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Ad Content and Format Guidelines

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Creative Requirements

The creative requirements below are important to note if you are interested in launching any type of display campaign. These policies apply to both your ad and website images.

Adult content Make sure that any content used in your ads or destination landing pages are appropriate for all ages. We cannot move forward with approval if your ads contain nudity, graphic language, or adult concepts.
Alcohol We cannot approve any ads that depict alcohol or alcohol consumption.
Body images

In line with our policy on adult content, sexualized images cannot be approved. Avoid nudity (implied or explicit), unnecessary skin exposure or cleavage, or other tactics designed to solicit a sexual response.

Facebook does not permit the use of ad images that imply ideal or undesirable body image, including “before and after” photos, images that imply unlikely results, or images that draw unnecessary attention to body parts.

Brand notification

Your visitor should be able to have a clear understanding of where they will be going if they click on your ad. In accordance with this policy, we require that the brand shown on the ad match the brand of the destination landing page.
Shock value

Do not use images that are visually disturbing, gory, or designed to shock or scare.

Spam tactics

Tactics designed to mislead a visitor are strictly prohibited. We cannot approve ads that:

  • Imitate computer functions such as system messages, progress bars, or virus warnings
  • Mimic the function of other types of media, such appearing to be an embedded video
  • Initiate prompts to download files or software after the click
Personally targeted messaging Due to the highly targeted nature of retargeting, we need to be especially sensitive to user privacy. This is something to be particularly careful with if your website focuses on products or services for a specific audience. Even if your website overall meets our content requirements, targeted messaging that implies knowledge of an individual’s personal circumstances will not be approved. Avoiding the pronoun “you” is a very good first step.
Violence and weapons Your ads should not depict gratuitous violence. In the same vein we cannot approve ads that contain pictures of guns or other firearms.



Web Retargeting

Website visitors are retargeted on the web through display banners. To create these banners you will need at least one image, in the dimensions specified below, and a destination URL. Before you launch your web retargeting campaign, be sure to read through the information below. 

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

  • Large rectangle: 300x600

  • Mobile leaderboard: 320×50

  • Billboard: 970x250

Additional ad sizes: AdRoll also supports these additional ad sizes. Since we are only able to serve an ad if the available ad space matches, performance of less popular ad sizes may not be as high.

  • Banner: 468×60

  • Square: 250×250

  • Small square: 200×200

  • Rectangle: 336×280

  • Skyscraper: 120×600

  • Rectangle: 180×150  

  • Vertical banner: 120×240

  • Button: 125×125

  • Button 2: 120x60

  • Additional ad sizes: 300x100 and 645x60

Additional requirements specific to web ads

  • 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 animation.

  • Border: Any ads featuring a white or black background are required to have a 1 px border of a distinguishing color around the perimeter of the ad in order to separate it from page content.

  • 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


Flash Guidelines

Flash ads are going out of style! Learn why here.

Strobing and flashing

Strobing, flashing backgrounds, or otherwise distracting ads are not allowed. Do not attempt to overtly distract the user from page content.

Animation length

Animated ads are restricted to a maximum of 30 seconds (at a 15-20 fps frame rate), after which point they must remain static. These ads must also comply with the other animation policies.


The clickTAG is the parameter in Flash banner ads that defines the destination URL. When a click is executed on an AdRoll ad, our system replaces clickTAG with the URL specified in our platform. On any click, Flash ads should redirect to the URL specified in the clickTAG argument; there should be no other redirection in between. In the clickTAG variable, click must be spelled in lowercase and TAG must be spelled in uppercase. clickTAG must show exactly as it appears with no space between click and TAG. This is the proper code for the clickTAG parameter if your ad uses:

ActionScript 2.0

on(release) {
    if (_level0.clickTAG.substr(0,4) == "http") {
        getURL(_level0.clickTAG, "_blank");

ActionScript 3.0

    function(event: MouseEvent) : void { URLRequest( root.loaderInfo.parameters.clickTAG), "_blank");

Replace buttonOrObject with the name of button that will receive the click.

Note for AS2 or AS3: It’s not necessary to specify the destination URL for the ad anywhere in this code; this is taken care of through the usage of clickTAG. It is strongly recommended to upload the ad into your account and verify that the ad is behaving normally prior to it going live, allowing time for any necessary changes.

