Facebook Ad Structure

Keep in mind Facebook structures its ads as such:

Campaign: This is the parent group. We recommend one Facebook ad campaign per Viralstyle. For example you will create a PPE campaign and all ads/ad sets under this campaign will have “engagement” as their main goal.

Ad Set:You can have many ad sets within a campaign, each with its own budget. We recommend using multiple ad sets to separate your various targeting strategies. For example, one ad set might use interest targeting, while another might target based on field of study.

Ads: You can have multiple ads within a single ad set. We recommend keeping your targeting the same for all of the ads within a set, but varying the creatives to test effectiveness. Facebook will automatically try to determine which ad image or copy is the most effective.

Types of Facebook Ads

Your success in Facebook advertising depends on your objective and the types of Facebook ads you use. Producing effective, high-performing ads, however, presents a challenge for many beginners because there are so many different types to choose from.

To help overcome this hurdle, we’ve outlined five key Facebook ad formats you can use.

Image

Single image ads are the standard for Facebook advertising. They are easy to make, offer a clean format for you to promote your brand, and are one of the most effective ad formats. In one Facebook study, a series of photo-only ads outperformed other ad formats in driving unique traffic.

Image ads are best for when you want to create an ad quickly or don’t have much of a budget. You can create an image ad right from your Facebook page as a boosted post, or if you want more detailed targeting options, you can make one in Facebook Ads Manager.

Image Ad Specs

Design

• File type: JPG or PNG
• Ratio: 1.91:1 to 1:1
• Resolution: At least 1080 x 1080 pixels

Text

• Primary text: 125 characters
• Headline: 40 characters
• Description: 30 characters

Technical

• Maximum file size: 30 MB
• Minimum width: 600 pixels
• Minimum height: 600 pixels

Video

Video ads let you show off your product or brand and capture viewers’ attention in the feed. You can create video ads in Facebook Ads Manager or boost a post that has a video from your Facebook page. These ads appear on Facebook, Instagram, Audience Network, and Messenger.

You can use Facebook video ads to show unique features or tell your brand’s story. Videos that are 15 seconds or less can help capture your audience and keep them engaged. They should also have a clear call to action (CTA) at the end, such as purchasing a product or visiting a website.

Video Ad Specs

Design

• File type: MP4, MOV, or GIF
• Ratio: 4:5
• Video settings: H.264 compression, square pixels, fixed frame rate, progressive scan and stereo AAC audio compression at 128 kbps+
• Resolution: At least 1080 x 1080 pixels
• Video captions: Optional, but recommended
• Video sound: Optional, but recommended

Text

• Primary text: 125 characters
• Headline: 40 characters
• Description: 30 characters

Technical

• Video duration: 1 second to 241 minutes
• Maximum file size: 4 GB
• Minimum width: 120 pixels
• Minimum height: 120 pixels

Carousel

Carousel ads let you include up to 10 images or videos in a single ad, each with its own link. People can scroll through the carousel by swiping left or right on their devices or by clicking directional arrows if using the desktop client.

You can use carousel ads to:

• Feature multiple products and link out to different landing pages
• Showcase different angles of one product to inform potential buyers
• Explain a process or offer a tutorial
• Present one large image across multiple frames to create a more immersive experience

Carousel Ad Specs

Design

• Image file type: JPG or PNG
• Video file type: MP4, MOV, or GIF
• Ratio: 1:1
• Resolution: At least 1080 x 1080 pixels

Text

• Primary text: 125 characters
• Headline: 40 characters
• Description: 20 characters

Technical

• Number of carousel cards: 2 to 10
• Image maximum file size: 30 MB
• Video maximum file size: 4 GB
• Video duration: 1 second to 240 minutes

Collection

The collection ad format includes a full screen, Instant Experience to make it easier for people to browse and buy your products. These ads include a cover image or video and can show multiple products underneath.

Collection Ad Specs

Design

• Image file type: JPG or PNG
• Video file type MP4, MOV, or GIF
• Ratio: 1:1
• Resolution: At least 1080 x 1080 pixels

Text

• Primary text: 125 characters
• Headline: 40 characters

Technical

• Instant Experience: Required
• Image maximum file size: 30 MB
• Video maximum file size: 4 GB

‍