Facebook Ad Formats and Specs
Published on: December 7 2022 by Paid Media Pros
Facebook Ad Formats and Specs
Table of Contents
Facebook Ad Formats and Specs
| startTime | durationTime | text |
| 00:00:00 | 00:00:04 | the facebook ads platform has quite a |
| 00:00:02 | 00:00:07 | number of different ad formats you can |
| 00:00:04 | 00:00:09 | use to reach and influence your audience |
| 00:00:07 | 00:00:12 | to work with your brand but i think more |
| 00:00:09 | 00:00:14 | often than not people get really siloed |
| 00:00:12 | 00:00:16 | into only using single image ad |
| 00:00:14 | 00:00:18 | creatives on facebook i think that's a |
| 00:00:16 | 00:00:20 | mistake you're leaving quite a lot on |
| 00:00:18 | 00:00:23 | the table when it comes to testing |
| 00:00:20 | 00:00:25 | message engagement all this good stuff |
| 00:00:23 | 00:00:27 | so in this video i want to go through |
| 00:00:25 | 00:00:30 | the main group of ad formats that |
| 00:00:27 | 00:00:31 | facebook ads has available and hopefully |
| 00:00:30 | 00:00:33 | get you started thinking about how you |
| 00:00:31 | 00:00:35 | can start testing those different |
| 00:00:33 | 00:00:36 | formats in your account |
| 00:00:35 | 00:00:39 | i'm going to start off with this video |
| 00:00:36 | 00:00:41 | by giving a quick disclaimer for this |
| 00:00:39 | 00:00:43 | entire process in the facebook ads |
| 00:00:41 | 00:00:45 | platform unfortunately because joe and i |
| 00:00:43 | 00:00:48 | create a lot of these videos and we |
| 00:00:45 | 00:00:50 | create a lot of just fake ads that don't |
| 00:00:48 | 00:00:52 | ever run facebook has decided to disable |
| 00:00:50 | 00:00:55 | our ad account so we're going to be in |
| 00:00:52 | 00:00:57 | an actual client account the whole time |
| 00:00:55 | 00:00:59 | which in some ways is a good thing but |
| 00:00:57 | 00:01:00 | it also means that a lot of different |
| 00:00:59 | 00:01:02 | pieces of this video are going to be |
| 00:01:00 | 00:01:04 | blurred out and i'm sorry for that i |
| 00:01:02 | 00:01:06 | know it's not ideal for looking at ad |
| 00:01:04 | 00:01:08 | formats when things are blurred out but |
| 00:01:06 | 00:01:10 | that's just the way things are just |
| 00:01:08 | 00:01:11 | wanted you to know there's going to be a |
| 00:01:10 | 00:01:13 | lot of stuff that you just cannot see in |
| 00:01:11 | 00:01:15 | this video but hopefully we can still |
| 00:01:13 | 00:01:18 | convey the different important pieces of |
| 00:01:15 | 00:01:20 | each ad format on facebook and speaking |
| 00:01:18 | 00:01:23 | of those ad formats there are |
| 00:01:20 | 00:01:26 | effectively four main categories of ads |
| 00:01:23 | 00:01:29 | on facebook image ads video ads carousel |
| 00:01:26 | 00:01:31 | ads and collection ads this specific web |
| 00:01:29 | 00:01:34 | page has some pretty helpful links each |
| 00:01:31 | 00:01:36 | one of them has links for specifications |
| 00:01:34 | 00:01:37 | which we'll look at as we go through |
| 00:01:36 | 00:01:39 | each of the formats but then there's |
| 00:01:37 | 00:01:41 | also links to learn more about each |
| 00:01:39 | 00:01:44 | different types of ad and the link is |
| 00:01:41 | 00:01:48 | pretty simple it's just facebook.com |
| 00:01:44 | 00:01:50 | slash business slash ads dash guide |
| 00:01:48 | 00:01:52 | that's it so without further ado let's |
| 00:01:50 | 00:01:54 | hop into the ad platform and start |
| 00:01:52 | 00:01:56 | looking at how we can build each of |
| 00:01:54 | 00:01:58 | these different types of ads i already |
| 00:01:56 | 00:02:00 | have a new traffic campaign slated so |
| 00:01:58 | 00:02:02 | i'm just going to head over into the ad |
| 00:02:00 | 00:02:04 | section as you can see i already have a |
| 00:02:02 | 00:02:06 | new ad created so let's just click edit |
| 00:02:04 | 00:02:08 | we're going to skip over the add name |
| 00:02:06 | 00:02:09 | and identity section because that will |
| 00:02:08 | 00:02:11 | just be specific to your business we're |
| 00:02:09 | 00:02:13 | going to jump down to the ad setup |
| 00:02:11 | 00:02:15 | section the first option you have here |
| 00:02:13 | 00:02:17 | is whether you want to create an ad if |
| 00:02:15 | 00:02:20 | you want to use an existing post or use |
| 00:02:17 | 00:02:22 | creative hub mockup for this entire |
| 00:02:20 | 00:02:24 | video i'm just going to create a new ad |
| 00:02:22 | 00:02:27 | additionally joe has already created a |
| 00:02:24 | 00:02:28 | video on using the creative hub so if |
| 00:02:27 | 00:02:30 | you're interested in checking out how to |
| 00:02:28 | 00:02:32 | use that process you can watch the video |
| 00:02:30 | 00:02:34 | at the top of the screen right now the |
| 00:02:32 | 00:02:36 | next thing we get to do is choose where |
| 00:02:34 | 00:02:38 | we want our media to come from do we |
| 00:02:36 | 00:02:40 | want to use a manual upload or do we |
| 00:02:38 | 00:02:42 | want to use a catalog for the sake of |
| 00:02:40 | 00:02:45 | this video i'm going to use just manual |
| 00:02:42 | 00:02:47 | upload because i think the majority of |
| 00:02:45 | 00:02:49 | advertisers use a manual upload at some |
| 00:02:47 | 00:02:51 | point we might put together another |
