When you create an ad on Facebook, which are the most important features? Here we go through the three elements an ad consists of –image, title and body text – and provide a best practice for Facebook ad creation.
Image – What’s Most Important
When you talk to advertisers about what’s most important when creating Facebook ads everybody says the same thing. The image is what make or break an ad. It’s what draws the eye to the ad, and without a great attention grabber, you will have a hard time attracting clicks.
So when you create and design ads for Facebook, make sure you put effort into choosing images. This will have a huge impact on the end result. In many cases it decides whether or not the ad become successful at all.
Facebook Ad Images – Size and Color
First of all there are some technical specifications you need to have in mind. These are the rules set by Facebook:
- The image can’t be larger than 110 x 80 pixels
- The image have a 4:3 (or 16:9) ratio
- The image can’t be larger than 5 kilobytes
We can say whatever we want about these rules, but if we don’t follow them and choose an image that doesn’t follow these standards, the software will resize the image and chances are it will come out strange.
Also, if you have text in the image, make sure it’s readable in the small format.
Stay Away from Blue and White
One thing you have to take into consideration when you create Facebook ads is the colors of the image. This is true whatever type of ad you’re making and whatever product you’re advertising.
Since everything on Facebook is white and blue, an ad with a white and blue image is a disaster. It will just blend into the background. Instead you should go for colors that stand out – bright red and green have proven to be good attention grabbers.
If you want to use your company’s logo in the ad, and it’s white and blue, consider putting a border around it or change the colors. If you’re not allowed to change the design of the logo, you probably have to use another image, unfortunately.
When designing Facebook ads, the colors are just too important.
What’s a Good Facebook Ad Image?
What picture you should choose depends a lot on what you are advertising – what your product is and what your intentions are.
There are, however, some common images used when creating ads. These have different characteristics.
Logos: For a well-known brand a logo can work really well. If Facebook users see logos from, say, Apple, Coca Cola or Nike in the ad field they instantly understand what the ad is about and their attention is drawn there automatically.
If the logo doesn’t say anything to the user, on the other hand, people won’t click. Why should they when they don’t know what the ad is about?
It doesn’t matter how well designed the logo is when it doesn’t contain any information. So for most advertisers the logo is not the best choice.
People: When you log on to your Facebook page and look at the ads, you’ll see that a majority of them have pictures of people. The reason is simple. Pictures of people give your ad “personality,” which attracts clicks.
A lot of advertisers say that you should use images of women when advertising for men and vice versa, but it’s not that simple. Again, think about what you’re advertising – your product – and what signals you want to send. It might work with a smiling, attractive woman but a serious old man could also win over the visitor if it represents your brand.
When you create Facebook ads, also try to stay away from too generic, stock photo people. They look fake and won’t attract as much attention as “real” people.
Think about it, Facebook is a social network where you connect with friends. A stock-photo character looks nothing like your friends, right?
Products: If you’re advertising to sell one specific item, say, mobile phones. Usually a picture of the phone works best.
Of course, you might get more clicks with another image, something more spectacular, but the number of clicks is not all you should measure. If your goal is to convert the people clicking and actually sell phones, the quality of the clicks on the ad is generally higher if visitors click for the right reasons.
Create a Capturing Ad Title
The second most important factor you have to consider when you try to create effective Facebook ads is the title.
With 25 characters you have to explain why people should click on your ad and perhaps more importantly, why they should follow your instruction when they reach their destination whether it’s liking your fan page or making a purchase in your web shop.
But how do you create a good Facebook title?
Create a Clear Call to Action
The best ads are often clickable even without the body text. The image and the title should together explain what the ad is about and give the visitor a reason to click through.
Therefore you should try to include your offer in the title. Make it a clear call to action.
Do you run a 70% sale, write that; do you sell phones for $20, write that; do you offer free downloads for your web application, write that.
Using Brand Name in the Title
If you look at Facebook’s own guidelines for advertising, they suggest you should use your company name in the title – especially if your goal is brand recognition.
But just as an unrecognized logo doesn’t add any real value to your ad, a brand name that very few know about doesn’t make it stand out.
Again, if your brand is strong, take advantage of that. If not, try another message.
Finally, make sure you capitalize correctly. Don’t have all letters in upper or lower case, it just means you either scream or whisper. Follow these guidelines and you’ll get it right.
Facebook Ad Body Text
We won’t say that the body text is not important. In some cases you need the 90-character piece of text to explain why a Facebook user should click your ad. Use that space wisely and try to include any added value of your product.
This could also be the place where you give an introduction of who you are, what the brand name is, where you’re located and so on.
However, if you don’t feel you don’t have to use all 90 characters to get your message through, then don’t. Some advertisers always try to fill the field but if your story is perfect after 60, stop there.
Be Informative, Don’t Brag or Lie
One thing Facebook says in their advertising guidelines is to “keep it simple” and this really applies to the body text of an ad.
Be informative, explain what’s good about your product and why people should click and don’t write empty phrases about you being “world leaders” and “a great company.” The web community is getting immune to these clichés – especially when we hear them from the company itself.
You should also stick to the truth, which is true in every part of the ad. You might get a lot of clicks if you bend the truth a little, but you’ll have a hard time turning clicks into likes or sales when the landing page can’t live up to the visitors’ expectations.
All in all, explain the benefits of your products, tell your unique selling point, don’t brag and try not to sound like everybody else.
And if you can incorporate some emotion in your ad, you might be creating a winner
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