Numerous Facebook advertising objectives exist to optimize your ads for the best results. Choose reach and Facebook will serve your ads to the maximum amount of people in your audience. Choose local awareness and Facebook will attach a map to your ad, directing customers to your brick-and-mortar store. Choose app installs and Facebook will send people to the app store where they can download your app.
Each objective results in different ad functions and features. For instance, if you want to promote your app, you should choose the app installs objective, an objective that gets more people to engage with or install your app. With the app installs objective, you can do the following:
- Increase the number of people who install your app by directing them to the Apple App Store or the Google Play Store.
- Increase engagement from existing customers by encouraging them to use your app again (which can include directing them to a specific place within your app).
Which platforms support the app installs objective?
You can serve all app install ads on Facebook (mobile, desktop, news feed, and right column) and Instagram’s platform. When creating an ad in Ads Manager, you can choose where you want to serve your ads in the “Placements” section.
Which ad formats can I use with the app installs objective?
An app install ad is eligible for the video, carousel, photo, and slideshow format. You can choose your format in the “Format” section when creating the ad. Note that some objectives are not eligible for all formats. For instance, the local awareness objective is ineligible for the canvas format.
Facebook ad specs
When creating a Facebook ad, follow these recommended ad specs.
Facebook Mobile App
Design Recommendations
Recommended image size: 1,200 x 628 pixels
Image ratio: 1.9:1
Text: 90 characters
Your image may not include more than 20% text.
Instagram Mobile App
Design Recommendations
Image ratio: 1:1
Image size: 1080 x 1080 pixels
Caption: Text only, 125 characters recommended
Technical Requirements
Image ratio: 1.9:1 to 1:1
Minimum resolution: 600 x 315 pixels (1.9:1 landscape) / 600 x 600 pixels (square)
Maximum resolution: 1936 x 1936 pixels
File type: .jpg or .png
Maximum size: 30MB
Caption: 2,200 characters Max
Your image may not include more than 20% text.
Instagram Mobile App Carousel
Design Recommendations
Image size: 1080 x 1080 pixels
Caption: Text only, 125 characters recommended
Technical Recommendations
Minimum number of images: 3
Maximum number of images: 5
Image ratio: 1:1
Minimum resolution: 600 x 600 pixels
Maximum resolution: 1936 x 1936 pixels
File type: .jpg or .png
Maximum size: 30MB per image
Your image should include minimal text.
Caption: Text only, max 300 characters
Desktop App
Design Recommendations
Recommended image size: 1,200 x 628 pixels
Image ratio: 1.9:1
Text: 90 characters
Your image should include minimal text.
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