What are campaign objectives?
Before you start creating Facebook ad campaigns, it’s helpful to align your campaign objectives with your business goals. Moreover, identifying your objectives helps Facebook optimize your ads for the specific results you want to achieve.
Ask yourself this question: “What do I want people to do when they see my ad?” For example, if you want to create an ad that encourages people to buy your products immediately, you might create an ad that promotes those products.
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Types of Objectives
Facebook marketing outlines three types of objectives that may be helpful for your business. These are awareness, consideration, and conversion, according to the typical marketing funnel.
Depending on the stage your specific campaign is focused on, you will determine your objectives accordingly.
Awareness
These objectives are designed to increase interest in your product or service. Raising brand awareness allows more people to know what your business is about and what products or services it offers. The more brand awareness your business gains, the larger your reach will be.
Consideration
Consideration objectives are aimed at getting people to think about your business and encouraging them to seek more information.
Using different objectives in the consideration phase, such as Traffic and Engagement, can increase the number of people visiting your website and help you reach more people likely to interact with your posts.
Conversion
Your goals should focus on the results you want to achieve for your business. You can select multiple goals because you are likely to run different ad campaigns, each with different objectives.
What are the different ad formats?
Facebook has created various types and ad formats, meaning you can choose one that best fits your campaign.
This article will explore exactly what each ad format is, how to use them, the specifications and ad sizes, as well as the pros and cons of each format. It will also provide you with information to help you test and decide which format works best for your audience.
Single Image Ads on Facebook

Single Image Ads are Facebook’s oldest form of advertising. They are very simple to set up and easy to use.
Once you have defined your goals, all you need to do is select your target audience and upload your ad. Single Image Ads support a brief post, a headline, and a single image with a link.
This type of ad is a great way to introduce your business to a broad audience of Facebook users. It can help you reach many customers and quickly build interest and brand awareness.
These ads consist of a single image, text, and a link back to your target page. However, you can only use one image! Therefore, you must choose an engaging image that will captivate your customers and make them want to learn more about your business.
Image Specifications
- Recommended Facebook Ad image size: At least 1080 x 1080 pixels, but it is best to use the highest resolution that meets the aspect ratio requirements, as there is no maximum resolution. Recommended image aspect ratio: 1.91:1 to 1:1. Generally, aspect ratios from 1.91:1 to 4:5 are supported. However, if you include a link, launch Offer Ads, or use existing images, you will be limited to the 1.91:1 ratio. Minimum width and height: 600 x 600 pixels. Recommended file types: JPG or PNG. Maximum file size: 30 MB. Aspect ratio tolerance: 3%.
Text Limits
- Primary text: Up to 125 characters will appear in the ad preview, but you are allowed to write longer ad copy. The rest will be visible when the viewer clicks “See More.” Headline: Up to 40 characters. Link description: Up to 30 characters.
Objectives for Single Image Ads
You can choose from the following objectives when creating your single image ad on Facebook:
- Brand Awareness
- Reach
- Traffic
- Engagement
- App Installs
- Lead Generation
- Messages
- Conversions
- Catalog Sales
- Store Traffic
Ad Placement Locations
Facebook:
- News Feed
- Right Column
- Instant Articles
- In-Stream Videos
- Marketplace
- Stories
- Search Results
Instagram:
- Stories
- Feed
- Explore
Messenger:
- Sponsored Messages
- Inbox
- Stories
Audience Network:
- Native
- Banner
- Interstitial Ads
Single Video Ads on Facebook

