Facebook & Instagram Ad Copy Placement and Character Count Specifications
Single Image or Video Ad
Single Image Ad Copy Specifications
Primary Text
- 50 to 125 Characters
Headline Text
- 40 Characters
Call to Action
- No button, Sign up, Subscribe, Watch more, Get promotions, Apply now, Book now, Contact us, Donate now, Download, Get offer, Get quote, Get showtimes, Learn more, Listen now, Order now, Get Access, Request time, See menu, Get updates, Shop now
Carousel Multiple Images or Videos Ad
Carousel Ad Copy Specifications
Primary Text
- 50 to 125 Characters
Headline Text
- 40 Characters
Description Text
- 25 Characters
Asset Cards
- 2-10 Images or Videos
Call to Action
- No button, Sign up, Subscribe, Watch more, Get promotions, Apply now, Book now, Contact us, Donate now, Download, Get offer, Get quote, Get showtimes, Learn more, Listen now, Order now, Get Access, Request time, See menu, Get updates, Shop now
Key Points to Consider
Single Asset Ads
Primary Text:
- Clarity and Brevity: Focus on a clear, concise message that grabs attention quickly. Highlight the key benefit or unique selling proposition (USP) to hook the audience.
- Alignment with Visual: Ensure that the primary text complements and reinforces the message conveyed by the creative image or video. The text should guide the viewer's understanding of the visual.
Headline:
- Compelling and Action-Oriented: Use an attention-grabbing headline that directly speaks to the audience's needs or desires. It should encourage users to take immediate action, whether that's learning more, purchasing, or signing up.
Description:
- Supportive Details: Use this space to provide additional context or value that supports the primary message. Keep it succinct, focusing on essential details that might not fit in the primary text or headline.
Call to Action (CTA):
- Direct and Urgent: Choose a CTA that clearly directs the user on what to do next. For single asset ads, ensure the CTA aligns with the objective of the ad, whether it’s to “Shop Now,” “Learn More,” or “Sign Up.”
Multiple Asset Carousel Ads
Primary Text:
- Consistent Messaging: Maintain a consistent message across all carousel cards to ensure a cohesive story or theme. The primary text should set the stage for the entire carousel, piquing interest in exploring each card.
Headline:
- Card-Specific and Descriptive: Tailor the headline for each carousel card to describe the specific product, feature, or benefit shown on that card. Each headline should be clear and informative, encouraging further exploration.
Description:
- Highlight Unique Selling Points: Use the description space to highlight the unique aspects of each product or service featured in the carousel. Provide specific details that differentiate each item from the others.
Call to Action (CTA):
- Consistent Yet Flexible: While the overall CTA should guide the user toward the desired action, consider varying the CTA for individual cards if it makes sense for different products or features (e.g., “Shop Now” on one card, “Learn More” on another). This approach can drive engagement across multiple points of interest.
By following these guidelines and examples, your ads will be well-optimized for both platforms.
Why Ad Copy Placement Specifications Matter: tailoring your ad copy and creative elements to the specific format of your Meta (Facebook & Instagram) ads—whether single asset or carousel—ensures that your message is clear, compelling, and effectively guides the audience toward taking the desired action. This approach maximizes engagement and conversion by aligning the visual content with the strategic intent of the ad copy, making the most of each ad format's strengths.
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Case Study
Recent studies and experiments on Meta (Facebook and Instagram) ad formats reveal some insightful statistics about the performance of single image ads versus carousel ads.
Single Image Ads:
- Single image ads generally have higher click-through rates (CTR) on Facebook compared to carousel ads. This is because single image ads tend to blend in more naturally with organic posts, making them more appealing to users who may suffer from "ad blindness" (Follows) (Conversion Logix).
- Additionally, single image ads are cost-effective and easier to produce, often resulting in a lower cost per lead (CPL). An experiment showed that single image ads had a CPL that was 2.8 times lower than carousel ads, making them particularly effective for campaigns where simplicity and directness are key (AdEspresso).
Carousel Ads:
- Carousel ads, on the other hand, offer higher engagement on Instagram due to their interactive nature. They allow advertisers to showcase multiple products or tell a story across several cards, which can lead to increased interaction and exploration by users (Taradel) (Conversion Logix).
- Carousels also have the potential to achieve higher overall performance, but they require more resources to create and optimize. For instance, they can include multiple CTAs and links, which can be beneficial for e-commerce or multi-product campaigns (SMM Dashboard) (Taradel).
Platform-Specific Performance:
- On Facebook, single image ads generally perform better on average, offering a safer and more consistent return on investment. In contrast, carousel ads can stand out more and have the potential for higher performance if executed well but are less consistent (Taradel).
- On Instagram, the native feel of carousel ads often results in a higher median CTR compared to single image ads. This is likely due to the platform's visual and interactive nature, where users are more inclined to engage with multi-image posts (Conversion Logix).
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Conclusion
Tailoring your ad copy and creative elements to the specific format of your Meta (Facebook & Instagram) ads—whether single asset or carousel—ensures that your message is clear, compelling, and effectively guides the audience toward taking the desired action. This approach maximizes engagement and conversion by aligning the visual content with the strategic intent of the ad copy, making the most of each ad format's strengths.