What are Facebook Ads and how do they work? This guide explains the different types of Facebook advertising and how to leverage them to make an impact on your company's internet marketing strategy.

1. A Guide to Facebook Advertising

2. Clicks to Website Campaigns and
Website Conversions Campaigns
Send people to important sections of your
website or a landing page, or optimize your ad
to get people to take specific actions on your
website, such as signing up for a newsletter or
buying a product.

3. Design Guidelines
▪ Recommended image size: 1,200 x 628 pixels
▪ Your image may not include more than 20% text.
▪ Headline: 25 characters
▪ Text: 90 characters
▪ News Feed link description: 200 characters
▪ Your ad will look different depending on where it
shows on Facebook. It may also display differently
if you use a smaller than recommended image size.
Tip: Add a call-to-action button to tell
people what you want them to do when
they see your ad.

4. Desktop Display
▪ Image displays as:
470 x 246 pixels
▪ Headline: 1-2
lines (depending
on length)
▪ Text: 500
characters
maximum
▪ News Feed link
description: 2-3
lines

5. Mobile Display
▪ Image displays as:
560 x 292 pixels
▪ Headline: 1-2
lines (depending
on length)
▪ Text: 110
characters
maximum
▪ News Feed link
description: 1 line

6. Right Column Display
● Image displays as:
254 x 133 pixels
● Headline: 25
characters
maximum
● Text: 90
characters
maximum

7. Showcase Multiple Products
You can also use a clicks-to-domain
ad campaign to showcase
multiple products in your ads.
This feature is currently only
available through the Facebook
API.
Design Guidelines:
● Image size: 600 x 600 pixels
● Headline: 35 characters
● Link description: 30
characters
● Text: 120 characters
● Your image may not include
more than 20% text.

8. Post Engagement Campaigns
When you share useful and engaging posts on your Facebook
Page, you're building relationships with current and future
customers. For as little as $5, you can boost a post so more
people will see it when they visit Facebook. Just click on
“Boost Post” when you create the post, or after it's on your
Page.
You can choose to reach more people who like your Page and
their friends, or new audiences.

9. Design Guidelines
(Images/Links)
▪ Recommended image width: 1,200 pixels
▪ Recommended image ratio in News Feed: 4:
3
▪ Required image ratio for right column: 1.9:1
▪ Your image may not include more than 20%
text.
▪ Text: 90 characters
Tip: Create a Custom Audience out of your
existing customers and then boost your
posts to them through the targeting
section of the ads create tool.

10. Design Guidelines
(videos)
● Image thumbnail size at least: 1,200 x 675
pixels (shows on your ad when the video is not
playing)
● Video: 1,080 pixels
● Ratio: 16:9
● File size: 1GB maximim
● Text: 90 characters
Tip: Promote videos that show behind-the-scenes
footage, product launches or
customer stories to raise awareness about
your brand.

11. Page Likes Campaigns
Build relationships with all the people who
matter to your business.

12. Design Guidelines
● Recommended image size:
1,200 x 444 pixels.
● Your image may not include
more than 20% text.
● Text: 90 characters
Tip: Find people who are the right fit for
your business using location, age and
interest targeting.

13. Desktop Display
● Image displays as:
470 x 174 pixels
● Text: 90
characters
maximum
● Headline: 25
characters
maximum
● Page category: Up
to 1 line of your
Page category will
show

14. Mobile Display ● Image displays as:
560 x 208 pixels
● Text: 110
characters
maximum
● Headline: 25
characters
maximum
● Page category: Up
to 1 line of your
Page category will
show

15. Right Column Display
● Image displays as:
254 x 94 pixels
● Text: 90
characters
maximum
● Custom title: 25
characters
maximum
● Page name: Up to
1 line

16. App Installs Campaigns
Get people to install your mobile app.

17. Design Guidelines
(Images/Links)
▪ Recommended image size: 1,200 x 628
pixels
▪ Your image may not include more than
20% text.
▪ Text: 90 characters
▪ Your star rating from the App Store or
Google Play store will automatically show
on your ad.
Register your app with Facebook so you can
set a cost per action (CPA) bid. You'll only
pay when people install your app from a
Facebook Ad.