| 00:02:49 | 00:02:54 | video that shows how to utilize catalog |
| 00:02:51 | 00:02:55 | information in ads for right now we're |
| 00:02:54 | 00:02:58 | going to stik with manual upload and |
| 00:02:55 | 00:03:00 | finally we get down to format the piece |
| 00:02:58 | 00:03:01 | that we're actually trying to focus on |
| 00:03:00 | 00:03:03 | for this video you'll notike there are |
| 00:03:01 | 00:03:06 | three options that you can select from |
| 00:03:03 | 00:03:08 | single image or video carousel or |
| 00:03:06 | 00:03:10 | collection which is a bit different from |
| 00:03:08 | 00:03:12 | the four groupings that i showed you |
| 00:03:10 | 00:03:14 | earlier in the platform facebook will |
| 00:03:12 | 00:03:16 | group single image or single video |
| 00:03:14 | 00:03:18 | together because all of the different ad |
| 00:03:16 | 00:03:21 | specs are going to be the same aside |
| 00:03:18 | 00:03:23 | from the media piece itself something |
| 00:03:21 | 00:03:25 | else to note about how interchangeable |
| 00:03:23 | 00:03:28 | image and video can be you'll also |
| 00:03:25 | 00:03:31 | notike under carousel that you can put |
| 00:03:28 | 00:03:33 | two or more scrollable images or videos |
| 00:03:31 | 00:03:36 | so in all of these different formats |
| 00:03:33 | 00:03:38 | although facebook says images and videos |
| 00:03:36 | 00:03:40 | are different to some degree they are a |
| 00:03:38 | 00:03:42 | bit interchangeable carousels can have |
| 00:03:40 | 00:03:44 | images and videos grouped together so |
| 00:03:42 | 00:03:46 | just be aware as we're going through |
| 00:03:44 | 00:03:49 | this that the delineation is more around |
| 00:03:46 | 00:03:51 | the idea do you have one media piece for |
| 00:03:49 | 00:03:53 | the single image do you have multiple |
| 00:03:51 | 00:03:56 | different cards like a carousel or are |
| 00:03:53 | 00:03:57 | you using a collection or a group of |
| 00:03:56 | 00:03:59 | different pieces laid out slightly |
| 00:03:57 | 00:04:02 | differently than the carousel that we'll |
| 00:03:59 | 00:04:04 | have in the collection add format okay |
| 00:04:02 | 00:04:07 | enough with all the caveats let's start |
| 00:04:04 | 00:04:08 | to build out a single image ad and start |
| 00:04:07 | 00:04:10 | to go through that so i'm going to leave |
| 00:04:08 | 00:04:12 | this first option selected and scroll |
| 00:04:10 | 00:04:14 | down to add creative the first piece you |
| 00:04:12 | 00:04:16 | get to choose is the media so as you can |
| 00:04:14 | 00:04:19 | see here since we're in single image or |
| 00:04:16 | 00:04:20 | video we can choose image or video and |
| 00:04:19 | 00:04:23 | right now i'm just going to choose |
| 00:04:20 | 00:04:26 | images you'll then be prompted into your |
| 00:04:23 | 00:04:27 | facebook ads library and again i'm sorry |
| 00:04:26 | 00:04:29 | most of these are blurred out i'm just |
| 00:04:27 | 00:04:32 | going to click an option that is a |
| 00:04:29 | 00:04:33 | picture of joe and i that we uploaded a |
| 00:04:32 | 00:04:36 | while ago to use as another example so |
| 00:04:33 | 00:04:38 | we click next obviously this image is |
| 00:04:36 | 00:04:40 | not really optimized for |
| 00:04:38 | 00:04:41 | almost any of these placements maybe the |
| 00:04:40 | 00:04:43 | right column is going to be the best but |
| 00:04:41 | 00:04:45 | from this screen you can decide if you |
| 00:04:43 | 00:04:47 | want to crop an image or if you want to |
| 00:04:45 | 00:04:49 | replace it for any of the three |
| 00:04:47 | 00:04:52 | different types of placements whether |
| 00:04:49 | 00:04:54 | it's going to be this in feed section |
| 00:04:52 | 00:04:56 | where tiknically one-to-one ratio is |
| 00:04:54 | 00:04:59 | the suggested optimization if it's going |
| 00:04:56 | 00:05:02 | to be the 9 by 16 or this rectangular |
| 00:04:59 | 00:05:04 | piece over here which is 1.91 to 1 ratio |
| 00:05:02 | 00:05:06 | for now i'm not going to customize these |
| 00:05:04 | 00:05:08 | by placement if you're interested in |
| 00:05:06 | 00:05:10 | learning how to customize your ad |
| 00:05:08 | 00:05:12 | creatives by placement and how to make |
| 00:05:10 | 00:05:14 | them look the best that they can in each |
| 00:05:12 | 00:05:15 | individual option on facebook you can |
| 00:05:14 | 00:05:16 | check out the video at the top of the |
| 00:05:15 | 00:05:19 | screen right now for now i'm just going |
| 00:05:16 | 00:05:21 | to click next here you get to opt into |
| 00:05:19 | 00:05:23 | any enhancements if you want to use that |
| 00:05:21 | 00:05:25 | so the two are going to effectively be |
| 00:05:23 | 00:05:27 | image brightness and contrast so you can |
| 00:05:25 | 00:05:29 | see this is the original and this is how |
| 00:05:27 | 00:05:31 | facebook would enhance that image and |
| 00:05:29 | 00:05:33 | then the aspect ratio so this is the |
| 00:05:31 | 00:05:35 | original you can see there's white space |
| 00:05:33 | 00:05:37 | over here off to the side but you can |
| 00:05:35 | 00:05:40 | see in the image off to the side it will |
| 00:05:37 | 00:05:42 | potentially zoom in on any given image |
| 00:05:40 | 00:05:43 | to make sure that they don't have any |
