8 Facebook Ad Templates for Building Campaigns in 2022

The biggest benefit to advertising on Facebook and selling on Shopify is that you can reach a wide, targeted audience, while still owning the customer journey and relationship. After all, there are no marketplace restrictions when it comes to selling via your own website. 

However, there are parameters around what and how you can advertise on the social media platform. You have to follow Facebook ad sizes, choose which Facebook ad types to use, and figure out how much Facebook ads cost so you can budget accordingly. The Facebook ad templates below feature some of the specs and best practices to keep in mind when building out your Facebook ad strategies and creative.  

Facebook feed ad template

The Facebook feed ad works on desktop and mobile devices and shows up in users’ general Feeds. You can use an image or a video for Facebook Feed ads.  

• File type: JPG or PNG for images; MP4, MOV, or GIF for videos
• Resolution: at least 1080 x 1080 pixels; no maximum resolution
• Aspect ratio: Facebook recommends 1.91:1 or 1:1; ratios up to 4:5 are supported; offer ads and ads using stock photos require a 1.91:1 ratio; a 4:5 ratio won’t work if your ad has a link
• Video length: 1 second to 241 minutes
• Video file size: 4 GB
• Text: 125 characters
• Headline: 40 characters
• Link description: 30 characters; descriptions will only appear on the mobile feed if Facebook decides it’s likely to resonate with the viewer

Tips and best practices for Facebook feed ads

• Facebook doesn’t have a maximum image resolution for feed ads, so use the highest resolution image you have that meets the 1080 by 1080 pixel ratio requirement. This will guarantee the highest-quality creative to help you stand out and engage your Facebook audience. 
• When you advertise on Facebook, you’re not limited to plain white background product photos. Now’s the time to get creative. Showcase your products in use. Give context for where, how, and when your products might come in handy. 
• Keep it simple. While you have more room to flex your creativity with Facebook ads, you don’t want to make your image or video too visually overwhelming for users. Stick to one focal point and short, easy-to-understand text. 
• Experiment with animated GIFs. These are considered Facebook video ads and can be a creative way to stand out and drive engagement.

Facebook carousel ad template

A Facebook carousel ad features a series of images or videos in a sliding carousel format. Users can scroll through the creative, each with its own link. 

• Number of images/videos: 2–10 images/videos
• File type: JPG or PNG for images; MP4, MOV, or GIF for videos
• Resolution: at least 1080 x 1080 pixels; no maximum resolution
• Aspect ratio: 1:1 recommended; ratios 1.91:1 to 1:1 are supported
• Video length: 1 second to 240 minutes
• Headline: 40 characters 
• Link description: 20 characters 

Tips and best practices for Facebook carousel ads

• Stick to Facebook’s recommended specs. Even though you can choose from a range of resolutions and aspect ratios, Facebook may mask or crop your creative to fit its preferred dimensions, resulting in skewed visuals.
• Use the carousel ad template to showcase various features and benefits of your product. Choose a single product to highlight and dedicate each image or video to a specific product feature. 
• Showcase customer reviews for your product or brand. Each image or video can highlight a different testimonial. Use the final slot to feature an image of your product with a link to purchase. 

Facebook right column ad template

The Facebook right column ad is an image ad that shows up for desktop users to the right of the general Feed. They’re smaller in size but hover in place.  

• File type: JPG or PNG
• Image size: at least 254 pixels wide by 133 pixels high

• Resolution: at least 1080 x 1080 pixels; no maximum resolution
• Aspect ratio: 1:1 is the recommended ratio; ratios 1.91:1 to 1:1 are supported; however, the platform may mask the image to 1:1 
• Text: not recommended due to small image size
• Headline: 40 characters 
• Link description: not recommended due to small image size 

Tips and best practices for Facebook right column ads

• Use a simple but impactful image. You have less real estate with a right column ad, and many users may not even look at that part of the screen. It’s important to choose creative that will stand out without confusing or overwhelming users, especially given its small size. Don’t try to cram too much information into it—Facebook recommends omitting text altogether. 
• Remember that this Facebook ad template only works for desktop users. Make sure the desktop experience is on par and you don’t take users to a mobile-first destination. 

Facebook in-stream video ad template

Facebook in-stream video ads are short videos that appear while a user is watching other videos on Facebook. The first one appears after the user has been consuming video content for one minute. 

• Video length: 5–15 seconds
• File size: 4 GB
• Resolution: at least 1080 x 1080 pixels; no maximum; make sure to upload videos without letter or pillar boxing
• Aspect ratio: 16:9 or 19:6

Tips and best practices for Facebook in-stream video ads

Get to the point. Whether you like it or not, your in-stream video ad is an interruption. The shorter your video, the less intrusive it is. 

Not every advertiser is eligible to use this Facebook ad template and type. If you’re rejected, it could be because you don’t have enough followers or existing videos and viewers. Check this page for more information about being eligible for Facebook in-stream video ads. 

Include closed captions for viewers. This will not only improve your video ads from an accessibility standpoint, but you can also engage mobile viewers in environments where they can’t use the sound. You can still get your message across even if your video is on mute.  

Facebook Marketplace ad template

You can also create ads for Facebook Marketplace that show up among other user-generated for-sale posts. Facebook recommends using the same specs as you would for Feed ads. 

