Now that you have your Facebook Ads Ad Set defined, it’s time to set up your ad creative.
The first thing you have to decide is whether you want to run a single image ad, slideshow ad, video ad, or carousel ad.
A single image ad allows you to upload only one image. This image must be at least 600 x 315 pixels, with the recommended size being 1200 x 628 pixels. It also cannot contain more than 20% text.
A slideshow ad is one that plays like a video, rotating through 3 – 7 images. You can use square (1:1 ratio) and rectangle (16:9 ratio) images, setting the duration for each up to 5 seconds. Slideshow ads are an ideal alternative to video ads for brands looking to target potential customers in emerging 2G and 3G markets, where connection speed and data usage are limited.
A video ad can either be a commercial or piece of long-form content. The required filed format is .MOV or .MP4, in at least 720p resolution. A Facebook ad can’t be longer than 60 minutes, and no greater than 2.3 GB.
A carousel ad is one that uses multiple images, displaying up to 5, which customers can swipe through. Carousel ads allow you to link each image to a unique landing page, while single image and video ads only allow for one landing page. They are most useful for advertising multiple products within on ad creative, or for showcasing multiple images of the same product. The recommended image size for carousel ads is 600 x 600 pixels, with each image containing no more than 20% text overlay.
Once you’ve decided on the type of ad you want to run, upload your creative, fill out the rest of the fields, and select your placements.
Facebook Page: Make sure your ad is connected to your correct page. While it should automatically be connected properly if you only manage one page, Business Manager will often show a drop down of all connected pages.
Headline: The headline displays in a bigger font underneath your ad’s image, or above in the case of Audience Network ads. You can use up to 25 characters before you get a warning about length, though you can usually get away with about 40 characters without it truncating on most placements.
Instagram Account: You do not need to connect your Instagram account in order to run a Facebook ad. If you want to run your ad on Instagram as well, you will need to connect your Instagram account through your Business Manager. However, you can also use your selected Facebook Page to run Instagram ads, though doing so will not allow users to click through to your actual page on Facebook.
Text: The text field is where you can say something extra about your ad. You can use up to 90 characters in Desktop Right Column ads, 200-260 characters in Mobile News Feed ads, and up to 450-500 characters in Desktop News Feed ads before it truncates. This isn’t to say that you can’t write more, but it will force your customer to click “More” to read the rest in a new reading pane.
Call to Action: A “Call to Action” button is optional, though it is usually recommended. The CTAs that are available to choose from are:
- Apply Now
- Book Now
- Contact Us
- Donate Now
- Learn More
- Shop Now
- Sign Up
- Watch More
News Feed Link Description: The News Feed Link Description functions as supporting information. You can opt to not fill out the text field and only use the News Feed Link Description, depending on where you want your text to display on your ad in Desktop News Feed and Mobile News Feed placements. This description displays where your text would normally in Audience Network and Desktop Right Column placements, if you leave the text field empty.
Display Link: This is the URL you want the public to see. It is not your destination URL.
URL Tags: You can specific URL tags that you want appended to, or that you want to replace, existing tags in the URLs. However, it’s much easier to use Google’s URL builder for tracking and generating custom campaign parameters.
If you are using a carousel ad, you will be able to fill out a headline and description for each image. You will also be able to define a Destination URL per image.
Once you have your ad created and placements selected, all you have to do is review your order. If everything is how you want it to be, you can go ahead and place your order.