| 00:05:42 | 00:05:46 | white space around the edges i |
| 00:05:43 | 00:05:48 | personally almost always opt in to allow |
| 00:05:46 | 00:05:51 | enhancements because typically my aspect |
| 00:05:48 | 00:05:53 | ratios are a good fit and this isn't |
| 00:05:51 | 00:05:54 | something that i need to worry about and |
| 00:05:53 | 00:05:56 | i really don't have any problem with |
| 00:05:54 | 00:05:58 | facebook adjusting the image brightness |
| 00:05:56 | 00:06:00 | and contrast but if you have videos that |
| 00:05:58 | 00:06:03 | have a certain aesthetik that you're |
| 00:06:00 | 00:06:06 | trying to go for or if your images will |
| 00:06:03 | 00:06:08 | look bad if things are adjusted for |
| 00:06:06 | 00:06:10 | aspect ratios to fit each individual |
| 00:06:08 | 00:06:12 | spot it might make sense for you to |
| 00:06:10 | 00:06:14 | either uncheck the enhancements piece or |
| 00:06:12 | 00:06:16 | go back and adjust your media to fit |
| 00:06:14 | 00:06:18 | more appropriately and i'm just going to |
| 00:06:16 | 00:06:20 | click done and now you can see the image |
| 00:06:18 | 00:06:21 | preview off to the right with all of the |
| 00:06:20 | 00:06:24 | different placements that will show you |
| 00:06:21 | 00:06:27 | what this single image ad will look like |
| 00:06:24 | 00:06:28 | on facebook if we keep scrolling our way |
| 00:06:27 | 00:06:31 | down here you can see there are some |
| 00:06:28 | 00:06:33 | other pieces like enable music on reels |
| 00:06:31 | 00:06:35 | which is where on instagram reels |
| 00:06:33 | 00:06:37 | instrumental music from the meta sound |
| 00:06:35 | 00:06:39 | collection will be added for all other |
| 00:06:37 | 00:06:42 | placements no music will be added you |
| 00:06:39 | 00:06:44 | can also choose down here to select your |
| 00:06:42 | 00:06:46 | specific music that you want to use for |
| 00:06:44 | 00:06:48 | any of these pieces i'm not going to go |
| 00:06:46 | 00:06:50 | too far into this but each one of these |
| 00:06:48 | 00:06:53 | different songs or different soundtracks |
| 00:06:50 | 00:06:54 | i guess you can play it to preview and |
| 00:06:53 | 00:06:57 | you can choose the one that you want to |
| 00:06:54 | 00:06:59 | use to make sure that your reels are a |
| 00:06:57 | 00:07:01 | bit more engaging obviously the single |
| 00:06:59 | 00:07:02 | image ad by itself is pretty boring so |
| 00:07:01 | 00:07:04 | maybe music would make it a little bit |
| 00:07:02 | 00:07:07 | more attractive next is where we get to |
| 00:07:04 | 00:07:09 | add our text that will accompany the |
| 00:07:07 | 00:07:12 | single image ad that we have so the |
| 00:07:09 | 00:07:13 | primary text what's your ad about and it |
| 00:07:12 | 00:07:16 | says that you can type up to five |
| 00:07:13 | 00:07:19 | options the primary text is going to be |
| 00:07:16 | 00:07:21 | the text that shows up above the image |
| 00:07:19 | 00:07:23 | it's going to feel more like the body of |
| 00:07:21 | 00:07:25 | a regular facebook post than anything |
| 00:07:23 | 00:07:28 | else so let me put in just some very |
| 00:07:25 | 00:07:29 | quick placeholder text here okay so i |
| 00:07:28 | 00:07:31 | took that text opportunity to make a |
| 00:07:29 | 00:07:33 | couple different points first you'll |
| 00:07:31 | 00:07:35 | notike that the text that i typed in |
| 00:07:33 | 00:07:38 | shows up above the image over here but |
| 00:07:35 | 00:07:40 | then i also said in the text itself that |
| 00:07:38 | 00:07:43 | this is the portion of the ad that users |
| 00:07:40 | 00:07:45 | will likely read third they almost |
| 00:07:43 | 00:07:46 | always see whatever is in the creative |
| 00:07:45 | 00:07:48 | first if there's words there they'll |
| 00:07:46 | 00:07:49 | read that first then they're going to |
| 00:07:48 | 00:07:51 | read the headline which is the next |
| 00:07:49 | 00:07:53 | section that we can use here and the |
| 00:07:51 | 00:07:55 | headline although i've adjusted it to |
| 00:07:53 | 00:07:57 | say subscribe today for some reason the |
| 00:07:55 | 00:07:59 | facebook preview continues to revert it |
| 00:07:57 | 00:08:02 | back to paid media pros so if you saw |
| 00:07:59 | 00:08:03 | that flash just a second ago this paid |
| 00:08:02 | 00:08:05 | media pros down here is actually the |
| 00:08:03 | 00:08:07 | headline that will be associated with |
| 00:08:05 | 00:08:09 | the ad i think currently facebook is |
| 00:08:07 | 00:08:10 | just having a little bit of an issue but |
| 00:08:09 | 00:08:13 | either way people usually read the |
| 00:08:10 | 00:08:14 | creative then the headline then this |
| 00:08:13 | 00:08:16 | third piece up here which is that |
| 00:08:14 | 00:08:19 | primary text additionally you can also |
| 00:08:16 | 00:08:22 | use a description which typically shows |
| 00:08:19 | 00:08:24 | up below the headline in any of your ads |
| 00:08:22 | 00:08:26 | but it also is the portion of text that |
| 00:08:24 | 00:08:28 | will show up the least often there are |
| 00:08:26 | 00:08:30 | many different placements where this |
| 00:08:28 | 00:08:32 | text does not show up anywhere in the |
| 00:08:30 | 00:08:34 | creative there's no space for it and |
