You have the objective, audience, budget, and location. Now all that’s left is…well, the ad! Let's go!
Remember that each ad is a mini-story in itself. Along with any other ads, it has to convey your company’s values.
After you’ve planned out your ads, you can create them on Facebook’s tool.
Depending on the campaign objective you’ve selected, Facebook offers several formats.
Refine Content Formats
Text, Link, and Photo
This ad format is the standard for Facebook. Remember to select a good quality, engaging, and inspiring visual!
Here are Facebook's recommendations for ad content:
File type: JPG or PNG
Image size: 1,080 x 1,080 Pixels
Proportions: 1:1
Main text: 125 characters
Title: 40 characters
Description: 30 characters
Video
Most objectives will allow you to add a video.
Here are Facebook's recommendations for the content of your video ads:
File type: MP4 or MOV
Duration: 15 seconds max
Proportions: 4:5
Video: H.264 video compression, high definition preferred, square Pixels, fixed frame rate, progressive scan
Main text: 125 characters
Title: 40 characters
Carousel
A carousel displays several images or videos (anywhere from 2 to 10) that your user can swipe or click through.
Stories
You can post an ad in Stories format on Facebook or Instagram. This immersive format allows you to add stickers, emojis, and other creative elements.
Here are Facebook's recommendations for Stories ad content:
Image file type: JPG or PNG
Aspect ratio: 9:16
Resolution: at least 1,080 x 1,080 Pixels
Main text: 125 characters
Slide show
When you click on Video, Facebook allows you to upload multiple images to create a video-like slideshow. You can use between three and seven images and select fade as the transition.
Instant Experience
An Instant Experience allows you to watch videos, browse photos in a carousel, see products from your catalog, etc.
When a user clicks on an Instant Experience ad, a full-screen mode is displayed with the elements you’ve chosen (videos, photos, links, etc.). They can then swipe from one screen to another, zoom, type, etc., like any other image.
Let's see how to create your content in practice:
Put Your Ad Online
When your ad is ready, click on Publish. The Facebook team will verify your ad within 24 hours. It can be rejected if it doesn't follow the Facebook for Business terms of use, so read them carefully before submitting your ad!
To conclude this chapter, check out Facebook’s excellent objective-by-objective Facebook Ads guide.
Let's Recap!
There are several ad formats available depending on your campaign objective. To create a good ad, you need to:
Tell a mini-story and share your brand values.
Choose an impactful visual that grabs your audience's attention.
Comply with Facebook's rules and recommendations regarding text and visuals.
You have just successfully configured your ads. Well done! In the next chapter, you’ll learn how to track your conversions.
