Last update: 15/9/2015
FACEBOOK MARKETPLACE
TECHNICAL SPECIFICATIONS
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Facebook Marketplaces – Technical Specifications
Contents
Marketplace Products ............................................................................................................... 3
Marketplace Ads.................................................................................................................... 3
Standard Ads (Domain Ads)................................................................................................... 4
App Engagement ................................................................................................................... 5
App Installs ............................................................................................................................ 7
Event Ads ............................................................................................................................... 9
Offer Ads.............................................................................................................................. 10
Page Like Ads ....................................................................................................................... 11
Marketplace Page Post Ads ................................................................................................. 12
Page Post Video Ad.......................................................................................................... 13
Page Post Photo Ad ......................................................................................................... 14
Page Post Text Ad ............................................................................................................ 17
Instagram Ads ...................................................................................................................... 18
Clicks to Website: Instagram Links .................................................................................. 18
App Installs: Instagram Mobile App ................................................................................ 19
Instagram Video Views .................................................................................................... 20
Ad Policy: Editorial & Format Guidelines ................................................................................ 21
Ad Policy: Images in News Feed & Right Hands Side .............................................................. 21
Support .................................................................................................................................... 25
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Facebook Marketplaces – Technical Specifications
Marketplace Products
Marketplace Ads
Marketplace ads appear anywhere on Facebook. They do not show the faces of friends,
though they may include social information about friends
They may give the user the opportunity to like the Page, join an event or drive to an app or
offsite.
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Facebook Marketplaces – Technical Specifications
Standard Ads (Domain Ads)
A domain ad is best to drive to a website and for online sales.
For your ad to render the best in all add placements, we recommend the following creative:
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Text: 90 characters
Image ratio: 1.39:1
Image size 1200x864px
To support these ads on newsfeed a FB fan page is required and we need to have advertiser
rights on the FB Fan Page.
Desktop: Right Hand Side
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Title: 25 characters maximum
Body text: 90 characters
Domain link: 1 line
Image
o Aspect ratio: 1.91 : 1
o Image dimensions: 254x133px
Important notice:
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For 3rd party click counting, please provide a 3rd party click tracking URL
Text cannot have two (2) one-letter words in a single row
Text cannot have a word more than 20 characters long
Title and image will link to client specified URL
Facebook Marketplaces – Technical Specifications
App Engagement
Mobile App
Use these guidelines to design an advert that looks good everywhere it appears on
Facebook. The recommended image size ensures that your images always look high-quality.
The recommended text length is how many characters of advert copy could be displayed on
smaller screens.
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Image size: 1,200 x 628 pixels
Image ratio: 16:9
Text: 90 characters
Your image may not include more than 20% text. See how much text is on your
image.
Your star rating from the App Store or Google Play store will automatically be shown on your
advert.
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Facebook Marketplaces – Technical Specifications
Desktop App
Use these guidelines to design an advert that looks good everywhere it appears on
Facebook. The recommended image size ensures that your images always look high-quality.
The recommended text length is how many characters of advert copy could be displayed on
smaller screens.
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Image size: 1,200 x 628 pixels
Text: 90 characters
Your image may not include more than 20% text. See how much text is on your
image.
DESKTOP NEWS FEED
RIGHT COLUMN
App name title: 25 characters
App name title: 25 characters
Text: 500 characters
Text: 90 characters
Important notice:
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In order to make the App Ad, we need to have developer rights on the FB App.
Please refer to your Account Manager for our account details.
Text cannot have two (2) one-letter words in a single row
Text cannot have a word more than 20 characters long
Facebook Marketplaces – Technical Specifications
App Installs
Mobile App
Use these guidelines to design an advert that looks good everywhere it appears on
Facebook. The recommended image size ensures that your images always look high-quality.
The recommended text length is how many characters of advert copy could be displayed on
smaller screens.
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Image size: 1,200 x 628 pixels
Image ratio: 1.9:1
Text: 90 characters
Your image may not include more than 20% text. See how much text is on your
image.
Your star rating from the App Store or Google Play store will automatically be shown on your
advert.