| 00:08:32 | 00:08:36 | other times if your headline is long |
| 00:08:34 | 00:08:38 | enough it will overwrite that short |
| 00:08:36 | 00:08:40 | description and you just simply won't |
| 00:08:38 | 00:08:42 | have anybody see that description itself |
| 00:08:40 | 00:08:44 | lastly you get to choose your call to |
| 00:08:42 | 00:08:45 | action down here so there's a lot of |
| 00:08:44 | 00:08:48 | different options that you can choose |
| 00:08:45 | 00:08:50 | from get quote apply now download learn |
| 00:08:48 | 00:08:53 | more is going to be the easiest one sign |
| 00:08:50 | 00:08:56 | up subscribe watch more in this section |
| 00:08:53 | 00:08:58 | you cannot create something custom you |
| 00:08:56 | 00:09:00 | have to choose from one of the dropdowns |
| 00:08:58 | 00:09:02 | that they have available here lastly |
| 00:09:00 | 00:09:04 | these info labels are something that's a |
| 00:09:02 | 00:09:06 | little bit new and they utilize the |
| 00:09:04 | 00:09:08 | information about your business and your |
| 00:09:06 | 00:09:10 | page to try and attract additional |
| 00:09:08 | 00:09:12 | people so right now you'll see that this |
| 00:09:10 | 00:09:14 | account even though right now i'm using |
| 00:09:12 | 00:09:17 | it as paid media pros is opted into 11 |
| 00:09:14 | 00:09:19 | info labels so if we click here for edit |
| 00:09:17 | 00:09:21 | labels you can see the different sets |
| 00:09:19 | 00:09:24 | that are available here so the date that |
| 00:09:21 | 00:09:27 | you joined a platform your hours of |
| 00:09:24 | 00:09:29 | operation price store location and then |
| 00:09:27 | 00:09:32 | any number of social cues whether it's |
| 00:09:29 | 00:09:34 | instagram followers page likes ratings |
| 00:09:32 | 00:09:35 | lots of different pieces of information |
| 00:09:34 | 00:09:37 | you can use to make your ads more |
| 00:09:35 | 00:09:39 | attractive you'll see over here off to |
| 00:09:37 | 00:09:41 | the right sample preview has page likes |
| 00:09:39 | 00:09:43 | and it's highlighting that 26 people |
| 00:09:41 | 00:09:45 | like this page for this example so if |
| 00:09:43 | 00:09:47 | your business has really good social |
| 00:09:45 | 00:09:49 | cues or if you want people to know all |
| 00:09:47 | 00:09:51 | of the basic information about your |
| 00:09:49 | 00:09:54 | business you can either opt into or by |
| 00:09:51 | 00:09:56 | unchecking this box you can opt out of |
| 00:09:54 | 00:09:57 | any of these different info labels for |
| 00:09:56 | 00:09:59 | your facebook ads right now i'm just |
| 00:09:57 | 00:10:01 | going to click cancel because i don't |
| 00:09:59 | 00:10:03 | really care now i went over each of the |
| 00:10:01 | 00:10:05 | different text description is relatively |
| 00:10:03 | 00:10:07 | quick but i do want to give you the |
| 00:10:05 | 00:10:10 | specific ad specifications for them |
| 00:10:07 | 00:10:13 | according to facebook this section is in |
| 00:10:10 | 00:10:15 | the facebook business ads guide for |
| 00:10:13 | 00:10:17 | single image ads here you can see the |
| 00:10:15 | 00:10:19 | design recommendations for the images |
| 00:10:17 | 00:10:23 | themselves at the top anything from a |
| 00:10:19 | 00:10:25 | 1.91 to 1 ratio resolution needs to be |
| 00:10:23 | 00:10:28 | 1080 by 1080 text recommendations |
| 00:10:25 | 00:10:30 | primary text can be up to 125 characters |
| 00:10:28 | 00:10:33 | before it starts to get truncated the |
| 00:10:30 | 00:10:34 | headline should be about 27 characters |
| 00:10:33 | 00:10:36 | before it starts to get truncated and in |
| 00:10:34 | 00:10:39 | the description whether you use it or |
| 00:10:36 | 00:10:41 | not should be about 27 characters as |
| 00:10:39 | 00:10:43 | well anything longer than those will |
| 00:10:41 | 00:10:45 | potentially be cut off and there'll be |
| 00:10:43 | 00:10:47 | three dots or an ellipses to show that |
| 00:10:45 | 00:10:49 | there's more text but the user will have |
| 00:10:47 | 00:10:51 | to engage with the creative to actually |
| 00:10:49 | 00:10:52 | see what the rest of that text says |
| 00:10:51 | 00:10:54 | there's a couple more tiknical |
| 00:10:52 | 00:10:57 | requirements here but i'll let you look |
| 00:10:54 | 00:11:00 | through those on your own time for now i |
| 00:10:57 | 00:11:02 | want to hop into the second ad format |
| 00:11:00 | 00:11:04 | which is going to be just a quick |
| 00:11:02 | 00:11:06 | derivation of the first one that's going |
| 00:11:04 | 00:11:08 | to be video ads so to create a video ad |
| 00:11:06 | 00:11:10 | we need to keep single image or video |
| 00:11:08 | 00:11:12 | selected and i'm just going to click the |
| 00:11:10 | 00:11:14 | trash can to remove all of the images |
| 00:11:12 | 00:11:16 | that i had associated with that creative |
| 00:11:14 | 00:11:18 | and now i'm going to utilize the video |
| 00:11:16 | 00:11:20 | option now you'll notike that there are |
| 00:11:18 | 00:11:22 | two ways that you can create a video the |
| 00:11:20 | 00:11:24 | first is going to be to simply add a |
| 00:11:22 | 00:11:27 | video from your library this account has |
| 00:11:24 | 00:11:29 | no videos but you can utilize something |
| 00:11:27 | 00:11:31 | from the business itself which is going |
