A brief overview about the Facebook Campaigns Features and Guidelines to be used in Facebook Adverts

1. Overview: Facebook Ad Campaigns

2. Facebook Ad’s Objectives:
• Clicks to Website:
Links.
Carousel.
• Website Conversions:
Links.
Carousel.
• Page Post Engagement:
Photo
Video
Text
• Page Likes.
• App Installs:
Mobile App.
Desktop App.

3. Facebook Ad’s Objectives:
• App Engagement:
Mobile App.
Desktop App.
• Video Views
• Local Awareness
• Event Responses
• Offer Claims

4. Facebook Ad’s Basic Requirements:
 Target Locations.
 Age.
 Gender.
 Audience Interests.
 Audience Behaviors.
 Audience Connections.
 Daily Budget Limit.
 Ad Schedule.

5. Clicks to Website: Links
Send people to important sections of your website.
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6. Clicks to Website: Carousel
Showcase 3–5 images and links within a single advert unit to direct people to specific
locations on your website.
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7. Ad Features:
 Optimise for:
Click to Website: We'll serve your adverts to people who are more likely to click from your adverts to your
website.
Clicks: We'll serve your adverts to people who might click on your advert (CPC).
Daily Unique Reach: We'll serve your advert to people up to once per day.
Impressions: We'll serve your adverts to people as many times as possible (CPM).
 Delivery Type:
Standard - Show your adverts throughout the day – Recommended.
Accelerated - Show your adverts as quickly as possible.
 Landing Page URL’s.
 Call to Action Buttons.
-Shop Now.
-Book Now.
-Learn More
-Sign Up
-Download
-Watch More
-Contact Us

8. Design Guidelines:
For Clicks to Website- Links
-Recommended image size: 1,200 x 628 pixels
-Image ratio: 1.9:1
-Text: 90 characters
-Headline: 25 characters
-Link description: 30 characters
-Your image may not include more than 20% text. See how much text is on your image.
For Clicks to Website- Carousel
-Recommended image size: 600 x 600 pixels
-Image ratio: 1:1
-Text: 90 characters
-Headline: 40 characters
-Link description: 20 characters
-Your image may not include more than 20% text. See how much text is on your image.

9. Website Conversions: Links
Optimise your advert to get people to take specific actions on your website, such as signing
up for a newsletter or buying a product.
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10. Website Conversions: Carousel
Showcase 3–5 images and links within a single advert unit to direct people to specific
locations on your website.
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11. Ad Features:
 Optimize for:
Click to Website Conversions: We'll serve your adverts to people who are more likely to click from your
adverts to your website.
Clicks: We'll serve your adverts to people who might click on your advert (CPC).
Daily Unique Reach: We'll serve your advert to people up to once per day.
Impressions: We'll serve your adverts to people as many times as possible (CPM).
 Delivery Type:
Standard - Show your adverts throughout the day – Recommended.
Accelerated - Show your adverts as quickly as possible.
 Types of Conversions wants to measure:
-Checkouts.
-Registrations.
-Leads.
-Key Page views.
-Add to Basket.
-Other Website Conversions.
 Landing Page URL’s.

12. Design Guidelines:
For Website Conversions- Links
-Recommended image size: 1,200 x 628 pixels
-Image ratio: 1.9:1
-Text: 90 characters
-Headline: 25 characters
-Link description: 30 characters
-Your image may not include more than 20% text. See how much text is on your image.
For Website Conversions-Carousel
-Recommended image size: 600 x 600 pixels
-Image ratio: 1:1
-Text: 90 characters
-Headline: 40 characters
-Link description: 20 characters
-Your image may not include more than 20% text. See how much text is on your image.

13. Page Post Engagement: Photo
You'll reach more people when you boost posts. Engagement can include likes on your post,
comments, shares and photo views.
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14. Ad Features:
 Optimize for:
Boost your Post: We'll serve your adverts to people who are more likely to click from your adverts to your
website.
Clicks: We'll serve your adverts to people who might click on your advert (CPC).
Daily Unique Reach: We'll serve your advert to people up to once per day.
Impressions: We'll serve your adverts to people as many times as possible (CPM).
 Delivery Type:
Standard - Show your adverts throughout the day – Recommended.
Accelerated - Show your adverts as quickly as possible.
 URL Tags: URL tags you specify here will be appended to or will replace existing tags in the URLs.

