Frequently asked questions

Meta (formerly known as Facebook) has a large user base, which makes it a great platform to reach a wide audience. Additionally, it offers various targeting options to help advertisers reach their desired audience. Meta has six campaign objectives in Ads Manager: awareness, traffic, engagement, leads, app promotion, and sales.

The main ad formats on Meta are image ads, video ads, carousel ads, and collection ads.

Image: The goal is to attract people to visit your website or use your app by using eye-catching and compelling visuals. You can choose to use your own images or use stock photos to convey your message.

Video:
The goal is to showcase the features of your product and attract attention with engaging visuals and sound. You can either upload a video that you have created or use Ads Manager’s video creation tools to make one.

Carousel:
The goal is to showcase multiple images or videos with their own links within a single ad. Carousel ad can be used to display various images of the same product or create a long photo that can be swiped.

Collection:
The goal is to encourage shopping by displaying items from your product catalog customized for each individual.

Ad creative on Meta can be uploaded in the same style as organic posts. While you can use landscape and vertical images, you’re best off using square and vertical images, as they will take up the most screen space, leading to higher CTR.

The following are recommendations for optimal ad placement:

• For feed placements, use square 1:1 for images and vertical 4:5 for videos
• For stories and reels placements, use 9:16 to capture the whole screen
• For video carousel format, use square 1:1 and consistent ratios for all videos in a carousel
• For in-stream videos, use horizontal 16:9 to fit the videos the ads are in
• For Meta Audience Network placements, use vertical 9:16
• For Instagram Shop, use square 1:1
• Recommended Primary Text length: 125 characters*
• Recommended Headline length: 27-40 characters*
• Recommended Description length: 18-30 characters*

*Text over the recommended character count is allowed, but may be truncated.

Yes, Meta has requirements for profile images. The recommended size for a profile picture is 360 x 360 pixels, and it must be at least 180 x 180 pixels.

The name must accurately reflect the brand or app. It must be spelled correctly and should not contain excessive capitalization, symbols, or incorrect punctuation.