With the rapid expansion of the Internet advertising business, improvements in machine learning optimization, and overall efficiency, and attention to advertisers' needs, Facebook has never been stronger.

However, rapid innovation brings about rapid change. With the introduction of new ad types and ad options, it is becoming increasingly difficult to keep up with all the update challenges.Image sizes, display locations and ad formats have changed a lot since Facebook launched its ads in 2014.

In this article about Facebook's advertising ideas, I'll show you Facebook's advertising options, including the size and specs of Facebook ads, and how to choose them strategically.

Facebook ad sizes, specs and strategies

Over the past few years, Facebook has provided advertisers with a number of locations, and although each location has its nuances, the standard size of images and videos should allow you to make only one or two variants. Here, I'll go into more detail about the specifications and strategies of each ad, including the advantages and disadvantages of each ad.

Expert tips:Although many locations are placed in smaller locations than regular Feeds, Facebook adjusts the size of larger images appropriately, so it's best to stick to a larger format in a broad sense.

Facebook static single image ad size

Rectangular: 1200 x 628

Advantages: 12Still image ads of 00 x 628 pixels have been Facebook's standard for quite some time.The image dimensions are interchangeable across all available locations.In recent months, however, 1200 x 628 has become almost the second choice for many advertisers, as Facebook has begun to favour 1080 x 1080 square images in Facebook and Instagram locations.Why?The square image takes up more space on the mobile user's screen.Having said that, in my experience, image sizes of 1200 x 628 pixels can still be converted well, so there seems to be no vertical space shortage that can seriously hinder the performance of these image sizes.

Disadvantages:Moving the location takes up less vertical space. The size of the 1200 x 628 ad image was originally built for the desktop News Feed and can then be easily transferred to a smaller display. So, for example, for a desktop News Feed, you'll have a 1200 x 628 pixel image, and Facebook will be able to effectively scale that image down to display in the right column of your desktop and in the appropriate mobile News Feed.

Available locations:

• Facebook News Feed

• Facebook Instant Articles

• Facebook In-Stream Videos

• Facebook Marketplace

• Facebook Stories

• Instagram Feed

• Instagram Stories

Square: 1080 x 1080 pixels

Advantage:As mentioned earlier, Facebook encourages advertisers to start using these larger square ads. The main reason is the surge in Instagram usage and the increase in mobile users on both platforms. The combination of these two factors gives Facebook the impetus to influence advertisers with more ad space. Another benefit of square image advertising is that it seamlessly transitions to an Instagram location without looking strange.

Disadvantages:I'm not sure if square ads are objectively doing better on Facebook. With more time and more data, we will begin to understand.

Remember:You can create image sizes specifically for 1080 x 1920 pixel stories. Another benefit of using a larger square image is that it fills more space.

Facebook single-movie ad specs

The video size is very simple. Although Facebook allows longer playback times, I don't recommend that promotional videos last more than a minute. Of course, the content and goals of the video can also play a role, but you'll want a large percentage of users to watch the full video. Having said that, Facebook video ads have the following specifications:

Format:. MOV or .MP4

Aspect ratio: 16:9

Resolution: Minimum 720p

File size: Up to 2.3 GB

Length: 120 minutes (Facebook) or 60 seconds (Instagram)

Thumbnails: 1200 x 675 pixels at a scale of 16.9

Description: Up to 2,200 characters

Many advertisers believe that video advertising will revolutionized the results they get from the platform. However, on the other hand, video takes more time and preparation time to ensure better results. Video provides users with more information; however, in an age of diminishing attention, you can spend more with less. Of course, if your goal is just user engagement, that will change completely, but it will depend more on how you choose the format based on your marketing goals in the future. Keep in mind that for advertisers with limited budgets, the amount of work that needs to be done in the ideas described may not be worth it.

Advantage:Video can play a powerful role from a brand and potential customer perspective. When you have the resources to create multiple video variants, you can learn a lot about your target audience.

Disadvantages:For many advertisers, especially smaller advertisers, it's hard to create compelling, concise branded videos that achieve ideal goals beyond click and interaction. Making videos with limited design support can take a lot of effort - if this is your business, look for tools to help create video content. And keep in mind that video doesn't immediately outs trump static or carnage ads based on video formats alone.

Gif：An alternative to producing full 15- to 60-second video content is to create gifs. Gif can be saved as . MP4 format and can be uploaded like a video. Like a single still image, gifs can convey enough information in a short period of time without relying on long periods of information-intensive authoring. I've found that gifs work particularly well for B2B prospects, especially when selling physical products.

Facebook's wheeled image ad size

Size: 600 x 600 pixels

Advantage:Wheeled ads offer advantages for advertisers who want to create narratives and replicates from multiple images, or who want to show multiple products or promotions in a single ad. For e-commerce advertisers, the ability to display dynamic catalog ads in acarlost format is very effective.