15. Page Post Engagement: Text
You'll reach more people when you boost posts. Engagement can include likes on your post,
comments, shares and text views.
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16. Ad Features:
 Optimize for:
Boost your Post: We'll serve your adverts to people who are more likely to click from your adverts to your
website.
Clicks: We'll serve your adverts to people who might click on your advert (CPC).
Daily Unique Reach: We'll serve your advert to people up to once per day.
Impressions: We'll serve your adverts to people as many times as possible (CPM).
 Delivery Type:
Standard - Show your adverts throughout the day – Recommended.
Accelerated - Show your adverts as quickly as possible.
 URL Tags: URL tags you specify here will be appended to or will replace existing tags in the URLs.

17. Page Post Engagement: Video
When you boost posts, you'll reach more people. Engagement can include likes on your post,
comments, shares and video views.
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18. Ad Features:
 Optimize for:
Boost your Video: We'll serve your adverts to people who are more likely to click from your adverts to your
website.
Clicks: We'll serve your adverts to people who might click on your advert (CPC).
Daily Unique Reach: We'll serve your advert to people up to once per day.
Impressions: We'll serve your adverts to people as many times as possible (CPM).
 Delivery Type:
Standard - Show your adverts throughout the day – Recommended.
Accelerated - Show your adverts as quickly as possible.
 URL Tags: URL tags you specify here will be appended to or will replace existing tags in the URLs.

19. Ad Requirements:
Design Guidelines:
For Photo Post Engagement-
-Recommended News Feed image size: 1,200 x 900 pixels
-News Feed image ratio: 4:3
-Right column image size: 254 x 133 pixels
-Right column image ratio: 1.9:1
-Text: 90 characters (longer posts may be truncated on small screens)
-Your image may not include more than 20% text. See how much text is on your image.
For Text Post Engagement-
-Text: 500 characters (longer posts may be truncated on small screens)

20. Ad Requirements:
Design Guidelines:
For Video Post Engagement-
-Text: 90 characters (longer posts may be truncated on small screens)
-Headline: 25 characters
-Recommended thumbnail image size: 1,200 x 675 pixels (shows on your advert when the video is not playing).
-Your thumbnail image may not include more than 20% text. See how much text is on your image.
-Video: H.264 video compression, high-profile preferred, square pixels, fixed frame rate, progressive scan
-Format: .mp4 container ideally with leading mov atom, no edit lists
-Recommended aspect ratio: 1.33:1 / 4:3 / SDTV, 1.375:1 / film, 1.77 / 16.9 / HDTV, 1.85:1 / Film, 2:39:1 or
2:40:1 / Wide-screen, no pillar boxing or letter boxing
-Audio: Stereo AAC audio compression, 128 kbps + preferred
-File size: Up to 1.75 GB max.
-Bit rate: No limit to bit rate file if you're using two-pass encoding, as long as long as your file doesn't exceed 1
GB. Otherwise, 8 megabits per second for 1080p and 4 megabits per second for 720p.
-Length: 45 minutes max.

21. Page Likes
Connect with all the people who matter to your business.
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22. Ad Features:
 Optimise for:
Creatives used like Video or Images: We'll serve your adverts to people who are more likely to like your page.
Clicks: We'll serve your adverts to people who might click on your advert (CPC).
Daily Unique Reach: We'll serve your advert to people up to once per day.
Impressions: We'll serve your adverts to people as many times as possible (CPM).
 Delivery Type:
Standard - Show your adverts throughout the day – Recommended.
Accelerated - Show your adverts as quickly as possible.

23. Ad Requirements:
Design Guidelines:
For Photo Post Page like-
-Recommended image size: 1,200 x 444 pixels
-Image ratio: 2.7:1
-Text: 90 characters
-Headline: 25 characters
-Your image may not include more than 20% text. See how much text is on your image.
For Video Post Page like-
-File size: up to 1 GB
-Format: .MOV files
-Resolution: at least 720p
-Aspect ratio: at least 16:9

24. App Installs: Mobile
Get people to install your mobile app.
MOBILE NEWS FEED

25. Ad Features:
 Optimise for:
Mobile App Installs: We'll serve your adverts to people who are more likely to install your app. (oCPM)
Clicks: We'll serve your adverts to people who might click on your advert (CPC).
 Delivery Type:
Standard - Show your adverts throughout the day – Recommended.
Accelerated - Show your adverts as quickly as possible.
 Pricing:
Your bid will be optimised to get more mobile app installs. You'll be charged each time your advert is served.
-Get the most app installs at the best price – you'll be charged for impressions
-Set the amount that an app install is worth to you
 Ads to Reach:
-Android.
-iPhone.
-Windows
 Wireless Connections.
-All Mobile Users.
-Wi-Fi Only.

