Facebook Ads Guide

Update to Meta Ads Manager objectives

We are gradually introducing a new set of 6 campaign objectives in Ads Manager: awareness, traffic, engagement, leads, app promotion and sales.

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Collection

Instagram Explore

Instagram Explore is an ad placement that serves personalized and suggested content based on a person’s interests. Explore appears on the same screen as the search function and shows posts from accounts that people do not follow. Ads in Instagram Explore appear between organic content.

You can use the collection format in Instagram Explore to make it easier for people to discover, browse and purchase products and services from their mobile device.

A collection ad in Instagram Explore includes a cover image or video followed by at least three product images. When someone clicks on a collection ad, they see an Instant Experience, which is a fullscreen landing page that encourages engagement, interest and intent. When creating an Instant Experience to use with your collection ad, you can use the storefront or customer acquisition templates, or build a custom experience.

Design Recommendations

  • Image file type: JPG or PNG
  • Video file type: MP4, MOV or GIF
  • Recommended ratio: 9:16
  • Resolution: At least 1080 x 1080 pixels

Consider leaving roughly 14% of the top, 35% of the bottom, and 6% on each side of your asset free from text, logos or other key creative elements to avoid covering them with the profile icon or a call to action. To learn more, visit the guidance on text overlays and safe zones.

Text Recommendations

  • Primary text: 125 characters
  • Headline: 40 characters
  • Landing page URL: Required

Technical Requirements

  • Instant Experience: Required
  • Image maximum file size: 30MB
  • Video maximum file size: 4GB

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All ads must comply with our Advertising Policies.

Choose a placement

Select a placement option to discover which objectives are available.

Instagram Explore
Create an Ad

Choose an objective

Select an objective to see which calls to action are available.

Awareness

Choose a conversion location

The conversion location is the place where you want people to take action. For some objectives, the conversion location is automatically selected for you.

On your ad

View available calls to action

Not all calls to action may be available to you, depending on your industry.