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The Complete Guide on Facebook Ad Solutions

Meta technologies encompass a diverse range of ad types available on Facebook, Instagram, Messenger, and Audience Network. Every ad comprises two vital elements: the format (its visual appearance) and the placement (where it will appear). This invaluable guide delineates the prerequisites for ads in every format and placement.

The 4 Facebook Ad Solutions are:

1. Image Ads

2. Carousel Ads

3. Video Ads

4. Collections Ads

1. Image Ads

Image ads can effectively showcase your products, services, or brand with a single captivating photo and an optional footer. You can easily create image ads through Meta Ads Manager or amplify a post from your Facebook Page that incorporates an image.

With image ads, you can:

Generate interest in your brand or services

Utilize an attention-grabbing photo to highlight your brand's personality, compelling individuals to follow your Facebook Page.

Enhance product awareness

Select an intriguing image of your product to entice people to explore it further.

Convey a concise message

Deliver a clear and compelling message that motivates viewers to take action, whether it's making a purchase or visiting your website for more information about your offerings.

Image ads are displayed across various placements on Facebook, Messenger, Instagram, and Audience Network. They support multiple aspect ratios, depending on the placement and whether a footer is included in the image.

For recommended image ratios specific to each placement, you can check the “Recommendation Specs” section below. It's worth noting that you can utilize the same image for multiple placements and ratios by leveraging the asset customization feature within Ads Manager.

How do image ads work

When someone sees an image ad on Facebook, they can click on the image to learn more about the product or service being advertised. The ad will then take them to a landing page, which is a website that has been specifically designed to convert visitors into leads or customers.

What are the benefits of image ads

Image ads are a great way to promote your business on Facebook because they are:

Visually appealing

Images are a great way to capture attention and get people interested in what you have to offer.


You can target your image ads to specific demographics, interests, and behaviors, which can help you get your ads in front of the right people.


Image ads can be very affordable, especially for small businesses.

Best Practices for Image ads

When targeting digital audiences, it's essential to capture their attention quickly, especially considering the rapid scanning of feeds on mobile devices. Consider the following techniques to optimize your ad designs:

Utilize recommended aspect ratios

Different ad placements across Facebook, Messenger, Instagram, and Audience Network have specific aspect ratio requirements. For example, a 1:1 ratio may be suitable for Facebook Feed, while a 9:16 ratio works well for Instagram Stories. Remember, you can leverage the asset customization features in Ads Manager to use the same image across multiple placements and ratios.

Opt for high-resolution images

Ensure your images meet the minimum pixel size requirements and prioritize using the highest-resolution options available. Avoid overly photoshopped images and aim for authenticity.

Showcase your brand or logo

Increase engagement by prominently displaying your brand identity or logo. Familiarity and credibility play a significant role in capturing audience interest.

Feature people using your product or service

Help viewers visualize themselves using your offerings by showcasing individuals similar to your target audience. This approach can evoke a stronger emotional connection.

Consider text overlays

If you choose to include text within an image, ensure it doesn't obstruct the visual elements. Utilize modern, clean fonts in an appropriate size and contrasting color to maintain readability.

Focus your message

Keep your audience engaged by cropping your images tightly around the most crucial elements. To showcase multiple images within the same ad, consider utilizing the carousel format, which is recommended for optimal impact.

Leverage colors, palettes, and filters

Select appealing colors that align with your content, such as vibrant tones for a summer sale or soothing pastels for a spa-themed promotion. Thoughtful use of colors can enhance the overall visual appeal.

Preview your ads

Utilize the Ads Manager preview feature to experience your ads as your audience would on both computers and mobile devices. Take advantage of this tool at any stage of your ad creation process to ensure a seamless user experience.

Set a budget and schedule

You can set a daily budget for your ad campaign and choose how long you want your ads to run.

Use a strong call to action

Use a strong call to action to encourage people to click on your ad.

Recommendation Specs

· File type: JPG or PNG.

· Ratio: 1.91:1 to 1:1.

· Resolution: At least 1080 x 1080 pixels.

· File size: 30MB max.

· Minimum width: 600 pixels.

· Minimum height: 600 pixels.

· Aspect ratio tolerance: 3%

Technical Requirements

· Image ads must be in JPG or PNG format.

· Image ads must have a minimum width of 600 pixels and a minimum height of 600 pixels.

· Image ads must have a maximum file size of 30MB.