File size, content source and version info

  • Flash ads must be smaller than 45KB

  • Flash ads must be compatible with Flash versions 4-10

  • Flash ads must be compiled from either ActionScript 2.0 or ActionScript 3.0 sources

  • Content displayed must be contained within the ad file


Facebook Website Clicks or Conversions Ads

If you're interested in launching a Facebook Websites campaign, we’ll need you to upload an image (600x315), specify required title and body text, and enter the ad’s destination URL. When launching your campaign, you'll be able to specify your desired placements, including: Right Hand Column, News Feed, Mobile News Feed and Facebook Audience Network. Click here to learn more about these placements.  

Note: Recommendations in our guidelines ensure that your image appears high quality and that your text is always displayed across all of Facebook's different placements. Using more text than than the recommendations may result in the copy being cut-off or truncated. 

Formatting your Facebook image

File Format: JPEG, GIF (static), PNG

File size: Maximum 8MB

Image Size:  600x315 (rendered as 254x133)

Title (required): 25 characters recommended, including spaces

Text (required): 90 characters recommended, including spaces

Link Description (optional): 200 characters recommended, including spaces

Display URL: Facebook determines the display URL to show based on the website URL you submit when setting up your profile. Check User Settings (icon in the top right corner of your dashboard) > "Advertiser Profiles" to make sure that your website URL is specified correctly.

Ad Image Text Limitation: Facebook finds that images with minimal text are more engaging for audiences and prioritizes ads with less text. We highly recommended that only 20% or less of any image can be text, including books, posters, text-printed apparel, etc. Not sure how much text is allowed? Inspect your image in Facebook's Grid Tool to help guide you in image creation.

Additional requirements

  • Animated images are not permitted on Facebook

Ad text requirements

  • No word used in the creative can be longer than 20 characters
  • The following characters are not allowed at this time: @ > # $ % ^ &* ( ) <
  • Excessive capitalization is not permitted
    • OK: Reach your customers across devices, browsers, and apps.
    • Not OK: Reach your CUSTOMERS across DEVICES, BROWSERS, and APPS.

Destination URL

  • Must redirect to external (non-Facebook) link


Anatomy of a Facebook Right Hand Column Ad


Anatomy of a Facebook News Feed Ad


Anatomy of a Mobile News Feed Ad


Mobile App Install

Mobile App Install (MAI) campaigns allow you to direct users from Facebook’s mobile app to iTunes or the Google Play Store.  The goal is to drive direct app installs for your brand.

Formatting your Mobile App Install Ad

File Format: JPEG, GIF (static), PNG (recommended)

File size: Maximum 8 MB

Ad Size: 1200x628

Title (required): 25 characters, including spaces

Text (required): 110 characters, including spaces

Destination URL: App store URL (iTunes or Google Play)


IMPORTANT: Facebook finds that images with minimal text are more engaging for audiences. Only 20% of any image can be text, including logos.  Use this grid tool as you build your creative images. 

Additional Requirements

  • Animated images are not permitted on Facebook
  • The following characters are not allowed at this time: @ > # $ % ^ &* ( ) <.
  • No word used in the creative can be longer than 20 characters




Creative Specifications and Best Practices


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

  • Image must be a photograph/picture

  • Dimensions: 600 x 600

  • 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

  • Select your CTA:

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

Destination URLs

  • Please make sure to set the corresponding destination URL for each picture

Other Specifications

  • All existing Facebook ad policies also apply:

    • Mentioning ‘Facebook’ in ads – must be text and spelled correctly. Facebook logo usage is not allowed

    • No promoting illegal activities

      • Alcohol / Gambling are allowed but are required to use​​ age targeting

      • No selling: illegal drugs, tobacco, unsafe supplements, weapons, adult products

    • No copyright / trademark infringement, adult content, shocking / sensational, 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

    • Can’t use targeting to discriminate

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

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 highly recommend the following best practices into consideration when creating your ads:

  • 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.


Anatomy of a SendRoll Email

Subject We recommend 90 characters, including spaces.
Preview Text  Limit of 140 characters, including spaces.
Logo  No size requirements. Choice of left, center, or right positioning. 
Image 600x315 size 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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