Disadvantages:For many advertisers, the effectiveness of wheeled ads can be uneven. I believe it depends to a large extent on your product, service or promotion. With a single still image, you can get your audience's attention with a compelling idea. Use acarly advertising for you You are free to provide more information and more images, but all of this must be attractive enough for the user to browse and ultimately click. When weighing the options for static single images and carnation displays, consider the nature of your product, service, or promotion and determine whether users need more time to digest ad-level information instead of allowing target pages or lead persuasion.

Facebook's video ad code for turntcars

Understandably, these specifications are somewhat different:

Resolution: 1080 x 1080

Number of cards: 2-10

File type:. MP4 and .MOV

File size: 4GB

Length: 240 minutes

Advantage:Turncast video ads allow you to take advantage of the rich information in thecarncast format and get more out of interesting video content. Depending on the nature and goals of your promotion, this may be a great way to incorporate the visual information provided by your video, while at the same time making your ad document relevant to each feature you want to focus on.

Disadvantages:As with all Facebook video ads, the time it takes to create video content is the biggest drawback.

Facebook slide ad specs

Slide ads let you create looping video ads with up to 10 different images. In addition to catalog promotions, Facebook allows you to use them for any purpose.

Picture size: 1280 x 720 pixels

Scale: 16:9, 1:1, or 2:3

Format:. MOV or .MP4

Advantages:Slide ads are a good alternative to wheeled ads because they show many products or features in one ad. Slide ads are essentially gifs in themselves, and you can quickly combine them with still images at hand.

Disadvantages:There are no big drawbacks here!

Facebook Instant Experience Ad Specs 

Instant Experience Ads (formerly known as Canvas Ads) provide a full-screen, optimized experience for mobile devices right from your ads. You can use up to 20 images or videos per ad.

Picture size: 1080 pixels (W) x 1920 pixels (high)

Picture file:. PNG or .JPG

Movie size: 720p

Video file:. MP4 or .MOV

Advantages:This ad type is designed to be optimized for mobile devices, and video/image formats attract the attention of mobile viewers. For prospect advertisers, the Instant Form option allows users to convert directly into the app, just like Facebook's lead ads.

Disadvantages:For e-commerce advertisers, this attractive type of ad does not support in-app purchases.

Facebook ad creation process

Now that you know the size and specs of all Your Facebook ads and the advantages and disadvantages, you might want to go directly to your account. Keep in mind, however, that the most important aspect of deciding which creative ad format to use on Facebook is the result you want. This may seem like a cliche, but as the platform offers increasingly complex creative options, it's important for you, as a marketer, to focus on your goals first. Some of the key aspects to consider when deciding which format to use may be which part of your ad is trying to meet the marketing channel.

High channels:Some examples of high channels may include brands, link clicks, promotional content, engagement and very low friction with potential customers (e.g. blog subscriptions). High funnel ads often give you more creative freedom. The core goal is to attract attention and raise awareness or engage your site or blog content. Here, eye-catching titles and fascinating video content dominate. With funnel ads, you don't have to use heavy emotions to attract clicks (although you can), you just need to generate enough appeal or quick value for your users to be memorable or to stimulate their curiosity. 

Medium funnel:The medium funnel ranges from fairly moderate leads and direct response to event registration and other promotions related to increased database capacity. These promotions can include e-book downloads, special offers and registrations. They often need to be more persuasive to get users out of the hassle of having to submit information to you. Therefore, it is important to focus on the value proposition of the promotion. If it's simple (for example, an e-book), you won't want to use 60-second video. You'll want to use a static image that catches people's attention, while using ad documents to force them to submit information for value.

Low funnel:A low funnel can contain anything directly related to a sale (for example, a demo) or a direct sale itself. Low funnel creatives can be tricky because each advertiser has a unique sales process for their business and industry. However, I would say that the value convenience of every low funnel ad must be very direct. Low-channel advertising is the most important because they bring the highest risks and rewards. In terms of creativity, I find it always important to use emotional responses. These can be negative (causing anxiety) or positive (causing excitement). You can choose between two ways, because you may want to better understand your audience's response to each stimulus. Long-form videos may work, but in many cases (especially for a marketed audience), shorter hard-top formats (short videos, gifs, slideshows, images) will end up performing better. Of course, advertising documents are always a factor, and there is a risk of duplication.

No matter what your Facebook channel goals are, you'll always want to keep testing new creatives. For each of your promotions, I recommend about four changes. This may mean four different images, videos, etc., but it may also mean four different copied versions. When you start optimizing your campaigns, it's important to understand the relationship between replication and creatives. You may be surprised to find that an underperforming creative may perform well depending on the copy. As always, keep testing and focusing on your marketing goals.

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