Facebook ads product guide
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The document outlines Facebook's ads product guide and its upcoming changes, including the removal of standalone sponsored stories from its interfaces and API. It details various ad types, specifications, and recommended practices for achieving business goals through Facebook ads. Additionally, it provides instructions for buying premium ads and engaging with target audiences across different placements.
![Types of social information
There are different types of social information that can be surfaced to people whose
friends have connected with your business.
Social information when a friend is
connected with your Page
(e.g. “Jessica Watson likes [Page Name]”)
Social information when a friend liked a
post from your Page
(e.g. “Jessica Watson likes this”)
Social information when a friend
commented on a post from your Page
(e.g. “Jessica Watson commented on this”)
Social information when a friend shared
a post from your Page
(e.g. “Jessica Watson shared [Page
Name]’s [post type]”)](https://image.slidesharecdn.com/facebookadsproductguide-140131014832-phpapp01/85/Facebook-ads-product-guide-6-320.jpg)
Facebook ads product guide
- 1. Ads Product Guide January 2014
- 2. Note: As a part of our ads simplification initiative, on April 9th, we will be removing the ability to create standalone Sponsored Stories from our interfaces and API. After April 9th, the following units will remain in our ad offerings.
- 3. Facebook Ads: reach your audience across devices News Feed mobile News Feed desktop Right-hand side on Facebook
- 4. What’s a Facebook ad? What your business is What your message is What your visual assets are Includes photos , videos Which action your want people to take with your ad (optional) Includes Like, Get Offer, Join Event, Install app News Feed mobile News Feed desktop Right-hand side on Facebook
- 5. Facebook Ads always show in the most engaging way possible Ads shown to people who are connected to your business display content in the following manner. Ads shown to people who aren’t connected to your business, they’re labeled “Suggested Post”. Ads shown to people who aren’t connected to your business but who have friends who are connected will show social information.
- 6. Types of social information There are different types of social information that can be surfaced to people whose friends have connected with your business. Social information when a friend is connected with your Page (e.g. “Jessica Watson likes [Page Name]”) Social information when a friend liked a post from your Page (e.g. “Jessica Watson likes this”) Social information when a friend commented on a post from your Page (e.g. “Jessica Watson commented on this”) Social information when a friend shared a post from your Page (e.g. “Jessica Watson shared [Page Name]’s [post type]”)
- 7. How to achieve your business goals with Facebook ads
- 8. Drive awareness and engagement of your message with an image News Feed desktop Text: “Safe zone” of 500 characters, remainder truncated Image aspect ratio: Up to 1:1 at tallest (depending on specs of uploaded image) Image specs in ad: Up to 400x400 px (will scale to fit longest edge at 400px) Image specs if multi-photo story: • 2, 3, 4, 6, 9 photos: 1:1 image ratio for each image • Album created stories: hero image scaled at 2:3 image ratio, 3 album images will maintain a 1:1 image ratio • For additional questions, please contact your account rep News Feed mobile Right-hand side Text: ”Safe zone” of 110 characters, remainder truncated (cut off at ~3 lines if unusual spacing) Text: “Safe zone” of 90 characters, remainder truncated Image aspect ratio: Up to 1:1 at tallest (depending on specs of uploaded image) Image specs in ad: Up to 618x618 px (will scale to fit longest edge at 618 px) Image aspect ratio: Up to 1:1 at tallest (depending on specs of uploaded image) Image specs in ad: Up to 120x120 px (will scale to fit longest edge at 120px) Recommended assets: • Text: 90 characters • Image ratio: 1:1 • Image specs: 1200x1200 px