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Facebook Marketplaces – Technical Specifications
Desktop App
Use these guidelines to design an advert that looks good everywhere it appears on
Facebook. The recommended image size ensures that your images always look high-quality.
The recommended text length is how many characters of advert copy could be displayed on
smaller screens.
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Image size: 1,200 x 628 pixels
Image ratio: 1.9:1
Text: 90 characters
Your image may not include more than 20% text. See how much text is on your
image.
DESKTOP NEWS FEED
RIGHT COLUMN
App name title: 25 characters
App name title: 25 characters
Text: 500 characters
Text: 90 characters
Important notice:
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In order to make the App Ad, we need to have developer rights on the FB App.
Text cannot have two (2) one-letter words in a single row
Text cannot have a word more than 20 characters long
Facebook Marketplaces – Technical Specifications
Event Ads
Use these guidelines to design an advert that looks good everywhere it appears on
Facebook. The recommended image size ensures that your images always look high-quality.
The recommended text length is how many characters of advert copy could be displayed on
smaller screens.
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Image size: 1,200 x 444 pixels
Image ratio: 2.7:1
Text: 90 characters
Headline: 25 characters
Your image may not include more than 20% text. See how much text is on your image.
The date and time from your Facebook Event will automatically be shown in your
advert.
DESKTOP NEWS FEED
MOBILE NEWS FEED
(On mobile devices with
a screen size of 1,136 x
640 pixels)
RIGHT COLUMN
Text: 500 characters
Text: 120 characters
Text: 90 characters
Headline: 25 characters
Headline: 25 characters
Headline: 25 characters
Page name: Up to 1 line
Important notice:
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In order to make the Event Ad, we need to have advertiser rights on the FB Event.
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Text cannot have two (2) one-letter words in a single row
Text cannot have a word more than 20 characters long
Facebook Marketplaces – Technical Specifications
Offer Ads
Use these guidelines to design an advert that looks good everywhere it appears on
Facebook. The recommended image size ensures that your images always look high-quality.
The recommended text length is how many characters of advert copy could be displayed on
smaller screens.
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Image size: 1,200 x 628 pixels
Image ratio: 1.9:1
Offer title: 25 characters
Text: 90 characters
Your image may not include more than 20% text. See how much text is on your image.
DESKTOP NEWS FEED
MOBILE NEWS FEED
(On mobile devices with
a screen size of 1,136 x
640 pixels)
Offer title: 25 characters maximum
Offer title: 25 characters
Text: 90 characters maximum
Text: 90 characters
maximum
RIGHT COLUMN
Offer title: 25
characters maximum
Text: 90 characters
maximum
Important notice:
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In order to make the Offer Ad, we need to have advertiser rights on the FB Offer.
Text cannot have two (2) one-letter words in a single row
Text cannot have a word more than 20 characters long
Facebook Marketplaces – Technical Specifications
Page Like Ads
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Use these guidelines to design an advert that looks good everywhere it appears on
Facebook. The recommended image size ensures that your images always look highquality. The recommended text length is how many characters of advert copy could
be displayed on smaller screens.
Image size: 1,200 x 444 pixels
Image ratio: 2.7:1
Text: 90 characters
Your image may not include more than 20% text. See how much text is on your image.
DESKTOP NEWS FEED
Text: 90 characters
Page category: Up to 1 line of
your Page category may be
shown
MOBILE NEWS FEED
(On mobile devices with a
screen size of 640 x 1,136
pixels)
Text: 110 characters
Page category: Up to 1 line
of your Page category may
be shown
RIGHT COLUMN
Text: 90 characters
Headline: 25 characters
Page name: 1 line
Important notice:
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In order to make Page Like Ads, we need to have advertiser rights on the FB Page.
Text cannot have two (2) one-letter words in a single row
Text cannot have a word more than 20 characters long
Facebook Marketplaces – Technical Specifications
Marketplace Page Post Ads
Your stories are most effective when they start from Page posts. Marketplace ads and
sponsored stories from Page posts can appear anywhere on Facebook. A user not connected
to your business will see an ad, which gives them the option to like your page. Fans of your
business or their friends see a sponsored story, which gives them the option to like the Page
(if they are a friend of a fan). When they appear on the right hand side, sponsored stories
expand to show a friend’s profile photo and names of friends connected to your brand
alongside your message, all in one.
