Even the most compelling content can underperform if presented incorrectly. Facebook's algorithm prioritizes properly formatted ads, making technical specifications a crucial factor in campaign success. This guide examines the optimal specifications for Facebook's four primary ad formats to maximize visibility and engagement.
1. Image Ads: Capturing Attention Through Visual Storytelling
As Facebook's most straightforward ad format, image ads rely on striking visuals to convey messages quickly and effectively.
Design Recommendations
- File format: JPG or PNG for optimal compatibility
- Aspect ratio: 1.91:1 to 1:1 for ideal feed display
- Resolution: Minimum 1080×1080 pixels for clarity
Text Optimization
- Primary text: 125 characters maximum
- Headline: 40 characters maximum
- Description: 30 characters maximum
Technical Requirements
- Maximum file size: 30MB
- Minimum dimensions: 600×600 pixels
Campaign Objectives
Effective for all objectives except video views, including brand awareness, reach, traffic, engagement, lead generation, app installs, conversions, catalog sales, and store visits.
2. Video Ads: Dynamic Storytelling for Deeper Engagement
Video content offers superior engagement potential through motion and sound, creating immersive brand experiences.
Production Guidelines
- Formats: MP4, MOV, or GIF
- Aspect ratio: 4:5 for mobile optimization
- Technical specs: H.264 compression, square pixels, constant frame rate, progressive scan, AAC audio (128kbps+)
- Accessibility: Recommended captions and audio
Technical Specifications
- Duration: 1 second to 241 minutes
- Maximum size: 4GB
- Minimum dimensions: 120×120 pixels
Campaign Applications
Suitable for all objectives except store traffic goals.
3. Carousel Ads: Multi-Product Showcase
This format enables sequential display of multiple images or videos, each with independent links, ideal for product catalogs or step-by-step narratives.
Design Considerations
- Consistent aspect ratio: 1:1 square format
- Card count: 2-10 scrollable units
Text Optimization
- Description: Reduced to 20 characters per card
Performance Applications
Most effective for traffic, conversions, catalog sales, and store visit objectives.
4. Collection Ads: Immersive Shopping Experience
These full-screen interactive ads create seamless browsing experiences, combining visual catalogs with instant action capabilities.
Key Features
- Mandatory instant experience: Customizable landing interface
- Visual consistency: Maintain 1:1 aspect ratio
Strategic Applications
Primarily used for driving traffic, conversions, catalog sales, and store visits while enhancing brand perception.
Mastering these technical specifications enables advertisers to create platform-optimized content that aligns with Facebook's delivery algorithms. Proper formatting ensures maximum visibility while maintaining creative integrity across devices and placements.