- 9. Drive awareness and engagement of your message with a video News Feed desktop News Feed mobile Right-hand side Text: “Safe zone” of 500 characters, remainder truncated Text: ”Safe zone” of 110 characters, remainder truncated (cut off at ~2.5 lines if unusual spacing) Text: “Safe zone” of 90 characters, remainder truncated Thumbnail aspect ratio: Up to 1:1 at tallest (depending on specs of uploaded image) Image specs in ad: Up to 400x400 px (will scale to fit longest edge at 400px) Recommended video specs: 16:9 aspect ratio, 1080 resolution, .mov file format, file size less than 1 GB. Thumbnail Image aspect ratio: Up to 1:1 at tallest (depending on specs of uploaded image) Image specs in ad: Up to 560x560 px (will scale to fit longest edge at 560px) Recommended video specs: 16:9 aspect ratio, 1080 resolution, .mov file format, file size less than 1 GB. Thumbnail Image aspect ratio: Up to 1:1 at tallest (depending on specs of uploaded image) Image specs in ad: Up to 128x128 px scale to fit longest edge at 128px) (will Recommended video specs: 16:9 aspect ratio, 1080 resolution, .mov file format, file size less than 1 GB. Recommended assets: • Image ratio: 16:9 • Text: 90 characters • Image specs: 1200x675 px
- 10. Drive awareness and engagement with a message News Feed desktop Text: 500 characters, remainder truncated News Feed mobile Text: 500 characters, remainder truncated Right-hand side Text: 90 characters, remainder truncated Note: Driving awareness of your message with a photo or video are recommended over text. Recommended creative: • Text: 90 characters
- 11. Drive clicks to your website News Feed desktop Text: “Safe zone” of 500 characters, remainder truncated News Feed mobile Right-hand side Text: “Safe zone” of 90 characters, remainder truncated Link title, domain and description: Text: ”Safe zone” of 110 characters, remainder truncated (cut off at ~2.5 lines if unusual spacing) • Title: 1-2 lines (depending on length) Link title, domain and description: Domain link : 1 line • Domain link: 1 line • Title: 1-2 lines (depending on length) Image aspect ratio: 1.39:1 • Description: 2-3 lines (depending on title length) • Domain link: 1 line Image specs in ad: 100x72 px Image aspect ratio: 1.91:1 • Description: Up to 1 line (depending on title length) Image specs in ad: 400x209 px Image aspect ratio: 1.91:1 If the uploaded image is smaller than 400x209 px, then it will render as 154x154 or 90x90 px (the largest available size) Image specs in ad: 560x292 px If the uploaded image is smaller than 560x292 px, then it will render as 100x100 px Link title: Up to 25 characters Recommended assets: • Text: 90 characters • Link title: 25 characters • Image ratio: 1.91:1 • Image specs: 1200x627 px
- 12. Drive people to your store with an offer News Feed desktop News Feed mobile Right-hand side Text: “Safe zone” of 500 characters, remainder truncated Title: 25 characters max Offer details: Text: ”Safe zone” of 110 characters, remainder truncated (cut off at ~2.5 lines if unusual spacing) • Title: 1-2 lines (depending on length) Offer details: Offer title: 1 line • Expiration date: Up to 1 line (depending on title length) • Title: 1-2 lines (depending on length) Image aspect ratio: 1.39:1 Image specs in ad: 100x72 px Image aspect ratio: 1.91:1 • Expiration date: Up to 1 line (depending on title length) Image specs in ad: 400x209px Image aspect ratio: 1.91:1 Image specs in ad: 560x292 px If the uploaded image is too small, then it will render as 100x100 px Text: “Safe zone” of 90 characters, remainder truncated Recommended assets: • Text: 90 characters • Offer title: 25 characters • Image ratio: 1.91:1 • Image specs: 1200x627 px
- 13. Drive responses to your event News Feed desktop News Feed mobile Right-hand side Text: “Safe zone” of 500 characters, remainder truncated Title: 25 characters max Event details (pulled from event): Text: ”Safe zone” of 110 characters, remainder truncated (cut off at ~2.5 lines if unusual spacing) • Title: 1 line, remainder truncated Event details (pulled from event): Event details (pulled from event): • Address: Up to 1 line (depending on title length) • Title: 1-2 lines (depending on length) • Date and time: 1 line, under Page name • Date and time: 1 line • Address: 1-2 lines (depending on title length and social context) • Title: Next to # joining at bottom (also used as ad title if not connected to Page) Image aspect ratio: 2.7:1 • Date and time: 1 line Image aspect ratio: 1.39:1 Image specs in ad: 400x150 px Image aspect ratio: 2.7:1 Image specs in ad: 100x72 px If the uploaded image is smaller than 400x150 px or no image is uploaded, then the ad will render without an image Image specs in ad: 560x210 px If the uploaded image is smaller than 400px wide or no image is uploaded, then the ad will render with a map showing location of event Text: “Safe zone” of 90 characters, remainder truncated Recommended assets: • Text: 90 characters • Event title: 25 characters • Image ratio: 2.7:1 • Image specs: 1200x450 px
