Resource: Facebook Display Ad Formats

Facebook revised some of its ad formats recently to make them more consistent across all devices — desktop and mobile — as well as to improve performance. Ads affected by the changes are: Page post link ads, Page Like ads, Offers ads, and Event ads.

Ad formats were changed in the following ways:

  • Larger images. Facebook increased the size of images in ad units to give advertisers more room to display their products. It recommends that advertisers use images that are at least 1,200 x 627 pixels so the image shows appropriately on all placements. Facebook suggests that the minimum image size is 560 x 292 pixels.
  • Same aspect ratio across desktop and mobile News Feed. The same image can be used for desktop and mobile News Feed.
  • Consistent elements and formats across ad units. Changes include: standardization of text truncation rules, clear recommendations for the best image sizes and character counts, and more precise details about when and how much additional content is pulled into an ad.

For an ad to render the best in all ad placements, Facebook recommends the following creative text guidelines:

Text: 90 characters.
Link title: 25 characters.
Image ratio: 1.91:1.
Image size: 1200 x 627 pixels.

In short, in a world of limited creative resources and time, when running display ad campaigns on Facebook it is recommended that you create one image to accompany your ads that is 1,200 x 627 pixels so that you get the best possible reach, engagement and exposure with the least amount of creative time, effort and costs.

Here is a great inforgraphic from Jon Loomer which outlines all Facebook image options including all paid engagement, conversion and ad formats.

Facebook Ad Format Guide - Jon Loomer

Here are the sizes for the various Facebook image formats as provided by Jon Loomer.

Facebook Page Timeline

Cover Photo
Image Size: 851×315 px upload and display
Height from Profile Photo Edge: 210 px
Width from Profile Photo Right Edge: 658 px
Width from Profile Photo Left Edge: 23 px

Profile Photo
Recommended Upload Size: 180×180 px
Display Size: 160×160 px
Width of Profile Photo Area Including Buffer: 170 px

App Icons
Display Size: 111×74 px

Shared Link
Thumbnail Aspect Ratio: 1.91:1
Recommended Thumbnail Upload Size: 1200×627 px
Timeline Display Size: 377×197 px
Overall Size Including Title and Description Area: 377×314 px

Shared Image
Recommended Upload Size: 1200×1200 px
Timeline Display Size: 403×504 px maximum height and width

Highlighted and Milestone Images
Recommended Upload Size: 1200×717 px
Timeline Display Size: 843×504 px maximum height and width

Posts and Ad Dimensions Across Desktop and Mobile
Page Post Link and Offer
Text: 90 Characters
Link Title: 25 Characters
Thumbnail Aspect Ratio (except sidebar): 1.91:1
Recommended Thumbnail Upload Size: 1200×627 px
Desktop News Feed Thumbnail Display: 400×209 px
Mobile News Feed Thumbnail Display: 560×292 px
Sidebar Thumbnail Display: 100×72 px
Permalink Thumbnail Display (Desktop): 400×209 px for Link Post, 588×305 px for Offer

Page Post Image
Text: 90 Characters
Image Aspect Ratio: 1:1
Recommended Upload Size: 1200×1200 px
Desktop News Feed Display: 400×400 px
Mobile News Feed Display: 618×618 px
Sidebar Display: 120×120 px
Permalink Display: 720×720 px

Page Post Event and Like Ad
Text: 90 Characters
Event Title: 25 Characters
Image Aspect Ratio: 8:3
Recommended Upload Size: 1200×450 px
Desktop News Feed Thumbnail Display: 400×150 px
Mobile News Feed Thumbnail Display: 560×210 px
Event Header Image: 714×264 px
Sidebar Thumbnail Display: 100×72 px

Page Post Video
Text: 90 Characters
Image Aspect Ratio: 16:9
Recommended Thumbnail Image Upload Size: 1200×675 px
Max Video Size and Length: 1 GB, 20 minutes
Desktop News Feed Thumbnail Display: 400×400 px
Mobile News Feed Thumbnail Display: 618×618 px
Sidebar Thumbnail Display: 128×128 px
Permalink Thumbnail Display: 720×453 px

Mobile App Add
Text: 90 Characters
Image Aspect Ratio: 1.91:1
Recommended Image Upload Size: 1200×627 px
Mobile News Feed Thumbnail Display: 560×292 px

Domain Ad
Text: 90 Characters
Title: 25 Characters
Image Aspect Ratio: 1.39:1
Recommended Image Upload Size: 1200×864 px
Sidebar Thumbnail Display: 100×72 px

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