There are two facets to Digital Marketing on the World Wide Web. One is the organic approach which does not cost money and utilizes tools and features to promote a campaign. The other approach is paid marketing solutions or promoting an objective for goal conversion. The most popular ad platforms are:
- Google Ads
- Facebook or Meta
- Instagram (Meta)
Meta which was earlier called Facebook incorporates Instagram, Audience Network, and Messenger in its advertising network. The platforms together offer 15 placement opportunities on diverse content mechanisms they together incorporate thus creating an immense prospective client reach. The ad placements are chosen depending on the purpose and the segment to target. Several available ad formats assist marketers in effectively utilizing the sales funnel and achieving goal conversion.
The Ads formats available for advertisement on Meta are as follows:
- Image Ads
- Video Ads
- Carousel Ads
- Collections Ads
- Image Ads
Image Ads use high-quality visuals to drive visitors to websites or apps, the visuals can be used from stocks or personal collections. Usually, specially created images for advertisements are used. The image should highlight products, brands, or services on the feeds, hence use a visual that makes the necessary impact. ‘
For image ads, the accepted formats that are fit to be used are:
- File type: JPG or PNG
- Ratio: 1.91:1 to 1:1
- Resolution: At least 1080 x 1080 pixels
Technical requirements
- Maximum file size: 30 MB
- Minimum width: 600 pixels
- Minimum height: 600 pixels
- Aspect ratio tolerance: 3%
TEXT
125 characters are allowed in the primary text that appears at the top of the image while the headline below the image can contain 40 characters. The description text limit is 30 characters and a CTA is attached to the left of the image.
Marketers should use high-resolution appealing images and make sure that the text does not impact the visuals. Express well throughout the text and use your logo more often. Using these best practices will immensely help in making a huge success of the Ad campaign.
Video Ads
Show off your brand or product range using well-made videos. Audiovisuals make a greater impact. You can create a video for advertisement purposes or make one in the ad manager using the tool options.
Specifications
- File type: MP4, MOV or GIF
- Ratio: 1:1 or 4:5 (mobile)
- Video settings: H.264 compression, square pixels, fixed frame rate, progressive scan, and stereo AAC audio compression at 128 kbps+
- Resolution: Minimum 1080 x 1080 pixels
Technical Specifications
- Video duration: 1 second to 241 minutes
- Maximum file size: 4 GB
- Minimum width: 120 pixels
- Minimum height: 120 pixels
Text specifications are the same as above but sound and video caption should be used as well.
Carousel Ads
Specifications
- Image file type: JPG or PNG
- Video file type: MP4, MOV or GIF
- Ratio: 1:1
- Resolution: At least 1080 x 1080 pixels
Technical Requirements
- Number of carousel cards: 2 to 10
- Image file size: 30 MB
- Video file size: 4 GB
- Duration: 1 second to 240 minutes
- Aspect ratio tolerance: 3%
A landing page URL is used in Caraousal Format and primary text is limited to 125 characters, the headline to 32 characters, and the description is limited to 18 characters. More than 2 images or videos can be shown in a single carousel format to exhibit several products and their features.
Collection Ad Format
This format comprises a cover image or video along with 3 product images. Clicking on a collection Ad leads to an Instant Experience on a full-screen landing page. For an instant experience, you can use the storefront or customer acquisition template.
Collection Format Specifications
- Image type: JPG or PNG
- Video file type: MP4, MOV or GIF
- Ratio: 1:1
- Resolution: 1080 x 1080 pixels
The image size should be 30 MB and not more while the video should be 4GB and not more. The primary text limit is 125 characters while the headline is limited to 40 characters max. This format delivers a highly engaging experience and seamless experience on smartphones. These ad formats have limited distribution restrictions and can be used widely across all the Meta platforms for a successful Ad campaign.