· Image ads must have a minimum resolution of 1080 x 1080 pixels.

· Image ads must have an aspect ratio of 1.91:1 to 1:1.

Supported Objectives

· Awareness

· Consideration

· Conversion

· Traffic

· App Installs

· Lead Generation

· Messages

· Store Visits

The versatile carousel format enables you to present a captivating sequence of two or more images and/or videos within a single ad, each accompanied by its own headline, description, link, and call to action. Users can effortlessly swipe on their mobile devices or utilize the arrow buttons on their computer screens to navigate through the carousel content.

Carousel ads prove beneficial across various business types and objectives. Here are some ways you can leverage carousel ads:

Showcasing multiple products with distinct landing pages

Provide customers with a range of options by featuring multiple products within a single ad, each linking to a different landing page. This approach not only broadens customer choices but also contributes to a higher click-through rate.

Highlighting various features of a single product

Illustrate different angles, details, or functionalities of a specific product to better educate and engage potential customers. By showcasing a product's versatility, you can enhance its appeal.

Crafting a compelling story

Utilize a series of images and/or videos in succession to narrate a captivating brand or product story. This storytelling approach can evoke emotions, build brand affinity, and leave a lasting impression on viewers.

Explaining a step-by-step process

Guide individuals through your business operations or demonstrate how your products/services work using a sequential arrangement of visuals. This can enhance understanding and foster trust among potential customers.

Creating an immersive ad experience

Utilize the carousel format to present a single large image that incorporates multiple cards, allowing viewers to delve into an immersive visual experience. This technique can effectively capture attention and convey a cohesive brand message.

Showcasing service industry benefits

For businesses in the service industry, employ images and/or videos in carousel ads to illustrate the advantages and benefits offered to potential customers. Highlight the value proposition and drive interest in your services.

Carousel ads can be created through Meta Ads Manager or directly from your Facebook Page. They appear across various placements on Facebook, Messenger, Instagram, and Meta Audience Network, maximizing their reach and impact.

Once your carousel ad is live, leverage the available metrics to analyze its performance and gain valuable insights into its effectiveness.

The Facebook carousel ad format empowers you to present a series of two or more images and/or videos within a single ad. Each component possesses its own headline, description, link, and call-to-action, and users can seamlessly navigate through the carousel by swiping on their mobile devices or clicking arrows on their computer screens.

To optimize reach and conversion rates, employ the following best practices when creating carousel ads:

Craft a cohesive and compelling story

Utilize all available carousel components to their fullest potential. Engaging images and/or videos are essential, but don't overlook the importance of attention-grabbing headlines, detailed descriptions, and persuasive call-to-action buttons. Each carousel ad can include up to ten cards, allowing ample room for storytelling.

Ensure cohesive and engaging visuals

Select images and/or videos that maintain a cohesive aesthetic and captivate the audience. Ideally, use content from the same photoshoot or that shares a similar style. When incorporating videos, opt for the square (1:1) aspect ratio for consistent viewing experience across the carousel.

Offer diverse links

If you aim to promote multiple products or services, provide specific links that correspond to each carousel card's featured item. For instance, include a link to your blouse collection in a carousel card displaying a blouse and a link to your shoe collection in a carousel card showcasing shoes. Remember, you can promote external links, Facebook Pages, Facebook events, and Facebook offers within the carousel ad.

Tailor visuals to target customers

Utilize product imagery to engage individuals who have previously visited your website's product pages. For prospective customers, employ lifestyle imagery that resonates with their aspirations and desires.

Explore carousel optimization options

In Meta Ads Manager, consider the available optimization options, such as automatically showcasing the best-performing cards first, displaying carousel cards as a video, incorporating a card at the end featuring your Page profile picture, adding music, or including a map card displaying your nearest stores. Experiment with these features to enhance ad performance.

Align with the ideal landing page

For large businesses with an extensive inventory, direct users who click on a carousel card to specific product pages. Conversely, if your business has a smaller inventory, lead users to a page that showcases all products within the relevant category. For example, if a carousel card features a women's blouse, the click-through link could lead to a page displaying all available women's blouses.

Leverage a substantial product set

If you opt to use a product set from your catalog for the carousel ad, ensure it encompasses a sufficiently broad range of items. Advertisements require items to be in stock, not rejected, and not variants of the same product. If the available items in the set drop below two, the carousel ad will convert into a single image ad or cease running.

