Last Updated: March 8, 2021
This is a non-comprehensive list of some popular ad channels and the ad specifications for their ad types.
Primary Text:
No specific limits, but communicate the key message in the first 40 characters.
Image:
At least 1,080 by 1,080 pixels. Larger images will be automatically resized by Facebook, and can be cropped to suit specific placements. Text cannot cover more than 20% of the image. Ideally, images should have no text at all to maximize performance. Use the Facebook Text Overlay Tool to check.
Video:
Videos with a 1:1 or 4:5 ratio are ideal as they take up an ideal amount of the screen, particularly on mobile devices. Video thumbnail images cannot have text that covers more than 20% of the image. Ideally, images should have no text at all to maximize performance. Use the Facebook Text Overlay Tool to check.
Headline:
No specific limits, but ideally 25 characters or less to prevent truncation.
Description:
No specific limits, but ideally 30 characters or less to prevent truncation. Does not appear on all placements.
Number of cards:
Minimum 2, maximum 10
Image:
Ideally 1:1 ratio, 1,080 by 1,080 pixels or greater. Larger images will be automatically resized by Facebook. Text cannot cover more than 20% of the image. Ideally, images should have no text at all to maximize performance.
Video:
Ideally 1:1 ratio. Video thumbnail images cannot have text that covers more than 20% of the image. Ideally, images should have no text at all to maximize performance
Primary Text:
No specific limits, but communicate the key message in the first 40 characters.
Individual Card Headline:
No specific limits, but ideally 25 characters or less to prevent truncation.
Individual Card Description:
No specific limits, but ideally 20 characters or less to prevent truncation. Does not appear on all placements.
The same ad specifications apply to Bing.
Headlines:
30 characters or less. Expanded Text Ads have 3 headlines. Responsive Search Ads can have up to 15 headlines.
Descriptions:
90 characters or less. Expanded Text Ads have 2 descriptions. Responsive Search Ads can have up to 4 descriptions.
The same ad specifications apply to Bing.
Image Ads
The following are the most popular image-based display ad sizes:
300 x 250
320 x 50
320 x 100
336 x 280
728 x 90
250 x 250
300 x 600
160 x 600
970 x 90
468 x 60
200 x 200
Official Google Image Display Ad Spec Guide
Responsive Display Ads
Images:
A combination of 1:1 and 16:9 ratios is required. At least one 16:9 (landscape) and one 1:1 (square) image is required. Maximum 15 images
Logos:
A combination of 1:1 and 16:9 ratios is recommended. Maximum 5 logos
Videos:
1:1 or 16:9 aspect ratio is ideal. Maximum 5 videos. Must be hosted on YouTube.
Headlines:
30 characters or less. Maximum 5 headlines
Long Headline:
90 characters or less.
Descriptions:
90 characters or less. Maximum 5 descriptions
Business Name:
25 characters or less.
YouTube URL:
Video must be hosted on YouTube.
Call-to-action:
10 characters or less.
Headline:
15 characters or less.
Business name:
20 characters or less
Headline:
25 characters or less
Description:
90 characters or less.
Logo:
1:1 ratio. Maximum file size: 150KB
Marketing Image:
1.91:1 or 1:1 ratio. Maximum file size: 1024KB
Header image:
3:1 ratio. Maximum file size: 1024KB
Images:
A combination of 1:1 and 16:9 ratios is permitted. At least one image is required. Maximum 15 images
Logos:
1:1 ratio. Maximum 5 logos
Headlines:
40 characters or less. Maximum 5 headlines
Descriptions:
90 characters or less. Maximum 5 descriptions
Business Name:
25 characters or less.
Images:
1.91:1, 1:1 and 4:5 ratios
Maximum 15 images
Logos:
4:1 and 1:1 ratios
One 1:1 logo required. Maximum 5 logos
Videos:
Optional. Maximum 5 videos. Must be hosted on YouTube.
Google will create videos automatically when possible.
Headlines:
30 characters or less
Minimum 3, Maximum 5 headlines
Long Headline:
90 characters or less
Minimum 1, Maximum 5 long headlines
Short Description:
60 characters or less
Required
Descriptions:
90 characters or less
Optional. Maximum 5 descriptions
Business Name:
25 characters or less
Required
Official Google Performance Max Ad Spec Guide
The same ad specifications apply to Bing.
Sitelink
Sitelink Text:
25 characters or less.
Description:
35 characters or less. Each sitelink extension can have 2 descriptions.
Callout
Callout Text:
25 characters or less.
Introductory Text:
600 characters maximum. Recommend no more than 250 characters.
Image:
Ideally 1,200 by 628 pixels. Text is permissible in image.
Headline:
200 characters maximum. Recommend no more than 70 characters.
Description:
300 characters maximum. Recommend no more than 100 characters.
Tweet:
280 characters maximum.
Image/Video:
Images must be 1:1 or 1.91:1. Max file size 3 MB.
Videos must be 16:9 or 1:1. Max file size 1 GB.
Card Name:
80 characters maximum.
Headline:
70 characters maximum.
728×90
300×250
320×50 (In-App)
300×600
160×600
320×480
970×250
768×1024
1024×768
480×320
These specs are specific to StackAdapt.
Image:
1,200 x 627, 600 x 600, and 800 x 600 pixels.
Headline:
55 characters maximum.
Caption Text:
120 characters maximum.
Sponsored by:
25 characters maximum.
Call-to-Action Text:
10 characters maximum.
Video:
Up to 500 MB
Display Name:
No specific character limit
Text:
100 characters or less
Text Ads:
Headline: 300 characters or less
Body: 40,000 characters or less
Image Ads:
Headline: 300 characters or less
Image file size: 3MB max
Ratios: 1:1, 4:5, 4:3, 16:9
Recommended resolutions: 1080×1080, 1080×1350, 1440×1080, 1920×1080
Thumbnail: Displays at 400×300 pixels
Thumbnail file size: 500KB max
Video Ads:
Headline: 300 characters or less
Supported formats: MP4, MOV
File size: 1GB max
Ratios: 1:1, 4:5, 4:3, 16:9
Recommended length: 0:05–0:30s
Maximum length: 15:00 minutes
Carousel Ads:
Headline: 300 characters or less
Caption: 50 characters or less
Images: 2–6 images, 1200×1200 pixels (desktop-only campaigns support 1200×628)
Image file size: 20MB max each
Ratios: 1:1, 16:9
Recommended resolutions: 1080×1080, 1080×1350, 1440×1080, 1920×1080
Thumbnail: Displays at 400×300 pixels
Thumbnail file size: 500KB max
Static Pins:
Title: 100 characters or less
Description: 500 characters or less
Image file size: 20MB max
Ratios: 2:3
Video Ads:
Title: 100 characters or less
Description: 500 characters or less
Supported formats: MP4, MOV, M4V
File size: 2GB max
Ratios: 1:1, 2:3, 9:16
Video length: 0:04 – 15:00
Carousel Ads:
Title: 100 characters or less
Description: 500 characters or less
Images: 2–5 images
Image file size: 20MB max each
Ratios: 1:1, 2:3
Audio file:
15 or 30 seconds. WAV, MP3 or OGG. Up to 1 MB.
Image:
640 x 620