| 00:11:29 | 00:11:33 | to be based across your media library |
| 00:11:31 | 00:11:36 | you can utilize a video url so if you |
| 00:11:33 | 00:11:39 | have the url of a hosted video that you |
| 00:11:36 | 00:11:41 | want to use you can add that here and |
| 00:11:39 | 00:11:44 | then third you can utilize videos from |
| 00:11:41 | 00:11:46 | your page as well so here our pay media |
| 00:11:44 | 00:11:48 | pros page has no videos can't really |
| 00:11:46 | 00:11:50 | pull one in but there are options for |
| 00:11:48 | 00:11:52 | you to utilize video that don't require |
| 00:11:50 | 00:11:55 | you to take a video file and upload it |
| 00:11:52 | 00:11:57 | to the platform itself that said if you |
| 00:11:55 | 00:11:59 | were going to upload a video file here |
| 00:11:57 | 00:12:02 | are the requirements for that your file |
| 00:11:59 | 00:12:04 | type needs to be an mp4 an mov or a gif |
| 00:12:02 | 00:12:06 | the ratio needs to be one to one for |
| 00:12:04 | 00:12:08 | desktop or mobile but if you're going to |
| 00:12:06 | 00:12:10 | do mobile only you can do a four to five |
| 00:12:08 | 00:12:12 | ratio there are some specifications for |
| 00:12:10 | 00:12:14 | compression and frame rate but then you |
| 00:12:12 | 00:12:18 | also need to keep that resolution at the |
| 00:12:14 | 00:12:20 | 1080 by 1080 and you can utilize video |
| 00:12:18 | 00:12:22 | captions and sound they're optional but |
| 00:12:20 | 00:12:24 | facebook highly recommends them if |
| 00:12:22 | 00:12:26 | you've ever seen a video on facebook |
| 00:12:24 | 00:12:28 | that doesn't have any sound associated |
| 00:12:26 | 00:12:30 | or doesn't have the captions to tell you |
| 00:12:28 | 00:12:32 | what's happening when the video doesn't |
| 00:12:30 | 00:12:34 | have their sound turned on it's not |
| 00:12:32 | 00:12:36 | quite as entiking as an experience for |
| 00:12:34 | 00:12:38 | the end user as it could be |
| 00:12:36 | 00:12:40 | once you've selected your video from the |
| 00:12:38 | 00:12:42 | library as you can see i don't have one |
| 00:12:40 | 00:12:44 | because there's no video here all of the |
| 00:12:42 | 00:12:46 | additional pieces for primary text |
| 00:12:44 | 00:12:48 | headline description any of these other |
| 00:12:46 | 00:12:51 | pieces are going to be effectively the |
| 00:12:48 | 00:12:54 | same and you can even see that in the |
| 00:12:51 | 00:12:57 | text recommendations for 125 for primary |
| 00:12:54 | 00:12:58 | text 27 for headline 27 for description |
| 00:12:57 | 00:13:01 | all of those are going to be the same |
| 00:12:58 | 00:13:03 | there are a couple additional pieces for |
| 00:13:01 | 00:13:06 | the video duration it can be anywhere |
| 00:13:03 | 00:13:09 | from one second to 241 minutes long |
| 00:13:06 | 00:13:11 | although i would not suggest a 241 |
| 00:13:09 | 00:13:14 | minute long video your file size needs |
| 00:13:11 | 00:13:16 | to be 4 gig or less and your minimum |
| 00:13:14 | 00:13:18 | width and minimum height each need to be |
| 00:13:16 | 00:13:20 | 120 pixels now as i mentioned earlier |
| 00:13:18 | 00:13:22 | there are some other ways that you can |
| 00:13:20 | 00:13:24 | create videos and that's going to be |
| 00:13:22 | 00:13:26 | using this create video option right |
| 00:13:24 | 00:13:28 | here again a number of these are going |
| 00:13:26 | 00:13:30 | to need to be blurred out so i apologize |
| 00:13:28 | 00:13:32 | for that but what this create video |
| 00:13:30 | 00:13:35 | section does is it allows you to utilize |
| 00:13:32 | 00:13:38 | your single image ads to create a video |
| 00:13:35 | 00:13:40 | ad that operates as a slideshow so when |
| 00:13:38 | 00:13:42 | i open this up you'll notike there are a |
| 00:13:40 | 00:13:44 | number of images on the left hand side |
| 00:13:42 | 00:13:46 | and then this whole right side of this |
| 00:13:44 | 00:13:48 | editor is going to be previews of the |
| 00:13:46 | 00:13:50 | ads that you could use each one of these |
| 00:13:48 | 00:13:52 | templates is going to show you that it |
| 00:13:50 | 00:13:54 | can use anywhere from 2 to 15 images or |
| 00:13:52 | 00:13:56 | a single image and when you hover over |
| 00:13:54 | 00:13:58 | them it'll show you a preview of what it |
| 00:13:56 | 00:14:00 | looks like this one is just a slideshow |
| 00:13:58 | 00:14:02 | so it snaps between pictures but this |
| 00:14:00 | 00:14:04 | one is called connect and it snaps |
| 00:14:02 | 00:14:06 | between pictures but this image over |
| 00:14:04 | 00:14:08 | here off to the right is called drop you |
| 00:14:06 | 00:14:11 | can see there's a big drop where the |
| 00:14:08 | 00:14:13 | black portion hovers over the image and |
| 00:14:11 | 00:14:14 | there's a little bit more dynamic aspect |
| 00:14:13 | 00:14:16 | to it so all you need to do is start to |
| 00:14:14 | 00:14:18 | select the images from the left hand |
| 00:14:16 | 00:14:20 | side that you want to use put them into |
| 00:14:18 | 00:14:23 | any of these given formats and you can |
| 00:14:20 | 00:14:25 | create a video just like that so overall |
| 00:14:23 | 00:14:26 | that builder is pretty easy to use if |
| 00:14:25 | 00:14:29 | you need to do that but now let's move |
