Carousel link ads allow advertisers to showcase up to 5 clickable images or videos within a single ad unit on Facebook. This format provides more creative real estate in the News Feed to capture people's attention and drive them to websites or apps. Advertisers can use carousel link ads to showcase products, services, benefits or tell brand stories. Facebook optimizes the order of the images or videos based on each user. Examples show carousel link ads increased click-through rates and decreased costs per conversion or lead for various advertisers compared to standard link ads.

1. Add more creative real estate in News Feed with the carousel format
With more than 968 million1
people visiting News Feed each day, Facebook provides the incredible opportunity for
you to capture the attention of people you want to reach and drive to your website on any device.
Carousel link ads
Designed for any objective, carousel link ads give you more creative real estate in News Feed to showcase
compelling videos and images for your brand and products, driving people to your website to convert. You can
showcase up to 5 clickable images or videos within a single ad unit. Facebook can optimize the order of the images
based on relevance to each targeted individual.
Carousel link ads on mobile
Drive results for any campaign objective
Carousel link ads can work with any of the Facebook targeting options available to you. From driving intent with
a person who has never interacted with your brand to enticing a customer that has added items to an online
shopping cart, carousel link ads can drive action at any stage of the purchase funnel. We’ve seen success for this
ad unit across all verticals where advertisers have used a combination of rich imagery and video to showcase
specific products, services or benefits.
Ad Creative Recommendations
Use these guidelines to capture your audience with compelling ad creative on Facebook.
• Use product imagery when targeting people who have visited products on your website.
• Reach prospective customers with video creative followed by images showing more information about your product, service,
or brand.
• Create a theme for the videos and images in your carousel link ad.
• Test different creative strategies such as storytelling with video, product imagery, or starting with a branding video followed
by more specific product or brand information.
Carousel link ads on desktop
Text
Image
Headline
Link
description
1
Facebook internal data, June 2015

2. Video Design Recommendations
Use these guidelines to design an ad that looks good
everywhere it appears on Facebook.
• Text: 90 characters
• Headline: 40 characters
• Link description: 20 characters
• Thumbnail image size: should match the aspect
ratio of your video. 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
• Frames: 30fps max
• 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 / Widescreen, no pillar boxing or letter
boxing
• Audio: Stereo AAC audio compression, 128kbps +
preferred
• File Size: Up to 1.75GB max
• Bitrate: No limit to bitrate 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.
Improve click-through rate
A dating service used carousel link ads to tell a story about
their service. Each image drove traffic to the same sign
up landing page, increasing CTR by 1.2x over link ads, and
ultimately lowering CPAs for the advertiser.2
Find new customers
An online book retailer paired carousel link ads with
Facebook Core Targeting to find new customers. The
company used images of its top selling books to drive
sales. The result was a 95% increase in click-through rate
(compared to a standard link ad) and a 61% decrease in
post-click cost per conversion on mobile.2
2
Facebook internal data, June 2014
Decrease cost per lead
A financial services company used the carousel link ads to
present three key benefits of a single product, decreasing
cost per lead by 40%. Compared to a similar link ad, the
carousel link ads saw a 57% increase in CTR.2
Image Design Recommendations
Use these guidelines to design an ad that looks good
everywhere it appears on Facebook.
• 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.