 Page post ads allow you to share your existing posts with users beyond your current
fan base.
 You can choose from a list of your own posts.
Important notice: In order to run a Page Post Ad, we need to have advertiser rights on the
FB Fan Page.
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Facebook Marketplaces – Technical Specifications
Page Post Video Ad
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Use these guidelines to design an advert that looks good everywhere it appears on
Facebook. The recommended image size ensures that your images always look highquality. The recommended text length is how many characters of advert copy could
be displayed on smaller screens.
Thumbnail image size: 1,200 x 675 pixels (shown on your advert when the video is
not playing)
Video: 1,080 pixels
Ratio: 16:9
File size: 1 GB maximum
Length: 20 minutes maximum
Text: 90 characters
Your thumbnail image may not include more than 20% text. See how much text is on
your image.
DESKTOP NEWS FEED
Text: 500 characters
MOBILE NEWS FEED
(On mobile devices with a
screen size of 1,136 x 640
pixels)
Text: 110 characters
RIGHT COLUMN
Text: 90 characters
Tip:
Even very short videos can be a powerful tool to engage your audience. It doesn't have to be
fancy. Try recording a short video from your camera and promoting it on your Page.
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Facebook Marketplaces – Technical Specifications
Page Post Photo Ad
Use these guidelines to design an advert that looks good everywhere it appears on
Facebook. The recommended image size ensures that your images always look high-quality.
The recommended text length is how many characters of advert copy could be displayed on
smaller screens.
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News Feed image size: 1,200 x 900 pixels
News Feed image ratio: 4:3
Right column image size: 254 x 133 pixels
Right column image ratio: 1.9:1
Text: 90 characters
Your image may not include more than 20% text. See how much text is on your image.
DESKTOP NEWS FEED
Text: 500 characters
MOBILE NEWS FEED
(On mobile devices with a
screen size of 1,136 x 640
pixels)
Text: 110 characters
RIGHT COLUMN
Text: 90 characters
Important information
 A photo post is defined by the inclusion of a photograph that could be produced by a
camera. Differentiate photo posts from picture posts (which could be drawn) and
image posts (which could be photoshopped or otherwise created). If a “photo” could
stand alone and perform as an IAB banner ad on any other site, it is not considered a
photo and will not be accepted from Facebook.
 Please see section Ad policy for extra information on Facebook’s photo policy
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Facebook Marketplaces – Technical Specifications
Website Conversions: Links
Use these guidelines to design an advert that looks good everywhere it appears on
Facebook. The recommended image size ensures that your images always look high-quality.
The recommended text length is how many characters of advert copy could be displayed on
smaller screens.
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Image size: 1,200 x 628 pixels
Image ratio: 1.9:1
Text: 90 characters
Headline: 25 characters
Link description: 30 characters
Your image may not include more than 20% text. See how much text is on your image.
DESKTOP NEWS FEED
MOBILE NEWS FEED
(On mobile devices
with a screen size of
1,136 x 640 pixels)
RIGHT COLUMN
Text: 500 characters
Text: 110 characters
Text: 90 characters
Headline: 1–2 lines (depending on
length)
Link description: 2–3 lines
Headline: 1–2 lines
(depending on length)
Link description: 1 line
Headline: 25 characters
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Facebook Marketplaces – Technical Specifications
Website Conversions: Multi-product
Use these guidelines to design an advert that looks good everywhere it appears on
Facebook. The recommended image size ensures that your images always look high-quality.
The recommended text length is how many characters of advert copy could be displayed on
smaller screens.
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Image size: 600 x 600 pixels
Image ratio: 1:1
Text: 90 characters
Headline: 25 characters
Link description: 30 characters
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Your image may not include more than 20% text. See how much text is on your image.
