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Ad Format Guidelines

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Ad content policy

The contents of your ads and your website must comply with our AdRoll policies. Check out the Ad Content Guidelines to make sure your images and messaging comply.

Web ads

AdRoll recommends that you include all 6 of the most popular ad sizes detailed below. See examples of where each of these ad sizes could appear.

Formatting your web ads

Accepted file formats: JPG, GIF, or HTML5

File size: Maximum 150KB

Most popular ad sizes: The more ad sizes you upload, the more inventory we'll be able to buy for you. At minimum, we recommend the following popular ad sizes:

  • Medium rectangle: 300×250

  • Leaderboard: 728×90

  • Wide skyscraper: 160×600

  • Half Page: 300x600

  • Mobile leaderboard: 320×50

  • Billboard: 970x250

  • Native: 600x500, 600x600, 600x315

Additional ad sizes: AdRoll also supports these additional ad sizes. 

  • Full Banner: 468×60

  • Square: 250×250

  • Mid square: 200×200

  • Large Rectangle: 336×280

  • Skyscraper: 120×600

  • Small Rectangle: 180×150  

  • Vertical Banner: 120×240

  • Square Button: 125×125

  • Rectangular Button: 180x60
  • Tiny Rectangle: 120x60

  • 3:1 Rectangle: 300x100

Additional requirements

  • Animation: Animated ads are restricted to a maximum of 30 seconds (at a 15-20 fps frame rate), after which point automated animations must come to a complete stop. You are permitted to give the viewer the option to restart the animation.

  • Destination URL:

    • Web banners are not permitted to use redirecting URLs. Track campaign analytics with UTM tracking codes instead.

    • Banners cannot link directly into a payment processor (e.g., PayPal). Visitors must be able to review terms of the offer prior to entering purchasing/sign-up flows.

    • Your destination URL can't link to a YouTube video.
  • Native ad requirements:
    • No text in your ad image
    • Your brand name
    • A catchy title (90 characters max)
    • A catchy description (140 characters max)


Dynamic web ads

Dynamic web ads are personalized ads that appear across devices. Dynamic ads feature previously-viewed, recommended, and top products based on a visitor's activity on your site.

Product information comes from the product feed that you provide or that we access via Shopify, WooCommerce, PrestaShop or Magento. Dynamic web ads see up to a 2.5x increase in click-through rate (CTR) and cost-per-acquisition (CPA) - up to 50% lower when compared to static retargeting. Click here to learn how to use our ad builder tool to add dynamic ads to your web campaigns.


Formatting Your Dynamic Web Ads

Required assets:

  • Company logo
  • Product feed (learn how to create and structure a product feed)

Resulting ad sizes:

  • Medium rectangle: 300×250
  • Leaderboard: 728×90
  • Wide skyscraper: 160×600
  • Large rectangle: 300x600

Additional guidelines

  • Images used in your product feed should be at least 200x300 pixels


Native web ads

A native ad fits the natural form and function of the environment where it appears. For example, an Instagram ad is made to look like an Instagram post, but on a content publishing site, such as The Atlantic, an ad resembles a featured story within the news stream.

Native ads are 23% more viewable than traditional display ads. On average, we've seen a 39% lower CPC and a 33% lower CPA for Native Ads compared to general Web ads.

Formatting your Native ads

Image sizes

  • 600x500, 600x600, 600x315

Native ad requirements:

  • No text in your ad image
  • Your brand name
  • A catchy title (90 characters max)
  • A catchy description (140 characters max)

Facebook ads

To create ads for your Facebook campaign, you'll need an image, title and body text, and a destination URL. You can run ads on multiple placements, including Right Hand Column, News Feed, Mobile News Feed, and Facebook Audience Network. Learn more about best practices for creating Facebook ads.

Note: These recommendations ensure a high-quality image with clear text across all placements. Using more text than recommended may result in the copy being cut-off or truncated. 

Formatting your Facebook image

File format: JPEG, GIF (static), PNG

File size: Maximum 8MB each

Image sizes:

  • Facebook Page Post Link Ad: 1200x628, 200x200
  • Facebook Carousel Child: 460x460
Title (required): 25 characters recommended, including spaces

Text (required): 90 characters recommended, including spaces

Link description (optional): 25 characters recommended, including spaces

Note: Facebook allows Title, Text, and Link Descriptions to be longer then what is recommended above. However, characters above the recommended amount may be truncated when displayed as an ad. 