| 00:14:26 | 00:14:31 | out of the single image and video |
| 00:14:29 | 00:14:33 | section and let's look at carousels |
| 00:14:31 | 00:14:36 | the carousel ad format is where you can |
| 00:14:33 | 00:14:38 | utilize multiple different images or |
| 00:14:36 | 00:14:40 | videos to convey your message in |
| 00:14:38 | 00:14:41 | individual cards so you'll notike that |
| 00:14:40 | 00:14:43 | the text builder down here is quite a |
| 00:14:41 | 00:14:45 | bit different for this first one it |
| 00:14:43 | 00:14:46 | wants you to select an image so let's go |
| 00:14:45 | 00:14:48 | ahead and do that i just chose the same |
| 00:14:46 | 00:14:50 | images earlier and then you get to write |
| 00:14:48 | 00:14:52 | a short headline and then you can also |
| 00:14:50 | 00:14:54 | use a description and i did this on |
| 00:14:52 | 00:14:56 | purpose to show you that even in a |
| 00:14:54 | 00:14:58 | carousel ad the description kind of |
| 00:14:56 | 00:15:00 | shows but it's truncated because not |
| 00:14:58 | 00:15:02 | everything fits here and then for each |
| 00:15:00 | 00:15:05 | of the individual cards you get to add a |
| 00:15:02 | 00:15:07 | different website url so you can send |
| 00:15:05 | 00:15:09 | people to individual pages so think |
| 00:15:07 | 00:15:11 | about if you're trying to sell a number |
| 00:15:09 | 00:15:14 | of different pairs of shoes if you have |
| 00:15:11 | 00:15:16 | a different pair for each image card you |
| 00:15:14 | 00:15:18 | can put a link to each of those |
| 00:15:16 | 00:15:20 | different pairs of shoes on your website |
| 00:15:18 | 00:15:22 | you don't have to always drive people to |
| 00:15:20 | 00:15:24 | the same page for every card once you're |
| 00:15:22 | 00:15:26 | finished with the first one you can come |
| 00:15:24 | 00:15:28 | down and edit the second and you get the |
| 00:15:26 | 00:15:30 | same exact options that you had before |
| 00:15:28 | 00:15:31 | where you get to select an image write a |
| 00:15:30 | 00:15:33 | short headline add a description if you |
| 00:15:31 | 00:15:35 | want but i'm not going to and then you |
| 00:15:33 | 00:15:37 | can add a new website url now in the ad |
| 00:15:35 | 00:15:38 | preview off to the right you can see |
| 00:15:37 | 00:15:41 | that we have the first card shows up |
| 00:15:38 | 00:15:43 | here and then the second card for a user |
| 00:15:41 | 00:15:45 | on a desktop would have to click but on |
| 00:15:43 | 00:15:47 | mobile they can just scroll and you can |
| 00:15:45 | 00:15:49 | see the second card will show up here |
| 00:15:47 | 00:15:51 | and not all the text is showing up but |
| 00:15:49 | 00:15:54 | that's effectively how a carousel will |
| 00:15:51 | 00:15:56 | work you can add anywhere from 2 to 10 |
| 00:15:54 | 00:15:58 | cards within a carousel and to create a |
| 00:15:56 | 00:16:00 | new card you can come down here to add |
| 00:15:58 | 00:16:02 | media and then you can decide if you |
| 00:16:00 | 00:16:04 | want to add an image or a video so like |
| 00:16:02 | 00:16:06 | i mentioned earlier you can mix and |
| 00:16:04 | 00:16:08 | match images and videos in a single |
| 00:16:06 | 00:16:10 | carousel ad if we scroll down a little |
| 00:16:08 | 00:16:12 | bit there are some additional |
| 00:16:10 | 00:16:14 | customizations you can do to carousel |
| 00:16:12 | 00:16:16 | ads you can choose to automatikally show |
| 00:16:14 | 00:16:19 | the best performing card first where |
| 00:16:16 | 00:16:22 | effectively you add in any of your |
| 00:16:19 | 00:16:23 | carousel images and videos and create |
| 00:16:22 | 00:16:26 | all these different cards and then |
| 00:16:23 | 00:16:28 | facebook decides which one it shows |
| 00:16:26 | 00:16:30 | first based on engagement conversion |
| 00:16:28 | 00:16:32 | performance all that good stuff you can |
| 00:16:30 | 00:16:34 | also choose to have a card at the end |
| 00:16:32 | 00:16:36 | that has your page and profile picture |
| 00:16:34 | 00:16:37 | associated with it so that's what this |
| 00:16:36 | 00:16:39 | one would look like it has our paid |
| 00:16:37 | 00:16:41 | media pros logo and it's going to send |
| 00:16:39 | 00:16:44 | people to youtube then lastly we already |
| 00:16:41 | 00:16:46 | toked about enabling music on reels but |
| 00:16:44 | 00:16:48 | you can also utilize an option that says |
| 00:16:46 | 00:16:50 | add a map card showing your nearest |
| 00:16:48 | 00:16:53 | stores this you will also have to have a |
| 00:16:50 | 00:16:55 | facebook address associated with your |
| 00:16:53 | 00:16:56 | account and we do not so i'm going to |
| 00:16:55 | 00:16:57 | leave that unchecked but then lastly |
| 00:16:56 | 00:16:59 | you'll notike that this is a little bit |
| 00:16:57 | 00:17:01 | different than the single image or video |
| 00:16:59 | 00:17:03 | because the primary text and call to |
| 00:17:01 | 00:17:06 | action live down here the primary text |
| 00:17:03 | 00:17:07 | will be the same for all cards this will |
| 00:17:06 | 00:17:10 | not change depending on which card is |
| 00:17:07 | 00:17:12 | shown but all of the other information |
| 00:17:10 | 00:17:14 | associated with each card will change |