Recommendation Specs

· File type: JPG, PNG, or GIF.

· Ratio: 1:1 (recommended)

· Resolution: At least 1080 x 1080 pixels (recommended)

· File size: 30MB max.

· Minimum width: 600 pixels.

· Minimum height: 600 pixels.

· Aspect ratio tolerance: 3%

Technical Requirements

· Carousel ads must be in JPG, PNG, or GIF format.

· Carousel ads must have a minimum width of 600 pixels and a minimum height of 600 pixels.

· Carousel ads must have a maximum file size of 30MB.

· Carousel ads must have a minimum resolution of 1080 x 1080 pixels.

· Carousel ads must have an aspect ratio of 1:1 (recommended).

Supported Objectives

· Awareness

· Consideration

· Conversion

· Traffic

· App Installs

· Lead Generation

· Messages

· Store Visits

3. Video Ads

You can harness the power of the video format within Feed to showcase their products, services, or brand in innovative and compelling ways. By incorporating movement and sound, you can swiftly capture the attention of your audience and effectively highlight the distinctive features of your offerings or narrate the compelling story of your brand.

What are the benefits of video ads?

With video ads, you can choose from various objectives to align with your campaign goals. These ads seamlessly appear across multiple placements on Facebook, Messenger, Instagram, Meta Audience Network, and support diverse aspect ratios depending on the placement. While different placements allow for varying video lengths, shorter videos tend to be more engaging on mobile devices. Create video ads by uploading your own videos or leverage our video creation tools to transform images into captivating videos.

Remember, the asset customization feature in Ads Manager empowers you to use the same video across multiple placements and ratios, optimizing your ad's reach and impact.

Showcase uniqueness

Use the video format to effectively showcase the distinctive features and attributes of your product or service. Highlight what sets you apart from the competition and create a compelling narrative that resonates with your target audience.

Deliver a powerful message

Leverage the power of visual storytelling to convey a clear and concise message that compels viewers to take action. Whether it's driving product sales or directing traffic

Best Practises for mobile video ads

Master the art of creating mobile video ads that resonate with your target audience. Follow these best practices to maximize the impact of your mobile video campaigns:

Embrace brevity

Keep your videos short and sweet, aiming for a duration of 15 seconds or less. Shorter videos are more likely to captivate viewers until the end. Additionally, videos within this length are eligible for placements in Instagram Stories and Facebook in-stream. If repurposing existing videos, trim them down to optimize for mobile viewing.

Tailor your content for attention-grabbing moments

Hook viewers right from the start by placing the most compelling elements of your video within the opening three seconds. This ensures that you capture attention and entice viewers to continue watching.

Optimize aspect ratios for mobile devices

Since most users hold their phones vertically, choose vertical or square aspect ratios to make the most of the screen space. Consider utilizing 4:5 vertical video ads, which perform well across Facebook, Instagram, and Audience Network. You can also customize your video for each ad placement by cropping it accordingly.

Highlight your product or brand early on

Just as capturing attention quickly is vital, prominently showcase your brand identity or product within the first 15 seconds of the video. This ensures that viewers immediately associate your brand with the content they are engaging with.

Design with sound-off viewing in mind

Recognize that many users prefer watching videos without sound, especially in public settings. To accommodate this, incorporate text, graphics, and captions in your video content. This allows viewers to understand the message and engage with your ad even when the sound is muted.

Recommendation Specs

· File type: MP4, MOV, or AVI.

· Aspect ratio: 1.91:1 to 1:1.

· Resolution: At least 720 x 720 pixels.

· File size: 4GB max.

· Minimum width: 600 pixels.

· Minimum height: 600 pixels.

· Aspect ratio tolerance: 3%

Technical Requirements

· Video ads must be in MP4, MOV, or AVI format.

· Video ads must have a minimum width of 600 pixels and a minimum height of 600 pixels.

· Video ads must have a maximum file size of 4GB.

· Video ads must have a minimum resolution of 720 x 720 pixels.

· Video ads must have an aspect ratio of 1.91:1 to 1:1.

Supported Objectives

· Awareness

· Consideration

· Conversion

· Traffic

· App Installs

· Lead Generation

· Messages

· Store Visits

4. Collections Ads

A collection ad featured in the Facebook News Feed comprises a compelling cover image or video, accompanied by three enticing product images. When a user taps on a collection ad, they are presented with an Instant Experience—an engaging full-screen landing page designed to foster user engagement, nurture interest, and encourage intent. When crafting your Instant Experience, you have the option to utilize the storefront, lookbook, or customer acquisition templates provided, or you can create a customized Instant Experience tailored to your specific needs.