DESKTOP NEWS FEED
Text: 500 characters
Text: 120 characters
Headline: 1–2 lines (depending on length)
Headline: 1–2 lines (depending on
length)
Link description: 1 line
Link description: 1 line
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MOBILE NEWS FEED
(On mobile devices with a screen size
of 1,136 x 640 pixels)
Facebook Marketplaces – Technical Specifications
Page Post Text Ad
Desktop News Feed
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Text: 500 characters, remainder truncated.
Mobile News Feed
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Text: 500 characters, remainder truncated.
Tip:
Keep your text short and concise so people can understand your message quickly. 150
characters or less is a good text length to aim for.
Right Hand Side of News Feed
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Text: 90 char remainder truncated
Facebook Marketplaces – Technical Specifications
Instagram Ads
Clicks to Website: Instagram Links
Design Recommendations
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Image ratio: 1:1
Image size: 1080 x 1080 pixels
Your image may not include more than 20% text. See how much text is on your
image.
Technical Requirements
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Image ratio: 1.9:1 to 1:1
Minimum resolution: 600 x 315 pixels (1.9:1 landscape)/600 x 600 pixels
(square)
Caption: Text only, max. 300 characters
Limited support for landscape format
INSTAGRAM FEED
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INSTAGRAM FEED
Facebook Marketplaces – Technical Specifications
App Installs: Instagram Mobile App
Design Recommendations
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Image ratio: 1:1
Image size: 1080 x 1080 pixels
Your image may not include more than 20% text. See how much text is on your
image.
Technical Requirements
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Image ratio: 1.9:1 to 1:1
Minimum resolution: 600 x 315 pixels (1.9:1 landscape)/600 x 600 pixels
(square)
Caption: Text only, max. 300 characters
Limited support for landscape format
INSTAGRAM FEED
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INSTAGRAM FEED
Facebook Marketplaces – Technical Specifications
Instagram Video Views
Design Recommendations
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Aspect ratio: 1:1
Video: H.264 video compression, high-profile preferred, square pixels, fixed
frame rate, progressive scan
Format: .mp4 container ideally with leading mov atom, no edit lists
Audio: Stereo AAC audio compression, 128 kbps+ preferred
Technical Requirements
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Caption length text: Text only, max. 300 characters
Video aspect ratio: 1.9:1 to 1:1
Length: 30 seconds max. (limited availability)
Thumbnail image ratio: 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.
Minimum resolution: 600 x 315 pixels (1.9:1 landscape)/600 x 600 pixels (square)
File size: Up to 30 MB max.
Frames: 30 fps max.
Bit rate: No limit to bit rate file if you're using two-pass encoding, as long as your file
doesn't exceed 1 GB. Otherwise, 8 megabits per second for 1080p and 4 megabits
per second for 720p.
Limited support for landscape format
INSTAGRAM FEED
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INSTAGRAM FEED
Facebook Marketplaces – Technical Specifications
Ad Policy: Editorial & Format Guidelines
Grammar, spelling errors or punctuation
All ads must include grammatically correct sentences. This includes correct spelling,
sentence structure and punctuation. Ads can't contain spelling mistakes,
improper/unnecessary punctuation or incomplete sentences.
Capitalization
All ads must have appropriate and grammatically correct capitalization. The title of your ad,
as well as the first word in each sentence, must begin with a capital letter but cannot be
written in all capital letters. The first letter of all proper nouns should be capitalized and
acronyms may be capitalized. Words may not be written in all capital letters (unless they are
known acronyms e.g. USA or NRA), and words that do not require capitalization should not
be capitalized in any way (e.g. "FREE" should be "free").
Spacing
All ads must have grammatically accurate single spacing. Ads may not use multiple spaces or
punctuation that mimics line breaks for any reason.
Symbols
All symbols, numbers and letters must adhere to their true meaning. Symbols may not be
used to substitute for words or letters for emphasis or to reduce character count (e.g. "$ave
money" or "save $$"). Symbols may also not be used in place of proper punctuation (e.g.
"Free-book-save today" should be "Free book. Save today.")
Ad Policy: Images in News Feed & Right Hands Side
General Best Practices
Photos should include real people and real things. The most engaging content on Facebook
is that to which most users can relate. User sentiment research has shown that the emotions
triggered by images of real people, real situations, and real objects are more lasting and
more compelling than those that include words or text.