18. Design Guidelines
(videos)
● Recommended thumbnail size: Your thumbnail image
will show on your ad when the video is not playing. It
should be at least 1,200 x 720 pixels.
● Your thumbnail image may not include more than 20%
text.
● Video size: 1,080 pixels
● Video ratio: 16:9
● Video file size: Less than 1GB in .mov format
● Headline: 25 characters
● Text: 90 characters
● Your star rating from the App Store or Google Play
store will automatically show on your ad.
Tip: Add a call-to-action button to tell
people what you want them to do when
they see your ad.

19. Desktop App
If your app is available on the
desktop, you can use desktop news
feed ads or right column ads.
● DESKTOP NEWS FEED
● Image displays as: 470 x 246
pixels
● App name title: 25 characters
● Text: 90 characters
● RIGHT COLUMN
● Image displays as: 254 x 133
pixels
● App name title: 25 characters
● Text: 90 characters

20. Mobile App
If your app is available on the desktop,
you can use desktop news feed ads or
right column ads.
● DESKTOP NEWS FEED
● Image displays as: 470 x 246 pixels
● App name title: 25 characters
● Text: 90 characters
● RIGHT COLUMN
● Image displays as: 254 x 133 pixels
● App name title: 25 characters
● Text: 90 characters

21. Event Response Campaigns
Promote your Facebook Event to get more
responses.

22. Design Guidelines
▪ Recommended image size: 1,200 x 444
pixels
▪ Image ratio: 2.71:1
▪ Your image may not include more than 20%
text.
▪ Title: 25 characters
▪ Text: 90 characters
▪ The date and time from your Facebook
Event will automatically show in your ad.
Customize your headline and ad text to
tell people why they should attend.

23. Desktop Display
● Image displays as:
470 x 174 pixels
● Text: 90
characters
maximum
● Headline: 25
characters
maximum

24. Mobile Display ● Image displays as:
560 x 208 pixels
● Text: 110
characters
maximum
● Headline: 25
characters
maximum
● Page category: Up
to 1 line of your
Page category will
show

25. Right Column Display
● Image displays as:
254 x 94 pixels
● Text: 90
characters
maximum
● Custom title: 25
characters
maximum
● Page name: Up to
1 line

26. Offer Claims Campaigns
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27. Design Guidelines
● Recommended thumbnail size: Your
thumbnail image will show on your ad when
the video is not playing. It should be at least
1,200 x 675 pixels.
● Video: 1,080 pixels
● Ratio: 16:9 ratio
● File size: 1GB maximum
● Text: 90 characters
Use location targeting to attract
customers who are near your business.

28. Desktop Display
● Image displays as:
470 x 246 pixels
● Offer title: 25
characters
maximum
● Text: 90
characters
maximum

29. Mobile Display
● Image displays as:
Up to 560 pixels
wide
● Text: 110
characters
maximum

30. Right Column Display
● Image displays as:
254 x 133 pixels
● Offer title: 25
characters
maximum
● Text: 90
characters
maximum

31. Video Views Campaigns
Promote videos that show behind-the-scenes
footage, product launches or customer stories
to raise awareness about your brand.

32. Design Guidelines
● Recommended image size: 1,200 x 628
pixels
● Your image may not include more than 20%
text.
● Offer title: 25 characters
● Text: 90 characters
● Optional details:
● Expiration date
● Terms and conditions: 900 characters
maximum
Promote videos that show behind-the-scenes
footage, product launches or
customer stories to raise awareness
about your brand.

33. Desktop Display
● Image displays as:
Up to 470 pixels
wide
● Text: 500
characters
maximum

34. Mobile Display
● Image displays as:
560 x 292 pixels
● Offer title: 25
characters
● Text: 90
characters
maximum

35. Facebook Ad Pricing

36. For more information on Facebook
Advertising and Social Media
Marketing, visit
the CyberMark Internet Marketing
Blog: What’s New in Internet
Marketing?