26. Ad Features:
• How do you want your advert to look?
-A single Image or video in your adverts.
-Multiple images in one advert.
• Deep Link URL’s: A deep link is a URL that points to a specific place in your app, such as a product page.
• Call to Action Buttons:
-Shop Now.
-Play Game.
-Use App.
-Install Now.
-Book Now.
-Listen Now.
-Watch video.
-Learn More.
-Sign Up.
-Download.
-Watch More

27. App Installs: Desktop
Get people to use your desktop app.
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28. Ad Features:
 Optimise for:
Desktop App Installs: We'll serve your adverts to people who are more likely to install your app. (oCPM)
Clicks: We'll serve your adverts to people who might click on your advert (CPC).
 Delivery Type:
Standard - Show your adverts throughout the day – Recommended.
Accelerated - Show your adverts as quickly as possible.
 Pricing:
Your bid will be optimised to get more Desktop app installs. You'll be charged each time your advert is served.
-Get the most app installs at the best price – you'll be charged for impressions
-Set the amount that an app install is worth to you
 Ads to Reach:
-Windows
-Mac.
 Wireless Connections.
-All Mobile Users.
-Wi-Fi Only.

29. Ad Features:
• How do you want your advert to look?
-A single Image or video in your adverts.
-Multiple images in one advert.
• Deep Link URL’s: A deep link is a URL that points to a specific place in your app, such as a product page.
• Call to Action Buttons:
-Shop Now.
-Play Game.
-Use App.
-Install Now.
-Book Now.
-Listen Now.
-Watch video.
-Learn More.
-Sign Up.
-Download.
-Watch More

30. Ad Requirements:
Design Guidelines:
For App Installs- Mobile
-Recommended image size: 1,200 x 628 pixels
-Image ratio: 1.9:1
-Text: 90 characters
-Your image may not include more than 20% text. See how much text is on your image.
.
For App Installs- Desktop
-Recommended image size: 1,200 x 628 pixels
-Image ratio: 1.9:1
-Text: 90 characters
-Your image may not include more than 20% text. See how much text is on your image.

31. App Engagement: Mobile App
Get more activity on your mobile app..
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32. Ad Features:
 Optimise for:
Mobile App Engagement: We'll serve your adverts to people who are more likely to install your app. (oCPM)
Clicks: We'll serve your adverts to people who might click on your advert (CPC).
 Delivery Type:
Standard - Show your adverts throughout the day – Recommended.
Accelerated - Show your adverts as quickly as possible.
 Install State: Target people who have installed your mobile app
 Connections:
-All.
-Only People Connected to App.
-Only People not connected to App.
-Advanced Connection Targeting.
 Pricing:
Your bid will be optimised to get more mobile app engagement. You'll be charged each time your advert is served.
-Get the most app installs at the best price – you'll be charged for impressions
-Set the amount that an app install is worth to you

33. Ad Features:
• How do you want your advert to look?
-A single Image or video in your adverts.
-Multiple images in one advert.
 Wireless Connections.
-All Mobile Users.
-Wi-Fi Only.
• Deep Link URL’s: A deep link is a URL that points to a specific place in your app, such as a product page.
• Call to Action Buttons:
-Shop Now.
-Play Game.
-Use App.
-Install Now.
-Book Now.
-Listen Now.
-Watch video.
-Learn More.
-Sign Up.
-Download.
-Watch More

34. App Engagement: Desktop App
Get more activity on your desktop app..
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35. Ad Features:
 Optimise for:
Desktop App Engagement: We'll serve your adverts to people who are more likely to install your app. (oCPM)
Clicks: We'll serve your adverts to people who might click on your advert (CPC).
 Delivery Type:
Standard - Show your adverts throughout the day – Recommended.
Accelerated - Show your adverts as quickly as possible.
 Install State: Target people who have installed your mobile app
 Connections:
-All.
-Only People Connected to App.
-Only People not connected to App.
-Advanced Connection Targeting.
 Pricing:
Your bid will be optimised to get more mobile app engagement. You'll be charged each time your advert is served.
-Get the most app installs at the best price – you'll be charged for impressions
-Set the amount that an app install is worth to you

36. Ad Features:
• How do you want your advert to look?
-A single Image or video in your adverts.
-Multiple images in one advert.
 Wireless Connections.
-All Desktop Users.
-Wi-Fi Only.
• Deep Link URL’s: A deep link is a URL that points to a specific place in your app, such as a product page.
• Call to Action Buttons:
-Shop Now.
-Play Game.
-Use App.
-Install Now.
-Book Now.
-Listen Now.
-Watch video.
-Learn More.
-Sign Up.
-Download.
-Watch More

37. Ad Requirements:
Design Guidelines:
For App Engagement- Mobile
-Recommended image size: 1,200 x 628 pixels
-Image ratio: 16:9
-Text: 90 characters
-Your image may not include more than 20% text. See how much text is on your image.
.
For App Engagement- Desktop
-Recommended image size: 1,200 x 628 pixels
-Text: 90 characters
-Your image may not include more than 20% text. See how much text is on your image.