• File type: JPG or PNG
• Resolution: at least 1080 x 1080 pixels; no maximum resolution
• Aspect ratio: 1:1 recommended; 16:9 to 9:16 supported
• Headline: 40 characters

Tips and best practices for Facebook Marketplace ads

Keep your ad product-focused. People browsing Facebook Marketplace are there to shop, not to connect with friends and see what’s going on in the world. If you want to grow your email list, this isn’t the place—but if you want to promote your online products for sale, Marketplace is a great ad type to consider. 

Focus on the types of products and prices Marketplace shoppers are looking for. Typically, goods bought and sold on Marketplace are secondhand. So if you have a vintage shop, this is a great way to go. Beyond that, these shoppers are likely looking for affordability, so high-value items are not the best contenders for this Facebook ad template.

Use high-quality product photography to stand out. Most of the posts on Marketplace are user-generated, so the visuals aren’t too tough to compete with. A small investment in product photography could go a long way. 

Facebook Instant Experiences ad template

Facebook Instant Experiences are dynamic, full-screen content experiences with an emphasis on multimedia, big visuals, and a combination of lifestyle and product. This is the destination a user heads to after they click on one of your other ad types. The mobile-only ad experience offers an impactful and immersive advertising option. 

• Number of images/videos: up to 20 images; unlimited videos 
• File type: JPG or PNG for images; MP4 or MOV for videos 
• Image resolution: full width is 1080 pixels and full height is 1920 pixels
• Video resolution: videos should be a minimum of 720 pixels
• Video length: you can use an unlimited number of videos, but the combined duration is limited to two minutes
• Text: multiple blocks of text up to 500 words each
• Font: 6–60 point in HelveticaNeue, HelveticaNeue-Light, HelveticaNeue-Medium, HelveticaNeue-UltraLight, HelveticaNeue-CondensedBold, or Georgia 
• Button text: 30 characters maximum; all text must fit on one line, and Facebook may shorten it for low-resolution screens

Tips and best practices for Facebook Instant Experience ads

• Though your video only needs to be 720 pixels at minimum, use the highest resolution possible. This will improve the visual quality of the content and, as a result, the mobile user’s ad experience as well. 
• Facebook automatically selects your video thumbnails for you: the first frame of your video. Make sure the first frame of your video matches what you would want the thumbnail to be.
• Create an experience for users rather than just a collection of photos and videos. Tell a story about your brand or highlight the ways your product will enhance customers’ lives, for example. 

Facebook Stories ad template

Stories ads show up on Facebook as well as Instagram or WhatsApp, if you choose. These ads appear when a user is consuming Stories content on the app. Facebook will intermittently place a paid Stories ad in between the Stories the user is watching. 

• Number of images/videos: 1–3 images/videos
• File type: JPG or PNG for images; MP4, MOV, or GIF for videos
• Video length: 1 second to 2 minutes; note the maximum playtime of video ads in Stories is 16 seconds
• File size: 4 GB
• Aspect ratio: 9:16 for single image or video ads; 1:1 for carousel ads; Facebook recommends leaving 14% (about 250 pixels) of the top and bottom of the image without text or logos to avoid covering essential elements with the call to action
• Text: 125 characters; Facebook Stories recommends adding captions to videos

Tips and best practices for Facebook Stories ads

• Stories ads are full screen and viewed on mobile devices, so keep that in mind when creating your videos. You’ll want to shoot videos and photos vertically so they render correctly in Stories feeds. 
• You can opt for the carousel format and use multiple images or videos to create a Stories ad. This would work well if you have multiple products in a collection or want to highlight various features. 
• Focus on your first frame. Facebook notes how Stories users are used to quick, instant content experiences—and your ad should keep up with the tempo. Nail the first frame and aim to keep users engaged with quick-hitting content. 
• Use a combination of images and videos. A mixture of moving and still visuals can stand out and make users stop or tap back to view it again. 

Facebook collection ad template

The Facebook collection ad format is a conversion- and product-oriented ad type that makes it ideal for ecommerce businesses. With this ad, you get a primary image or video as well as three smaller images displayed in a grid beneath. When a user taps on the ad, they head to your Instant Experience. 

• Primary image/video aspect ratio: 1:1 is recommended; 1.91:1 to 4:5 is supported
• Number of secondary images: 3 product images
• File type: JPG or PNG for images; MP4, MOV, or GIF for videos
• Resolution: at least 1080 x 1080 pixels; no maximum resolution
• Image maximum file size: 30 MB
• Video maximum file size: 4 GB 
• Text: 125 characters
• Headline: 40 characters
• Other requirements: Instant Experience is required when using collection ads 

Tips and best practices for Facebook collection ads

Choose the right Facebook ad template for your collection ad. Use the Instant Storefront if you have more than four products and want to drive people to your website to make a purchase. The Instant Lookbook is ideal for showing your products in action through lifestyle and contextual photography. And opt for Instant Customer Acquisition when you want people to convert right there on your mobile landing page or take a specific action on your app or website. 

Consider using Facebook video ads for your collection ads. Facebook says users engage with video ads more than ads featuring still images and photos. 

Use Facebook ad templates from Taler

Short on time? Check out Taler to help you create your next set of Facebook ads. With Taler, you can design a stunning Facebook ad in seconds—for free. Upload your logo and brand colors, customize fonts and designs, and choose from curated templates so you’re not stuck with a blank page.  

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