Display link: This is how you format the URL that will appear on your ad. It links to the website URL that you submit when you set up your profile. Check Settings > Advertiser Profiles to make sure that your website URL is specified correctly.

Text in ad images: Ads with minimal text have proven to be more engaging, have better reach, and create a higher-quality user experience. Image text is any text on the actual image or creative. This Facebook tool can help you determine the ratio of text in your image.

Additional requirements

  • Animated images aren't permitted on Facebook

Ad text requirements

  • No word can be longer than 20 characters
  • The following characters aren't allowed: @ > # $ % ^ &* ( ) <
  • Excessive capitalization is not permitted
    • Eligible: Reach your customers across devices, browsers, and apps.
    • Not Eligible: Reach your CUSTOMERS across DEVICES, BROWSERS, and APPS.

Destination URL

  • Must direct to external (non-Facebook) URL
  • Your destination URL can't link to a YouTube video.



Instagram ads

Creative specifications and best practices


  • Image ratio is 1:1 : must be a square

  • Must be a photograph/picture

  • Dimensions: 1200x1200 recommended, 600 x 600 accepted

  • File size: 10MB

  • File type: .jpg, .png

  • Text: 20% or less of image, includes logo

  • No borders or letterboxing

Caption and copy

  • Recommended caption length: 125 characters (max. 300 characters)

  • Tags must point to a real account

  • You can select your CTA from a set list:

    • Shop Now
    • Learn More
    • Book Now
    • Contact Us
    • Sign Up
    • Watch More
    • Download
    • None

Destination URLs

  • Set the corresponding destination URL where you want the user to go when they tap the CTA

Other specifications

  • All existing Facebook ad policies apply:

    • Mentioning "Facebook:" must be text and spelled correctly, and you can't use the Facebook logo

    • No promoting illegal activities

      • No selling alcohol, gambling illegal drugs, tobacco, unsafe supplements, weapons, or adult products

    • Prohibited: copyright / trademark infringement, adult content, shocking / sensational content, discriminatory content, personal attributes, misleading content, controversial political issues, auto-play content, non-functional landing, spyware, bad grammar, images with non-existent functionality, before and after images

    • Must haves: relevant content, accurate representation of product / service / company, relevant landing page

    • Data restrictions: no sharing of data to any broker / vendor etc, only use aggregated and anonymized data, don’t build user profiles

Carousel Ads (Managed only)

Ad requirements:

  • Caption: Required, 300 characters max
  • One destination URL for all images in the ad
  • 3-5 ad images
  • CTA button text: select a CTA from the set list for static Instagram ads (above)

Individual image requirements:

  • Ad image: 600x600 or 1200x1200
  • Max file size: 8MB
  • No caption or additional destination URL for the child ads. Your carousel ad has one destination URL and one CTA shared by all images in the carousel.

Best practices

Execution is crucial. The Instagram community creates, curates, and appreciates high quality content – your ads should be nothing less!

To make sure our advertisers are set up for success, we recommend the following best practices:

  • Important elements for high quality pictures

    • Thoughtful composition (framing and balance)

    • Use of symmetry or asymmetry

    • Lighting

  • Creative incorporation of your brand

    • We recommend incorporating your brand into your photo if possible. Whether it’s including a logo, an iconic brand element, or a brand color, your branding should look and feel natural. Without a logo, the ad will just be a pretty picture.

      • Highly recommended for prospecting campaigns. Branding is necessary for ad recall and brand linkage.

  • Ad concept

    • Similar to any other type of digital campaign, we recommend conceptual consistency. If the campaign has 4 images, the 4 photos should look like they belong in a series together.


Subject: We recommend 90 characters, including spaces

Preview text: Limit of 140 characters, including spaces

Logo: We recommend a width no larger than 200 px, or include your logo within your image and leave this field empty.

Image: We recommend 600x315. Maximum width requirement is 600 px, and there is no height requirement.

Headline: We recommend 40 characters, including spaces. Choice in font style, color, and size

Body text: We recommend 90 characters, including spaces. Choice in font style, color, and size

CTA button: We recommend 30 characters, including spaces. Choice in font style, color, size, and background color


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