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Social Ads

Advertising on Facebook and Instagram allows you to be where your shoppers are spending a lot of time. Social ads can be still image or carousel ads. We offer a number of placements for you ads including Facebook Desktop, Facebook Mobile, Facebook News Feed, Right Hand Side, Facebook Audience Network, and Instagram.

Single-Image Ads

Single-image ads are the most common format on Facebook and Instagram. They consist of a single file, an image with less than 20% text, one landing page, and a call-to-action. These ads types also require descriptive text, which includes a title, description, link description, and display link. We recommend using these ads along with your web ads to ensure cross-channel reach.

Carousel ads let you showcase up to 5 images within a single ad, and each image can have its own link. Use carousel ads to display multiple products or tell a story about your brand through images.

At AdRoll, we make it easy for you to reach shoppers on Facebook and Instagram with a single creative, optimized for every placement across the two sites.


1:1 ratio, 600x600 or greater
1.91:1 ratio, 600x315 or greater, includes 1200x628

Format Guidelines 

Supported File Types JPG, PNG (non-animated), GIF (up to 30 seconds, 15-20fps, no looping
File Size Up to 150KB
Title Up to 25 characters.

Up to 125 characters.

Link Description Up to 25 characters.
Display Link

Up to 1024 characters

Destination URL (includes UTM Parameters) Up to 1,024 characters, no redirecting URLs, URLs cannot lead directly to a payment processor (e.g. PayPal) or video (e.g. YouTube)
Instagram Caption

125 characters (recommended), up to 300 characters

Additional Considerations

  • Characters such as @ > # $ % ^ & () < are not permitted in your text

  • Your display URL is how your URL will appear on your ad. It automatically pulls from your profile name you entered when signing up with AdRoll. To edit, on your dashboard check Settings > Advertiser Profiles.

  • Text longer than recommended limits (as shown above) may get truncated when the ad is rendered.

  • Ensure that no more than 20% of your image has text.

Carousel Ads

Facebook carousel ads let you showcase up to five images within a single ad, and each image can have its own link. Use carousel ads to display multiple products or tell a story about your brand through images.


Facebook, 460x460
Instagram, 600x600

Video Ads

Video ads on Facebook and Instagram are out-stream video ads, which means they appear outside of any streaming content, similar to standard display ads.

Your ads can appear in the following Facebook placements:

  • Newsfeed
  • Mobile Newsfeed
  • Instagram
  • Facebook Audience Network

Format Guidelines

Supported File Types  & Codecs

MP4 with H.264 Video Codec is recommended. MOV also supported.

File Size

Up to 1GB

Ad Copy

  • Title (required): 25 character recommended, including spaces
  • Text (required): 90 characters recommended, including spaces
  • Link Description (optional): 25 character recommended, including spaces
  • Call-to-Action: Required (defaults to “Learn More”)
  • Note: Facebook allows the above fields to be longer than recommended but if longer than recommended, the text may be truncated when displayed as an ad.

Length and Aspect Ratio

  • Recommended Length: Less than 30 seconds
  • Min Length: 1 second
  • Max Length: 2 minutes (120 seconds)
  • Video Aspect Ratio: 16:9
  • Pixel Aspect Ratio: 1:1

Additional Considerations

  • Video Sound: Recommended
  • Thumbnail: Defaults to the first frame, and can be edited
  • Autoplay is dependent on the user’s Facebook settings
  • Note: Videos over 60 seconds cannot run on Instagram placements
  • Use this tool to verify if your video ad meets our requirements.


Best Practices

Your first-party data is the key to engaging your visitors on one of the largest ad inventory sources on the web. As a leading Facebook partner, here are tips to help you get more from your campaigns.

  • Test different ads: Change fonts, colors, images, and calls to action to find what works best. Test ads by changing one aspect per test, such as CTA, and run the ad for about 10,000 impressions.

  • Rotate ads: Keep your ads fresh by switching ads every two to three weeks. The rotation window may vary depending on your frequency caps and the number of users in your user list.

  • Test promotions: Promote products, offer a discount, or promote a loyalty programs to drive additional social engagement and sales.

  • Choose colors wisely: Choose images and colors that look vivid against Facebook’s blue and white.
  • Test landing pages: Use landing pages from different stages of your sales funnel to see which lead to more conversions.Forget your customers are on Facebook to socialize!

Want to update existing ads based on the recommendations above? Learn more about your Ads Tab for instructions on bulk editing ads to make these changes faster.


Create Static Ads

Learn how to create static ads here.

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