38. Event Responses
Promote your Facebook Event to get more responses.
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39. Ad Features:
 Connect your Facebook Page with Event Ads.
 Add upto 6 images of your Event Promotion.
 Creatives used Images: We'll serve your adverts to people who are more likely to like your page.
Clicks: We'll serve your adverts to people who might click on your advert (CPC).
Daily Unique Reach: We'll serve your advert to people up to once per day.
Impressions: We'll serve your adverts to people as many times as possible (CPM).
 The date and time from your Facebook Event will automatically be shown in your advert.
 Delivery Type:
Standard - Show your adverts throughout the day – Recommended.
Accelerated - Show your adverts as quickly as possible.

40. Ad Requirements:
Design Guidelines:
For Event Photo Images-
-Recommended image size: 1,200 x 444 pixels
-Image ratio: 2.7:1
-Text: 90 characters
-Headline: 25 characters
-Your image may not include more than 20% text. See how much text is on your image.

41. Offer Claims:
Promote timely discounts or other deals for people to claim in your store.
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42. Ad Features:
 Optimize for:
Boost your Offer Post: We'll serve your adverts to people who are more likely to click from your adverts to
your website.
Clicks: We'll serve your adverts to people who might click on your advert (CPC).
Daily Unique Reach: We'll serve your advert to people up to once per day.
Impressions: We'll serve your adverts to people as many times as possible (CPM).
 Delivery Type:
Standard - Show your adverts throughout the day – Recommended.
Accelerated - Show your adverts as quickly as possible.
 URL Tags: URL tags you specify here will be appended to or will replace existing tags in the URLs.

43. Ad Requirements:
Design Guidelines:
For Event Photo Images-
-Recommended image size: 1,200 x 628 pixels
-Image ratio: 1:9:1
-Offer Title: 25 characters.
-Text: 90 characters
-Your image may not include more than 20% text. See how much text is on your image.

44. Video Views
Tell a story using a video in your advert.
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45. Ad Features:
 Optimise for:
Clicks on view: We'll serve your adverts to people who might click on your advert (CPC).
 Delivery Type:
Standard - Show your adverts throughout the day – Recommended.
Accelerated - Show your adverts as quickly as possible.
 Install State: Target people who have installed your mobile app
 Connections:
Facebook Pages:
-People who like your Page.
-Friends of people who like your page.
-Exclude people who like your page.
Apps:
-People who used your App.
-Friends of people who used your App.
-Exclude people who used your App.
Events:
-People who are going to your event.
-Friends of people who are going to your event.
-Exclude people who are going to your event.

46. Ad Features:
 Pricing:
Your bid will be optimised to get more video view engagement. You'll be charged each time your advert is served.
-Get the most view on video at the best price – you'll be charged for impressions
-Set the amount that an video view is worth to you
• Call to Action Buttons:
-Shop Now.
-Book Now.
-Learn More.
-Sign Up.
-Download.
-Watch More

47. Ad Requirements:
Design Guidelines:
For Video Post Engagement-
-Text: 90 characters (longer posts may be truncated on small screens)
-Headline: 25 characters
-Recommended thumbnail image size: 1,200 x 675 pixels (shows on your advert when the video is not playing).
-Your thumbnail image may not include more than 20% text. See how much text is on your image.
-Video: H.264 video compression, high-profile preferred, square pixels, fixed frame rate, progressive scan
-Format: .mp4 container ideally with leading mov atom, no edit lists
-Recommended aspect ratio: 1.33:1 / 4:3 / SDTV, 1.375:1 / film, 1.77 / 16.9 / HDTV, 1.85:1 / Film, 2:39:1 or
2:40:1 / Wide-screen, no pillar boxing or letter boxing
-Audio: Stereo AAC audio compression, 128 kbps + preferred
-File size: Up to 1.75 GB max.
-Bit rate: No limit to bit rate file if you're using two-pass encoding, as long as long as your file doesn't exceed 1
GB. Otherwise, 8 megabits per second for 1080p and 4 megabits per second for 720p.
-Length: 45 minutes max.

48. Content Assembled by : Team - Zone One Digital
Email: social@zoneonedigital.com
*All text and images copyrights @ Facebook Business – For more details : https://www.facebook.com/business/ads-guide