- 14. Get more likes for your Page News Feed desktop News Feed mobile Right-hand side Title: 25 characters max Title: 25 characters max Title: 25 characters max Title will not display in News Feed when image is larger than 600 pixels x 225 pixels Title will not display in News Feed when image is larger than 600 pixels x 225 pixels Text: “Safe zone” of 90 characters, remainder truncated Text: ”Safe zone” of 110 characters, remainder truncated (cut off at ~2.5 lines if unusual spacing) Image specs in ad: 100x72 px Text: “Safe zone” of 500 characters, remainder truncated Page details (pulled from Page): • Page category: Up to 1 line, depending on length of Page name Image aspect ratio: 2.7:1 Image specs in ad: 400x150 px If the image is smaller than 400x150 px, then the ad will render with a smaller 100x72px image Page details (pulled from Page): • Page category: Up to 1 line, depending on length of Page name Image aspect ratio: 2.7:1 Image specs in ad: 560x210 px If the image is smaller than 560x210 px, then the ad will render with a smaller Image aspect ratio: 1.39:1 Recommended assets: • Text: 90 characters • Image ratio: 2.7:1 • Image specs: 1200x450 px
- 15. Drive people to your mobile app for installs or re-engagement News Feed mobile (install) News Feed mobile (install with video) News Feed mobile (reengagement) Text: ”Safe zone” of 90 characters Specs identical to Mobile app ad Specs identical to Mobile app ad • Title: 1 line Recommended video specs: 55mb max, 15 sec max, .mp4 file type Option to customize call-to-action button when deep-linking is enabled. Call-toactions include: Use Now, Open Link, Shop Now, Book Now, Play Game, Listen Now, Watch Video • App Name: 1 line (32 characters max) Image aspect ratio: 1.91:1 Image specs in ad: 1200x627 px If the uploaded image is smaller than 1200x627 px, then it will render as 100x100 px Recommended assets: • Text: 90 characters • Image specs: 1200x627 px • Image ratio: 1.91:1
- 16. Drive people to your desktop app News Feed desktop Right-hand side Title: App name (25 characters max) Title: App name (25 characters max) Text: ”Safe zone” of 90 characters Text: “Safe zone” of 90 characters Image aspect ratio: 1.91:1 Image aspect ratio: 1.39:1 Image specs in ad: 1200x627 px Image specs in ad: 100x72 px Image is required Recommended assets: • Text: 90 characters • Image specs: 1200x627 px • Image ratio: 1.91:1
- 17. Premium ads • Homepage • Logout page
- 18. Homepage – Placement Right column on homepage Desktop News Feed Mobile News Feed
- 19. Homepage – Premium units on right column Page post text ad Page post photo ad 168x128 px Page post video ad 185x194 px Page post link ad 75x75 px Event ad Offers App ad Domain ad 75x75 px 75x75 px 110x80 px 110x80 px
- 20. Logout page – Placement
- 21. Logout page – Premium units Page post video ad Text: 90 characters, remainder truncated Like/Comment/Share functions disabled Page post link ad For smaller Page post video ad set apart in white box: Text: 90 characters, remainder truncated Text: 90 characters, remainder truncated Like/Comment/Share functions disabled For smaller Page post link ad set apart in white box: Text: 90 characters, remainder truncated Video: Large Image: Link title: 25 characters • Suggested resolution is 1920x1080p • 851x315 px Image aspect ratio: 1:1 • Minimum resolution is 1280x720p • 300 dpi resolution Image size in ad (min size): 75x75 px • Suggested format is MP4 • Image uploaded from the Page to a public album • 16:9 ideal aspect ratio • 3 minute maximum, 30-60 seconds recommended
- 22. Summary of how to buy premium ads Bundles of placements you can buy Placements included Why this option? How to buy it? 1,2,3 Homepage • Right column of homepage • Desktop News Feed • Mobile News Feed The best way to reach your audience from the most visited page on Facebook. IO, Power Editor, API News Feed • Mobile News Feed • Desktop News Feed The most engaging placement on Facebook. IO, Power Editor, API Mobile News Feed Mobile News Feed The most engaging placement on customers’ most personal device. IO, Power Editor, API Desktop News Feed Desktop News Feed The most engaging placement on customers’ biggest screen.. IO, Power Editor, API Right column of homepage Right column of homepage Single share of voice for the right column of the most visited page on Facebook. IO, Power Editor, API Logout page Logout page The largest creative format to drive either video views or direct response traffic. IO 1. IO – buying via an insertion order through a Facebook representative. This is the only way to have a guaranteed number of impressions. 2. Power Editor – self-serve tool for advanced advertisers. It can be downloaded by anyone at https://www.facebook.com/ads/manage/powereditor 3. API – access via Facebook’s Application Programming Interface directly, or via tools built by our Preferred Marketing Developers (PMDs) using Facebook Ads API