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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.

 

Examples

Facebook

Facebook_Ad.png

Instagram

Instagram_Ad.png

 

Format Guidelines

Supported Sizes & File Types

1:1 aspect ratio, 600x600 or greater
1.91:1 aspect ratio, 600x315, 1200x628, or greater
JPG, PNG (non-animated), and GIF (up to 30 seconds, 15-20fps, no looping)

File Size

recommended maximum is 150KB

Ad Copy

  • Title (required): Up to 25 characters recommended, including spaces
  • Description (required): Up to 125 characters recommended, including spaces
  • Destination URL w/UTM Params (required): Up to 1024 characters, no redirecting URLs and cannot lead directly to a payment processor (e.g. PayPal) or video (e.g. YouTube)
  • Link Description (optional): Up to 25 characters
  • Display Link (optional): Up to 1024 characters
  • Call-to-Action (optional): defaults to “Learn More”

Additional Considerations

  • 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.
  • 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 the profile name you entered when signing up with AdRoll. To edit, on your dashboard check Settings > Advertiser Profiles.
  • Ensure that no more than 20% of your image is 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.


Sizes

Facebook, 460x460
Instagram, 600x600

 

Examples

Facebook

Facebook_Carousel.png

Instagram

Instagram_Carousel.png

SocialAds-FacebookCarouselMobileAds.gif

SocialAds-InstaCarouselMobileAds.gif

 

 


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

Examples

Facebook

SocialAds-FacebookVideoMobileAds.gif

Instagram

SocialAds-InstaVideoMobileAds.gif

Format Guidelines

Supported File Types & Codecs

  • MP4 recommended. MOV also supported.
  • H.264 Video Codec is required.

File Size

Up to 1GB

Ad Copy

  • Title (required): Up to 25 characters recommended, including spaces
  • Description (required): Up to 125 characters recommended, including spaces
  • Destination URL w/UTM Params (required): Up to 1024 characters, no redirecting URLs and cannot lead directly to a payment processor (e.g. PayPal) or video (e.g. YouTube)
  • Call-to-Action (required): Defaults to “Learn More”
  • Link Description (optional): Up to 25 characters recommended, including spaces
  • Display Link (optional): Up to 1024 characters

Length and Aspect Ratio

  • Recommended Length: Less than 30 seconds
  • Min Length: 1 second
  • Max Length: 2 minutes (120 seconds)
  • Aspect Ratio: 16:9
  • (Video) Pixel Aspect Ratio: 1:1 (or 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.
  • 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.
  • 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 the profile name you entered when signing up with AdRoll. To edit, on your dashboard check Settings > Advertiser Profiles.


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.

  • Social ads show up as “Sponsored” posts on timelines. Users can interact with those ads and you can see their responses by using Ad Permalinks. View the ad as a post to check responses and reactions.

    Find your Ad Permalink:

    1. Navigate to the Campaigns tab.
    2. Click on the Social Campaign and select the Columns > Customize columns.
    3. Select the Ad Permalink option and Save.

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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