With the recent Facebook ad redesign, Facebook ads have become simpler and highly visual. This translates into higher engagement and better ROI, but all these new options can feel confusing for advertisers.

Here’s a definitive guide to Facebook’s new ad specs for every possible ad type across the desktop and mobile News Feeds, as well as right-hand column ads.

Desktop News Feed Ad Guidelines

Ad Type Text Specs Image Specs Ideal Size Aspect Ratio Other Notes
Page post text ad 500 characters N/A N/A N/A  
Page post photo ad 500 characters 400 x 400 px 1200 x 900 px 4:3  
Post Video 500 characters 400 x 400 px 1200 x 675 px 16:9 Maximum video size is 1 GB;
Maximum video length is 20 minutes.
Page post link ad 500 characters 400 x 209 px 1200 x 627 px 1.91:1  
Page like ad 90 characters 400 x 150 px 1200 x 450 px 8:3  

 

Mobile News Feed Ad Guidelines

Ad Type Text Specs Image Specs Ideal Size Aspect Ratio Other Notes
Page post text ad 500 characters N/A N/A N/A  
Page post photo ad 110 characters 618 x 618 1200 x 900 px 4:3  
Post Video 90 characters 560 x 560 1200 x 675 px 16:9 Maximum video size is 1 GB;
Maximum video length is 20 minutes.
Page post link ad 90 characters 560 x 292 1200 x 627 px 1.91:1  
Page like ad 90 characters 560 x 210 1200 x 450 px 8:3  
Mobile app install 90 characters 560 x 292 1200 x 627 px 1.91:1 Star ratings appear if you have
at least 250 ratings in the App Center.

 

Right Column Ad Guidelines

Ad Type Text Specs Image Specs Ideal Size Aspect Ratio Other Notes
Page post text ad 90 characters N/A N/A N/A  
Page post photo ad 90 characters 120 x 120 1200 x 900 px 4:3  
Post Video 90 characters 128 x 128 1200 x 675 px 16:9 Maximum video size is 1 GB;
Maximum video length is 20 minutes.
Page post link ad 90 characters 100 x 72 1200 x 627 px 1.91:1  
Page like ad 90 characters 100 x 72 1200 x 450 px 8:3  
App ad 90 characters 100 x 72 1200 x 864 px 1.39:1  
Domain ad 90 characters 100 x 72 1200 x 864 px 1.39:1  

 

Note that for all ad types, any additional characters above the ad character limits will be truncated.

Mobile and Direct Response Are Facebook’s Top Priorities

This move indicates a huge push on Facebook’s part toward mobile engagement and direct response advertising, both of which are highly visual and lead to better results for advertisers. For Facebook advertisers in search of the best possible ROI, we have the following recommendations:

1. It’s all about the image. Use eye-catching, high resolution images for both organic and paid posts. This will lead to higher engagement and better response rates.

2. Focus on the News Feed. Page post ads continue to be the most effective Facebook ad product, especially for direct response advertisers.

Just how effective are page post ads for direct response marketing on Facebook? Read how Optimal helped one Fortune 500 company to scale their direct response efforts by a factor of 10, while cutting cost-per-acquisition by 57%.

Like how that sounds? Get in touch now to learn how Optimal can help you maximize your Facebook advertising ROI.