Just as you can post single image ads, you can also post videos. Video ads are becoming more popular and continue to generate more traffic.
Your brain is better at remembering visual content than text-based content. People are 27.4 times more likely to click through a video ad online compared to a standard banner.
Moreover, this is a great way to grab users’ attention immediately and stand out from your competitors who are not using video ads.
Another engaging feature you can add is polls, which help elevate your ads into an interactive experience for viewers. Facebook is offering you a great opportunity to attract more attention and drive more conversions, so take advantage of it.
Video Specifications:
- Recommended Aspect Ratio: 4:5. Ratios from 16:9 to 9:16 are supported, but they may be cropped to 4:5. On background screens, the video will be displayed with a 1:1 aspect ratio.
- Minimum Size: 120 x 120 pixels.
- Recommended Video Formats: MP4, MOV, or GIF.
- Maximum File Size: 4GB.
- Resolution: At least 1080 x 1080 pixels, but it’s best to use the highest resolution that meets the aspect ratio requirements as there is no maximum resolution.
- Video Settings: H.264 compression, square pixels, fixed frame rate, progressive scan, and AAC stereo sound compression at 128kbps+.
- Video Length: From 1 second to 241 minutes.
- Subtitles and Sound: Subtitles are optional but recommended, as many people watch videos on Facebook without sound. However, you should still add sound to your video.
- Popup Boxes and Punch Columns are not allowed
Text Limitations:
- Primary Text: Up to 125 characters will appear in the ad preview. The rest will only be visible when the viewer clicks “See More.”
- Headline: Up to 40 characters.
- Link Description: Up to 30 characters.
Objectives for Single Video Ads:
The following objectives are relevant when creating video ads:
- Brand Awareness
- Reach
- Traffic
- Engagement
- App Installs
- Video Views
- Lead Generation
- Messages
- Conversions
- Store Traffic
Ad Placement:
Facebook:
- News Feed
- Instant Articles
- In-Stream Video
- Marketplace
- Stories
- Search Results
- Video Feeds
Instagram:
- Stories
- Feed
- Explore
Messenger:
- Stories
Audience Network:
- Native
- Banner
- Interstitial Ads
- Video Rewards
Carousel Ads on Facebook

Image Specifications
- Image Size: At least 1080 x 1080 pixels, but it is best to use the highest resolution that meets the aspect ratio requirements as there is no maximum resolution.
- Recommended Image Ratio: 1:1. Ratios from 1.91:1 to 1:1 are supported, but they may be cropped to 1:1.
- Recommended File Types: JPG or PNG.
- Maximum Image File Size: 30 MB.
Video Specifications
- Recommended Aspect Ratio: 1:1. Ratios from 1.91:1 to 1:1 are supported, but they may be cropped to 1:1.
- Video Resolution: At least 1080 x 1080 pixels, but it is best to use the highest resolution that meets the aspect ratio requirements as there is no maximum resolution.
- Recommended Video Formats: MP4, MOV, or GIF.
- Maximum Video File Size: 4GB.
- Aspect Ratio Tolerance: 3%.
- Video Duration: 1 second to 240 minutes. Instagram only allows a maximum video duration of 2 minutes.
Text Limits
- Primary Text: Up to 125 characters will appear in the ad preview, with the rest visible when the viewer clicks “See More.”
- Headline: Up to 40 characters.
- Link Description: Up to 30 characters.
- Landing Page URL: Required.
Objectives for Carousel Ads
- Brand Awareness
- Reach
- Traffic
- App Installs
- Lead Generation
- Messages
- Conversions
- Catalog Sales
Ad Placements
Facebook:
- News Feed
- Right Column
- Instant Articles
- In-Stream Video
- Marketplace
- Stories
- Search Results
Instagram:
- Stories
- Feed
Messenger:
- Inbox
Audience Network:
- Native
- Banner
- Interstitial Ads
Advertise Instant Experiences on Facebook

