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Facebook Ad Formats and Specs

Published on: December 7 2022 by Paid Media Pros

Facebook Ad Formats and Specs

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

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