Text or text overlay should be minimal (our policy allows for 20% of text overlay on an
image). Facebook users react negatively to content that they perceive as inauthentic or
impersonal. Since text is rare in photos from friends, text in brand photos triggers negative
emotions in users. Instead of introducing text in your images, choose photos that send a
message or tell a story without needing any words. If words are necessary, make sure that
you are being thoughtful about how your consumers might react. Note here that logos
w/text count against the 20% of the total image
Note: This 20% text policy does not apply to pictures of products that include text on the
actual product. Photos of products in real situations or photos of products with a
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Facebook Marketplaces – Technical Specifications
background are acceptable. Images that are zoomed in on logos or images with text overlay
are not allowed. We will also not allow images that are clearly edited to include text on the
product as a loophole to policy.
Brand logos, campaign slogans, and taglines should be used sparingly. Since brand logos
already appear as the profile logo on most pages, brand logos should not be the focal point
of any photo post. Brand logos should be used sparingly, and only when deemed extremely
relevant to the image itself. Likewise, campaign slogans and taglines can often be integrated
much more seamlessly into ad copy than they can into photos. Consider including a photo of
your product in action instead of overlaying your brand logo, campaign slogan, or tagline on
an otherwise unrelated image. You must not use Facebook Brand assets
Keep it simple. Users should be able to tell what your image represents without having to
scan your photo for minor details or read fine print. The simpler the image, the clearer your
brand message will be.
Focus on quality. It’s a simple thing, but make sure that your photo is of high enough
resolution to represent your brand in a positive light. Basic screenshots are often low
quality, can appear grainy, and may cheapen the effect of your post.
Let your photos tell a story. Every brand is different so every brand has the ability to tell
stories in a unique way. Some of our principles for storytelling include: Tell stories that are
unique to your brand; Know your audience; Use photos that people will want to share;
Evoke emotion; Highlight your product; Use rich images; Make it about your fans; Keep text
with photos short and sweet; Solicit a lightweight response.
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Facebook Marketplaces – Technical Specifications
Good Examples
Simple, Engaging, Authentic
Text Overlay: DOs and DON’Ts
DO:
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Avoid calls to action, price details and contact
information
Leverage text in creative ways to invoke emotion
and grab attention
Choose text that speaks in your brand’s voice
Place all details in the text above the image (dates,
location, T&C, promo codes)
Take a photo of the product being used in real life
DON’T:
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Substitute a real photo with a graphic or stock photo of your product
Let text overpower the image; keep it short and sweet
Include text that’s too small for a user to read easily
Facebook Marketplaces – Technical Specifications
Compliance Tool for Text Overlay
Our new policy restricts text overlay to 20% of an image for ads in News Feed and RHS. With
this policy, we hope to improve ad quality, eliminate the “gray areas” of prior policies and
increase consistency in enforcement. To that end, we have created a grid-based tool that
will be the standard for determining what percentage of an image contains text.
We’re sharing screenshots of this tool with our trusted clients to improve transparency and
predictability as to what images are appropriate for News Feed. Specifically, the tool is a 5x5
grid with a total of 25 boxes (see below). To meet the 20% test, text may appear in a
maximum of five boxes (5/25 = 20%). If the image has text in six or more boxes, it is not
eligible for an ad in News Feed/RHS.
You can find the tool here.
Ad Image in Grid Tool
Ad Image with Text Highlighted
5 boxes = 20% text
Guiding Principles of Enforcement
Side with clients when borderline. When a small amount of text spills over into an adjacent
box, we’ll side with the client in not counting multiple grid boxes as having text overlay in
borderline cases (i.e., the tips of the “C” and “A” in the example above).
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Facebook Marketplaces – Technical Specifications
But prevent loopholes. If a client tries to exploit policy loopholes, we will enforce on the
spirit of the policy. For example, if the client zooms in closely on a photo of a billboard or
logo to create the same effect as text overlay, we will enforce the text as if it were overlaid
on top of the image.
Support
For technical support please contact us at [email protected] or by phone at
(+30) 2613 010593.
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Facebook Marketplaces – Technical Specifications