Incorporating the collection format within the Facebook News Feed can significantly enhance the user experience, making it effortless for individuals to discover, explore, and make purchases of products and services directly from their mobile devices in an immersive and visually captivating manner.

Harness the potential of collection ads to transform the mobile shopping experience, enabling users to effortlessly discover, explore, and engage with your brand's products or services. With their visually immersive nature, collection ads are a powerful tool for digital agencies to drive conversions and boost customer engagement.

What are the benefits of collection ads?

Embracing the collection format within the Facebook News Feed offers numerous benefits including:

Seamless product discovery

Facilitate the exploration and discovery of your products or services through visually captivating collection ads. Capture the attention of users and entice them to embark on a journey of exploration.

Enhanced browsing experience

Provide a frictionless browsing experience for users on their mobile devices. By tapping on your collection ad, individuals can effortlessly browse through the showcased products or services, fostering a sense of immersion and engagement.

Streamlined path to purchase

Empower interested customers to seamlessly transition from their initial discovery to making a purchase. Drive conversions by guiding users towards your website or app, where they can complete their purchase with ease.

Showcase your product catalog

Highlight the diversity of your product offerings by featuring images of multiple products or services. Showcase unique items that prompt customers to explore and make multiple purchases.

Best Practises for Collection ads

The collection format, encompassing an Instant Experience, provides digital agencies with a powerful tool to enhance the discovery, browsing, and purchase experience of products and services through mobile devices. With a collection ad, you can feature a captivating cover image or video that serves as a gateway to a visual and immersive showcase of multiple products.

To effectively leverage the collection format and achieve your business goals, consider the following best practices:

Attention-capturing visuals

Use an attention-grabbing cover image or video that entices viewers and compels them to engage with your ad. Adhere to preferred aspect ratios and design requirements for each placement, ensuring optimal visual impact. Consult the Facebook ads guide for specific guidelines.

Dynamic product selection

Opt for Facebook's dynamic product selection feature in the "Products featured in Feed" section, allowing the platform to automatically curate and display two to four products based on popularity or purchase likelihood. This dynamic approach maximizes relevance and encourages engagement.

Showcasing product variety

If you prefer more control over the product selection, curate a diverse array of products to showcase below your cover image or video. This variety fuels curiosity and motivates viewers to explore and discover more of your offerings.

Leveraging a large product set

Boost the variety and relevance of products shown in your ad by incorporating a substantial product set of over 50 items. By pairing your collection ad with a catalog, you ensure the most relevant products are presented, enticing viewers to explore further. Additionally, as your stock fluctuates, the product set updates automatically, displaying available items.

Contextualize products within lifestyle photos

Enhance product visibility by associating them with relevant lifestyle photos. Provide product names or IDs and indicate the specific area in the photo where each product appears, facilitating a seamless discovery process for viewers.

Multi-product destination

Encourage continued exploration and engagement by directing viewers to a destination website or app that showcases a wide range of products, exceeding those displayed in the ad. Expand their journey to discover the full breadth of your offerings.

Track ad performance with URL parameters

Utilize URL parameters to track and analyze the origin of ad traffic. By appending URL parameters to your destination URL, you gain valuable insights into the click-through rate and interactions with your collection ad, separating them from individual product clicks.

Recommendation Specs

· File type: JPG, PNG, or GIF.

· Cover image or video: 1:1 aspect ratio, minimum resolution of 1080 x 1080 pixels.

· Product images: 1:1 aspect ratio, minimum resolution of 600 x 600 pixels.

· Product titles: 25 characters max.

· Product descriptions: 90 characters max.

· Call to action: 25 characters max.

Technical Requirements

· Collection ads must be in JPG, PNG, or GIF format.

· Cover images or videos must be 1:1 aspect ratio and have a minimum resolution of 1080 x 1080 pixels.

· Product images must be 1:1 aspect ratio and have a minimum resolution of 600 x 600 pixels.

· Product titles must be 25 characters max.

· Product descriptions must be 90 characters max.

· Call to action must be 25 characters max.

Supported Objectives

· Traffic

· Conversion

· App Installs

· Lead Generation

· Messages

· Store Visits

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