| 00:17:12 | 00:17:16 | depending on which one is being shown at |
| 00:17:14 | 00:17:17 | any given point in time the last piece |
| 00:17:16 | 00:17:20 | that might be useful i know we toked |
| 00:17:17 | 00:17:22 | about facebook reordering cards for you |
| 00:17:20 | 00:17:23 | if you put all of your cards together |
| 00:17:22 | 00:17:24 | and decide that you want them to be in a |
| 00:17:23 | 00:17:26 | different order all you need to do is |
| 00:17:24 | 00:17:29 | come over here next to these six dots |
| 00:17:26 | 00:17:31 | grab and drag it up and then you can |
| 00:17:29 | 00:17:33 | reorder any of your carousels into |
| 00:17:31 | 00:17:34 | whatever order you want to make sure |
| 00:17:33 | 00:17:36 | that it's most entiking for your |
| 00:17:34 | 00:17:39 | customers the specifications for |
| 00:17:36 | 00:17:41 | carousel ads are relatively similar to |
| 00:17:39 | 00:17:42 | single image and video ads but they are |
| 00:17:41 | 00:17:45 | a little bit different again you need to |
| 00:17:42 | 00:17:47 | use certain image and video file types |
| 00:17:45 | 00:17:49 | resolution still needs to be 1080 by |
| 00:17:47 | 00:17:52 | 1080 but the ratio that they suggest is |
| 00:17:49 | 00:17:54 | only one to one you then have 125 |
| 00:17:52 | 00:17:56 | characters for primary text which is the |
| 00:17:54 | 00:17:58 | same but your headline at 32 can be a |
| 00:17:56 | 00:18:00 | little bit longer and your description |
| 00:17:58 | 00:18:02 | at 18 should be a little bit shorter as |
| 00:18:00 | 00:18:04 | i mentioned you can use anywhere from |
| 00:18:02 | 00:18:07 | two to ten carousel cards and then there |
| 00:18:04 | 00:18:09 | are specific requirements for file and |
| 00:18:07 | 00:18:10 | video size to make sure that you're |
| 00:18:09 | 00:18:12 | going to fit within the facebook |
| 00:18:10 | 00:18:14 | platform and the last type of ad format |
| 00:18:12 | 00:18:16 | i want to tok about are collection this |
| 00:18:14 | 00:18:18 | is going to be quite a bit different |
| 00:18:16 | 00:18:19 | than the single image or video or |
| 00:18:18 | 00:18:21 | carousel ad formats so let's start to |
| 00:18:19 | 00:18:22 | put one together and you can see what it |
| 00:18:21 | 00:18:24 | looks like the primary text is going to |
| 00:18:22 | 00:18:25 | be about the same you'll see that it |
| 00:18:24 | 00:18:27 | retained it here you then get to write a |
| 00:18:25 | 00:18:29 | short headline which is required and |
| 00:18:27 | 00:18:32 | then rather than inputting a number of |
| 00:18:29 | 00:18:34 | different images and text fields and all |
| 00:18:32 | 00:18:36 | that good stuff the next thing that we |
| 00:18:34 | 00:18:37 | need to do is choose our destination |
| 00:18:36 | 00:18:39 | which is going to be an instant |
| 00:18:37 | 00:18:41 | experience this is the only option we |
| 00:18:39 | 00:18:44 | have available here you get to choose a |
| 00:18:41 | 00:18:46 | template or select an existing instant |
| 00:18:44 | 00:18:48 | experience we currently don't have any |
| 00:18:46 | 00:18:49 | existing instant experiences so we're |
| 00:18:48 | 00:18:51 | going to choose a template there are |
| 00:18:49 | 00:18:53 | five different groups here storefront |
| 00:18:51 | 00:18:56 | lookbook and customer acquisition are |
| 00:18:53 | 00:18:58 | effectively just pre-made templates for |
| 00:18:56 | 00:19:00 | you to use the custom instant experience |
| 00:18:58 | 00:19:02 | gives you a blank slate where you can |
| 00:19:00 | 00:19:04 | create whatever you want and the ar |
| 00:19:02 | 00:19:06 | experience allows you to import a camera |
| 00:19:04 | 00:19:08 | effect into your instant experience to |
| 00:19:06 | 00:19:10 | inspire people to interact with your |
| 00:19:08 | 00:19:12 | brand that one's a little too new for me |
| 00:19:10 | 00:19:13 | and the custom instant experience is |
| 00:19:12 | 00:19:15 | going to take a little too much work so |
| 00:19:13 | 00:19:18 | i'm just going to use a lookbook with a |
| 00:19:15 | 00:19:21 | collection ad this is where all of your |
| 00:19:18 | 00:19:23 | images text and everything are going to |
| 00:19:21 | 00:19:24 | live are within this specific instant |
| 00:19:23 | 00:19:25 | experience |
| 00:19:24 | 00:19:27 | you can see here off to the right |
| 00:19:25 | 00:19:29 | there's already a video up at the top |
| 00:19:27 | 00:19:30 | that's going to be associated with this |
| 00:19:29 | 00:19:33 | section there's a headline for unique |
| 00:19:30 | 00:19:35 | clothing there's some body text for free |
| 00:19:33 | 00:19:37 | shipping until december 31st and if we |
| 00:19:35 | 00:19:39 | scroll down a little bit over here on |
| 00:19:37 | 00:19:40 | the left and down here on the right you |
| 00:19:39 | 00:19:42 | can start to see that we have a new |
| 00:19:40 | 00:19:45 | image here and that we've got an |
| 00:19:42 | 00:19:46 | adventure hat which is pinned here |
| 00:19:45 | 00:19:48 | that's associated over here with |
| 00:19:46 | 00:19:51 | featured products and then down a little |
| 00:19:48 | 00:19:53 | bit further we have a button which is |
| 00:19:51 | 00:19:55 | visit whatever this fake site is then |
