you have text in your video, try to keep it under 20% of the video size

(Source: Facebook Business Guide)

Character Limits:

  • Recommended Headline Length: 25 characters (more than this will be cut off)
  • Recommended Body text Length: 125 characters (any more will be under the fold and can be read once expanded)
  • Maximum link description: 30 characters (more than this will be cut off)

Facebook Carousel Ads:

Facebook Carousel Ads are my favorite to make, they are quick, easy, and you can include up to 10 images or videos and Facebook will display them like a slideshow. These are generally very effective and we typically run this type of ad in most campaigns.

Facebook Image Carousel Ads:

  • File type: jpg or png
  • Minimum image size: 600 x 600 pixels
  • Recommended image size: 1080 x 1080 pixels
  • Recommended aspect ratio: 1:1 (square)
  • Minimum 2 cards max of 10 cards
  • Image to text: if you have text in your image, try to keep it under 20% of the image size

(Source: Facebook Business Help Center)

Facebook Video Carousel Ads:

  • File type: mp4 or mov
  • Recommended video length: 15 seconds per video (you can do up to 240 minutes, but 15 seconds is what we see works best)
  • Recommended aspect ratio: 1:1 (square)
  • Recommended video size 1080 x 1080 pixels
  • Recommended video size: 4GB
  • Image to text: if you have text in your video, try to keep it under 20% of the video size

(Source: Facebook Business Help Center)

Character Limits:

  • Recommended Headline Length: 25 characters (more than this will be cut off)
  • Recommended Body text Length: 125 characters (any more will be under the fold and can be read once expanded)
  • Maximum link description: 20 characters (more than this will be cut off)

Facebook Right Column Ads:

The old school standard Facebook ad, these are not really as popular as they once were but are still relatively effective and a good idea to add to the mix.

  • File type: jpg or png
  • Minimum image size: 600 x 600 pixels
  • Recommended image size: 1200 x 628 pixels
  • Recommended aspect ratio: 1.91:1

(Source: Facebook Business Help Center)

Character Limits:

  • Recommended Headline Length: 25 characters (more than this will be cut off)
  • Recommended Body text Length: 125 characters (any more will be under the fold and can be read once expanded)
  • Maximum link description: 30 characters (more than this will be cut off)

Facebook In-Stream Video Ads:

Facebook In-Stream ads are video ads that are placed before or during (pre-roll or mid-roll) Facebook In-Stream Videos. The in-stream video placement ads are short non-skippable formats.

  • File type: mp4 or mov
  • Recommended aspect ratio 16:9
  • Max video length 5 – 15 seconds
  • Image to text: if you have text in your video, try to keep it under 20% of the video size

(Source: Facebook Business Help Center)

Facebook Instant Article Ads:

Facebook Instant Articles are Facebook’s form of native content. There is basically no load time on these videos. Facebook allows you to serve ads inside these instant articles. It is a relatively inexpensive way to reach users.

Facebook Instant Article Image Ads:

  • File type: jpg or png
  • Minimum image size: 600 x 600 pixels
  • Recommended image size: 1200 x 628 pixels
  • Recommended aspect ratio: 1.91:1

(Source: Facebook Business Help Center)

Facebook Instant Article Video Ads:

  • File type: mp4 or mov
  • Recommended aspect ratio: 1.91:1
  • Recommended video length 5-15 seconds


(Source: Facebook Business Help Center)

Character Limits:

  • Recommended Headline Length: 25 characters (more than this will be cut off)
  • Maximum link description: 30 characters (more than this will be cut off)

Facebook Marketplace Ads:

Facebook Marketplace is a user-generated marketplace just like eBay or Craigslist. People who are on the marketplace are already looking for things to buy, so e-commerce ads work well here.

Facebook Marketplace Image Ads:

  • File type: jpg or png
  • Minimum image size: 600 x 600 pixels
  • Recommended image size: 1200 x 628 pixels
  • Recommended aspect ratio: 1.91:1

(Source: Facebook Business Help Center)

Facebook Marketplace Video Ads:

  • File type: mp4 or mov
  • Recommended aspect ratio: 1.91:1
  • Recommended video length 5 – 15 seconds

(Source: Facebook Business Help Center)

Character Limits:

  • Recommended Headline Length: 25 characters (more than this will be cut off)
  • Recommended Body text Length: 125 characters (any more will be under the fold and can be read once expanded)
  • Maximum link description: 30 characters (more than this will be cut off)

Facebook Story Ads

Think Snapchat… Facebook and Instagram added this feature where viewers can view 5 – 15-second vertical video and photo content from users. You can advertise full-screen ads in this space.

You should always leave at least 250 pixels of space at the bottom of each picture or video you create to leave space for your Call To Action

Facebook Story Image Ads:

  • File type: jpg or png
  • Recommended image size: 1080 x 1920 pixels (Do not have any text below 1420 pixels)
  • Recommended aspect ratio: 1.91 to 9.16
  • Image to text: if you have text in your image, try to keep it under 20% of the image size
  • Do not include text within the bottom 250 pixels (The CTA will go here)

(Source: Facebook Business Help Center)

Facebook Story Video Ads:

  • File type: mp4 or mov
  • Recommended aspect ratio:  1.91 to 9.16
  • Recommended video length 5 – 15 seconds
  • Image to text: if you have text in your video, try to keep it under 20% of the video size
  • Do not include text within the bottom 250 pixels (The CTA will go here)

(Source: Facebook Business Help Center)

Facebook Collection Ads:

Facebook Collection Ads are a great way to showcase e-commerce products on a sleek mobile-only display. You can create a catalog that has one main image or video and a collection of smaller images. You can create a customized Instant Experience ad within Facebook Collection Ads. I recommend checking out Facebook’s Article on how to create Collection Ads, they are pretty fun.

Types of Facebook Collection Ads:

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

Facebook Collection Image Ads:

  • File type: jpg or png
  • Recommended aspect ratio:  1:1 (square) or 9:16 for landscape
  • Minimum image size: 600 x 600 pixels
  • Image to text: if you have text in your image, try to keep it under 20% of the image size.

(Source: Facebook Business Center)

Facebook Collection Video Ads:

  • File type: mp4 or mov
  • Recommended length no more than 30 seconds
  • Recommended aspect ratio:  1:1 (square) or 9:16 for landscape
  • Minimum video resolution: 1200 x 628 pixels
  • Image to text: if you have text in your video, try to keep it under 20% of the video size

(Source: Facebook Business Center)

Character Limits:

  • Recommended Headline Length: 25 characters (does not appear on Instagram Collection Ads)
  • Recommended Body text Length: 90 characters (any more will be under the fold and can be read once expanded)

Summary:

No matter what format (other than Story ads) it is best to keep the aspect ratio 1:1 with 1080 x 1080 pixels. You will be able to serve this content across nearly all channels.

Keep it short and sweet (25 Characters – Headline | 90 – 125 Characters Text)

Want a check-up on your ad specsSchedule a free meeting with someone from the Black Box team today!

Black Box is a growth marketing agency that focuses on optimizing paid media channels to drive growth metrics. We partner closely with all of our clients to become a data-driven extension of their marketing department.

We specialize in conversion rate optimization and strategize closely with your team to define conversions that drive your bottom line. We extensively test and optimize all of your paid channels to maximize our outputs. Our specialization allows us to achieve best in class results, and we treat every client like they’re our only client.

With experience ranging from e-commerce to fintech, and small business to enterprise, there’s a reason 70+ companies trust Black Box.

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