Add more creative real estate in News Feed with the carousel formatWith more than 968 million1 people visiting News Feed each day, Facebook provides the incredible opportunity for you to capture the attention of people you want to reach and drive to your website on any device.

Carousel link ads

Designed for any objective, carousel link ads give you more creative real estate in News Feed to showcase compelling videos and images for your brand and products, driving people to your website to convert. You can showcase up to 5 clickable images or videos within a single ad unit. Facebook can optimize the order of the images based on relevance to each targeted individual.

Carousel link ads on mobile

Drive results for any campaign objective

Carousel link ads can work with any of the Facebook targeting options available to you. From driving intent with a person who has never interacted with your brand to enticing a customer that has added items to an online shopping cart, carousel link ads can drive action at any stage of the purchase funnel. We’ve seen success for this ad unit across all verticals where advertisers have used a combination of rich imagery and video to showcase specific products, services or benefits.

Ad Creative Recommendations

Use these guidelines to capture your audience with compelling ad creative on Facebook.

• Use product imagery when targeting people who have visited products on your website.

• Reach prospective customers with video creative followed by images showing more information about your product, service,

or brand.

• Create a theme for the videos and images in your carousel link ad.

• Test different creative strategies such as storytelling with video, product imagery, or starting with a branding video followed

by more specific product or brand information.

Carousel link ads on desktop

Text

Image

Headline

Linkdescription

1 Facebook internal data, June 2015

Video Design Recommendations

Use these guidelines to design an ad that looks good

everywhere it appears on Facebook.

• Text: 90 characters

• Headline: 40 characters

• Link description: 20 characters

• Thumbnail image size: should match the aspect

ratio of your video. Your thumbnail image may not

include more than 20% text. See how much text is

on your image.

• Video: H.264 video compression, high profile

preferred, square pixels, fixed frame rate,

progressive scan

• Frames: 30fps max

• Format: .mp4 container ideally with leading mov

atom, no edit lists

• Recommended Aspect Ratio: 1.33:1 / 4:3 / SDTV,

1.375:1 / film, 1.77 / 16.9 / HDTV, 1.85:1 / Film, 2:39:1

or 2:40:1 / Widescreen, no pillar boxing or letter

boxing

• Audio: Stereo AAC audio compression, 128kbps +

preferred

• File Size: Up to 1.75GB max

• Bitrate: No limit to bitrate file if you’re using two

pass encoding, as long as long as your file doesn’t

exceed 1 GB. Otherwise, 8 megabits per second for

1080p and 4 megabits per second for 720p.

Improve click-through rateA dating service used carousel link ads to tell a story about their service. Each image drove traffic to the same sign up landing page, increasing CTR by 1.2x over link ads, and ultimately lowering CPAs for the advertiser.2

Find new customersAn online book retailer paired carousel link ads with Facebook Core Targeting to find new customers. The company used images of its top selling books to drive sales. The result was a 95% increase in click-through rate (compared to a standard link ad) and a 61% decrease in post-click cost per conversion on mobile.2

2 Facebook internal data, June 2014

Decrease cost per leadA financial services company used the carousel link ads to present three key benefits of a single product, decreasing cost per lead by 40%. Compared to a similar link ad, the carousel link ads saw a 57% increase in CTR.2

Image Design Recommendations

Use these guidelines to design an ad that looks good

everywhere it appears on Facebook.

• Image size: 600 x 600 pixels

• Image ratio: 1:1

• Text: 90 characters

• Headline: 40 characters

• Link description: 20 characters

• Your Image may not include more than 20% text.