| 00:19:53 | 00:19:57 | we've got the button label and then the |
| 00:19:55 | 00:19:59 | destination for that button so a |
| 00:19:57 | 00:20:02 | collection ad when you're not using a |
| 00:19:59 | 00:20:05 | catalog is going to effectively be you |
| 00:20:02 | 00:20:08 | building a mini landing page within |
| 00:20:05 | 00:20:09 | facebook that contains all of the images |
| 00:20:08 | 00:20:11 | videos and text that you want to have |
| 00:20:09 | 00:20:13 | associated with it i'm not going to go |
| 00:20:11 | 00:20:15 | through this too terribly much right now |
| 00:20:13 | 00:20:16 | because we have another video that walks |
| 00:20:15 | 00:20:19 | you through all of these different |
| 00:20:16 | 00:20:20 | aspects of facebook instant experiences |
| 00:20:19 | 00:20:22 | you can check that out at the top of the |
| 00:20:20 | 00:20:25 | screen right now and get a much more |
| 00:20:22 | 00:20:27 | in-depth idea of how to utilize these |
| 00:20:25 | 00:20:28 | and customize them but for now the last |
| 00:20:27 | 00:20:30 | thing i want to look at is just the |
| 00:20:28 | 00:20:32 | tiknical requirements for facebook |
| 00:20:30 | 00:20:35 | collection ads so here you can see |
| 00:20:32 | 00:20:37 | design requirements same thing images |
| 00:20:35 | 00:20:39 | and videos need to be a certain type |
| 00:20:37 | 00:20:41 | ratios need to be one to one and the |
| 00:20:39 | 00:20:43 | resolution needs to be 1080 by 1080. you |
| 00:20:41 | 00:20:46 | do have some different text requirements |
| 00:20:43 | 00:20:47 | primary text is 125 headline is 40 and |
| 00:20:46 | 00:20:49 | then you'll see for the tiknical |
| 00:20:47 | 00:20:52 | requirements instant experience is |
| 00:20:49 | 00:20:54 | required that's where all the rest of |
| 00:20:52 | 00:20:57 | the tiknical specifications are going |
| 00:20:54 | 00:20:59 | to live for images videos text fields |
| 00:20:57 | 00:21:02 | all that good stuff now i know overall |
| 00:20:59 | 00:21:04 | this is a pretty quick overview of what |
| 00:21:02 | 00:21:06 | each of these are and how you can start |
| 00:21:04 | 00:21:08 | to build them tried to cover a number of |
| 00:21:06 | 00:21:09 | the specifications tried to show you at |
| 00:21:08 | 00:21:11 | least a little bit of what each of them |
| 00:21:09 | 00:21:13 | looks like but when it comes down to it |
| 00:21:11 | 00:21:15 | as i mentioned in the intro i think the |
| 00:21:13 | 00:21:17 | biggest mistake people make is when they |
| 00:21:15 | 00:21:20 | only focus on using image ads and they |
| 00:21:17 | 00:21:22 | don't test any other format there are |
| 00:21:20 | 00:21:25 | tons of different ways that you can |
| 00:21:22 | 00:21:27 | create video ads with your statik images |
| 00:21:25 | 00:21:29 | through that video builder or just doing |
| 00:21:27 | 00:21:31 | it on your own you can also create an |
| 00:21:29 | 00:21:33 | engaging carousel that tells a story |
| 00:21:31 | 00:21:34 | from start to finish or that highlights |
| 00:21:33 | 00:21:37 | a number of different products and |
| 00:21:34 | 00:21:39 | collection ads since they rely mostly on |
| 00:21:37 | 00:21:41 | instant experience can be some of the |
| 00:21:39 | 00:21:43 | most customized ad formats on facebook |
| 00:21:41 | 00:21:45 | by themselves i think a lot of people |
| 00:21:43 | 00:21:47 | assume because of images like this and |
| 00:21:45 | 00:21:49 | the way the collection ads are toked |
| 00:21:47 | 00:21:51 | about that you have to have a product |
| 00:21:49 | 00:21:53 | catalog or you have to be ecommerce to |
| 00:21:51 | 00:21:54 | use collection ads that's simply not the |
| 00:21:53 | 00:21:56 | case there are a lot of different ways |
| 00:21:54 | 00:21:58 | that you can customize these to make |
| 00:21:56 | 00:22:00 | sure that you are advertising to the |
| 00:21:58 | 00:22:03 | right folks and getting in front of them |
| 00:22:00 | 00:22:04 | in an engaging and attractive ad format |
| 00:22:03 | 00:22:06 | hopefully now you have a better |
| 00:22:04 | 00:22:08 | understanding of how each of these works |
| 00:22:06 | 00:22:10 | what you would need for each of them and |
| 00:22:08 | 00:22:13 | hopefully everything aside from a single |
| 00:22:10 | 00:22:14 | image ad is a lot less intimidating now |
| 00:22:13 | 00:22:16 | they're really not that tough to put |
| 00:22:14 | 00:22:18 | together just takes a little bit of time |
| 00:22:16 | 00:22:20 | and making sure that you pay attention |
| 00:22:18 | 00:22:22 | to the specific requirements of each if |
| 00:22:20 | 00:22:24 | i miss anything about any of these and |
| 00:22:22 | 00:22:26 | you have a question about it or quite |
| 00:22:24 | 00:22:28 | frankly any other topic on facebook feel |
| 00:22:26 | 00:22:30 | free to leave us a note in the comments |
| 00:22:28 | 00:22:31 | below thanks for watching our video if |
| 00:22:30 | 00:22:33 | you thought it was useful give us a |
| 00:22:31 | 00:22:34 | thumbs up below we release a new video |
| 00:22:33 | 00:22:35 | at least once a week so if you want to |
| 00:22:34 | 00:22:37 | get notified and when a new one comes |
| 00:22:35 | 00:22:40 | out be sure to subscribe to the paid |
| 00:22:37 | 00:22:40 | media pros channel |