Instant Experience Ads, previously known as Canvas Ads, are a great way to capture the audience’s attention and highlight your products or services. This ad format allows you to create a full-screen experience, enabling users to interact with your ad.
Moreover, they can be added to other ad formats like images, videos, or collections, and are easy to create and upload. Your Instant Experience ads perform better when users spend more time engaging with them.
Note : Instant Experience ads can only be shown on mobile devices.
Image Specifications – Layout Options
- Fit to Width (Linkable): The image fits the width of the viewer’s screen and allows you to add a link. The recommended width of the image is 1080 pixels.
- Fit to Width (Tap to Expand): The image fits the width of the viewer’s screen but allows them to tap to view the image in its natural size and shape. If the image is wider than the screen, the viewer can tilt their device to rotate it. They can also “pinch” the screen to zoom in on a part of the image. The recommended minimum height of the image is 1080 pixels. However, on some platforms, Instant Experience images may not expand when tapped.
- Fit to Height (Tilt to Pan): The image fits the height of the viewer’s screen from the point they view it. Therefore, they don’t need to tap it and cannot shrink it to the width of their screen. Instead, they should tilt their device to view portions of the image that exceed the width of the screen. The recommended height of the image is 1920 pixels. Just remember that some Instant Experience images are shown to fit the width.
Video Specifications
- Video Format: MP4 or MOV
- Recommended Length: Up to 2 minutes
- Maximum File Size: 4GB
- Subtitles: Recommended
Video Layout Options
- Fit to Width: The video fits the width of the viewer’s screen. The recommended width of the video is 720 pixels.
- Fit to Height (Tilt to Pan): The video fits the height of the viewer’s screen from the point they view it, and thus, they don’t need to tap it and cannot shrink it to the width of their screen. Instead, viewers should tilt their device to view sections of the video that exceed the width of their screen.
Objectives for Instant Experience Ads
- Brand Awareness
- Reach
- Traffic
- Engagement
- App Installs
- Video Views
- Conversions
- Store Traffic
Ad Placement
The available placements change depending on the ad format. You can choose the ad format to use with your Instant Experience during the ad creation process.
Single Image or Video on Facebook:
- News Feed
- Marketplace
- Group Feed
- Stories
- Search Results
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Facebook Collection Ads

Collection Ads help potential customers browse through your products or services on mobile devices. These ads allow you to add videos or cover images to showcase different aspects of your business.
They also provide users with an Instant Experience without leaving your Facebook page, meaning the bounce rate can be reduced.
Potential customers can learn more about your business through Collection Ads as you can display up to ten images or videos in a single ad.
Image Specifications
- Recommended image size: At least 1080 x 1080 pixels, but it’s best to use the highest resolution that meets the aspect ratio requirements as there is no maximum resolution.
- Image aspect ratio: 1:1, but aspect ratios from 1.91:1 to 4:5 are supported, although they may be cropped to 1:1.
- Recommended file type: JPG or PNG.
- Maximum file size: 30 MB.
Video Specifications
- Recommended video resolution: At least 1080 x 1080 pixels, but it’s best to use the highest resolution that meets the aspect ratio requirements as there is no maximum resolution.
- Recommended video formats: MP4, MOV, or GIF.
- Aspect ratio: 1:1, but aspect ratios from 1.91:1 to 4:5 are supported, though they may be cropped to 1:1.
- Maximum file size: 4 GB.
Text Limits
- Primary text: Up to 125 characters will appear in the ad preview, and the rest will be visible when the viewer clicks “See More”.
- Headline: Up to 40 characters.
- Destination URL is required.
Goals for Collection Ads
- Brand Awareness
- Reach
- Traffic
- Engagement
- App Installs
- Video Views
- Conversions
- Store Traffic
Ad Placement
Facebook:
- News Feed
- In-stream Video
Instagram:
- Stories
- Feed
Facebook Slideshow Ads

Image Specifications
- Recommended image size: 1280 x 720 pixels.
- Image ratio: 16:9, 1:1, or 4:5.
Note: Ratios must be consistent. If one of the images in the slideshow has a different size, all will be cropped to 1:1.
- Number of images: 3 to 10.
- Recommended file types: PNG, JPG.
Video Specifications
- Recommended file types: MOV or MP4.
- Maximum file size: 4GB.
- Recommended video length: 15 seconds or less.
Audio Requirements
- Supported file types: WAV, MP3, M4A, FLAC, and OGG.
Goals for Slideshow Ads
- Brand Awareness
- Reach
- Traffic
- Engagement
- App Installs
- Video Views
- Lead Generation
- Messages
- Conversions
- Catalog Sales
- Store Traffic
Ad Placements
Facebook:
- News Feed
- Instant Articles
- In-Stream Videos
- Marketplace
- Stories
- Search Results
- Video Feeds
Instagram:
- Stories
- Feed
- Explore
Messenger:
- Stories
Audience Network:
- Native
- Banner
- Interstitial Ads
- Rewarded Video
Conclusion
Continuously experiment with different ad formats and see which one performs best for your campaigns.
Remember to define your goals to achieve optimal results from your advertising efforts. Once you have your goals in mind, you can use the information provided in this article to select the right format for your objectives.
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