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:
Additional ad sizes: AdRoll also supports these additional ad sizes.
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
Resulting ad sizes:
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
Native ad requirements:
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
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.
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.
- Must direct to external (non-Facebook) URL
- Your destination URL can't link to a YouTube video.
Creative specifications and best practices
Caption and copy
Carousel Ads (Managed only)
Individual image requirements:
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:
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